Marketing 6218-721
MULTICHANNEL MARKETING MANAGEMENT
Charles A. Besio, Jr.
Senior Lecturer
Fall 2015-Mod A
6:30 – 9:20 p.m.
Wednesday
Crow Building
Room # 195
Course Materials:
Case Book purchased from Professor Besio
“What’s The Future of Business? Changing the Way Businesses Create Experiences” by Brian Solis; John
Wiley and Sons (Available on Amazon)
Course Purpose
The evolution of social media, tablets and smart-phone technologies equips today’s consumer with access to
information across myriad platforms, and access to their friends and associates who can provide instant
feedback along the purchase process. Marketers must create touch points with their loyal and prospective
consumers so that they are available, on call, to respond to the needs of those consumers.
The purpose of this course is to introduce students to the complex world of marketing channel management
and specifically to the notion of “multichannel” marketing. On a more specific level, the coursework will
attempt to develop concepts and skills necessary for marketing decision-making as well as illustrate how
various decision-making concepts and tools apply to actual business situations. The goal of this course is to
develop a disciplined process for addressing marketing distribution issues and problems in a variety of settings
and integrate knowledge acquired in marketing.
Specific objectives of (1) training in marketing (2) communication skills, and (3) interpersonal skills in the
context of this course are outlined below.

Training in Marketing
 ability to analyze strategic and operational marketing problems and opportunities to develop feasible courses
of action to solve problems and capitalize on opportunities.
 knowledge of a conceptual and operational frameworks for marketing decisions and the strategic role of
marketing within organizations
 exposure to a wide variety of industries, companies and marketing issues.

Communication Skills
 in class discussion format, demonstrate ability to present ideas clearly; to move discussion logically toward
resolution while showing sensitivity to others viewpoints, and willingness to change opinions in the face of
persuasive argument and evidence
 in written case analyses (6 double-spaced typed pages plus charts and quantitative exhibits), demonstrate ability
to present analysis and proposal clearly and persuasively, with appropriate level of qualitative and quantitative
analysis

