NEW YORK UNIVERITY Stern School of Business Spring 2016 Syllabus MKTG.GB.2350.20 Marketing Planning and Strategy Tuesday & Thursday 3:00 PM 4:20 PM February 2, 2016 May 5, 2016 FINAL Professor: Stewart Krentzman Email: skrentzm@stern.nyu.edu Room: 3-50 Telephone: 201 410 7667 Office: Tisch 803 Office Hours: By appointment I. Course Objective Approximately 95 percent of a brand manager's responsibilities involve the development, execution, evaluation, and refinement of marketing plans. The objective of the course is to provide students with the skills necessary to build an effective Marketing Plan, Executive Summary and communicate the Executive Summary most effectively. II. Course Description The course provides an appropriate mix of strategic marketing planning concepts and practical application of these concepts based on the experience of the Professor. The course begins with defining the state of the market and the competitive environment where a branded good or service will compete. Students then develop a briefing document that communicates the brand s DNA. Students then explore the strategic marketing options that might be deployed before they begin the tactical Marketing Plan process. Understanding the brand DNA and defining brand strategies are precursors to the development of any marketing plan. This information is shared with all business internal and external support teams from packaging design, advertising, PR, social media, consumer and trade promotion etc. to insure a common understanding of the brand s values. All marketing plan recommendations are measured against compliance with this document. 1
After defining the state of the market, the brand s DNA and strategic options, the course then covers the tactical ins and outs of a marketing plan. Discussion of the concept of an Investment Thesis will also be included in the course as brand managers find themselves fighting for their fair allocation of ever shrinking corporate resources. The course concludes with an exploration of an effective and compelling Executive Summary in written and visual formats. A. General Classes will consist of lectures, relevant case discussions, and guest speakers. 1. Mr. Daniel Lewis President Booz Allen and Hamilton (Retired) 2. Ms. Kathryn Martin Chief Operating Officer Memorial Sloan Kettering Cancer Center Ms. Wendy Perchick Senior Vice President Innovation and Strategy Memorial Sloan Kettering Cancer Center Mr. Brett Prescott Director of Strategic Partnerships Facebook Case studies are diagnosed and treated in classroom workgroup teams for discussion. Student teams will develop a Marketing Plan in 4 phases. The flow of course content parallels the development of the Marketing Plan. B. Team Project The objective of the project is to simulate the development of a Marketing Plan in Enterprise and Midsize companies. 1. Project Design Each team selects an existing branded good/service or entrepreneurial offering for their project and proceeds through the four phases of Marketing Plan development; 2
Market Situation, Defining the Brand DNA and Strategy Development Phase 2 Marketing Plan Tactical Activities (each subject could be a course unto itself so general principals will be discussed). Phase 3 Executive Summary Phase 4 Selling Your Marketing Plan through the Executive Summary 2. Deliverables There are four submissions to the Professor from each team. a. - Market Situation, Defining the Brand DNA and Strategy Development Each team will cover all topics in full-page narrative (Word or PDF) for all topics to be covered in Sessions 1 6. No more than 20 pages please supporting material can be put into an appendix. b. Phase 2 - Marketing Plan Tactical Activities Topics covered in Session 7 9 can be in full-page narrative or-- a topic by topic, bullet point outline to explain the key tactical objectives and activities that will be followed by the team. c. Phase 3 - Executive Summary Must be in Word or PDF narrative. d. Phase 4 - Selling Your Marketing Plan through the Executive Summary Must be in a presentation ready Executive Summary PowerPoint format. 3. Marketing Plan template to follow a. Title Page b. Table of Contents c. Situation Analysis (Sessions 1 4) d. Brand DNA (Session 5) 3
III. Course Material: e. Marketing Strategies (Session 6) f. Marketing Tactics (Sessions 7 9) g. Executive Summary IV. Evaluation & Grading 1. Lehmann and Winer, Analysis For Marketing Planning, 2008, 7 th Edition, McGrawHill-Irwin. 2. Cases Studies as outlined in the Class Schedule A. Team = 70% Professional Courtesy 5% - NYU Home posting of each phase of the Marketing Plan material on the due date Marketing Plan - Market Situation, Defining the Brand DNA 25% and Strategy Development - Based on depth of supportive materials and analysis Marketing Plan Phase 2 - Marketing Plan Tactical Activities 10% - Developing tactics by applying core principals of the brand DNA and strategies Marketing Plan Phase 3 Executive Summary 15% - To concentrate key points and weave a cohesive marketing plan Marketing Plan Phase 4 - Selling Your Marketing Plan through 15% the Executive Summary - To create a concise, seamless and compelling Marketing Plan Presentation NOTE: Barring any unforeseen circumstances team grades will be returned the following week. NOTE: Team grades must be appealed to the professor by the entire team with a written explanation explaining the justification for the appeal no later than 7 days after the team has received their grade. B. Individual = 30% 4
