Consumer Insight for Brand Strategy Marketing 458 Syllabus

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1 NORTHWESTERN UNIVERSITY KELLOGG GRADUATE SCHOOL OF MANAGEMENT Professor Calder Summer Consumer Insight for Brand Strategy Marketing 458 Syllabus There are three key tools in creating a successful brand strategy- (1) brand identity/ design, (2) brand persuasion and, of increasing importance, (3) content marketing. Each of theses tools requires special insight into consumer behavior for optimum success. This course shows how the concepts of consumer psychology can supply this insight. It provides a systematic framework for analyzing consumer behavior and applying this understanding to brand strategy. The course is directed at students preparing for brand/product management, business development, consulting positions or general management. Expertise in branding is increasingly relevant to a wide range of companies. This course will therefore draw on examples from a range of industries including core examples from consumer package goods. Beyond the focus on branding, the concepts of consumer psychology provide a vocabulary and a way of viewing consumer behavior that is richer than what is often employed in marketing practice. The linkage of these concepts to marketing research data is also covered, with special focus on the relevance of qualitative marketing research. Course Approach The objective of this course is to develop expertise in understanding consumers and applying this to brand strategy. A major premise is that you will benefit most from working with the concepts discussed in class. To this end, we will work in teams on a Course Project throughout the quarter. Class time will be divided between discussing key ideas and concepts and application to the team Course Project. In addition to the Course Project and there will be a take-home Individual Final Exam. Questions will focus on discussing and applying concepts covered in class and readings. The questions will be available on or about the last class and due August 28. For grading, the Team Project and Individual Final Exam count 40 percent each and class and team participation 20 percent.

2 Class Attendance Attendance is essential for class participation and group teamwork. If you must miss a class, please send an to this effect before class if possible. There will be team peer evaluations at the end of the quarter. Please do not use your computer or phone during class. Readings Assigned chapters in: Thinking, Fast and Slow by Daniel Kahneman, FSG (TFS) Articles and additional material may be distributed electronically or in class and tied to the specific subjects discussed. Professor Bobby J. Calder is the Kellstadt Professor of Marketing and Professor of Psychology at the Kellogg School of Management, Northwestern University. He is also a Professor of Journalism in the Medill School of Journalism. Presently he is Chair of the ISO International Committee on Brand Evaluation. He has formally served as Director of the Kellogg MMM Program, and Chair of the Marketing Department. His work is primarily in the areas of brand strategy, media and marketing, and the psychology of consumer behavior. Previously he has taught at the Wharton School, University of Pennsylvania, and the University of Illinois and has been a consultant for Booz Allen and Hamilton. He is a graduate of the University of North Carolina at Chapel Hill. He has been a consultant to many companies (including Aetna, Baxter, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, Hearst, McDonald's, Motorola, Prudential, Royal Bank of Scotland, Samsung, Televisa and Tribune Company) and to government and not-for-profit organizations (such as the Census Bureau, the Environmental Protection Agency, the United Way, and the US Army). His most recent books are Kellogg on Integrated Marketing (Wiley, 2003) and Kellogg on Advertising and Media (2008).

3 SCHEDULE AND READINGS 1 June 19: Brand Value READ: Thinking Fast and Slow (TFS) pages (ch 1 The Characters of the Story) Team Work: Organizing the Course Project Start Wave 1 Qualitative Interviews Review Identity for Project Identity through Design 2 June 26: System 1 and Unconscious Perception- Verbal Design READ: TFS pages (ch 2, 3, and 4 Attention and Effort, The Lazy Controller, The Associative Machine) Team Work: Analysis of Verbal Design for Project ***July 3 No Class (Team Conference Calls) Team Work: Analysis of Wave 1 Qualitative Interviews 4 July 11 System 1 and Unconscious Perception- Visual Design Read: TFS (ch 5, 6, 7, 8, and 9 Cognitive Ease, Norms Suprises and Causes, A Machine for Jumping to Conclusions, How Judgments Happen, Answering an Easier Question) Team Work: Analysis of Visual Design for Project Start Wave 2 Interviews Benefit Persuasion through Advertising

4 5 July 17: System 2 Belief Elaboration and Attitude (Liking) READ: TSF (ch 25, 26, 26, and 28 Bernoulli s Errors, Prospect Theory, The Endowment Effect, Bad Events) Team Work: Analysis of Initial Brand Benefit Positioning Insight for Project 6 July 24 System 2 Belief Elaboration and Attitude (Liking) cont d READ: TSF pages (ch 32, 33, and 34 Keeping Score, Reversals, Frames and Reality) Team Work: Plan Wave 3 Qualitative Interviews for Project Start Wave 3 Interviews Experiential Engagement through Content Marketing 7 July 31: Experiences and Engagement READ: TSF pages (ch 35, 36, and 37 Two Selves, Life as a Story, Experienced Well-Being) Team Work: Experience Analysis for Project 8 August 7: Content Activations READ: TSF pages (ch 38 Thinking about Life, Conclusions) Team Work: Design Content Activations for Project 9 August 14: Brand Architecture System 1/Sensory Design READ: TFS (ch 10, 11, 12, 13, and 14 The Law of Small Numbers, Anchors, The Science of Availability, Availability Emotion and Risk, Tom W s Specialty) Team Work: Plan for Project Presentation

5 10 August 21 **Course Project: Final Presentations** August 28 5pm Individual Final Exam Paper Due