Interpersonal Skills
 engage in tough-minded debate with others to analyze markets and marketing phenomena
 work with others to assess marketing problems and prepare well-articulated courses of action buttressed by
case information and justifiable assumptions
 demonstrate ability to constructively critique the work of others and effectively present counter proposals
buttressed by persuasive argument and evidence.
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Course Format
Lectures
Lectures in this course will be used to lay the foundation from which analysis of cases can be performed. The
lectures will be supported by power point notes.
Case Analysis
The course uses the case method heavily. Most sessions will require the preparation of a case. The case will
be discussed thoroughly in class. Each case will emphasize an element marketing channel selection and
management. The assignment schedule attached indicates that most case classes will be preceded by a class
to discuss the related material and provide additional depth to the following case analysis.
The case method of study puts a high demand on you to prepare and participate. Its strength is in providing
a format for you to learn from the insights and points of view of your classmates. It also helps you
understand that difficult business decisions require clear analysis but often demand reasonable assumptions
be made in the face of uncertainty and risk. It is a powerful way for you to learn from “doing”.
You will be expected to prepare for class in a thorough way and you will be called upon to participate in the
discussion. A minimum of an hour is usually required to prepare a case and I strongly urge you to discuss
your thinking and analysis with a group of your classmates prior to class. A group will be selected from the
class to present each case and serve as leaders in the discussion of the case.
“What’s The Future of Business…”: After reading the book, prepare a minimum 5-page description of
those sections of the book that either had the most impact on you or that you feel will be most useful to you in
the future. This is to be typewritten and submitted the final day of class.
Participation
You are expected to come to class prepared. This means reading the cases prior to class and accessing the
appropriate PowerPoint slides on the Web. The PowerPoint slides used in class are available to you by
accessing my Web site via http://www.cbesio.cox.smu.edu/mktg6218.
Class participation counts 60 points towards your final grade. Your participation grade is impacted more by
the quality of your participation than the quantity of your participation. In other words, the mere quantity
of comments counts less than consistently thoughtful and informed comments. Regular attendance also
impacts your participation grade; if you are not in class, you lose the opportunity to participate in class
discussion that day. A class attendance sign-in sheet is circulated at the beginning of each class period. It is
your responsibility to make certain you have signed the attendance sheet.
It is important to be in class on time. Late arrivals are disruptive to your fellow students and professor.
Additionally, walking in and out of class, once class has begun, is disruptive to everyone's learning
environment. These kinds of repeated disruptions will count against your participation grade.
(Professor Besio reserves the right to change this syllabus without notice.)
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Course Grading
A Student's grade will be determined on the basis of his/her performance on (1) six typed case presentations,
(2) one report on the “What’s The Future of Business…”, and (3) class participation on case discussions,
assignments and the simulation. The weight assigned to each is as follows:
Written Case Analyses
“End of Business Review”
Class Participation
180 pts.
60 pts.
60 pts.
300 pts.
Final letter grades will be determined by the following table:
A
AB+
B
BC+
C
C-
276-300
270-275
264-269
246-263
240-245
234-239
216-233
210-215
D+
D
DF
204-209
186-203
180-185
Below 180 total points
Professor Besio understands each student has a grade objective they would like to achieve. He will
discuss these objectives and their performance any time during the semester up to and including the
last day of class. After the last day of class he will not discuss grades except to inform students of any
grades not completed by the last day of class. There will be no exceptions to this policy.
Course Prerequisites
Marketing 6201
Office Information
Office:
Phone:
E-mail:
Hours:
316 Fincher Building
(214) 717-1864 (Emergencies Only)
cbesio@smu.edu
By Appointment
(Professor Besio reserves the right to change this syllabus without notice.)
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SCHEDULE OF ASSIGNMENTS
Day/Date
Course Foundations
AUGUST
W
26
Topics
Assigned
Materials
Course Introduction
Marketing Channels
Logistics and Supply Chain Management
Marketing Channels.ppt
Logistics.ppt
SEPTEMBER
W
02
Retailing
Hawaiian Punch:
Go to Market Strategy
Retailing.ppt
Case Book
M
07
University Holiday – Labor Day
W
09
Internet Channels
Crafton Industries Inc.
Internet Channels.ppt
Case Book
W
16
Social Media Channels
Natureview Farm
Social Media.ppt
Case Book
W
23
The End of Money, How
Consumers Will Pay
Air France Internet Marketing
New Currency.ppt
Case Book
Multichannel Integration
Bank of America: Mobile Banking
Multichannel Marketing.ppt
Case Book
W
30
OCTOBER
W
07
VF Brands: Global Supply
Chain Strategy
“What’s The Future of Business”
Papers Due in Class
Case Book
(Professor Besio reserves the right to change this syllabus without notice.)
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Disability Accommodations
Disability must first be registered with Disability Accommodations & Success Strategies (DASS) to
verify the disability and to establish eligibility for accommodations. Students may call 214-768-1470 or
visit http://www.smu.edu/alec/dass.asp to begin the process. Once registered, students should then
schedule an appointment with the professor to make appropriate arrangements. (See University Policy
No. 2.4; an attachment describes the DASS procedures and relocated office.)
Excused Absences for University Extracurricular Activities
Students participating in an officially sanctioned, scheduled University extracurricular activity should be given
the opportunity to make up class assignments or other graded assignments missed as a result of their
participation. It is the responsibility of the student to make arrangements with the instructor prior to any
missed scheduled examination or other missed assignment for making up the work. (University Undergraduate
Catalogue)
Religious Observance
Religiously observant students who wish to be absent on holidays that require missing class should notify their
professors in writing at the beginning of the semester, and should discuss with them, in advance, acceptable
ways of making up any work missed because of the absence. (See University Policy No. 1.9)
(Professor Besio reserves the right to change this syllabus without notice.)