John D. Barker, BUSML 7124 © - as of 1/4/15
Marketing & Logistics Department
BUSML 7214: Cross-Channel Marketing
COURSE LOGISTICS AND CONTACT INFO
Class Location: 275 Gerlach Hall
Dates:
January 12 to March 2, 2015 (Mondays: 6:00 pm to 9:15 pm)
Instructor:
Professor John Barker
Contact:
barker.192@osu.edu (back-up email: thebarker1@gmail.com)
Office:
Fisher Hall, MHR lecturer office
Phone:
614-247-7306 / Mobile: 614-397-1248
COURSE DESCRIPTION
The purpose of every commercial enterprise is to create a CUSTOMER… and then gain a SALE that leads
to PROFIT… with an acceptable ROI. To create customers, companies must serve them in a fashion that
meets their needs --- wherever and whenever the customer chooses to interact in our 24/7 world. Effective
marketing ensures that the customer experience across different channels, including in-person interactions
and online, is consistent with the firm’s brand position and its promise. Through this course, you will learn
the challenges of bringing a brand to life across multiple channels, which continue to evolve and expand.
For example, today’s rapidly changing marketing environment is no longer dominated by the ubiquitous
30-second TV commercial, which used to define a brand’s message to consumers. The student will learn
how the best companies in the world craft a holistic value proposition for today’s customer experience. It’s
much more than the retail or shopping experience… customers touch our brands in multiple ways and they
expect personal service, customization and a consistent/reliable experience.
COURSE HIGHLIGHTS
Students will develop the ability to understand processes and approaches to create a holistic experience
that will resonate with customers – and lead to SALES AND PROFITS. To effectively present the concepts
required to craft holistic marketing plans, this course will provide information via lectures, presentations, inclass discussion, Harvard Business Review cases, selected readings and possible guest speakers. The
curriculum includes a review and assessment of best practices in advertising, retail (bricks & mortar),
digital, social media, websites, customer service, packaging, PR, “news”, email, etc. The primary learning
objective is to provide students a deep understanding of today’s exciting and dynamic marketplace and key
marketing skills/tools to create seamless consumer experiences.
COURSE MATERIALS AND STUDENT PREPARATION
No textbook covers the scope of this course, so instead there is a packet of cases, as well as readings and
required reviews of certain websites. The cases will give our class a common knowledge base for
discussion and help each student build their knowledge. The cases span a wide range of industries,
products and company situations.
All readings in the syllabus must be completed before the related class, as instructed in the syllabus, to
provide learning that will be applied in class discussion, individual and team assignments, and the final.
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John D. Barker, BUSML 7124 © - as of 1/4/15
CLASS PARTICIPATION represents 15% of the grade for the course and pre-reading will enable students
to actively and effectively participate in critical discussions. It will also provide for a more dynamic and
positive learning experience. Students should read the cases, think deeply about the problems and
opportunities, generate recommendations and develop analysis to support their point of view.
The required reading packet is available in downloadable, electronic format from Harvard Business Online.
This includes copyrighted material and therefore requires that each student purchase his or her own copy
of the materials. Other required readings will be distributed by the instructor.
INSTRUCTIONS FOR ASSIGNMENTS ASSIGNED TO STUDENTS
 Individual Assignments: Write an analysis in Word, utilizing principles and lessons from lectures,
readings and class discussions, between 6 & 8 pages (12 point type and 1.15 spacing), plus an
appendix.
 Team Assignments: Working in teams, produce and submit a PowerPoint presentation, between 10
& 15 slides, plus an appendix. Also, each team will present an executive summary (no more than 6 to
8 PPT pages) in class. Time will be allotted by the instructor. Each team member must contribute to the
deliverable. Presentation will be evaluated by the instructor.
 Final: Write an analysis of a company in PowerPoint, utilizing principles and lessons from lectures,
readings and class discussions, approximately 22 slides, plus an appendix. The professor will provide
detailed instructions.
For Individual written assignments (in Word), follow this format:
1. Headline and sub-headlines for each section
2. Executive Summary
3. Key Points and analysis referencing key lessons, frameworks and principles from cases, lectures and
class discussions
4. Supporting information, charts, tables (as needed)
5. Appendix and references
Written assignments should be clear, concise, well-constructed and on par with work produced by a
mid-career professional with ambitions to ascend into a more senior position.
COURSE GRADING AND ASSIGNMENTS
Each student in this course is expected to be familiar with and abide by the principles and standards set
forth in The Ohio State University’s code of student conduct and code of academic conduct. It is expected
that each student will behave in a manner that is consistent with the Fisher Honor Statement.
Grading Policy and Practices: The course requires a commitment by students to attend classes,
prepare, participate and meet deadlines for assignments. We will work together to create an environment
in which an open, rigorous discussion occurs. Each of you will be expected to share your ideas and
analysis with your colleagues. The requirements for this class are identical for everyone. There is no
make-up or extra credit for classes at this level. Assignments must be turned in on time, except under
circumstances of extreme hardship determined by the instructor. As required by school policy, grading will
be based on relative rather than absolute standards. The average grade in this course will be a 3.6 or
lower. A grade of “B”, which is 3.00, is required in core courses to earn a Fisher MBA degree from The
Ohio State University. It is possible to earn any of the official Ohio State grades from an “A” to an “F” in
this course.
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John D. Barker, BUSML 7124 © - as of 1/4/15
To clarify collaboration on assignments, the following letters indicate collaboration allowed on each
assignment:
 N – No Collaboration of any Kind
 T – Collaboration only with Teammates Allowed
 A – Collaboration with All Fellow Students Allowed
There are a possible 200 points to be earned through a combination of class participation and in-class
discussions, three individual assignments, two team assignments and a Final as follows:
ACTIVITY
Class participation and discussion about
theories, concepts and frameworks based
on articles, cases, readings, lectures and
guest speakers
Team Assignments / Presentations
#1
#2
PERCENT
15%
POINTS
30
10%
15%
20
30
COLLABORATION
A – With All
T – With Team
Individual Assignments
#1
#2
#3
N – None
10%
15%
15%
20
30
30
Final - Individual Assignment
20%
40
100%
200
N – None
COURSE READING ASSIGNMENTS - HBR
Harvard Business Publishing Cases for BUSML 7214:
Go to this link and follow instructions to obtain HBR cases for this class:
https://cb.hbsp.harvard.edu/cbmp/access/32365220
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John D. Barker, BUSML 7124 © - as of 1/4/15
REQUIRED READING / STUDY BEFORE OUR INITIAL CLASS ON JANUARY 12, 2015

