MILANO THE NEW SCHOOL FOR MANAGEMENT & POLICYFall 2010

Marketing Principles and Practices CRN 3814

Tuesdays, August 31 – December 14, 2010 6:00 – 7:50 p.m.Room 1101 at 6 East 16th Street, NYC

Instructors: Bonnie McEwan, Visiting Lecturer andPresident, MAKE WAVES: Impact Marketing917-692-0940 (cell)Office hours: 12 – 2; T, W, Th (Milano, Rm 502)mcewanb@newschool.edu Twitter: @MakesWavesBonnie

David EngVice President, Public AffairsLower East Side Tenement Museum212-431-0233 x231 917-273-2023 (cell)deng@tenement.orgTwitter: @dengnyc

Course Summary

This course covers the core elements of marketing in nonprofit, public and for-profit organizations. Students examine the strategic marketing process from research and planning through execution and evaluation. Topics include how to analyze a market, develop positioning and branding strategies, determine the various elements of the marketing mix, develop a budget, create an implementation plan and track and evaluate results.

Formerly titled Marketing in Nonprofit and Public Organizations, this course has been dramatically reconfigured this year in order to respond to continuing changes in the operating environment: 1) the imperative to develop sustainable economic systems, 2) the impact of digital technologies throughout life, 3) the continued blurring of boundaries among the nonprofit, for-profit and public sectors of the economy, and 4) the increasing interconnectedness of local and global markets.

Marketing Principles & Perspectives 2McEwan & Eng, Fall 2010

Students will have a hands-on marketing experience by consulting with two different clients: the Lower East Side Tenement Museum in Manhattan (http://www.tenement.org/) and the Solar Decathlon project, which is a partnership of The New School and the Stephens Institute of Technology in a national competition sponsored by the U.S. Department of Energy (http://www.solardecathlon.gov/about.cfm).

Assignments and Grading

This course is highly participative. Students are expected to complete the assigned readings on schedule, attend class, participate in additional outside meetings and complete specific tasks related to the creation of marketing deliverables for the clients. Students are expected to contribute heavily to class discussions and in so doing will demonstrate the marketing competencies that they are learning during the semester. Please do not register for this course unless you are 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 grade

There will be a take-home midterm consisting of three essay questions of 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.

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Incompletes

The instructors 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: Armstrong, Gary and Philip Kotler. Marketing, 9th edition, 2009. Upper Saddle River, NJ: Pearson. ISBN-13: 978-0-13-602113-1.

NOTE: Be sure to purchase the 9 th edition . There is a newer edition (#10) of this book, but we are using the 9th so that students can buy it used for about $20 online.

All reading assignments listed in the class schedule below apply to this text 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 2

Session 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 Profile

Session 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.

Session 4 – September 21 – The Research Phase, Part 3

Marketing Principles & Perspectives 4McEwan & Eng, Fall 2010

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 5

Session 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 6

Session 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 - 253

Session 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. 310

Session 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 12

Session 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. Reading for this session: Re-read pp. 57 & 58, plus BlackBoard

selection

Session 11 – November 9 – Integration and Presentation Client Status: Measurement plan finalized.

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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 client

Session 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?