Typical job descriptions and compensation

ALAN WHITEBREAD

OFFICE—BA705 Phone: 742-1963 E-Mail: Alan.Whitebread@ttu.edu HOURS— Usually M, W, F 10-11 and M, W 2-3.

TEXT #1 TEXTBOOK – The New Strategic Brand Management, 4^th Edition, Jean-Noël Kapferer, ISBN 978-0-7494-5085-4, paperback, 2008.

#2 ADDITIONAL MATERIALS MAY BE REQUIRED FROM

· Articles to be accessed in the main library using your E-Raider information.

· Product Development & Management Assoc. http://www.pdma.org/ or Project Management Institute http://www.pmi.org/info/default.asp

#3 Check the website http://awhitebread.ba.ttu.edu -daily- for the latest information on the course and support materials.

COURSE DESCRIPTION / OBJECTIVES AND ORGANIZATION

This course will provide a comprehensive overview of product / brand management and new product development. There will be a mix of theory and actual business applications of the theory. The student will demonstrate application of all major theories through interactive class participation, exams, and homework.

The course begins with a fundamental framework for product management and product development in large organizations [total corporate sales >$500 million]. Students will work individually on a selected project for the semester. Sources of information will include the class lectures, textbook, current events, handouts, selected items on the web, postings on http://awhitebread.ba.ttu.edu, and library resources.

EXPECTED LEARNING OUTCOMES

At the end of the course, students will be able to:

· identify and describe current product/brand management and NPD concepts, theories, thought, and significant trends;

· explain how product/brand management and NPD provides benefits to firms, employees, consumers, and stakeholders of all types;

· evaluate, classify, and use basic of product/brand management and new product development concepts;

· understand different product/brand management and new product development approaches and when each should be used; and

· understand the basic knowledge and tools for success as a product manager, brand manager, or product development manager.

COURSE GRADING

The final grade for the student will be based on demonstrating competence in the exams, in-class participation, and homework. The six tests will be 90% [15% each] of the final grade. Tests may cover any materials since the previous test—the textbook, lectures, discussions, handouts, web sites, current events, and readings. The remaining 10% of the grade will be based on in-class responses where students will be called on randomly to answer what they had on the project and contribute comments about an item and homework assignments. The syllabus will also serve as a study guide, a project guide, and the exams.

Students must be prepared to answer questions in class—failure to do so will negatively affect their grade. Attendance is required. The student will find the course quite difficult if any classes are missed. Since all assignment dates are detailed on the syllabus, the student bears total responsibility for complying with the requirements of the course. Late or make-up exams will not be given. Late work will not be accepted. No extra credit projects will be allowed. Grades will be posted outside the classroom after an exam. Grades will not be sent, or discussed, via email. If you have a legitimate reason and must miss class, see me in advance so we can arrange for you to complete the work before your absence.

The following grade scale applies.

A = 81% and above B = 74% to 80% C = 67% to 73% D = 60% to 66% F = below 60%

WITHDRAWALS

A student will receive a WP [withdraw passing] only if they have a D or better in the course at the time of withdrawal.

CLASS CONDUCT

Standards of academic honesty will be observed in accordance with TTU policy, as detailed in Operating Policy 34.12. Special accommodations to students with disabilities will be made, as detailed in Operating Policy 34.22. Student absences for the observance of religious holy days will be allowed, as detailed in Operating Policy 34.19.

CIVILITY IN THE CLASSROOM

Students are expected to assist in maintaining a classroom environment conducive to learning. In order to assure that all students have an opportunity to gain from time spent in class, unless otherwise approved by the instructor, students are prohibited from using cellular phones, beepers, pagers, or similar devices, eating or drinking in class, making offensive remarks, reading newspapers, sleeping or engaging in any other form of distraction. Inappropriate behavior in the classroom shall result in, minimally, a request to leave class.

ADA STATEMENT

Any student who, because of a disability, may require special arrangements in order to meet the course requirements should contact the instructor as soon as possible to make any necessary arrangements. Students should present appropriate verification from Student Disability Services during the instructor’s office hours. Please note instructors are not allowed to provide classroom accommodations to a student until appropriate verification from Student Disability Services has been provided. For additional information, you may contact the Student Disability Services office in 335 West Hall or 806-742-2405.

