Principles of Marketing EN.660.250 (2) Spring 2015 (3 credits, EQ)

Meetings Tuesday, Thursday, 10:30am–11:45am, Shaffer 202

Instructor Professor Keith A. Quesenberry Lecturer, Center for Leadership Education Office: 104 Whitehead Hall Office Hours: Mondays, Wednesdays 9:45am-11:45am & by appointment Kquesenberry@jhu.edu Please email questions, seek clarification, feedback, or further explanation anytime!

Prerequisites No pre-requisites. This is a course in the Center for Leadership Education and is required for the Entrepreneurship & Management Minor.

Description This course explores the role of marketing in society and within the organization. It examines the process of developing, pricing, promoting and distributing products to consumer and business markets and shows how marketing managers use the elements of the marketing mix to gain a competitive advantage. Through interactive, application-oriented exercises, case videotapes, a guest speaker (local marketer), and a group project, students will have ample opportunity to observe key marketing concepts in action. The group project requires each team to research the marketing plan for an existing product of its choice. Teams will analyze what is currently being done by the organization, choose one of the strategic growth alternatives studied, and recommend why this alternative should be adopted. The recommendations will include how the current marketing plan will need to be modified in order to implement this strategy and will be presented to the instructor in written form and presented to the class. No audits. Course Objectives This course will prepare you to think strategically about marketing in today’s global/digital environment. You will have the opportunity to evaluate and formulate marketing strategies with in-class application exercises and a final group marketing plan and presentation for a real product or service of your choice. Upon completion of this course you will:

• Gain a practical understanding of the critical role of marketing within an organization. • Be able to think like a professional marketer applying key marketing concepts. • Know how to develop marketing strategies for top brands and/or entrepreneurial startups. • Know how to think critically about the ethical and global issues relevant to marketing. • Understand marketing career opportunities and marketing in new business plans. • Have a complete marketing plan for a brand and learn to work effectively in teams.

Course Topics• Customer relationships & value • Marketing & organizational strategies • Marketing environments • Marketing ethics & social responsibility • Understanding buyers & markets • Understanding organizations as consumers • Reaching global consumers & markets • Consumer insights in marketing research • Market segmentation, targeting & positioning • New product & service development • Brand, product & service management

• Services marketing • Pricing foundations & strategies • Managing marketing channels & supply chains • Retailing & wholesaling • Integrated marketing communication • Direct marketing • Advertising, sales promotion & PR • Social media marketing • Personal selling & sales management • Interactive & multichannel marketing • Strategic marketing process

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Textbook Required: Marketing (2013) 11th or 12th ed., by Kerin, Hartley & William, McGraw Hill/Irwin, ISBN-13: 978-0078028892. Make sure you have at least the 11th edition which added a valuable and important chapter on digital and social media. The text is available at the campus bookstore, Amazon or other online retailers such as Chegg.com with rental rates from $44 a semester. An eTextbook version can also be purchased for less at CourseSmart.com

Readings Additional important readings and articles are distributed in Blackboard under the Readings Folder course link. To get the most out of our time together, you should complete reading assignments before class so we can address questions, apply key concepts and work through cases and examples in group exercises and discussion.

Online Resources Please log in to Blackboard for all materials related to this course. Check Blackboard weekly or more frequently for important class Announcements.

Assignments A quarter of the course is working on a marketing plan project in teams. This can be both rewarding and challenging. Yet, the National Association of Colleges and Employers (NACE) surveys employers to determine the top 10 personal qualities/skills employers seek and number one is the ability to work in a team. While much of your academic career has been focused on individual performance, in the corporate world your individual success has a lot to do the ability to work with others (Adams, 2013).

Personality Quiz: The group assignments help develop valuable team building skills and provide a way to demonstrate those skills to perspective employers. This ungraded personal quiz helps me to act as your manager and put together team members with different skills, strengths and weakness to contrast and complement each other. This is a first step in self-awareness, the foundation of emotional intelligence, which has been shown to differentiate low performers from high performers in a variety of fields (Hansen, 2012).

