Stern Graduate School of Business Advanced Marketing Planning ...


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Stern Graduate School of Business Advanced Marketing Planning ...

  1. 1. Stern Graduate School of Business Advanced Marketing Planning Strategy Fall 2008 – Sept 3rd – Dec 8th Professor Michelle Greenwald Monday-Wed.: 1:30 – 2:50 p.m. E-mail: Office hours: by appointment Course Description Approximately 95 percent of a brand manager’s responsibilities involve the development, execution, evaluation, and refinement of marketing plans. In this tremendously practical, semester-long course, developed based on best practices at top marketing companies, students are guided through the entire marketing plan process. Teams then apply the learning to create comprehensive plans for “real” brands at “real” companies, in the industry of their choice. The course covers the ins and outs of brand positioning, marketing plan budget setting, pricing strategy development, and volume forecasting. Media plans and ads are created, as well as consumer promotion, trade promotion, direct marketing, Internet marketing and viral/buzz marketing plans. Classes will consist of lectures, several relevant case discussions, and guest speakers from the advertising & promotion industries. Students will conduct marketing research and track competitors’ marketing strategies and tactics. They will learn how to evaluate and measure plan component effectiveness. The relationship of the annual Marketing Plan to the longer-term Strategic Planning Process is also covered. The course culminates with team marketing plan presentations to the class and also (in many cases) to the corporate project sponsors. A written plan will be submitted that is similar in format to those developed at large companies. Strategic, analytical, and creative skills are used in the development of the plans, and knowledge from other Marketing, Finance, and Accounting courses will be applied. The course will help students in the interviewing process, making them totally conversant in the “language” of marketing plans, giving them an opportunity to develop in-depth insights into an industry they may wish to work in, and enabling them to say they have done a complete marketing plan, with precise knowledge of what that entails. It’s a good choice for anyone interested in Brand Management, Advertising Account Management, or consulting having to do with Marketing for products, services, or non-profits. Course Material A reading packet will be provided that will include articles and useful information for developing Marketing Plan elements. Extensive, instructional class notes are handed out each session to clarify what each section should contain. Evaluation Competitive tracking & analysis 15% (team) Marketing research & lessons learned 15% (team) Class participation 20% (individual) Marketing Plan presentation 10% (team) Marketing Plan document 40% (team)
  2. 2. The competitive tracking portion will be evaluated based on the breadth of materials collected and the insights derived from them. The marketing research portion will be evaluated based on the quality and thoroughness of the questionnaire and the insights derived from it. Class participation will be based on attendance, questions asked in class, sharing of insights from your own experience, participation in brainstorming sessions, and project feedback sought. The marketing plans will be evaluated based on: 1) Quality of the marketing strategies; 2) Creativity and “out-of-the box thinking” regarding strategies and tactics; 3) Thoroughness and detail of each plan segment. MARKETING PLANS WORKSHOP SESSION CONTENT WEEK 1 – September 3rd Topics Overview of Marketing Plan Process & how it relates to Strategic Planning Key elements of the Marketing Plan Prototypical Marketing Plan P&L Course expectations/deliverables/assignments/structure Marketing Plan team formation WEEK 2 – September 8th Topics Competitive tracking as a background for plan Information sources Marketing research questionnaire development to understand competitive advantages & disadvantages, product attributes and benefits, and which marketing programs have greatest impact on category purchase decisions Team commitments to brand for Marketing Plan Target audience discussion Readings “Consumers in the Mist”, Business Week, February 26, 2001 WEEK 3 – September 15th Positioning, Differentiation & Product Strategy Industry characteristics (new or mature, oligopoly or highly competitive) Market structures and brand positioning Consumption chain to identify points of differentiation Product strategy (differentiation, improvement, line extension, etc.) Packaging strategies (functionality & communication) Product naming Readings General Foods “Product Positioning” “Discovering New Points of Differentiation”, Harvard Business Review Cluing in Customers, Harvard Business School Press, 2003 Design Gets Real, Newsweek, Oct. 27, 2003