SECTION LECTURE[S]	DATE[S] ALL	TITLE [Chapter: page(s)] [key items, excerpts from one key article per section as appropriate] [presentation date] *** Indicates the item is part of the semester project. Materials for the IN-CLASS PROJECT REVIEWS and the HOMEWORK must be complete, professional, and are due before the start of class on the date indicated. Any or all of the materials due may be selected to be presented. Students MUST USE the project template or other supplied templates for development of their materials. All references to appendices are in brackets [# ]. LECTURE EXCERPTS will only be available until that section’s test. If a link does not work, search on the topic to find another one.
	8/27	Introduction to the course KEY ARTICLE: “2009 Best Global Brands” by Interbrand at http://issuu.com/interbrand/docs/bgb2009_magazine_final KEY ONLINE ARTICLE: “A Tense Kodak Moment” explains why brand management is not enough!
1	8/30	Brand Managers, Channel Managers, Product Managers, and New Product Development Managers as Product Champions Their organizational role Typical job descriptions and compensation Characteristics of good product managers Leading and sustaining development teams Organizational hurdles, politics, and issues Value-based management [VBM] Corporate innovation Product development within an SBU Interfacing with other functional areas
2A	9/1	Corporate Strategy and Customer Orientation: Understanding Wants, Needs, and the Competitive Environment Introduction to the various New Product Development [NPD] schools of thought The Configuration School of NPD and organizational behavior: defenders, prospectors, analyzers, and reactors Tools and techniques ***Core competencies [9/3] RECOMMENDED ARTICLE: ***“The Core Competence of the Corporation”, C. K. Prahalad and Gary Hamel, Harvard Business Review, May-June, 1990. [see TTU library online journals] To get these articles go to the main university library http://library.ttu.edu/ul/ . Click on [1] E-JOURNALS [2] find the journal issue and proceed. ***Key success factors [9/3] ***SWOT analysis [9/20] BCG and McKinsey / GE strategic planning models KEY ARTICLE: “Your Company Strategy in Pictures”, http://www.bettermanagement.com/library/library.aspx?l=4852
2B	9/3	Corporate Strategy and Customer Orientation: Understanding Wants, Needs, and the Competitive Environment [continued] ***Porter: Five Forces, and Competitive Advantage of the Firm [9/8] ***Gap analysis [9/8] Five Steps for NPD Success ***The Core-Branded-Augmented Product Chart [9/8] Strategic Options IN-CLASS PROJECT REVIEWS – [#1] Core competencies [#1] Key success factors
3	9/8	Brands and Brand Management: An Introduction [1: Brand Equity in Question 9-30] Brand definition – What does branding do? The Core-Branded-Augmented Product Chart expansion to the expanded ***Generic-Core-Branded-Augmented-Potential Product Chart concept [9/10] Goods-Services Continuum Tools and techniques ***Product Risk Analysis: Understanding types of risk [9/10] Minimizing risks Brand assets to brand strength Brand equity [definition – financial formulas – off-balance sheet items* [many references – see index in text] Factors for enduring brand leadership Tools and techniques Brand challenges Brand opportunities 1 KEY ARTICLE: “Package-Goods Brands Lose Loyalty in a Recession”, Advertising Age http://adage.com/article?article_id=137436 IN-CLASS PROJECT REVIEWS – [#2] Porter: Five Forces and Competitive Advantage of the Firm [#3A] Detailed Current and Envisioned Product Descriptions [#3B] Core-Branded-Augmented Product Chart [#4] Gap Analysis
