Baruch College – CUNY Zicklin School of Business
Department of Marketing and International Business
ACCOUNT PLANNING 4876 ETR CODE 1377
SPRING 2014 1-25-14
Instructor: Barry Soloff
Tuesday & Thursday 2:30-3:45
Room VC 10145
Office: B12-210 I
Phone: 212 288-3478
Email: barry@barrysoloff.com (Never use Baruch email…it will go unanswered)
Office Hours: Thursday 3:45 – 5:00 and by appointment
COURSE DESCRIPTION
The course is designed to introduce you to the fundamental concepts and principles of account planning which
is both a process and set of activities…part science and part art. By the end of the course, you should have a
good idea of what account planning is and a realistic perspective of what planning is all about, with plenty of
real world examples, so you can see how ads, campaigns and brands get built on a day-to-day basis.
As part of this course, you will be participating in the American Advertising Federation (AAF) National Student
Advertising Competition (NSAC). This is the most prestigious student event in Advertising…and it looks great
on your resume. This competition will consist of a developing a plans book (due 3/21) and preparing a
presentation for the New York City District 2 competition on April 11 & 12. (Note: This is the first two days of
the Baruch Recess so plan any vacations so you are present on those date in case your team is selected to
present.
NOTE: Due to the AAF deadlines 3/21 & 4/11-12, the workload is heavily weighted to the first 15 classes
At the end of this course, you will learn how account planners:
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Assess the external and internal forces that may impact your brand;
Identify potential problem areas and communication objectives
Develop a creative brief that inspires new ideas to help brands succeed
Devise an integrated advertising/marketing communication campaign
Produce a complete marketing communications plans book
KEY LEARNING OBJECTIVES
The faculty of the Zicklin School of Business has adopted “Learning Goals” for BBA students. The purpose of
these goals is to create a common understanding between students, faculty and potential employers of the
core objectives for a business education as follows:
Analytical and Technological Skills: Students will possess the quantitative, technological, analytical and
critical thinking skills to evaluate issues faced in business and professional careers.
Communication Skills Oral & Written: Students will gain the necessary communication skills, to convey
ideas and information effectively and persuasively
Proficiency in a Single Discipline: Students will gain a deep understanding of and intellectual competence in
the business discipline of account planning.
COURSE FORMAT
The course combines lectures with small group and full class discussions, Individual assignments and
Presentations, case analyses and a group project. All are aimed at bringing a real world perspective to the subject
matter. The structure and philosophy of this course is based on the following quotes.
I hear and I forget…
I see and I remember…
I write & I remember more…
I do and I understand even more…(Anonymous)
Teachers open the door, but you must enter by yourself! (Chinese proverb)
You cannot teach human beings anything, all you can do is help them to learn! (Galileo)
COURSE MATERIALS
1. ADVERTISING ACCOUNT PLANNING 2ND ED BY Larr y Kely & Donald Jurgenheimer,
ISBN # 978 -0-7656-2564-9 Available in bookstore.
2. Please bring the small textbook to every class as we will be using it regularly.
3. PPT and articles as posted on Blackboard
BLACKBOARD WEBSITE
Please check this website regularly since all assignments, exercises, readings and power point resource
materials not in the Course Pack will be posted there.
COURSE GRADING
Research Interview Assignment
AAF Plans Book
AAF Presentation
Creative Briefing Assignment
20 Points
Class Participation
10 Points
40 Points
20 Points
10 Points
Final grades will be based on the total points (out of 100) earned by each student and will follow the
standard grade distribution guidelines.
Please ensure that all written submissions are in arial or simple readable font type 12 or above and
meet a minimum level of professionalism, regardless of content. Handwritten assignments will not
be accepted. Also, please check all assignments for grammar and spelling.
CLASS PARTICIPATION
I believe very strongly that the level of class participation has a direct correlation to the learning,
motivation and enjoyment of the class and reflect what you have learned during the semester.
Consequently, I have awarded it 10.0% of your total class points. I will grade you based on my
assessment of your participation in class discussions, group project presentations and a peer evaluation
to be submitted as part of the Peer Feedback Assignment…perfect attendance does not guarantee
more that 4 of the 10 points…the rest is based on your class participation.
No smart or cell phones, computers or I Pads are allowed during class at any time. The only
exception is during class exercises or group project work.
Please note that behavior that actively detracts from the collective learning experience (e.g. late
arrivals, chatting with neighbors, frequent exits during the class period, mobile phone ringing in class)
is likely to lower your participation grade.
Attendance is mandatory. However, it is understandable that, at times, other commitments (or illness)
may prevent you from attending class. Each student is permitted only two absences. Five points will
be deducted to each additional absence.
