COURSE NUMBER: MBA267.1

COURSE TITLE: Brand Manager Boot Camp

UNITS OF CREDIT: 3.0

INSTRUCTOR: Bill Pearce

E-MAIL ADDRESS: william_pearce@haas.berkeley.edu

CLASS WEB PAGE LOCATION: http://bspace.berkeley.edu

MEETING DAY(S)/TIME: Monday/Wednesday 4:30-6:00PM

PREREQUISITE(S): MBA206

CLASS FORMAT: Mix of case discussions, lectures, guest speakers from a variety of relevant firms, and group/individual projects.

REQUIRED READINGS: Cases, Course Reader.

BASIS FOR FINAL GRADE:

The final grade will be based on:

• Homework 30%

• 3 or 4-person Team Final: 40%

• Class participation: 20%

• Class exercises: 10%

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

The course is intended for anyone who wants to be a General Manager. The objective is to immerse students in the day-to-day working of assistant brand managers (entry level) through Brand Manager and looks at common business challenges through a marketing lens. Emphasis will be placed on practical skills to sidestep common pitfalls to successfully execute job responsibilities leading to promotion. Professor will use case study, group and individual projects to determine final grade. Presentation and writing skills will be given extra attention. Course will focus on:

• Leadership and Problem Solving

• Understanding Market research

• Business analysis and how to lead with data

• Strategy development

• Creative briefs designed to get the best work from your agency partners

• Agency management

• Business review and how to inform strategy

• Annual operating planning

• Strategic planning

• Project management: how to lead others

• Situational leadership v. Positional authority

• Concept development to improve innovation yield

• Creating persuasive proposals and getting to "Yes"

BIOGRAPHICAL SKETCH: Bill Pearce is a Lecturer at the Haas School of Business. Before joining UC Berkeley in 2011 he received his MBA from Cornell University. Bill is a veteran marketing practitioner having held senior marketing positions at P&G and Campbell Soup. Additionally, Bill served as CMO for Taco Bell and Del Monte Foods. Bill is a Board member of the Ad Council, CMO Council and the American Heart Association. He is an Advisory Board member of Rich Relevance, Technorati Media, Virtual Fan Network and several other firms in the Digital marketing sector.