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Goethe Universitt Frankfurt

Schwerpunkt Marketing

April 28, 2014
subject to change

Brand Management Prof. Thomas Otter
3 SWS, Kredit: 5 otter@marketing.uni-frankfurt.de

M, 9 12 AM, HZ 12
(Please check QIS/LSF for basic information!)


Course Objective

This course is designed for the geek in you. My goal is to recruit students into our
Master-/PhD program at Goethe University based on this course. Therefore, this course is
*not* a text-book based course. We will discuss (and you will have to read) original
research papers. We will revisit many concepts and techniques discussed in other classes but
try to push their boundaries. If you are not prepared to actively participate in every class and
independently think about as well as work with the material presented and posted, please
choose a different class!

Not withstanding the core mission outlined above, this course will

help you understand the role and the responsibilities of brand managers in
organizations.
introduce concepts, analytical tools and data brand managers rely on
enable you to assist a brand manager.

The management of products and services is at the very core of marketing and
encompasses the famous 4 P's product, price, place, promotion. This course builds on your
understanding of consumer behavior and marketing research and develops the conceptual and
analytical components of brand management.


Organization

The course is accompanied by an OLAT-page. I will communicate any necessary
changes to the course or updates to the material via OLAT. I expect you to register on the
course webpage and to check back there on a regular basis.

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Course Evaluation

Your grades will be determined as follows:

Final exam 100 %

Extra Credit Assignments up to 20 % extra credit

Extra Credit assignments may be in class assignments to be finished in class or take home
assignments to be finished before the next class. Unless explicitly noted, extra credit
assignments are individual assignments.


Course Outline

Date Topic Reading & Other
April 28
Class introduction;
Setting
expectations and
performance goals;
Marketing versus
Sales
Brown, Stephen (2005), The Tripping Point, Marketing Research,
Spring, 8-13.
Kotler, Philip (1973), The Major Tasks of Marketing Management,
Journal of Marketing, 37 (4), 42-49.
May 5
Brands purpose
and creation
Aaker, David (2011), Define your own category, Marketing News,
9/15/11, 12.
Christensen, Clayton M., Scott Cook and Taddy Hall (2005),
Marketing Malpractice, Harvard Business Review, 83 (12), 74-83.
Fennell, Geraldine and Greg M. Allenby (2006), Multiple Perspectives,
Marketing Research, 18 (4), 26-31.
Vertical and horizontal differentiation
Supplemental Material:
Giacomo Bonanno (1986), Vertical differentiation with Cournot
competition, Economic Notes, 15, 68-91.
Shaked, Avner and John Sutton (1982), Relaxing Price Competition
Through Product Differentiation, The Review of Economic Studies,
49, 3-13.
May 12
A reassessment of
Market Definition
and Market
Segmentation
Fennell, Geraldine and Greg M. Allenby (2002), No brand level
segmentation? Lets not run to judgment, Marketing Research,
Spring, 12-18.
Fennell, Geraldine, Greg M. Allenby, Sha Yang, and Yancy Edwards
(2003), The Effectiveness of Demographic and Psychographic
Variables for Explaining Brand and Product Category Use,
Quantitative Marketing and Economics, 1, 223-244.
Kennedy, Rachel and Andrew Ehrenberg (2001), There Is No Brand
Segmentation, Marketing Research, 13 (1), 4-7.
Smith, Wendell R. (1956), PRODUCT DIFFERENTIATION AND
MARKET SEGMENTATION AS ALTERNATIVE MARKETING
STRATEGIES, Journal of Marketing, 21 (1), 3-8.
May 19
The origins of
preferences
Allenby, Greg M. and James L. Ginter (1995), Using Extremes to
design products and segment markets, Journal of Marketing
Research, 32, 392-403.
Chandukala, Sandeep R, Yancy D. Edwards, and Greg M. Allenby
(2011), Identifying Unmet Demand, Marketing Science, 3, 61-73.
Supplemental Material:
Curry, Joseph (1996), Understanding Conjoint Analysis in 15
Minutes, Sawtooth Software Research Paper Series.
3
Orme, Bryan K. (2006), Getting Started with Conjoint Analysis,
Research Publishers, Madison WI. (Chapters 3, 8, 9, 10)
Appendix A from Rossi, Allenby and McCulloch (2005), Bayesian
Statistics and Marketing, Wiley.
May 26
Advertising; Utility
versus Attention;
Utility from
Attention?;
Informative and
Persuasive
Advertising
Ackerberg, Daniel A. (2001), Empirically distinguishing informative
and prestige effects of advertising, RAND Journal of Economics,
32, 316-33. (*only up to page 321*)
Twedt, Dik Warren (1965), How Can the Advertising Dollar Work
Harder?, Journal of Marketing, 29, 60-62.
Levitt, Theodore (1993), Advertising: "The Poetry of Becoming",
Harvard Business Review, 134 137.


Supplemental Material:
Bhat, Chandra (2005), A multiple discrete-continuous extreme value
model: formulation and application to discretionary time-use
decisions, Transportation Research Part B, 39, 679-707.
Little, John D. C. (1979), Aggregate Advertising Models: The State of
the Art, Operations Research, 27, 629-67.
Rogers, Greg, and Tim Renkin (2004), The Importance of Shelf
Presentation in Choice-Based Conjoint Studies. Sawtooth Software
Conference Proceedings, 135-41.
Sweldens, Seven, Stijn M.J. Van Osselaer, and Chris Janiszewski
(2010), Evaluative Conditioning Procedures and the Resilience of
Conditional Brand Attitudes, Journal of Consumer Research, 37,
473-489.
June 2 no class, EMAC Doctoral Colloquium
June 9 no class, Whit Monday
June 16 Promotions
Kumar, Nanda, Surendra Rajiv, Abel Jeuland (2001), Analyzing the
Determinants of Retail Pass Through, Marketing Science, 20, 382-
404.
Lodish, Leonard M., Carl F. Mela (2007), If Brands Are Built Over
Years, Why Are They Managed Over Quarters?, Harvard Business
Review
Mela, Carl F., Sunil Gupta, Donald R. Lehmann (1997), The Long-
Term Impact of Promotion and Advertising on Consumer Brand
Choice, Journal of Marketing Research, 34, 248-261.

The strategic
forward looking
consumer
play with dynamic model

Supplemental Material:
Rust, John (1987), Optimal Replacement of GMC Bus Engines: An
Empirical Model of Harold Zurcher, Econometrica, 55, 999-1099.
Hartmann, Wesley R. (2006), Intertemporal effects of consumption and
their implications for demand elasticity estimates, Quantitative
Marketing and Economics, 4, 325-49.
Hendel, Igal and Aviv Nevo (2006), Measuring the implications of
sales and consumer inventory behavior, Econometrica, 74, 6, 1637-
73.
June 23 no class, Bachelor seminar week
July 7
Optimizing the
marketing mix
using observed data
Intuition for optimal allocation; revisit multiple regression; omitted
variable bias; constant elasticity with strategic allocation
Supplemental Material:
Otter, Thomas, Timothy J. Gilbride, and Greg Allenby (2011), Testing
Models of Strategic Behavior Characterized by Conditional
4
Likelihoods, Marketing Science, 30, 686-701.

July 14
Endogenous
Selection and
Strategy
introduce & apply selection models

Wachtel, Stephan and Thomas Otter (2012), Successive sample
selection and its relevance for management decisions, forthcoming
at Marketing Science..

Last time I checked at http://www.wiwi.uni-frankfurt.de/mein-wiwi-studium/pruefungsamt/rund-um-
pruefungen/pruefungstermine.html#c247 the date for the regular final exam was August 8.