Topical Team Presentations: These 5 minute student presentations start each class and provide opportunity for peer learning and discussion of current case examples from diverse perspectives. They give time to work with team members and practice presenting before the higher stakes final plan and presentation. Start with a definition/explanation of the topic and then provide a current/relevant business marketing example. Use visual support, PowerPoint, Internet, etc. Marketing plan groups will prepare presentations on topics listed in the syllabus schedule and will count as part of attendance and participation grade.

A1. Market Segmentation Assignment (35 pts.): This individual assignment gives you the opportunity to practice and apply the important concept of market segmentation to several real brands and products.

A2. Financial Analysis Assignment (35 pts.): This individual assignment will help you learn how to apply some of the common analyses marketers use to aid decision making and marketing planning. Specifically you will create a professional spreadsheet providing information on sales performance, market share and profit.

A3. Marketing Plan Memo (3 pts.): This group assignment is the first step of your Marking Plan report. Here you will write a professional business memo proposing the brand and product/service for which your group will create a full marketing plan and presentation. Preliminary research should be included explaining main challenges and opportunities. After approval of the brand, product, service you will begin work on the full plan.

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A4. Marketing Plan Written Report (75 pts.): This group assignment provides the opportunity to apply business and marketing skills in a real world setting. You will fully explore the strategic marketing planning process, develop and hone research and critical thinking skills while gaining valuable professional team-building and communication know-how. You will practice important skills employers are looking for such as (NACE employer survey): Ability to work in a team, make decisions and solve problems, plan, organize and prioritize work, communicate verbally with people inside an organization, obtain and process information, analyze quantitative data, create and/or edit written reports, sell and influence others (Adams, 2013).

A5. Marketing Plan Presentation (25 pts.): As a final step to the marketing planning process, your team will deliver an engaging/ motivating 15-minute presentation of your marketing research, plan and final recommendation to the class as if we were the client. Two of the tops skills on the NACE employer survey are the ability to verbally communicate with persons inside and outside the organization and to sell and influence others (Adams, 2013).

References: Adams, Susan (2013, October 11). “The 10 Skills Employers Most Want In 20-Something Employees” Forbes. Retrieved from http://www.forbes.com/sites/susanadams/2013/10/11/the-10-skills-employers-most-want-in-20-something-employees/

Hansen, Drew (2012, January 24). “7 Steps To Increase Self-Awareness And Catapult Your Career.” Forbes. Retrieved from http://www.forbes.com/sites/drewhansen/2012/01/24/7-steps-to-increase-self-awareness-and-catapult-your-career/print/

Helpful Hints • Final assignments are uploaded in Blackboard under the Assignment by the due date as an MS Word or

PDF file with your last name, assignment number and course number in the file name such as Johnson_250_A1.docx.

• In-text feedback, a rubric, final comments, and grades are returned through Blackboard Grade Center as an attached comments document. If you can’t find this let me know, so I can help get them to you.

• On the group assignments each team member should upload their own copy of each group assignment so individual grades/feedback can be returned.

• Seek clarification of assignment requirements and expectations or ask general questions early. I am always available and willing to provide feedback and direction during office hours or via email.

• Be sure to give credit to outside sources of information to avoid plagiarism or copyright infringement.

• For the group assignment, plan ahead by dividing up responsibility and creating a timeline for milestones leading up to the final project due date – learning to manage a group is a large part of the learning outcomes for this assignment.

Course Expectations Participation & Attendance: I encourage you to pose questions, think aloud, and challenge what we are learning. This is an interactive class. Important additional information is given in class and lecture notes are not provided - so it benefits you to attend class. Please be respectful by exhibiting professional behavior in the form of punctuality, vocal participation and focus (avoid texting/emailing) - the same standards expected in a business setting. It is also your responsibility to make sure your name appears on the attendance sheet every class. If you miss class and are looking for notes, please contact a fellow student.

