BUSML 4231: PROMOTIONAL STRATEGY Autumn 2013 Professor: Office: Email: Scott LaCross 250 Fisher Hall lacross_2@fisher.osu.edu I.
Course Overview II.
Course Text Class Time: MWF, 4:10pm – 5:05pm Classroom: Schoenbaum Hall 315 Office Hours: By appointment This course examines how marketers utilize knowledge of consumer behavior to develop promotional activities and enhance marketing efforts. The knowledge and tools needed to design, evaluate and analyze effectiveness of promotions, sponsorships, events and branded entertainment programs are explored. Babin & Harris, CB5 (Consumer Behavior) Publisher: Cengage Learning ISBN: 9781133629689 III.
Course Objectives 1) To understand fundamentals of consumer behavior and its impact on promotional strategy in the evolving marketplace. 2) Determine how knowledge of the consumer provides critical input to the design of promotional activities. 3) Analyze, critique and make recommendations regarding a company’s promotional efforts. 4) To develop and enhance analytic, strategic, and interpersonal skills of students. IV.
Grading Your grade will be based on the below components: Graded Component: 1. Group Company Analysis Project 2. Group Book Review Presentation 3. Case Studies 4. Group Peer Evaluation 5. Class Participation % of Final Grade 35% 25% 20% 10% 10% Page 1
The grading scale that will be utilized for the final grade are as follows: A = 93 – 100% C+ = 77 – 79.99% A-­‐ = 90 – 92.99% C = 73 – 76.99% B+ = 87 – 89.99% C -­‐ = 70 – 72.99% B = 83 – 86.99% D+ = 67 – 69.99% B-­‐ = 80 – 82.99% D = 63 – 66.99% Group Company Analysis Project – 35% of final grade You will work in teams of five that will be formed during the first class (you will form your own teams). Each team will select a company for which you will perform an in-­‐depth, external analysis of their promotional activities. Your goal is to uncover elements of its promotional strategy based on the topics discussed in this class. The final deliverable should follow the below outline. There is no required format or length for the deliverable but I will be looking at both thoroughness and relevance. The final report should all tie together and tell a clear and comprehensive “story” rather than information simply put together. Company Analysis Project Outline & Grade Weighting: 1) Situation Overview – 20% weighting a. Company (products, financial performance, history, longevity, etc.) b. Category (stage of lifecycle, competition, keys to success, history, future outlook, etc.) 2) Consumer Profile – 30% weighting a. Provide an overview of the company’s target consumer tying back to concepts discussed throughout the semester (i.e. help me understand who they want to influence) 3) Current Promotional Strategy – 30% weighting a. Summary of current promotional activities with examples b. Assessment of company’s key promotional strategies tying back to concepts discussed throughout the semester (i.e. what is company trying to accomplish through the various promotional activities) 4) Alternative Strategy Option – 20% weighting a. Develop additional promotional activities or campaign idea for the company to influence target consumer behavior (i.e. what could they do differently or better) Group Book Review Presentation – 25% of final grade Your team (same team as above project) will select a contemporary book (not a textbook) related to the topic of Marketing Promotions (doesn’t have to be specifically in the title). Each group will be responsible for: choosing a book (first-­‐come, first-­‐served); reading the book; and preparing and leading a 15-­‐minute discussion on the main topics/themes covered in the book. The group has “free rein” in developing the discussion. The only required component is some sort of evaluation of the book for the benefit of the class. The purpose of this assignment is to both encourage regular reading of popular press marketing books and to give students experience in developing/conducting interactive presentations. Page 2
The discussion/presentation should be creative, informative, and involve the class. It should not consist of students reading from notes. The presentation should incorporate three (3) major lessons that can be utilized in developing marketing promotions. Case Studies – 20% of final grade There will be five case studies discussed in class throughout the course. Each student will complete and turn in answers to case studies at the beginning of the assigned class. Some concepts explored in the case studies will not be specifically discussed during class time so students will need to reference the textbook for thorough and sufficient answers. Group Evaluations – 10% of final grade Team collaboration and participation is an important element of this class and will affect the quality of final deliverables. Each team member will provide a performance evaluation of the other members, using the framework shown on page 6 of this syllabus. Lack of effort and contribution to the project by a team member will be reflected in the individual peer evaluations and will negatively affect that individual’s overall grade for the course. Class Participation – 10% of final grade Participation is an important part of the learning process and I strongly encourage you to be actively involved! Course contribution does not mean the amount of time you talk in class, or simply your presence in class. Your class contribution grade is weighted heavily in favor of quality over quantity. Given that daily contribution is subjective and because my memory is not perfect, I recommend that you keep a personal log of your own contribution (jot down the date and comments you made). This will be useful if you feel that I have unfairly evaluated your contribution. Many people are intimidated by the "obligation" of speaking up in class. Don't be. Your anxiety will be reduced only through practice! Getting comfortable with public speaking will give you a HUGE career advantage. Here's the secret to cutting your stress level -­‐ BE PREPARED. I will call on people in class to share their opinions and perspectives. In addition you are welcome at any time to ask questions. Page 3
V.