Harvard Business Publishing:
o “Integrated Marketing as Management of Holistic Consumer Experience”
o “Multichannel Marketing: Mindset and Program Development”

Review websites for the following firms through the eyes of a consumer and analyze their
brand/marketing messages in the context of visiting their retail locations, print ads, TV ads, social
media, news media coverage, etc.:
o Starbucks
o JCPenney
o Apple

View video:
o YouTube: 2013 “Dodge Dart Official Commercial | How To Change Cars Forever” :60 seconds
1:02
https://www.youtube.com/watch?v=gogQLQNrDds
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John D. Barker, BUSML 7124 © - as of 1/4/15
WEEK-BY-WEEK CLASS PLAN AND ASSIGNMENTS
Subject to change
DATE
Class # 1
Monday,
January 12
PREPARATION FOR THIS CLASS
 HBR cases:


ASSIGNMENTS FOR STUDENTS
Prepare for class participation.
o Integrated Marketing as Management of Holistic
Consumer Experience
o Multichannel Marketing: Mindset and Program
Development
Review these firm’s websites through the eyes of a
consumer; analyze their brand/marketing
messages in the context of visiting their retail
locations, print ads, TV ads, social media, news
media coverage, etc.:
o Starbucks
o JC Penney
o Apple
Review the Dodge Dart video on YouTube
https://www.youtube.com/watch?v=gogQLQNrDds
No Class
Monday,
January 19
No class (Martin Luther King remembrance day)
Complete Individual Assignment #1
(Starbucks, JCP or Apple) and submit
to instructor by Jan.19 … analyzing
the marketing and cross-channel
effectiveness utilized by Starbucks,
JC Penney or Apple.
Class # 2
Monday,
January 26

HBR cases:
o Stealth Marketing: How to Reach Consumers
Surreptitiously
o Continuing Power of Mass Advertising
Review these firm’s websites through the eyes of a
consumer. How do these companies/brands reach
customers? General Motors and Tide
Prepare for class participation.
HBR cases:
o Where Is Advertising Going? Into ‘Stitials
o Understanding Customer Experience
o Social Media: The New Hybrid Element of the
Promotion Mix
o Molson Canada: Social Media Marketing
Review the Wells Fargo facebook page, other
social media and its corporate website … how is
this organization leveraging social media to reach
customers?
Prepare for class participation.

Class # 3
Monday,
February 2


Complete Team Assignment #1
(GM or Tide) and submit to instructor
by Feb. 2.
Also be prepared to present an
executive summary (6 to 8 PPT
pages) in class on this date …
analyzing multi and cross channel
effectiveness utilized by GM or Tide.
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John D. Barker, BUSML 7124 © - as of 1/4/15
Class # 4
Monday,
February 9
Class # 5
Monday,
February 16


Review: www.wendys.com through the eyes of a
customer … what’s in it for them and what would
make it better? How does the website interact with
other touch points Wendy’s provides to
consumers?