4A	9/10	Overview of the Strategic Brand Management Process [2: Strategic Implications of Brands 31-50] Identify and establish brand positioning and values Tools and techniques Introduction to Points of Parity, Points of Difference, and Points of Contention Competitive Frame of Reference ***Core Brand Values [9/20] ***Brand Mantra [9/22] KEY ARTICLE: “How to Brand Sand”, Booze Allen http://www.boozallen.com/media/file/98203_How_To_Brand_Sand.pdf Plan and implement brand marketing programs Brand elements Brand value Growing and sustaining brand equity IN-CLASS PROJECT REVIEWS – [#5] Core-Generic-Expected-Augmented-Potential Product Chart [#6] Product Risk Analysis
	9/13	TEST #1 [Sections 1 through 4A]
4B	9/15	Brand Management Approaches [3: Brand and Business Building 51-64] and [6: The New Roles of Brand management 137-70] and [7: Brand Identity and Positioning 171-99] Brand Identity Prism Brand Management Approaches Economic approach Identity approach Consumer-based approach Customer-based Brand Equity [CBBE] Personality approach David Aaker’s Brand Equity Model · RECOMMENDED ARTICLE: “The Importance of Corporate Brand Personality”, K. L. Keller, Journal of Brand Management http://www.palgrave-journals.com/bm/journal/v14/n1/full/2550055a.html Relational approach
	9/17	Project Day – no class – students are to use this time to develop their projects.
5	9/20	Brand Types and Characteristics [4: Brand Diversity: The Types of Brands 65-94 SPECIAL NOTE: WHEN READING THIS CHAPTER THE AUTHOR USES DISTRIBUTOR AS A RESELLER – USUALLY A RETAILER.] and [5:From Private Labels to Store Brands] and [7: Brand Identity and Positioning 171-99 AGAIN!] ***Building a Brand [9/27] Brand identity, Brand Meaning, Brand Response, Brand Relationship Brand identity traps Tools and techniques ***Mind Maps [9/24] and Modified Mind Maps [9/27] Positioning and the benefits of a strong brand KEY ARTICLE: Brand Killers http://www.brandkillers.com/ IN-CLASS PROJECT REVIEWS – [#7] Core Brand Values Chart [#8A-F] Two Major Competitors SWOT Analysis
6	9/22	New Product Development: Risk Assessment Identify Critical success factors Derivative, platform, and breakthrough new products KEY ARTICLE: “Creating Project Plans to Focus Product Development”, Stephen C. Wheelwright and Kim B. Clark, [Harvard Business Review, March-April, 1992]. [see TTU library online journals] Tools and techniques ***Idea generation methods [10/8] KEY ARTICLE: For methods http://members.optusnet.com.au/~charles57/Creative/Techniques/ In-class Creativity exercises, analytic exercises, experiential exercises Product Generation Map Introduction Technology Roadmap Introduction Concept screening and selection: form, function, design, aesthetics, … Project selection Three Key Questions IN-CLASS PROJECT REVIEWS – [#9] Brand Mantra
7A	9/24	Market Research [9: 353-390] and Market Segmentation Using research to define needs, wants, and sources of value Questions, answers, and questionnaire construction Tools and techniques [overview unless needed for the project***] Qualitative techniques ***Competitive analysis and product line analysis Contextual research principles and process Users: interview users, free association, focus groups, and projective techniques Quantitative techniques Customer-perceived value Correspondence mapping Concept testing ***Brand attributes and brand benefits [9/27] Perceptual mapping · Factor analysis, multidimensional scaling, conjoint analysis Principal components analysis [PCA] ***Brand personality [183-4] [10/1] The Power of Brand Passion [10/6] 2 KEY ARTICLES: [1] Brand Personality – The Relationship Basis Model, UC Berkeley Hass School of Business http://groups.haas.berkeley.edu/marketing/papers/aaker/books/building/brand_personality.html , and [2] Cipriani Design-Beauty and Brains: the Competitive Strategy Behind Apple’s iPodhttp://ciprianidesign.com/include/pdf/cipriani_applePaper.pdf IN-CLASS PROJECT REVIEWS – [#10A] Mind Map
