John D. Barker, BUSML 7124 © - as of 12/27/15
Marketing & Logistics Department
BUSML 7214: Cross-Channel Marketing
COURSE LOGISTICS AND CONTACT INFO
Class Location: 275 Gerlach Hall
Dates:
January 11 to February 29, 2016 (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 dynamic manner 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 a multitude of traditional and rapidly evolving channels,
including in-person and a multitude of electronic/digital vehicles, is consistent with the firm’s brand position and its
promise. Through this course, you will learn important 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 in the past often defined a brand’s message to
consumers. Today, many marketers spend more on Snapchat, Facebook, Twitter and YouTube with greater creative
impact, immediacy, connection, results and efficiency. Students will learn how the best companies in the world craft
a holistic brand proposition that connects with today’s consumer.
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, in-class discussion, Harvard
Business Review cases, selected readings and 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.
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.
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John D. Barker, BUSML 7124 © - as of 12/27/15
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, or PowerPoint (instructor will clarify on each assignment),
utilizing principles and lessons from lectures, readings and class discussions. If an assignment requires Word,
papers are typically between 5 & 6 pages (12 point type and 1.15 spacing), including an appendix.
 Team Assignments: Working in teams, produce and submit a PowerPoint presentation, between 10 & 12
slides, including an appendix. Also, each team will present an executive summary (no more than 5 to 6 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, 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 to 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.
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
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John D. Barker, BUSML 7124 © - as of 12/27/15
There are a possible 100 points to be earned through a combination of class participation and in-class discussions,
2 individual assignments, 3 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
PERCENT
15%
POINTS
15
Team Assignments / Presentations
#1
#2
#3
10%
15%
15%
10
15
15
Individual Assignments
#1
#2
10%
15%
10
15
Final - Individual Assignment
20%
20
100%
100
COLLABORATION
A – With All
T – With Team
N – None
N – None
COURSE READING ASSIGNMENTS
Harvard Business Publishing Cases for BUSML 7214
Click this link and follow instructions to obtain HBR cases for this class:
https://cb.hbsp.harvard.edu/cbmp/access/43413964
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HBR ARTICLE: Branding in the Digital Age: You're Spending Your Money in All the Wrong Places David C. Edelman
R1012C-PDF-ENG | 9 p
CORE CURRICULUM READING: Marketing Reading: Digital Marketing Sunil Gupta; Joseph Davin 8224-HTM-ENG | 47 p
CASE: Increasing the ROI of Social Media Marketing V Kumar; Rohan Mirchandani SMR431-PDF-ENG | 7 p
HBR ARTICLE: To Keep Your Customers, Keep It Simple Patrick Spenner; Karen Freeman R1205G-PDF-ENG | 8 p
HBR ARTICLE: Understanding Customer Experience Christopher Meyer; Andre Schwager R0702G-PDF-ENG | 13 p
HBR FORETHOUGHT ARTICLE: Where Is Advertising Going? Into 'Stitials Jeffrey F. Rayport F0805A-PDF-ENG | 4 p
CASE: How Focused Identities Can help Brands Navigate A Changing Media Landscape Adam S Brasel BH479-PDFENG | 9 p
CASE: Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation Allison
Johnson; Laurie Dudo W11047-PDF-ENG | 18 p
CASE: Multichannel Marketing: Mindset and Program Development Bruce D. Weinberg; Salvatore Parise; Patricia J.
Guinan BH246-PDF-ENG | 10 p.
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John D. Barker, BUSML 7124 © - as of 12/27/15
WEEK-BY-WEEK CLASS PLAN AND ASSIGNMENTS
Subject to change
DATE
Class # 1
Monday,
January 11
PREPARATION FOR THIS CLASS
 Read HBR cases:



ASSIGNMENTS FOR STUDENTS
Prepare for class participation.
o Multichannel Marketing: Mindset and
Program Development
o Branding in the Digital Age: You're Spending
Your Money in All the Wrong Places
o Marketing Reading: Digital Marketing
Read articles provided on Carmen.
Review these firm’s websites through the eyes of a
consumer; analyze their brand/marketing messages in
the context of visiting their retail locations, digital/print
ads, TV ads, social media, news media coverage, etc.:
o Starbucks
o Tesla
o Apple
Review the Dodge Dart video on YouTube
https://www.youtube.com/watch?v=gogQLQNrDds
No Class
Monday,
January 18
No class
Complete Individual Assignment #1
(Starbucks, Tesla or Apple) and
submit to instructor by 11:59 pm on
Jan.17 … analyzing the marketing and
cross-channel effectiveness utilized by
Starbucks, Tesla or Apple.
Class # 2
Monday,
January 25

Read HBR case:
o To Keep Your Customers, Keep It Simple
Review these firm’s websites through the eyes of a
consumer -- General Motors, Nike and Tide. How
do these companies/brands reach customers?
Prepare for class participation.
Class # 3
Monday,
February 1

Read HBR cases:
o Understanding Customer Experience
o Where Is Advertising Going? Into 'Stitials
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.
(Martin Luther King remembrance day)