Like in business you will receive two “free” absences (The vacation policy is very generous as long as you take it between semesters). Consider these your sick or personal days. You should “save” these in case you become ill, have a family emergency or job interview. Attendance starts the first day of class and is based on 26 classes (24 graded) – joining late means you’ve already missed classes. Exceptions are made for documented religious holidays or written medical excuses received from Student Life, but all work must still be completed.

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After the semester is over, your grade for General Class Participation will be determined by evaluating general performance on the following class participation criteria (across the entire semester):

• Offering relevant questions/insights/opinions • Demonstrating your knowledge and interest in the material • Displaying a respectful attitude toward your classmates and your professor • Answering questions asked in class • Participating in group exercise activities • Keeping up with any and all assigned readings

Email Communication: Email is a great way to contact me. I will respond to most within 24-48 hours. Please follow the standards of professional communication. I may communicate with you directly or make general course announcements via your JHU student email – plan on checking your email account frequently.

Blackboard: Blackboard is a significant part of this course. Check Blackboard at least once a week for course announcements, syllabus, assignments, readings, quizzes and grades. In fact, the weekly Blackboard Announcements will give you important additional insights, guidance and important updates. Grades are updated and uploaded with feedback as assignments, exams and quizzes are completed. Be proactive by checking Grade Center throughout the semester to avoid discrepancies with the final course grade.

Assignments: Written assignments give you the opportunity to apply concepts learned in class. Make sure they are well crafted, professional and written in a clear, concise and correct manner. Proof your work. Use outside sources to strengthen and support arguments and cite them properly in APA style. Don’t simply answer requirements in a numbered format. Make an independent report with an appropriate introduction and conclusion that anyone could pick up and understand. Focus on completing these assignments to the best of your abilities, extra credit assignments will not be offered.

APA Style: The JHU Library provides good APA Style format resources here (http://guides.library.jhu.edu/content.php?pid=24792&sid=179617). In practice your reports should have more visuals (charts, graphs, photos) than you see in the academic samples provided. Mainly I want to ensure you are providing accurate in-text citations, full end of paper references, subheadings, and figure numbers/titles.

Upload Assignments/File Naming: Upload assignments in Blackboard through the TurnItIn view/complete link. To submit assignments go under Assignments in Blackboard. Look for the Assignment title such as “A2 Market Segmentation Assignment,” Click “View/Complete,” enter the required information, Click “Browse” to select your file and “Upload.” After it is uploaded make sure you click “Submit” and you will get a confirmation message that it has been received. Upload Microsoft Word documents under the assignment on or before the due date. Please name your file by last name, course and assignment number: Lastname_250_A2.docx. On group assignments each member should upload a copy of the final team document. Grade comments will be given as a revised document returned through Blackboard Grade Center.

Quizzes: Online quizzes gauge understanding of and ability to apply important concepts, highlighted in the text, and readings consisting of multiple-choice and true/false questions. They also provide motivation to keep up with reading, which helps make our in-class discussion more insightful and productive leading to deeper learning. The Quizzes will appear in the Blackboard Assignment course link when scheduled. They are timed – once started they must be completed. Online quizzes are graded immediately, please check to make sure your quiz was submitted correctly and registered in Grade Center.

Exams: The midterm and final exams gauge understanding and ability to apply concepts, in the text, readings and lessons. They will consist of multiple-choice, true/false questions, or short answer and are given in class according to the schedule. Note that questions are comprehension and application, so you must know the definition, but also know how concepts are applied in real marketing situations. The text provides many application examples after definitions. To be fair seniors must take the final - no senior option. Please check final exam and presentation schedule before booking end of term travel reservations. Additional guidance and study guides on each exam will be given as we get closer to their scheduled dates.