7B	9/27	Market Research - 2 KEY ARTICLE: *** "Premarket Forecasting of Really-New Products," Urban, Glen L., Bruce Weinberg and John R. Hauser (1996), Journal of Marketing, 60,1, (January), 47-60 excerpts. [see TTU library online journals] Quantitative techniques: cluster analysis ***Market Description [10/15] and ***Expected Buyer Behavior [10/15] ***Market Segmentation [10/18] 3 KEY ONLINE ARTICLES: [1] P&G Canada SCOPE http://www.scribd.com/doc/2559535/CASE-Procter-and-Gamble-PG-Inc-Canada-Scope , [2] Indicators of Market Potential IN-CLASS PROJECT REVIEWS – [#11A & B] Building a Brand [#10B] Modified Mind Map [#12] Detailed Brand Attributes and Benefits
	9/29	TEST #2 [Sections 4B through 7B]
7C	10/1	Consumer Market Segmentation ***Selecting target markets [Kotler’s five tests] [10/18] RECOMMENDED ARTICLE: *** "Rediscovering Market Segmentation," Harvard Business Review, February, 2006, pp.122-131. [see TTU library online journals or i.bnet.com/pdf/200231-Rediscovering_Market_Segmentation.pdf ] ***Meaningful Differentiation and benefit presentation [10/18] ***Estimating market [segment] potential [10/18] [This is included with market segmentation in Section 7B] IN-CLASS PROJECT REVIEWS – [#13] Brand Personality Conversation – develop with a classmate of your choice
8A	10/4	New Product Development Process: From Concept to Launch [***Several portions of this will be found in the Detailed New Product Descriptions] [10/18] Managing product development teams Responsibilities and challenges The importance of speed-to-market Key project questions Project management basics Tools and techniques PERT, CPM, and ***Gantt charts [11/15] Engineering requirements Product design strategy alternatives Rapid prototyping methods and development Iterative concept and product design
8B	10/6	NPD Process: From Concept to Launch Standards, Quality, and Product Liability Standards, product and performance specifications, and product testing Quality Concepts: TQM, continuous improvement, benchmarking, lean manufacturing, QFD, ISO, and Six Sigma Quality and product life expectations Hazard analysis and design failure mode & effects analysis ***Selecting and specifying product packaging for maximum effect [10/25] Packaging and safety Assessing product liability IN-CLASS CASE REVIEW: Strategos - Radically Accelerate and Improve New Product Development IN-CLASS PROJECT REVIEWS – [#15] Market Descriptions [#16] Detailed Expected Buyer Behavior Profiles [#14] Brand Passion
8C	10/8	NPD Process: From Concept to Launch: Advanced Topics Business Market Segmentation [14: Multi-brand Portfolios 396-401] Defining segments [especially business segments] KEY ONLINE ARTICLE: The Service Side of B2B Marketing , Bob Donath & Co., Inc. Indicators of market potential; Estimating market segment size and potential IN-CLASS PROJECT REVIEWS – [#18] Major Potential Competitors and Strategic Alliances [#17] Basic Competitive Strategy [#19] Idea Generation Method
	10/13	TEST #3 [Sections 7C through 8C]
9A	10/15	HOMEWORK [DUE 10/14] You are the new QHotels Chain [UK] [http://www.qhotels.co.uk/hotels.aspx ] brand manager and have been asked to put together a brand segmentation chart showing all Hilton and Marriott brands for potential entry into the U.S. upper middle hotel market. Identify all existing positions and gaps. See http://www.hilton.com/en/hi/info/family_brands.jhtml;jsessionid=JEPXZN52Z5PJ0CSGBIXM22QKIYFCVUUC?adId=fob,hihomepage,30 and http://marriott.com/aboutbrands/default.mi?WT_Ref=MI_Home Selling the Project I: The Marketing Plan Requirements of a Successful Project Integrating the new product[s] with the rest of the business: ***Brand Portfolio [10/20] ***The value proposition and the Brand Value Chain ***Unique selling proposition [USP] [Domino’s] [10/22] KEY ONLINE ARTICLE – How to Create Your USP… ***Getting the positioning and the Marketing Mix Right: An Overview [10/20] IN-CLASS CASE REVIEW: TACO BELL Product Development ***Product and brand creation/naming flow chart [211-4] [10/20]