Complete Team Assignment #1
(GM, Nike or Tide) and submit to
instructor by 11:59 pm on Jan. 31
Also be prepared for your team to
present an executive summary
(5 to 6 PPT pages) in class on this
date … analyzing multi and cross
channel effectiveness utilized by GM,
Nike or Tide.
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John D. Barker, BUSML 7124 © - as of 12/27/15
Class # 4
Monday,
February 8

Class # 5
Monday,
February 15


Read HBR case:
o Increasing the ROI of Social Media Marketing
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?
Prepare for class participation.
Complete Individual Assignment #2
(Wells Fargo) and submit to instructor
by 11:59 pm on Feb. 9… analyzing
Wells Fargo’s effectiveness in social
media as a critical part of their crosschannel marketing.
Prepare for class participation.
Review: www.wendys.com through the eyes of a
customer … what’s in it for them and what would make
Complete Team Assignment #2
it better? How does the website interact with other
(Wendy’s) and submit to instructor by
touch points Wendy’s provides to consumers?
11:59 pm on Feb. 14.
Also be prepared to present an
executive summary (5 to 6 PPT pages)
in class … analyzing the cross-channel
effectiveness of Wendy’s marketing,
including social media.
Class # 6
Monday,
February 22
Class # 7
Monday,
February 29

Read 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?

Read HBR case:
o How Focused Identities Can help Brands Navigate
A Changing Media Landscape
Prepare for class participation.
Complete Team Assignment #3
(non-profit) and submit to instructor by
11:59 pm Feb. 21… analyzing a nonprofit organization’s effectiveness in
social media as a critical part of their
cross-channel marketing. Students will
be asked to report on their analysis
during class.
Prepare for class participation.
Complete the FINAL individual
assignment and submit to the
instructor by 11:59 pm on March 7
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 614-292-3307 to coordinate
reasonable accommodations for students with documented disabilities.
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John D. Barker, BUSML 7124 © - as of 12/27/15
INSTRUCTOR BIO – John Barker
John D. Barker has 30 years of business experience with consumer-centric organizations ranging from the restaurant
industry, universities, greeting cards/social expressions, journalism to non-profit entities. He has held a broad range of
senior officer responsibilities, including extensive board of directors and governance experience, strategic planning and
executive communications responsibilities, as well as investor and government relations management roles.
Since 2012 he has taught at The Ohio State University’s Fisher College of Business in Columbus, Ohio – Marketing
courses in the MBA program and senior capstone courses in Strategic Management.
He is currently President and Chief Executive Officer of the Ohio Restaurant Association. The ORA represents the
foodservice industry, which is Ohio's third-largest, private sector employer, generating $18.3 billion in sales and more
than one-half billion dollars in sales taxes annually. The industry in Ohio includes 557,000 employees and 22,000
locations, and provides a growing economic engine for the state.
He most recently was a member of the executive leadership team, Senior Vice President & Chief Communications
Officer at The Wendy’s Company, one of the largest restaurant corporations in the world with $9 billion in system sales.
In his leadership role at Wendy’s from 1996 to 2014, reporting to the CEO, Barker directed various functions including
corporate strategic planning, board of directors, executive communications, corporate and brand marketing PR, media
relations, corporate responsibility and sustainability, corporate website, employee communications, franchisee
communications, investor relations, government relations, crisis management and facilities management.
The Wendy’s Company operated and franchised many brands including Wendy’s, Tim Hortons and Arby’s, as well as
fast-casual brands Baja Fresh, Café Express and Pasta Pomodoro. Wendy’s also had a joint venture with the Irish food
firm, IAWS, and currently owns The New Bakery.
Barker previously worked at American Greetings Corp. in Cleveland, The Plain Dealer newspaper in Cleveland, The
Beaver County Times newspaper near Pittsburgh, Cosmopolitan Fitness Clubs, the Washington Observer-Reporter, and
in other organizations.
Over the past two decades, he’s worked with many of the world’s leading consulting companies, investment bankers,
marketing/advertising, PR, investor relations and legal firms including Booz Allen; Boston Consulting Group; Deloitte;
Goldman Sachs; JP Morgan; RBC Capital Markets; Credit Suisse; Bank of America; UBS; McCann Erickson;
Saatchi & Saatchi; Publicis Kaplan Thaler; Kekst & Co.; Ketchum PR; Dilenschneider; Burson-Marsteller; ICR; Vorys
Sater, Seymour & Pease LLP; Porter Wright; Paul Weiss Rifkin-NY; and Akin Gump Strauss.
Barker earned an MBA from The Ohio State University’s Fisher College of Business and is a graduate of Waynesburg
University in Pennsylvania.
Barker is currently on the board of Catholic Social Services and Ohio Dominican University in Columbus, Ohio. He has
served as a trustee on the Board of Directors of The Dave Thomas Foundation for Adoption, where he is on the
investment committee. He previously served as a director for the Atlanta Chamber of Commerce and was President of
the National Investor Relations Institute (Central Ohio).
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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