Researcg

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|Branding and Marketing Communications | |
|2 Credits | |
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|BU.430.710.XX (including section number) (Note: each section must have a separate syllabus.) | |
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Bibliography: |9-413-051 |“Warby Parker: Vision of a ‘Good Fashion Brand’” |Marquis and Villa, 2012 | |9-511-137 |Sephora Direct: Investing in Social Media, Video, and Mobile |Ofek and Wagonfeld, 2012 | |9-501-015 |“Building Brand Community on the Harley-Davidson Posse Ride” |Fournier, 2000 | |9-511-117 |“The Ford Fiesta” |Deighton and Kornfeld, 2012 | |W12904 |“Vibhava Chemicals: Pursuit of a Cleaner Space” |Ramesh and Barnabus, 2012 | |Additional Readings+ | |Week Assigned |Title |Author/Year/Source |Topic | |Week 1 |Integrated Marketing |Dolan, 2000 (HBS) |Overview of marketing communication | | |Communications | |principles | |Week 2 |“Discover the Blind Spots in Your |Farquhar, 2003, Marketing Management| | | |“Branding in the Digital Age: |Edelman, 2010 | | | |You’re Spending Your Money in all | | | | |the Wrong Places” | | | | |“Intel Voice: The Written |Intel, 2002 |Provides written guidelines for creating a |