9B	10/18	TURN IN HOMEWORK AT THE BEGINNING OF CLASS. Selling the Project – 1 New Product Forecasting / Using IMC to Drive Customer Value Tools and techniques New product forecasting alternatives and their use ***Using IMC to drive customer value understanding [advertising, collateral, media planning, public relations, trade shows, …] Feedback and feedback loops Integration with the sales organization[s] ***Creating successful sales training and sales materials [collateral; demonstration; FABs; …] The Launch and year 1 KEY ARTICLE: Cadbury Company, UK-Case Studies – The launch of some new products http://www.cadburylearningzone.co.uk/resource_bank/case_studies.asp Implementation IN-CLASS PROJECT REVIEWS – [#20] Detailed New Product Descriptions [must include detailed standards] [#21] Three Potential Market Segments [#22] Two Target Market Segments [#24] Meaningful Differentiation
10A	10/20	Brands: Supply Chain Management, Channel Management, and Value Chain Management Supply Chain Management and Value Chain Management Channel definitions and design basics ***Channel alternatives [10/27], ***channel selection [10/27], and ***channel maps [10/27] IN-CLASS PROJECT REVIEWS – [#28A & B] Brand Portfolio [#23] Project P&L
10A	10/22	Brands: Supply Chain Management, Channel Management, and Value Chain Management-Continued Simple versus complex channels [detailed coffee example] Competitive advantage through channel design IN-CLASS PROJECT REVIEWS – [#25] USP [#26A-D] Market Position Strategy [#27] Potential Brand Names and Best Brand Name
10B	10/25	Brands: Supply Chain Management, Channel Management, and Value Chain Management – CONTINUED Simple versus complex channels [detailed coffee example] Competitive advantage through channel design IN-CLASS PROJECT REVIEWS – [#29] Packaging and its Functions
11A	10/27	Maximizing Value and Implementing Price Strategy, Tactics, and Laws Foundations, issues, objectives ***FABs [11/1] Understanding and establishing value RECOMMENDED ARTICLE: *** “Customer Value Propositions in Business Markets”, James C. Anderson, James A. Narus, and Wouteran Rossum, [Harvard Business Review, March, 2006, pp. 91-99]. Understanding the role of cost structures IN-CLASS PROJECT REVIEWS – [#30A & B] Detailed Channel Map [#30C] Three Best Channels [#31] Roles, Expectations, and Controls
	10/29	TEST #4 [Sections 9A through11A]
11B	11/1	Brands: Pricing Strategies, Tactics, and Laws ***Product Pricing Strategies [11/5], tactics, and laws IN-CLASS PROJECT REVIEWS – [#32] Features, Advantages, and Benefits
12	11/3	***Detailed Integrated Marketing Communications [IMC] Plan [11/11] An overview of IMC Setting objectives and budgets Developing a comprehensive IMC plan with the right mix ***Collateral: Literature [11/8] ***Media schedule; Introduction to Standard Rate and Data Service [SRDS] [11/8] ***Coverage ratio [11/8] Effective promotion The need for a strong public relations campaign E-commerce ***E-commerce Objectives [11/8] ***Integrating E-Commerce Strategy and Activity [11/8] KEY ONLINE ARTICLE: IMC Plan Example
13	11/5	Selling the Project II: The Business Plan Contents Accounting and financial items Pro formas ***Budgets [12/1] Performance measures IN-CLASS PROJECT REVIEWS – [#33] Product Pricing Strategies and Tactics [#34] 3 Key Questions HOMEWORK [DUE 11/8] As a Brand Manager in MY COMPANY, INC., you have to demonstrate that your new product development can lead to financial success. So your Pro Forma P&Ls must exceed corporate goal minimums. Solve the B2B and B2C proformas to prove the viability of you new product development.
14	11/8	TURN IN HOMEWORK AT THE BEGINNING OF CLASS. IP: Protecting Your Brands and Creations Around the Globe KEY ONLINE ARTICLE: International Patents KEY ONLINE ARTICLE: International Trademarks KEY ONLINE ARTICLE: International Trade Secret Issues Trade marks, service marks Types of patents Making sure the patent has value Challenging a patent Trade secret law IP record keeping Increasing Sustainable Competitive Advantage with intellectual property [11/15] IN-CLASS PROJECT REVIEWS – [#35] Comprehensive Integrated Marketing Communications Plan [#36] Major Objectives for E-commerce [#36] E-commerce Integration
