Course Guide

MBA/EWMBA 262.1 Strategic Brand Management

- Professor Lynn Upshaw

Fall 2009

The following online and print resources provided by the Long Business Library are key to finding information required for this course. Use the Library proxy Server to access the electronic resources from off-campus.


Use the OskiCat catalog to search for books. Branding, brand name products, and product management are all subject headings in OskiCat. Try searching these in conjunction with advertising, market segmentation, marketing research, pricing, etc. Choose the subject search box and restrict the search to the Long Library by choosing BUSI from the location menu. E-books may be located and used online through Ebrary.


Business and Industry Scan thousands of industry and trade magazines for news related to new products, market share, sales, etc. Use the search boxes to limit to specific marketing terms or concepts.
Business Source Complete Indexes the major marketing journals and magazines. Full text is provided for many sources. Search here for case studies and best practices. Click orange "UC-eLinks" icon if an article is not full-text.
Factiva Provides the full text of over 6,500 magazines and newspapers, including many industry and trade journals. Useful for scanning news on new products or companies' branding strategies.
Lexis-Nexis Academic A full text database of magazines and newspapers.

Key Academic and Trade Journals

Advertising Age
HTML fulltext in Business Source Complete.
Print issues in Current Periodicals section of Business Library (2nd floor).
Tabloid style marketing and communications industry magazine - who's who, news, market share, corporate strategy, plus an annual list of top 100 corporations by advertising expenditure.
Website: - current issue only

Brand Strategy
Journal of Brand Management
The Journal of Product & Brand Management

Market Research Reports

Use market research reports to find market size, market share, market segments, and major players.

IBIS World Industry Market Reports For over 700 U.S. industry segments, provides 25-30 page reports with key statistics and detailed analysis of key growth trends, the competitive environment, and key issues facing each industry.
Market Research Academic Provides full text market research reports focusing on service industries, consumer goods, food and beverages, heavy industries, life science industries, and technology and media from Packaged Facts and Kalorama Information.
Mintel Market research reports on a variety of consumer products and services. Each report includes market size and outlook, competitive environment, segment performance, distribution channels, market drivers, leading companies, brand share, advertising and promotion, etc. Mintel requires personal registration and is restricted to course specific use.

Other Resources for Information on Brands and Marketing

Best Customers:
Demographics of Consumer Demand
Shows the top consumers of various products by region, age, and race.
Located in the Reference Collection HC79.C6 R87
Community Sourcebook of Zip Code Data At the zip code level, provides detailed population, income, and spending potential data.
Located in the Reference Collection HA203 S66.
Thomson ONE Analyst reports from investment banks via Thomson ONE.
Choose "Screening & Analysis -> Research" on the left sidebar.
Must be accessed using Internet Explorer.
Lifestyle Market Analyst A print source providing consumer profiles of U.S. cities.
Located in the Reference Collection HF5415.33 U6 L54.
Market Share Reporter A print source providing market share for products and companies.
Located in the Reference Collection HF5410.M35.
MediaMark Contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods.
Student must register on the Media Mark site for access to the data.
U.S. Population and Housing Data Locate and download census data for U.S. markets.

Other Useful Information

Long Library homepage
Librarians are available at the Reference Desk to assist you during these hours:
Monday - Thursday: 1 - 6 pm
Friday: 1 - 4 pm
Where Do I Find? (a brief guide to finding various types of business information)

Questions? Ask your business librarians.