Marketing Syllabus_fall 2010


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This is the syllabus for a course I team teach with David Eng at Milano The New School in NYC.

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Marketing Syllabus_fall 2010

  1. 1. MILANO THE NEW SCHOOL FOR MANAGEMENT & POLICYFall 2010Marketing Principles and Practices CRN 3814Tuesdays, August 31 – December 14, 2010 6:00 – 7:50 p.m.Room 1101 at 6 East 16th Street, NYCInstructors: Bonnie McEwan, Visiting Lecturer and President, MAKE WAVES: Impact Marketing 917-692-0940 (cell) Office hours: 12 – 2; T, W, Th (Milano, Rm 502) Twitter: @MakesWavesBonnie David Eng Vice President, Public Affairs Lower East Side Tenement Museum 212-431-0233 x231 917-273-2023 (cell) Twitter: @dengnycCourse SummaryThis course covers the core elements of marketing in nonprofit, publicand for-profit organizations. Students examine the strategic marketingprocess from research and planning through execution and evaluation.Topics include how to analyze a market, develop positioning andbranding strategies, determine the various elements of the marketingmix, develop a budget, create an implementation plan and track andevaluate results.Formerly titled Marketing in Nonprofit and Public Organizations, thiscourse has been dramatically reconfigured this year in order torespond to continuing changes in the operating environment: 1) theimperative to develop sustainable economic systems, 2) the impact ofdigital technologies throughout life, 3) the continued blurring ofboundaries among the nonprofit, for-profit and public sectors of theeconomy, and 4) the increasing interconnectedness of local and globalmarkets.
  2. 2. Marketing Principles & Perspectives 2McEwan & Eng, Fall 2010Students will have a hands-on marketing experience by consultingwith two different clients: the Lower East Side Tenement Museum inManhattan ( and the Solar Decathlonproject, which is a partnership of The New School and the StephensInstitute of Technology in a national competition sponsored by the U.S.Department of Energy ( and GradingThis course is highly participative. Students are expected to completethe assigned readings on schedule, attend class, participate inadditional outside meetings and complete specific tasks related to thecreation of marketing deliverables for the clients. Students areexpected to contribute heavily to class discussions and in so doing willdemonstrate the marketing competencies that they are learning duringthe semester. Please do not register for this course unless youare fully prepared to meet participation requirements.Grading Formula:Class participation and skills demonstration: 30% of final grade • The instructors will meet privately with each student at least once during the semester to provide feedback based on observations of the student’s work performance and associated skill development. • Each student will receive an individual grade for class participation.Mid-term: 30% of final gradeThere will be a take-home midterm consisting of three essay questionsof the student’s choice, selected from a field of six options. The mid-term will be distributed on October 26 and is due on November 2 .Finished client project: 40% of final grade • Client acceptance and feedback will comprise a prominent part of this grade.
  3. 3. Marketing Principles & Perspectives 3McEwan & Eng, Fall 2010IncompletesThe instructors will authorize a grade of incomplete only in unusualcircumstances that clearly demonstrate student hardship, such as adeath in the family or a medical situation.Required Text: Armstrong, Gary and Philip Kotler. Marketing, 9thedition, 2009. Upper Saddle River, NJ: Pearson. ISBN-13:978-0-13-602113-1.NOTE: Be sure to purchase the 9th edition. There is a newer edition(#10) of this book, but we are using the 9th so that students can buy itused for about $20 online.All reading assignments listed in the class schedule below apply to thistext unless otherwise noted.Class Schedule:Session 1 – August 31 • Introductions, Course Overview, Client Overviews • Lecture & Discussion: Marketing Definitions and Customer Orientations • Reading for this session: Chapters 1 and 2Session 2 – September 7 – The Research Phase, Part 1 • Client Assignments • Discussion: Market Analysis: External operating environments, market demand, competitors and their market positions, client positions relative to competitors • Reading for this session: Chapter 3 (plus 1 & 2 if not completed) • Guidelines for completing next week’s assignment: o Prepare Client ProfileSession 3 – September 14 – The Research Phase, Part 2 • Client Profile: 10 minute presentations by student groups on client, focusing on market position, perceived challenges and potential • Discussion: Consulting progress update, questions/problems re: gathering information to create profile and market analysis • No reading for this week • Guidelines for completing next week’s assignment: o Meet with your client.
  4. 4. Marketing Principles & Perspectives 4McEwan & Eng, Fall 2010Session 4 – September 21 – The Research Phase, Part 3 • Client Status: Informal reports on client meetings. What are your client’s marketing goals? • Discussion: Customers and consumer behavior • Reading for this session: Chapters 4 and 5Session 5 – September 28 – The Strategy Phase, Part 1 • Client Status: Who is your client’s target customer? • Discussion: Customer segmentation & targeting. Differentiation and positioning • Reading for this session: Chapter 6Session 6 – October 5 – The Strategy Phase, Part 2 • Client Status: What’s your core marketing strategy? How will you know if it’s successful? (aka: planning for evaluation) • Discussion: Branding, intro to the Four Ps +, P1= product (or service or issue) • Reading for this session: Chapter 7 plus pp. 251 - 253Session 7 – October 12 – The Strategy Phase, Part 3 • Client Status: Final goals and master strategy finished • Discussion: P2= pricing, P3= place & P+ = policy • Reading for this session: Portions of Chaps. 9 and 10 – pp. 257– 266; pp. 283-286; pp. 291-295; p. 310Session 8 – October 19 – The Tactics Phase, Part 1 • Client Status: What tactics will realize your strategy? • Discussion: The last (and most fun) P – Promotion: Advertising and PR; matching tactics to client resources • Reading for this session: Chapter 12Session 9 – October 26 – The Tactics Phase, Part 2 • MIDTERM DISTRIBUTED • Client Status: Informal updates on ideas for tactics • Discussion: Direct and online marketing; good neighbor tactics • Reading for this session: Chapter 14 • Reading for next week will be posted on BlackBoard.Session 10 – November 2 – Evaluation Planning Phase • MIDTERM DUE • Client Status: Final tactics for client. • Discussion: Measurement indicators. ROI. Mid-course corrections.
  5. 5. Marketing Principles & Perspectives 5McEwan & Eng, Fall 2010 • Reading for this session: Re-read pp. 57 & 58, plus BlackBoard selectionSession 11 – November 9 – Integration and Presentation • Client Status: Measurement plan finalized. • Discussion: Structuring client presentations. Revising strategy based on client feedback. • Reading for this session: Review selection of sample client presentations posted on BlackBoard.Session 12 – November 16 – Presentation Critique • In-class Work Session: Student consulting groups present client work for critique and adjustment. • No reading for this session.November 23 – NO CLASS • During the Thanksgiving break, student groups fine-tune client recommendations and presentations. (Collaborate online, through conference calls, etc.)Session 13 – November 30 – Client Presentations • Client Status: Presentation deliverables finished • Discussion: Guidelines for presenting the strategy to your client. Global marketing. • Reading for this week: Chapter 15 • Assignment to complete by 12/14: Meet with your clientSession 15 – December 7 – Marketing Ethics and Social Responsibility • Client Status: Work completed. • Discussion: What ethical challenges have you encountered in your own life or work that relate to marketing? Any ethical issues come up in your client work this semester? • Reading for this week: Chapter 16 • Students complete evaluations of the course.Session 16 – December 14 – Review of the Consulting Experience • Discussion: The client consulting process. What worked? What was challenging? What were the key things you learned? What would you do differently next time?