If for some reason you cannot attend a class, please inform me prior to the missed session. Of course,
absence from class (informed or uninformed) does not exempt you from being responsible for all the
material covered in class and being aware of any announcements made in class.
AAF TEAM SELECTION
You will work on this project in groups of five-six people. I will allocate the groups based on several
factors that have proven successful in the past.
Group projects, like any group work in the business world, can sometimes be a positive as well as
frustrating experience. It is often difficult to pick convenient times for everyone to meet. To aid in this, I
will allow ample class time.
All problems arising within the team, including those related to relative contributions of the group
members, are to be handled internally, by the group; this is an essential part of the group project
experience.
However, you will also have the opportunity to evaluate your team members at term end based on the
quality and quantity of their contributions. An individual student can receive from 1 to 5 points towards
their final grade based on this evaluation.
ACADEMIC INTEGRITY
I fully support Baruch College's policy on Academic, which states, in part:
"Academic dishonesty is unacceptable and will not be tolerated. Cheating, forgery, plagiarism and
collusion in dishonest acts undermine the college's educational mission and the students' personal
and intellectual growth. Baruch students are expected to bear individual responsibility for their work,
to learn the rules and definitions that underlie the practice of academic integrity, and to uphold its
ideals. Ignorance of the rules is not an acceptable excuse for disobeying them. Any student who
attempts to compromise or devalue the academic process will be sanctioned. " Additional information
can be found at http://www.baruch.cuny.edu/academic/academic_honesty.html
About the Instructor
I teach Marketing Management, Global Advertising & Marketing Communications, Marketing
Management and Consumer Behavior. As a Marketing Consultant I work with companies, individual
entrepreneurs and non-profit organizations in strategic planning specializing in brand building and key
messaging. I also conduct seminars on Marketing for Score: Counselors for Small Businesses
Prior to that, my credentials include over 30 years of developing effective and award winning
campaigns in the US, globally. Most recently, I was Global Advertising & Communications Director
for Proctor & Gamble/Duracell brand and Advertising and before that Global Advertising Manager for
the Gillette International. My agency experience consisted of strategic planning and account
management at Leo Burnett, J. Walter Thompson, DDB, BBDO and Interpublic/Lintas. I worked for
clients such as Kraft, Colgate-Palmolive, Nestle, Frito Lay, Kimberly Clark and Kellogg.
I received my MBA degree from New York University in International Business and Marketing and
Bachelors degrees from Thunderbird School of Global Management in International Management and
Denver University in History and International Relations. I recently received my Professional
Certificate in Business & Executive Coaching from New York University.
Account Planning 4876 Class Grid Spring 2013 1-25-14
# 1 1/28
SYLLABUS
AAF/NSAC
Competition
Advertising &
Account Planning
Overview
# 2 1/30
Account Planning
History
Read Chapter 1 &
PPT
Team assignment
# 3 2/4
Messaging &
Insights
Guest Speaker
Read Chapter 7 &
PPT
Super Bowl
Assignment
# 8 2/25
Developing
Insights
Read Chapter 7
# 4 2/6
Brand Destination
Planning
Read Chapter 3
# 5 2/11
Situation Analysis
Read Chapter 4
# 6 2/13
Benchmarking
Consumer
Perceptions
Read Chapter 5
# 7 2/18
Understanding
Consumer Mindset
Read Chapter 6
# 9 2/27
Segmenting Target
Market
Read Chapter 9
# 10 3/4
Brand Positioning
Read Chapter 10
# 11 3/6
Brand Personality
Read Chapter 11
# 12 3/11
Brand Essence
Read Chapter 12
# 13 3/13
What is a Big Idea
Read Chapter 13
(Draft version-not
to be graded-due
midnight Sunday,
3/16
# 18 4/1
Presentation Work
Session
# 14 3/18
PLANS BOOK
WORK SESSION
(Feedback on Draft)
# 15 3/20
PLANS BOOK
WORK SESSION
In-class Evaluation
to select winner
(Book due to NSAC
on 3/21 5 pm
# 20 4/8
All teams present
(20 minutes)
# 16 3/25
Role of Advertising
Read Chapter 8
# 17 3/27
Role of Account
Planning
Read Chapter 2
# 21 4/10
Winning team
dress rehearsal
(Presentation in
NYC 4/11-12)
# 22 4/24
Briefing Team
Read Chapter14
# 23 4/29
Account Planning
& IMC
Read Chapter 15
# 24 5/1
Measuring Success
Read Chapter 16
# 26 5/8
Briefing
Presentations
# 27 5/10
Briefing
Presentations
# 28 5/15
Course Evaluation
Research Interview
Assignment due
# 19 4/3
Presentation Work
Session
# 25 5/3
Briefing
Presentations work
session