15	11/10	Sales: Ethics, Organizations and Integrating Sales Activities Traits of sales personnel ***Types of Sales Organizations [11/17] Sales organization structures Sales management issues Preparing the sales organization[s] for the launch
	11/12	TEST #5 Covers materials from 10/24 through 11/14 [Sections 11B through 15]
16	11/15	The Launch [8: Launching the Brand 203-18] Getting ready Roll-out planning Maximizing IMC impact [Total toothpaste] The supply chain Channel fill[s] and the logistics of supply IN-CLASS PROJECT REVIEWS – [#37] Intellectual Property [#38A & B] Collateral [#39] Media Schedule Gantt Chart and Coverage Ratio
17	11/17	Building Successful Brands: The Marketing Plan II [11: Adapting to the Market: Identity and Change 269-94] and [12: Growth through Brand Extensions 295-346] and [13: Brand Architecture 347-90] and [14: Multi-brand Portfolios 391-414] plus review [4: Brand Diversity: The Types of Brands 65-94] A Comprehensive Look at the Product Life Cycle Ansoff’s product-market expansion grid ***Product Family and Life-cycle Planning / Management KEY ARTICLE: – Vaseline Intensive Care Family Campaigns and click on Campaigns: http://www.vaseline.com/Carousel.aspx?Path=Consumer/AboutUs/History Brand extensions: risks and opportunities Product line management: expansion, modification, and discontinuation Saving a Brand: Tylenol KEY ONLINE ARTICLES: [1] Successful Brand Repositioning, McKinsey & Company and [2] Trading Up [Coach style], Forbes IN-CLASS PROJECT REVIEWS – [#40] Types of Sales Organizations
18	11/19	Building Successful Brands: Years 2 and Beyond [10: Sustaining a Brand Long-term 237-68] and [6: The New Roles of Brand management 137-70] Tools and techniques Review: 1-Product Generation Map / 2-Technology Roadmap Portfolio planning and analysis Market metrics: continuous customer feedback Advanced brand management topics [Review 9: The Challenge of Growth in Mature Markets 219-36] and [15: Handling Name Changes and Brand Transfers 415-36] and [16: Brand Turnaround and Rejuvenation 437-54] Managing the Product Life Cycle; Licensing [p. 165] Co-branding [p. 166] Managing and building relationships [pp. 161-2] From Private Labels to Store Brands – Private label strategies Generic Brands [p. 140] IN-CLASS CASE REVIEW: AIR PRODUCTS & CHEMICALS: Implementation of a Global Customer Loyalty Process KEY ONLINE ARTICLE: Foster’s Group Investor Conference Presentation
	11/22	Project Day – no class – students are to use this time to develop their projects.
19A	11/29	Business-to-Business [B2B] Brands [5: Brand Diversity: the Types of Brands 113-119] and [12: Growth through Brand Extensions 329-330] in China”
19B	12/1	Business-to-Business [B2B] Brands – continued OEM / Private Label strategies
20	12/3	A Detailed Comparison of Brand Management Approaches Economic; Identity; Consumer-based; Personality; and Relational
21	12/6	International Brands and Issues [17: Managing Global Brands 455-500] and [Review 5:123-5 for Country Brands] KEY ONLINE ARTICLES: [1] “Customer “IKEA”, Kerry Capell, [Business Week, November 14, 2005 pp.96-106] and [2] “Kraft Reformulates Oreo, Scores in China”
22	12/8	Advanced Topics and New Developments Corporate Personality [Keller]
	12/10	FINAL EXAM – TEST #6 Covers materials from 10/24 through 11/14 [Sections 16 through 21] – 7:30 – 10:00 AM, FRIDAY, DECEMBER 10. NOTE: FINAL GRADES WILL NOT BE AVAILABLE ON TECHSIS UNTIL THE FOLLOWING DAY BECAUSE IT DOES AN OVERNIGHT BATCH UPDATE.

A GLOSSARY OF TERMS MAY BE FOUND AT http://www.pdma.org/library/glossary.html AND AT http://www.npd-solutions.com/glossary.html