Marketing Communications and Strategy, EN 662.651.

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Fall 2011, Thursday 3 5:30; Room? Instructor: Pamela H. Sheff Campus extension: 410.516.7056 Cell: 410-336-0679 E-mail: pamsheff@gmail.com Office: 102 Whitehead Office hours: T/ Th: 1:30 3 p.m., Wed. 12-1p.m. and by appt. Course Assistant: Scott Clark E-mail: sclark34@jhu.edu Required Texts: The Marketers Toolkit, Harvard Business School Press, ISBN: 1591397626; Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant by W. Chan Kim and Renee Mauborgne, Harvard Business School Publishing Company, ISBN: 9781591396192; Ma rke ting Mis ta ke s & S ucce s s e s by Robert F. Hartley, John Wiley & Sons, Inc. ISBN: 978-0-470-16981-0; The Ne w Rule s of Ma rke ting a nd P R by David Meerman Scott, John Wiley & Sons, Inc, ISBN: 978-0-470-54781-6; and Course Pack Main link (All cases + Pricing simulation): http://cb.hbsp.harvard.edu/cb/access/9844633

Team Link (Just the group simulation): http://cb.hbsp.harvard.edu/cb/access/9699223

Course Objective: to answer the questions What is marketing? Why do we do it? How do we do it? The course will: Familiarize you with the role of marketing within an organization as well as the contemporary and ethical contexts in which marketing operates; Introduce you to key marketing ideas, terms and practices; Develop your skills in marketing analysis, planning and strategy; and Provide practice in presenting, defending and critiquing your own marketing recommendations. We will explore the theory and practice of marketing in general, and in particular, as it applies to engineering and entrepreneurial organizations. Since marketing is naturally the study of human behavior, our discussions will often take an anthropological tone. Classes will center on discussions and contemporary issues. I expect you to keep current with developments in the media and come to class prepared to apply the assigned readings to the issues we discuss. The course will run seminar style and

involve significant teamwork; each group will come to class prepared with a two page analysis of the case/cases we are to discuss that day. Since our focus is on marketing as it is practiced in the business world, you will also work in teams to research, develop and present full-scale marketing plans for a choice of new products or services. Presenting and critiquing team projects will provide opportunities to hone communications skills.

Ethics Statement : The strength of the University depends on academic and personal integrity. In this course, you must be honest and truthful. Ethical violations include cheating on exams, plagiarism, re-use of assignments, improper use of the Internet and electronic devices, unauthorized collaboration, alteration of graded assignments, forgery and falsification, lying, facilitating academic dishonesty, and unfair competition. Course Plan Please read this syllabus with care and request clarification of requirements or policies that are unclear to you. It is your responsibility to meet all deadlines and complete all assignments noted here, even if they are not announced in class. I reserve the right to change this syllabus at any time during the semester based on the needs of the class. All re a d in g /a n d o r a s s ig n m e n ts m u s t b e c o m p le te d p rio r to th e c la s s fo r wh ic h th e y a re a s s ig n e d . Week 1 (September 1) Introduction to Marketing Assigned: Note on Marketing Strategy (Dolan); Marketers Toolkit, pp. xi 17; Chapters 3 5. Week 2 (September 8) Presentation by Center for Educational Resources: Best Practices in Visual and Oral Communication Case discussion: NIKE Assigned: Chapter 19, Ma rke ting Mis ta ke s & S ucce s s e s (MMS ); answer question 6 (p. 318) in a memo of no more than 2-3 double-spaced pages. To answer the question, you must do some research into the athletic goods industry in 2011 and you must incorporate the emergence of Under Armour into the competitive landscape. Week 3 (September 15) Understanding the Customer Case discussion: IKEA Invades America Assigned: Marketers Toolkit, Chapter 7; Blue Ocean Strategy, pp. 3 44; Answer the following questions in a 2 -3 page double-spaced memo: What factors account for IKEAs success? Do you think IKEA is being overly optimistic in its growth plans why or why not? How would you make the companys value proposition more attractive to American consumers?

Week 4 (September 22) Understanding the Competitive Landscape Case discussion: McDonalds Assigned: Chapter 8, MMS ; Marketers Toolkit, Chapter 5; Blue Ocean Strategy, pp. 45 -115 Ne w Rule s , p. 71. Answer the following questions in a 2 - 3 page double-spaced memo: Where is McDonalds in 2011 and what long-term expansion mode would you recommend for the company going forward? Why? Week 5 (September 27) Cla s s m e e ts o n Tu e s d a y ! Branding Case discussion: Mountain Man Brewing Company Assigned: Blue Ocean Strategy, Chapter 6; Marketers Toolkit, Chapter 6; Ne w Rule s , Cha pte rs 3-5 . Answer the following questions in a 2 - 3 page double-spaced memo: would you create a light beer and if so, describe how you would market the new product. If not, explain why and how you would improve sales of your existing product. Week 6 (October 6) Pricing Case discussion: online pricing simulation Mid-term Exam (take home) assigned Week 7 (October 13) Disruptive Technologies Reading: Dis ruptive Te chnologie s : Ca tching the Wa ve ; Ma rke te rs Toolkit, Cha pte r 8 Mid-term Exam due Form teams for market segmentation simulation game and presentation Week 8 (October 20) Case discussion: online market segmentation simulation Week 9 (October 27) Team Presentations Week 10 (November 3) Ethics in Marketing Assigned: MMS , Chapter 23: Answer question 2, p. 378, in a 2 - 3 page double-spaced memo; Marketers Toolkit, Chapter 2. De ve lo p id e a s /p ro d u c ts fo r m a rke tin g p la n s ; fo rm te a m s . Week 11 (November 10) Integrated Marketing Communications Strategy Guest Speaker Assigned: Ne w Rule s , Cha pte rs 8 -10 Week 12 (November 17) Murder Boards for marketing plan presentations

Week 13 (November 24 Thanksgiving) Week 14 (December 1) Team Presentations of Marketing Plans Marketing Plans due in written form Assigned: Final Exam (take home essay) due ? by noon

Graded Assignments Your grade in this class will be based on the following: Class participation: 15% Case analyses: 20% Mid-term exam: 15% Team presentation: 15% Written Marketing Plan: 10% Presentation of Marketing Strategy: 10% Final Exam: 15% 35% of your grade in this class will be based on team activities. To insure fairness and accountability, each team member will submit a written performance assessment for every team assignment, including a grade, for his or her team members. You must fully explain or defend the grade.