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Deadlines: As in a business environment deadlines should be taken seriously. In my career we lost multi-million dollar contracts over missed deadlines. In view of that, assignments/quizzes must be completed before or by the deadline for full credit. The midterm and final must be completed on the scheduled day. But sometimes important life developments happen. Exceptions will be made for documented religious holidays or written medical excuses received from Student Life. Extra credit assignments are not offered.

Ethics The strength of the university depends on academic and personal integrity. In this course, you must be honest and truthful. Ethical violations include cheating on exams, plagiarism, reuse of assignments, improper use of the Internet and electronic devices, unauthorized collaboration, alteration of graded assignments, forgery and falsification, lying, facilitating academic dishonesty, and unfair competition.

In this course, you have the responsibility to document the following in individual and group papers:(1) Quotations - the exact words/data from another person (2) Paraphrase - the rewording of another person’s ideas/data (3) Combination of quotation and paraphrase. This applies to all sources of information. You may collaborate with other students in this course only for the group project, but not on any individual assignments.

Report any violations you witness to the instructor.

You can find more information about university misconduct policies on the web at these sites: • For undergraduates: http://e-catalog.jhu.edu/undergrad-students/student-life-policies/ • For graduate students: http://e-catalog.jhu.edu/grad-students/graduate-specific-policies/

Students with Disabilities Any student with a disability who may need accommodations in this class must obtain an accommodation letter from Student Disability Services, 385 Garland, (410) 516-4720, studentdisabilityservices@jhu.edu .

Course Grading We must all be evaluated. In this course there are a total of 400 points and are divided among the following grading opportunities and scale (scale already includes rounding up of 0.5% or higher):

Points Percent Individual Assignments 70 pts. 18%

(2 Assignments 35 pts. each) Attendance, Participation & Presentation 48 pts. 12%

(26 classes - 2 free = 24 classes) Online Quizzes 84 pts. 21%

(6 online quizzes 14 pts. each) Exams 95 pts. 24%

(In-class Midterm 40 pts. & Final 55 pts.) Group Plan & Presentation 103 pts. 25%

(Memo 3 pts./Report 75 pts./Presentation 25 pts.) __________________ Total 400 pts. 100%

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ABET Outcomes • Ability to function on multidisciplinary teams (d). • Ability to identify, formulate and solve engineering problems (e). • Understanding of professional and ethical responsibility (f). • Ability to communicate effectively (g). • The broad education necessary to understand the impact of engineering and/or entrepreneurial solutions in a global and societal context (h). • Recognition of the need for and an ability to engage in life-long learning (i). • Knowledge of contemporary issues (j)

Writing Assistance: You will find a tutor to help you with a specific skill, a grammatical problem, or provide a general reaction to your draft at the JHU Writing Center. Visit the website krieger.jhu.edu/writingcenter/ or contact them via email at writingcenter@jhu.edu.

The Harvard University Writing Center also has an online publication “Harvard Guide to Using Sources” which I find to be helpful, especially the section on Integrating Sources: Summarizing, Paraphrasing, and Quoting - http://usingsources.fas.harvard.edu/icb/icb.do

The Center for Leadership Education also offers free ESL tutoring sessions for non-native speakers of English needing help with grammar, speaking skills, presentation skills, pronunciation or idiomatic phrases. For more visit http://eng.jhu.edu/wse/cle/page/esl

Study Assistance: For help on improving study skills to improve performance, Virginia Tech University has an excellent website that addresses time use, scheduling, effective concentration during studying and a study skills checklist at http://www.ucc.vt.edu/academic_support_students/study_skills_information/

Grade Earned Minimum Points Maximum Points

A+ 386 400 A 371 385

A- 358 370

B+ 346 357

B 330 345

B- 318 329

C+ 306 317

C 290 305

C- 278 289

D 238 277

F 0 236

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SCHEDULE / DEADLINES

Key Dates This schedule is subject to change based on class needs, our progress through the assignments and unforeseen weather-related circumstances. Any changes made during class will override this schedule. You are responsible for staying up-to-date by coming to class and checking Blackboard for updates. “READ” means you want to have read the material before the class under which it appears. “DUE” below means the it must be finished on or before the date it appears unless specified otherwise.