HBR cases:
o To Keep Your Customers, Keep It Simple
o Get The Right Mix of Bricks and Clicks

Class # 6
Monday,
February 23
HBR cases:
o Harnessing the Power of the Oh-So-Social Web
o Fashion Channel: Market Segmentation

Review: www.wendys.com through the eyes of a
customer … what’s in it for them and what would
make it better? How does the website interact with
other touch points Wendy’s provides to
consumers?
HBR case:
o Cause-Related Marketing: 3M as a
Corporate Sponsor of the Canadian Breast
Cancer Foundation

Review: www.davethomasfoundation.org …
through the eyes of audiences the foundation is
trying to influence: potential donors and families
who might be interested in adopting foster children.
Is the website effective? Does the marketing work?
Class # 7
Monday,
March 2

HBR case:
o How Focused Identities Can Help Brands
Navigate a Changing Media Landscape
Exam Week
Final – Individual Assignment
Prepare for class participation.
Complete Individual Assignment #2
(Wells Fargo) and submit to instructor
by Feb. 11… analyzing Wells Fargo’s
effectiveness in social media as a
critical part of their cross-channel
marketing.
Prepare for class participation.
Complete Team Assignment #2
(Wendy’s) and submit to instructor by
Feb. 16.
Also be prepared to present an
executive summary (6 to 8 PPT
pages) in class on this date …
analyzing the cross-channel
effectiveness of Wendy’s marketing,
including social media.
Prepare for class participation.
Complete Individual Assignment #3
(non-profit) and submit to instructor
by Feb. 25… analyzing a non-profit
organization’s effectiveness in social
media as a critical part of their crosschannel marketing. Students will be
asked to report on their analysis
during this class.
Prepare for class participation.
Complete the FINAL individual
assignment and submit to the
instructor by March 5
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John D. Barker, BUSML 7124 © - as of 1/4/15
INSTRUCTOR BIO
John Barker has 30 years of business experience with “consumer centric” organizations ranging from the
restaurant industry, greeting cards, non-profit to journalism. Since 2012 he has taught in the Fisher College
of Business – MBA marketing courses and senior capstone recitations in Strategic Management.
He most recently was a member of the executive leadership team and Chief Communications Officer at
The Wendy’s Company, which has more 6,500 restaurants around the globe. The Company has owned
and operated many brands including Wendy’s, Tim Hortons, Arby’s, Baja Fresh and The New Bakery. See
www.wendys.com. Barker previously worked at American Greetings Corp., The Plain Dealer newspaper in
Cleveland, The Times, Cosmopolitan Fitness and in other organizations.
In his executive leadership roles, Barker has directed executive communications, corporate and brand
public relations and marketing PR, media relations, corporate responsibility/sustainability, corporate
website, employee communications, board communications, franchisee communications, investor relations,
government relations, crisis management, facilities management and corporate strategic planning.
Over the past two decades, he’s worked with many of the world’s leading consulting companies, investment
bankers, marketing/advertising and investor relations firms including Booz Allen, Boston Consulting Group,
Deloitte, Goldman Sachs, JP Morgan, RBC Capital Markets, Credit Suisse, Bank of America, UBS, Kekst &
Co., Ketchum PR, Dilenschneider, Burson-Marsteller, ICR, McCann Erickson, Saatchi and Saatchi and
Publicis Kaplan Thaler.
Barker has an MBA from The Ohio State University’s Fisher College of Business and is a graduate of
Waynesburg University. He serves as a trustee on the Board of Directors of The Dave Thomas Foundation
for Adoption, where he is on the audit committee and investment committee. He also served as a director
for the Atlanta Chamber of Commerce and was President of NIRI Central Ohio.
STATEMENT ON DISABILITIES
Any student who feels he or she may need an accommodation based on the impact of a disability should
contact me privately to discuss your specific needs. Please contact the Office for Disability Services at 614292-3307 to coordinate reasonable accommodations for students with documented disabilities.
STATEMENT ON ACADEMIC MISCONDUCT
It is the responsibility of the Committee on Academic Misconduct to investigate or establish procedures for
the investigation of all reported cases of student academic misconduct. The term “academic misconduct”
includes all forms of student academic misconduct wherever committed; illustrated by, but not limited to,
cases of plagiarism and dishonest practices in connection with examinations. Instructors shall report all
instances of alleged academic misconduct to the committee For additional information, see the Code of
Student Conduct http://studentconduct.osu.edu/page.asp?id=1
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