Please delete if you are not interested in the summer course.
***************************************************************

Reminder: You must be signed up for the summer course by this Friday, April
21, if you wish to be considered for registration. You should find out by
the middle of next week if you get in. Enrollment is limited to 60 people
and will be determined by number of fall/spring semesters completed in the
program. If all members of one class/cohort cannot get in, all members of
that cohort will be randomly drawn.

If you get in the class, we will have you pick up registration forms.
Payments and registration forms will need to be turned in by May 4. The
exact price of the course has not been determined, but it will be about
$800.

If you have any questions, please feel free to ask.

Shawn

COURSE NO.  E268

TITLE   Strategic Brand Management

INSTRUCTOR   Linda Lou Hellofs PhD

PREREQUISITES    Successful completion of E206

CLASS FROMAT   Based on the philosophy that "true knowledge results in
effective action", this course has a practical decision focus.
 Acknowledging
diverse learning styles, multiple approaches are used to teach the
material.
Class sessions are basically split between discussions, lectures, cases,
and
in-class exercises.  The class will be highly interactive and participation
is required.  Reading and cases should be prepared and discussed with
others
prior to class.  Communicating your ideas and then defending then are
learning objectives of this course.  Name cards will be used throughout the
quarter.  Please try to maintain the same seat each class.  You are
responsible for all readings, even if not covered in class.  Late
assignments
will not be accepted.  No make-up quizes will be scheduled.  Attendance is
mandatory and notification of all absences is required.

REQUIRED READINGS
    Textbook    David Aaker, "Building Strong Brands", The Free Press
    Coursepack (articles and cases)

BASIS FOR FINAL GRADE
    Group Work 40%
            Brand Evaluation Project (10 pages)         25%
            One Case Write-Up                               15%

    Individual Work 60%
            Pop Quizes (5 given, 4 count)                   20%
            Final Exam (case)                                   25%
            Class Participation including In-Class Exercises
                                                            15%

ABSTRACT OF CONTENT AND OBJECTIVES
    This course takes a strategic perspective in addressing product, price,
distribution, and promotion issues facing firms competing in both consumer
and inindustrial marketplaces.  It is organized around decisions that must
be
made by the marketer to build, measure, and manage brand equity, today and
in
the future. Applications include traditional industries, technology
companies, and the service and entertainment sectors. The course is
appropriate for those who seek careers in brand or product management as
well
as those who desire to better manage one of their firm's most valuable
equity, their brand's equity.

BIOGRAPHICAL SKETCH
    Linda Lou Hellofs has nineteen years work experience across a variety
of
industries. She is currrently consulting for several premium food companies
and wineries.  As Vice-President of Strategic Planning for a midwest
investment company, she was responsible for lobbying at the state and local
level for alcohol related issues as well as concept development for new
ventures.  She has had her own direct mail business as well as owned a
successful advertising agency.  Linda has a Masters dgree from Harvard, and
a
PhD from the University of Washington where she taught for nine years.  Her
research interests include relationship marketing and customer loyalty. She
has recently been published in one of Marketing's premier academic
journals,
the Journal of Marketing.



_________________________________________
Shawn Allison, Associate Director
Evening MBA Program, Haas School of Business
University of California, Berkeley
Tel (510) 643-0435 Fax (510) 643-5902