MILANO, THE NEW SCHOOL FOR PUBLIC ENGAGEMENTSpring 2016 — UPDATED on January 19, 2016

Marketing Principles and Practices CRN 7558 NMGM 5044

Thursdays at 6:00 – 7:50 p.m.Location: 63 Fifth Avenue, Academic Entrance, Room 304

Instructor: Bonnie McEwan917-693-0940 Office hours by appointmentmcewanb@newschool.edu Twitter: @BonnieMcEwanWebsite: http://www.bonniemcewan.com

Course Summary

This course covers the core elements of marketing in nonprofit, public, for-profit and social enterprise organizations. In the first section of the course, students examine the strategic marketing process from initial research and analysis through to writing a final plan. The second section of the course covers the latest tactics used in executing the plan, including digital content marketing and offline, real-time techniques.

Each student will identify a real organization to use as the focus of her/his mar-keting plan and execution project. Guidelines on choosing a focus organization will be discussed in the first class session. (It is not necessary for you to interact with the focus organization; this is not a client relationship.)

The course content is new this year, reflecting continuing changes in the operat-ing environment, including the imperative to develop sustainable organizations, the impact of digital technologies, the continued blurring of boundaries among the nonprofit, for-profit, and public sectors of the economy, and the increasing interconnectedness of local and global markets.

Assignments and Grading

This course is highly participative. Students are expected to complete the as-signed readings on schedule, attend class, contribute to enlightened class dis-cussion, and complete two ambitious projects. The first project is developing a marketing plan for an organization of the student’s choice. The second is execut-ing at least one tactic in the plan. Attendance is mandatory on March 17, March 31, April 21, and May 12. Please do not register for this course unless you are fully prepared to meet participation requirements.

Marketing Principles & Practices �2McEwan Spring 2016

Grading Formula:

Class participation: 35% of final grade

Marketing plan: 35% of final grade

Each student will create a marketing plan that is due following spring break on March 31.

Marketing execution project: 30% of final grade

Students will execute at least one tactic described in their plan. Examples include (but are not limited to) creating a video, podcast, Facebook page, digital or print brochure, web page, photo essay, Twitter or Tumblr microblog, speaker support script with visuals, website (or pages), advertising campaign, or a media out-reach initiative.

BE ADVISED: Policy on Incompletes

The instructor will authorize a grade of incomplete only in unusual circumstances that clearly demonstrate student hardship, such as a death in the family or a medical situation.

Required Text:

Scott, D.M., 2015: The New Rules of Marketing and PR, 5th edition. Hoboken, NJ: Wiley. ISBN 9781119070481. Widely available online and in bookstores.

Recommended Text:

Jobin-Leeds, G., and AgitArte, 2016: When We Fight, We Win: Twenty-First-Cen-tury Social Movements and the Activists That Are Transforming Our World. New York: The New Press. ISBN 978-1620970935

Class Schedule:

Session 1 – What Is Marketing, Anyway? January 28• Introductions, Course Overview, Choosing your focus organization.• Lecture & Open Discussion: Marketing Definitions and Customer Orienta-

tions • Reading for this session: Chapter 1 + e-reserves TBA (Canvas)

Session 2 – Research & Evaluation February 4• Lecture & Open Discussion: a) Market Analysis: External operating envi-

ronments, market demand, competitors and their market positions.

Marketing Principles & Practices �3McEwan Spring 2016

b) Measurement indicators: Milestones and ROI.• Reading for this session: Chapters 1 & 2 + e-reserves TBA (Canvas)

Session 3 – Customers, Consumers, Donors & Stakeholders February 11• Lecture & Open Discussion: Customer mapping & segmentation; con-

sumer behavior• Reading for this session: Chapters 3 & 4

Session 4 – Positioning & Differentiation February 18• Lecture & Open Discussion: Finding your niche & claiming your turf• Reading for this session: Chapter 10 — [Essential reading for the course.

Be sure to read this!]

Session 5 – Strategy and Branding February 25• Case study presentation and open discussion• Reading for this session: Chapters 12 & 13• Guest Speaker: Han-Gwon Lung, co-founder, Tailored.Ink

Session 6 – P1, 2, 3 + Policy March 3• Lecture & Open Discussion: Intro to the 4Ps + 1: P1= product, P2= pricing,

P3= place & P+ = policy• Reading for this session: Chapter 15

Session 7 — Tactics, the 4th P March 10• Lecture & Open Discussion: The last (and most fun) P – Promotion: Adver-

tising and PR; digital and offline; the difference between strategy and tac-tics; matching tactics to resources; content marketing

• Reading for this session: Chapters 20, 21 & 22

Session 8 – Building a Marketing Plan March 17• DON’T MISS THIS CLASS SESSION• Lecture: Putting it all together; specific project requirements• Reading for this session: Chapter 24

SPRING BREAK — MARCH 24

Session 9 – Marketing Plans Due March 31• Round Robin: Highlights of projects and what you learned.• How the plan and execution projects connect• Reading for this session: none

Session 10 – Marketing Presentations April 7• Lecture: Presenting a strategy, gathering & incorporating feedback• Reading for this session: none

Session 11 — Marketing and Politics April 14

Marketing Principles & Practices �4McEwan Spring 2016

• Open Discussion: Marketing candidates; Issues marketing and community organizing; Digital formats—more or less democratic?

• Reading for this session: Chapters 8 & 9 + e-reserve TBA (Canvas)

Session 12 — Project Execution Workshop April 21• Round Robin: Preview your final project and collect peer feedback• How does your final project relate to your marketing plan? How will you

measure its success?• Reading for this session: none

Session 13 – Marketing Ethics and Social Responsibility April 28• Open Discussion: What ethical challenges have you encountered in your

own life or work that relate to marketing? Any ethical issues come up in your project work this semester?

• Reading for this session: none

Session 14 — Sustainability and Marketing May 5• Open Discussion: Marketing has always been about consumption. How do

we market non-consumption? Is sustainability different from not consum-ing? How? What are the key messaging points?

• Reading for this session: e-reserves TBA (Canvas)

Session 15 – FINAL PROJECTS DUE. Course Review & Feedback May 12• Round Robin: The Two-Sentence Take-Away: In two sentences, what will

you take away from this course that you think will help you in the future?

Attendance Policy

Of course, attendance is highly desired for all class sessions. However, atten-dance is REQUIRED on the following dates:

March 17, March 31, April 21, May 12

Please mark your calendars.

Key to Class Session Structure

Lecture = Instructor presents essential information and concepts

Open Discussion = Voluntary participation by students

Round Robin Discussion = Required participation by all students