WEEK 1 01/27 T Mod 1: Marketing: What’ Are We Doing Here? Application Exercise: Why Did You Buy? Assignment Intro: Syllabus Video: What Physics Taught Me About Marketing READ: Hempel, IBM’s Sam Palmisano: A Super Second Act - Fortune (pg. 1-6) READ: Krakovsky, The Effort Effect READ: Adams - 10 Skills Employers Most Want In 20-Something Employees - Forbes. 01/29 Th Mod. 2: How Did Marketing Become So Important? Application Exercise: What Is Your New Product Idea? Assignment Intro: Personality Quizzes Video: How To Make Choosing Easier READ: Kerin, Creating Customer Relationships & Value through Marketing (Ch. 1) READ: Comstock, Unleashing the Power of Marketing - Harvard Business Review READ: Hansen, 7 Steps To Increase Self-Awareness And Catapult Your Career - Forbes.

WEEK 2 02/03 T Mod 3: Why Do We Need Strategy? Application Exercise: Who Are Lands’ End’s Competitors? Video: IBM Smarter Planet Case Study READ: Kerin, Developing Successful Marketing & Organizational Strategies (Ch. 2) READ: Egelja, The True History of Airwalk Quiz #1 (Ch 1-3, up in Blackboard complete by Tuesday) DUE: Summary of Personality Quizzes (email to Prof Quesenberry by Mon 02/03)

02/05 Th Mod. 4: May The Forces Be With You. Application Exercise: Battling “Showrooming” Video: Geek Squad Case Study Assignment Intro: Topical Team Presentations - Team assignments will be emailed READ: Kerin, Scanning the Marketing Environment (Ch. 3) READ: Fitzgerald, Fear of Showrooming Fades - Wall Street Journal DUE: Quiz #1 (Ch. 1-3, complete in Blackboard by 11:55 p.m.)

WEEK 3 02/10 T Mod. 5: Ethics and Responsibility Isn’t Boring. Application Exercise: The Great Journalism/Advertising Debate Video: Project RED Case Study READ: Kerin, Ethical & Social Responsibility In Marketing (Ch. 4) READ: Muller, “Do Not Track” Laws Trouble Ahead for the App Economy? - Wired DUE: Student Team 1 Present: A False Advertising Case

02/12 Th Mod. 6: Why Don’t Consumer’s Behave? Application Exercise: Milk Deprivation Part 2 Video: Ethnographic Observational Research READ: Kerin, Understanding Buyers & Markets (Ch. 5) READ: Manning & Keller, Got Advertising That Works? - Marketing Management DUE: Student Team 2 Present: What is Ethnographic Observational Research?

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WEEK 4 02/17 T Mod. 7: Don’t Choke The Supply Chain. Application Exercise: B to B Marketing Health Insurance Video: Trek Optimizes The Supply Chain READ: Kerin, Understanding Organizations As Customers (Ch. 6) READ: Ben & Jerry’s Ensures Consistent Product Quality In Every Pint - InfinityQS Quiz # 2 (Ch. 4-7, up in Blackboard complete by Tuesday) DUE: Student Team 3 Present: Organizational Buying and HealthCare.gov 02/19 Th Mod. 8: Why You Can’t Ignore The Global Marketplace. Application Exercise: Global Marketing For Coca-Cola Freestyle Video: Planet Money Makes A T-Shirt. READ: Kerin, Understanding & Reaching Global Consumers & Markets (Ch. 7) READ: Heineman, We Can Stop Worrying About Offshoring and Outsourcing - Atlantic DUE: Student Team 4 Present: Offshoring and Outsourcing Example DUE: Quiz # 2 (Ch. 4-7, complete in Blackboard by 11:55 p.m.)

