COURSE NUMBER:EWMBA 262-1

COURSE TITLE: Strategic Brand Management

UNITS OF CREDIT: 3 Units

INSTRUCTOR: Lynn Upshaw Podcast

EMAIL: upshaw@haas.berkeley.edu and upshaw@upshawmarketing.com
 
MEETINGS DAY(S)/TIME: Thursdays, 6:00-9:30pm
 
PREREQUISITE(S): EWMBA 206

CLASS FORMAT:

REQUIRED READINGS: Course reader

Course Description
There has never been a more exciting time to be managing brands or working with those who do. This course is a hands-on, practical exploration of product, service, and enterprise-wide brand building and management. The course will include:

Strategic Brand Management is an elective that will deal with exciting business issues that continuously evolve in every way but one: the way in which brands impact the business performance of virtually every B2C and B2B business.


Course Components:
Course components will include class participation in case analysis, team exercises, a team brand audit paper, and a team brand marketing plan, which will serve as a hand-in final. The course will include the following components:

Instructor
Lynn Upshaw is a recognized authority on strategic brand marketing, the principal of the Upshaw Marketing consultancy, and a member of the marketing professional faculty at Haas for the past ten years. Lynn has guided hundreds of MBA candidates through the intricacies of corporate and product/service brand building, and has been a recipient of the Earl F. Cheit award for teaching excellence. He is also the former Faculty Director for the Berkeley Executive Leadership Program and is currently the Faculty Director of the Berkeley-Nanyang Advanced Management program and the Shanghai University Executive Development Program at the UC-Berkeley Center for Executive Education.


Lynn has served in the past as a Senior Consultant to Interbrand and to Bridge Strategy Group management consultants. Prior to that, he was Executive Vice President for Client Brand Marketing at Ketchum Advertising Worldwide and EVP/COO of that organization's largest office.

Consulting and Workshop Experience
In his consulting, Lynn Upshaw helps corporate clients build marketing plans and strategic brand platforms, assesses and manages brand equity research, counsels managers and senior executives on building comprehensive marketing programs, leads marketing training, and conducts strategic planning workshops. His consulting and workshop clients have included (abridged list in alphabetical order): Bank of America, Bayer Corporation, Bio-Rad Laboratories, BEA Systems, BlackRock/iShares, Coverity Inc., DTS Digital Cinema, SBC Communications (now AT&T), Health Net Inc., Intel Corp., Kaiser Permanente, NEC Corporation, R.H. Donnelley, SBC Communications (now AT&T), TriNet HR Corp., Wind River Systems, Visa International, WellPoint Health Networks, and 3Com Corp., among others.

Thought Leadership
Lynn has written numerous articles for such publications as Advertising Age, Brandweek, The Peking University Business Review (PRC), brandchannel.com, The Journal of Brand Management (UK), marketingprofs.com, Advertising Express (India), and The Journal of Integrated Marketing Communications. He has also authored or co-authored three highly regarded books on marketing strategy:

Additional:
Lynn has also been the keynote or featured speaker at industry and client conferences throughout North America, and in Europe, Asia, South America, and India. He has created and facilitated dozens of brand building and strategic planning workshops covering a wide variety of marketing subjects.

Lynn serves, or has served, on the advisory boards of brandchannel.com, The CMO Council "Brand Protection" Program, Thunder Factory Marketing, Inc., MindPath Interactive Media, Benchmark Metrics, Inc., UC-Berkeley Extension/Marketing Group, Gliding Eagle Wine, and the Presidio School of Management.

Lynn received his BSA and MSA degrees from Northwestern University. He lives with his wife, Susan, in Kentfield, California.