Syllabus - This section contains information about objectives and details of the class as well as an overall schedule.
Syllabus Introduction: This contains the background and objectives for the course.
Syllabus Organization - Contains information about how the class is organized.
Syllabus Grading: Breaks down how your grade is determined
Syllabus - Requirements: Elaborates on class requirements
Syllabus - Material: Lists the readings and other course materials
Syllabus - Schedule: A class schedule listing guest speakers, assignments, etc...
Syllabus - Acknowledgments: Giving credit where credit is due.
At a Glance - Click here for overviews of each class, posted after the end of class.
Cases - This section contains preparation questions for the cases discussed in class.
Readings - This section contains a list of the articles and cases contained within the course pack.
Powerpoint Files - This section contains the PowerPoint lecture files.
Groups - The group listings for the class are located here.
Videos - Downloadable or streaming versions of the various videos shown in class.
Teaching Assistants - A list of the teaching assistants, with their contact information.
Contact Information - Contact information for the professor, including phone number, e-mail, and office hours.
Newsgroups - Links to the class newsgroups.
Link to a Speaker Series PDF
PharmaSim Webpage
FuquaWorld
Fuqua Home

Class Organization

Product Management is a marketing elective that is designed to improve student's marketing skills and understanding of specific marketing topics, as well as "big picture" issues of how various aspects of marketing "fit together," all from a brand equity perspective. Accordingly, Product Management is organized around the product and brand management decisions that must be made to build and manage brand equity.

Specifically, the course is organized in three sections: a) describing the brand and product management system, b) managing a brand and c) extending brand management across products and geographies. In the first section, we overview the course and discuss i) how to organize the firm to manage the brand asset and ii) the concept of brands and a framework to provide insight into how brands are built. In the second section, we articulate the product strategies that can lead to enduring brand advantage. In the last section, we look at marketing decisions that extend beyond the core brand and market.

Each section of the course employs an amalgam of cases, lecture, article discussions, videos, and guest speakers in order to lend perspective to the brand management problem. The frequent use of guest speakers, typically drawn from the area of the cases they will attend, will help you to understand the implementation issues associated with managing a brand and ensure that the discussions reflect the most contemporaneous management practices.