WEEK 5 02/24 T Mod. 9: Searching For Actionable Insights. Application Exercise: Researching For Blood. Video: Neuromarketing From Inside The Brain. READ: Kerin, Marketing Research: From Customer Insights To Actions (Ch. 8) READ: Nobel, Neuromarketing: Tapping The Pleasure Center of Consumers - Forbes. DUE: Student Team 5 Present: Marketing Influenced by Consumer Research

02/26 Th Mod. 10: Birds of a Feather Flock Together. Application Exercise: A Market Segment For Recovery Assignment Intro: Market Segmentation Video: Prince Tennis Rackets for Every Segment. READ: Kerin, Market Segmentation, Targeting & Positioning (Ch. 9) READ: Datamonitor, Gatorade Case Study DUE: Student Team 6 Present: Ad With Analysis of Target Market Segment

WEEK 6 03/03 T Mod 11: The Most Powerful Word In Marketing. Application Exercise: Hershey Chocolate Heart Sales. Video: Design for People, Not Awards. READ: Kerin, Developing New Products & Services (Ch. 10) READ: Moth, 8 Brands That Crowdsourced Marketing & Product Ideas - eConsultancy Quiz # 3 (Ch. 8-11, up in Blackboard complete by Tuesday) DUE: Student Team 1 Present: Failed New Product Example

03/05 Th Mod. 12: Driving The Brand Bus. Application Exercise: Punching Up A 60 Year Old Juice Brand. Assignment Intro: Marketing Plan Video: Planning With Brand Pyramids & Chains. READ: Kerin, Managing Successful Products, Services & Brands (Ch. 11) READ: Kerin, Building an Effective Marketing Plan (Appendix A) DUE: Student Team 2 Present: Insights from a Successful Brand Manager DUE: Market Segmentation Assignment (MS Word file in Blackboard by 11:55 p.m.) DUE: Quiz # 3 (Ch. 8-11, complete in Blackboard by 11:55 p.m.)

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WEEK 7 03/10 T Mod. 13: How May I Help You? Application Exercise: Phillies Service Marketing Home Run. Video: The Apprentice: Marketing A Car Wash. READ: Kerin, Services Marketing (Ch. 12) READ: Owyan, In the Collaborative Economy Your Company Becomes A Service DUE: Student Team 3 Present: Brand Loyalty and Service Marketing

03/12 Th In-Class: Midterm Exam (Kerin, Ch. 1-11)

WEEK 8

03/16 M-03/22 S No Class – Spring Vacation

WEEK 9 03/24 T Mod. 14: How Much Does It Cost? Application Exercise: Does Demand Justify Starbuck’s Price? Video: Washburn Guitars Pricing Strategy. READ: Kerin, Building The Price Foundation (Ch. 13) READ: Denning, J.C. Penny: Was Ron Johnson’s Strategy Wrong? - Forbes Quiz # 4 (Ch. 12-14, up in Blackboard complete by Thursday) DUE: Student Team 4 Present: Backwards Product Price Estimation 03/26 Th Mod. 15: Is That Your Final Offer? Application Exercise: J.C. Penny’s Failed Pricing Experiment. Assignment Intro: Financial Analysis Video: What is the Price of Happiness? READ: Kerin, Arriving At The Final Price (Ch. 14) READ: Kerin, Financial Aspects of Marketing (Appendix B) DUE: Student Team 5 Present: Premium Pricing Example DUE: Quiz # 4 (Ch. 12-14, complete in Blackboard by 11:55 p.m.)

WEEK 10 03/31 T Mod. 16: Swimming The Marketing Channel. Application Exercise: A Distribution Channel for Endurance. Video: Amazon Delivering Millions Every Day. READ: Kerin, Managing Marketing Channels & Supply Chains (Ch. 15) READ: Clayton, Dell’s Supply Chain Transformation - Supply Chain Asia DUE: Student Team 6 Present: How Distribution Can Be A Marketing Advantage DUE: Group Marketing Plan Proposal Memo (MSWord file in Blackboard by 11:55 p.m.)