Honor Code Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct, and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student Conduct and this syllabus may constitute “Academic Misconduct.” The Ohio State University’s Code of Student Conduct (Section 3335-­‐23-­‐04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct. If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University. If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me. Page 4
Course Schedule VI.
Week Date Topic Reading Activity 8/21/13 (W) Course introduction Syllabus CB 1-­‐1 Assign Teams 8/23/13 (F) Consumer Behavior Value Framework CB 2-­‐1, 2-­‐2, 2-­‐3, 2-­‐4 8/26/13 (M) Sears Case Study 8/28/13 (W) Consumer Perception CB 3-­‐1, 3-­‐2, 3-­‐5 8/30/13 (F) Motivation & Emotion CB 5-­‐1, 5-­‐2, 5-­‐3 9/2/13 (M) NO CLASS – LABOR DAY 9/4/13 (W) Rock Sport Case Study Case Study 2-­‐1 Discussion 9/6/13 (F) Group & Interpersonal Influence CB 8-­‐1, 8-­‐2, 8-­‐4, 8-­‐5, 8-­‐6 9/9/13 (M) Consumer Culture CB 9-­‐1, 9-­‐2, 9-­‐4, 9-­‐5 9/11/13 (W) College Sports Case Study 9/13/13 (F) Group Working Session 9/16/13 (M) Consumers in Situations CB 11-­‐1, 11-­‐2, 11-­‐3, 11-­‐4, 11-­‐5 9/18/13 (W) Consumer Decision Making CB 12-­‐1, 12-­‐2, 12-­‐3 9/20/13 (F) Consumer Decision Making CB 13-­‐1, 13-­‐2, 13-­‐3 9/23/13 (M) Technology Case Study Case Study 4-­‐1 Discussion 9/25/13 (W) Consumer Relationships CB 15-­‐1, 15-­‐2, 15-­‐3, 15-­‐4, 15-­‐5 9/27/13 (F) Susan G. Komen Case Study 9/30/13 (M) Group Working Session 1 2 3 4 5 6 7 10/2/13 (W) 10/4/13 (F) 8 10/7/13 (M) Book Review Presentations Book Review Presentations Book Review Presentations Page 5
Confirm Book & Company Selections Case Study 1-­‐4 Discussion Case Study 3-­‐2 Discussion Groups Work on Projects Case Study 5-­‐2 Discussion Groups Work on Projects Groups 1 – 3 Groups 4 – 6 Groups 7 – 9 All Groups Company Analysis Due VII.
Peer Evaluation Report Your Team (Group #): ___________________________________________________________________ Your Name: ____________________________________________________________________________ Please write in the name of each member in your group (including yourself). Then assign points (out of a maximum of 10) for each person, reflecting their true contribution to your project. This is an important feedback and learning mechanism, so be objective in your assessment. You can assign points between 0 and 10 for each member: Name Points (out of 10) 1. 2. 3. 4. 5. 6.
Comments about your group members: Page 6
VIII.
Professor Bio Scott LaCross Adjunct Professor of Marketing, Fisher College of Business Owner of The Speiro Group Scott LaCross is the owner and founder of The Speiro Group, www.speirogroup.com, a Columbus-­‐based consulting firm serving companies in the areas of strategic planning, marketing execution, and leadership development. Scott has extensive marketing and brand management experience across business-­‐to-­‐
business services, consumer products, and healthcare industries. Prior to starting The Speiro Group, Scott held various brand management positions with Sara Lee Corporation and Abbott Nutrition. His experience includes business planning, P&L management, profitability improvement, brand identity and positioning, advertising and promotions development, and new product launches. Scott earned his MBA from Northern Illinois University and his B.S. in Marketing and Organizational Leadership from Miami University. Page 7