  3. 3. Assignment 1st draft of marketing research questionnaires due WEEK 4 – September 22nd Marketing & financial objectives Sources of volume Pricing strategies Budgeting Spending Splits • Competitive marketing spending patterns • Budget splits by marketing element (adv., cons., trade, Internet, direct, MRD) Microsoft Tablet PC brand positioning discussion Readings Microsoft Tablet PC case Pricing: A Value-Based Approach, Harvard Business School Press, Dec. 1999 Levels of Cream chapter from Marketing Outrageously by Jon Spolestra Week 5 – September 29th Brand positioning, market structure exercise Integrated Marketing Communications Channel and Selling options and strategies Channel margins Distribution objectives Readings “Integrated Marketing Communications”, Harvard Business School, 2000 Week 6 – October 6th Perceptual maps exercise based on competitive analysis Trade and Intermediary/Channel Member objectives and strategies Trade Promotion Plans: organizational structure, training, incentives, programs, trade shows, etc. Geographic & seasonality guidelines: Brand Opportunity and Seasonality Indices Trade plan costing Readings “Designing Channels of Distribution”, Harvard Business School, 1994 “The Costly Bargain of Trade Promotion”, Harvard Business Review, 1990 “In-Store Merchandising”, William Keenan,, 2000 “Better Marketing at the Point of Purchase”, Harvard Business Review, 1983 Week 7 – October 13th Presentation of marketing research questionnaire findings/”ah ha’s!” Copy/Communication Platform Ad Agency Creative Director presentation Copy objectives & strategies Copy strategy document and how it’s used What makes copy effective Competitive ad tracking
  4. 4. Readings “What Every Account Executive Should Know About the Creative Function”, American Association of Advertising Agencies “Research on Advertising Techniques that Work – And Don’t Work”, David Ogilvy and Joel Raphaelson, Harvard Business Review, 1982 WEEK 8 – October 20th Media Plan Ad campaign brainstorming session Media objectives & strategies When to use different media vehicle options Review of key media planning concepts Plan considerations (BOI, geography, seasonality, competition, intro) Plan costing Competitive media tracking Readings “What Every Account Executive Should Know About Media”, American Association of Advertising Agencies “Ad Spending: Growing Market Share & Maintaining Market Share”, Harvard Business Review, 1990 Week 9 – October 27th Media vehicles brainstorming session Consumer Promotion Plan Consumer Promotion objectives & strategies Vehicle options & when they’re appropriate Plan considerations & costing Competitive consumer promotion tracking Readings, promotion readings Consumer Promotion Glossary WEEK 10 – November 3rd Consumer promotion brainstorming session Public Relations Plans Buzz Marketing Plans Event Marketing & Sponsorships Marketing Research Plan Readings “Building Brands Without Mass Media”, Harvard Business Review, 1997 “Buzz-z Marketing”, Business Week, July 30, 2001 “The Buzz on Buzz”, Renee Dye, Harvard Business Review, 2000 WEEK 11 – November 10th Brainstorming of PR, “Buzz Marketing”, & Sponsorships ideas Direct marketing plans Internet marketing plans How to mine data & refine plans
  5. 5. Risks & hedges P & L adjustments Implementing plan Control & monitoring of the plan & periodic adjustments Role of management levels in marketing plan development Readings “The E-Biz Surprise,” Business Week, May 12, 2003 “Internet Prescription Sales Rise,” New York Times, Dec. 16, 2002 “Making Intelligence a Bit Less Artificial”, New York Times, May 1, 2003 “E-coupons Are Catching on Fast…”, Business Week, January 22, 2001 “Targeted Promotions Over the Internet”,, Rayna Skolnik, 2000 “Contextual Marketing, the Real Business of the Internet, Harvard Bus. Review, 2000 “How to Acquire Customers on the Web”, Harvard Business Review, 2000 WEEK 12 – November 19th Student Presentations Week 13 – December – St Student Presentations