04/02 Th Mod. 17: Shopping Is A Sport. Application Exercise: Describing The Ideal Shopping Environment. Video: Visualize Shopper Marketing. READ: Kerin, Retailing & Wholesaling (Ch. 16) READ: Useem, Apple: America’s Best Retailer - Fortune DUE: Student Team 1 Present: Experiential Retailing WEEK 11 04/07 T Mod. 18: Getting On The Same Promotional Page. Application Exercise: Setting Your Promotional Budget. Video: Mountain Dewmocracy IMC READ: Kerin, Integrated Marketing Communications & Direct Marketing (Ch. 17) READ: Carter, Creativity without Limits - The Guardian Quiz # 5 (Ch. 15-18, up in Blackboard complete by Thursday) DUE: Student Team 2 Present: Latest Trends in Direct Marketing DUE: Financial Analysis Assignment (MSWord file in Blackboard by 11:55 p.m.)

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04/09 Th Mod. 19: Three is the Magic Number. Application Exercise: PR-able Marketing Promotions. Video: Erbert & Gerbert’s Effie Campaign. READ: Kerin, Advertising, Sales Promotion & Public Relations (Ch. 18) READ: Quesenberry, Corp Comm, Marketing, IMC, PR, Ad: What’s the Difference? DUE: Student Team 3 Present: Integrated Marketing Campaign Example DUE: Quiz # 5 (Ch. 15-18, complete in Blackboard by 11:55 p.m.)

WEEK 12 04/14 T Mod. 20: Web 2.0 Is A #1 Opportunity. Application Exercise: Convergence And Your Brand. Video: Bitter Girls for Better Social Media. READ: Kerin, Using Social Media To Connect With Consumers (Ch. 19) READ: Kerho, Before Big Data Comes Big Content - Fast Company DUE: Student Team 4 Present: Content Marketing Case

04/16 Th Mod. 21: Sell People Who Don’t Want To Be Sold. Application Exercise: Not So Traditional Personal Sales. Video: Personal Sales: Key to Xerox Success. READ: Kerin, Personal Selling & Sales Management (Ch. 20) READ: Friedman, John H. Patterson & Sales Strategy of NCR, Harvard Business Review DUE: Student Team 5 Present: Successful Company Personal Sales Example

WEEK 13 04/21 T Mod. 22: Are Clicks Destroying Bricks? Application Exercise: When Customers Get Mean on Social Media. Video: Multichannel Planning for Mount Tremblant. READ: Kerin, Implementing Interactive & Multichannel Marketing (Ch. 21) READ: Walker, Learn From CafePress How To Boost Sales & Brand Reputation Quiz # 6 (Ch. 19-21, up in Blackboard complete by Thursday) DUE: Student Team 6 Present: Multichannel Marketing Case 04/23 Th Mod. 23: Putting It All Together. Application Exercise / Video: Happiness and Spaghetti Sauce. READ: Kerin, Pulling It All Together: The Strategic Marketing Process (Ch. 22) READ: Hochwalk, 5 Big Brand’s Mistakes Solved - Entrepreneur. DUE: Quiz # 6 (Ch. 19-21, complete in Blackboard by 11:55 p.m.) DUE: Final Team Marking Plan (MSWord file Blackboard 11:55 p.m.)

WEEK 14 04/28 T Mod. 23: Final Team Marketing Plan Presentations DUE: 20 Minute Team Marketing Plan Presentation + Questions Team 1 Team 2 Team 3

04/30 Th Mod. 24: Final Team Marketing Plan Presentations DUE: 20 Minute Team Marketing Plan Presentation + Questions Team 4 Team 5 Team 6

05/01 F DUE: Confidential Team Evaluation (MS Word files in Blackboard by 11:55 p.m.)

WEEK 15 05/07 Th Final Exam 9:00am-12:00noon, Shaffer 202 (Kerin Ch. 12-22)

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