Case Study discussion 20% - Based on insights shared and questions asked Attendance 10% Note: Individual grades must be appealed to the professor with a written explanation explaining the justification for the appeal no later than 7 days after the Stern School of Business has published the final grade. V. Course Policies Individual Classroom Preparation Read all required class materials to be able to participate in classroom discussions. BEFORE class develop several possible strategic or tactical options to address the issues in the case studies. The following Stern policies are in force in this course; Laptops, Cell Phones, Smartphones, Recorders & Other Electronic Devices May not be used in class. Attendance Required and 10% of grade. Faculty will excuse absences and entertain requests to change exam and assignment due dates only in cases of documented serious illness, family emergency, religious observance, or civic obligation. If you will miss class for religious observance or civic obligation, you must inform your Professor no later than the first week of class. Recruiting activities, business trips, and vacation travel, and club activities are not acceptable reasons for absences or requests to schedule exams and assignments. Arriving Late, Leaving Early, Coming & Going Attendance will be taken at the beginning of every class and is part of the grade calculation. Name cards need to be used during every class. To help the Professor learn your name please try and keep the same seat. This helps the Professor with 3 points of consistent reference; your nameplate, your face and your seat. J We will start promptly at 3 PM. Students are expected to arrive to class on time and stay to the end of the class period. Arriving late or leaving class early may impact the course grade. Students may enter class late only if given permission by the Professor and can do so without disrupting the class. 5
(Note that Professors are not obliged to admit late students or readmit students who leave class or may choose to admit them only at specific times.) Late Submission of Assignments Late assignments will either not be accepted or will incur a grade penalty unless due to documented serious illness or family emergency. Professors will make exceptions to this policy for reasons of religious observance or civic obligation only when the assignment cannot reasonably be completed prior to the due date and the student makes arrangements for late submission with the Professor in advance. Note that the following policies are in force for all Stern courses: General Behavior Students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the Professor for classroom behavior. Students who fail to do so may be asked to leave the classroom. (NYU Stern Code of Conduct, Stern policy) Collaboration on Graded Assignments Students may not work together on graded assignment unless the Professor gives express permission. (NYU Stern Code of Conduct) Grading MBA students who do not submit Course Faculty Evaluations by the deadline will not have access to their final grades until the grade release date, which is determined by program. Faculty are requested not to release final grades to students who fail to submit evaluations and students should not ask. (Stern policy) NYU Stern Code of Conduct Please review http://web-docs.stern.nyu.edu/old_web/emplibrary/nyu%20stern%20code%2 Qualified Disabilities If you have a qualified disability and will require academic accommodation during this course, please contact the Moses Center for Students with Disabilities (CSD) and provide me with a letter from them verifying your registration and outlining the accommodations they recommend. If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation. VI. Class Schedule (Weekly) AMP = Analysis for Marketing Planning (Text Book) 6
All weekly session Reading Assignments and Case Studies should be completed before the first session of each week begins. You should expect content from one session might require more than 80 minutes and will carry over to the next session. Week Content Reading Assignment Week 1 Feb 2 & 4 Week 2 Feb 9 & 11 Introduction to the Course Syllabus Class Assignment Marketing Planning Market Definition Defining the Competitive Set Industry Analysis Competitor Analysis Team project formation - Select brand - Write one paragraph description of market and brand - Include team members and email addresses AMP Ch.1 AMP Ch. 2, 3, 4 Case Studies / Assignments Due Clocky (The Run Away Alarm Clock) HBR 507016 Nanda Home: Preparing for Life After Clocky HBR 011134 Land Rover North America, Inc. HBR 596036 Week 3 Feb 16 & 18 Customer Analysis AMP Ch. 5, 6 Barco Projection Systems (A) HBR 591133 Eileen Fisher: Repositioning the Brand - HBR 512085 Due: Team project information to Professor (Feb 16) Week 4 Feb 23 & 25 Market Potential & Forecasting Analysis Omnitel Pronto Italia - HBR 501002 Office Depot, Inc. Business Transformation (A) HBR 803111 Week 5 Mar 1 & 3 Week 6 Mar 8 & 10 The Brand DNA Experiences of an executive in consulting developing strategy The Brand DNA Briefing Document Developing Market Strategy Understanding The Art of War Mar 3 - Mr. Dan Lewis Retired President Booz Allen & Hamilton AMP Ch. 7 Introducing New Coke - HBR 500067 Coca-Cola on Facebook - HBR 511110 7
Week 7 Mar 22 & 24 / 2 Strategic and Tactical Planning at Facebook Mr. Brett Prescott Director of Strategic Partnerships Facebook Week 8 Mar 29 & 31 Phase 2 Week 9 Apr 5 & 7 Phase 2 Phase 3 Marketing Plan Tactics Key Learning Annual Brand Objectives Investment Thesis Pricing Communication Platforms - Advertising - Media Planning - Public Relations - Social Media - Packaging Design Promotional Platforms - Trade - Consumer - Corporate Social Responsibility - Direct Marketing Sales Force & Supply Chain Impact Risks Scenario Planning Market Research Activities Marketing Budget Investment Thesis Financial Objectives Success Matrix Action / Next Steps - Executive Summary Charles Schwab Corp: Introducing A New Brand (B) HBR SM35B 23andMe: Genetic Testing for Consumers (A) HBR 514086 Due: Marketing Plan to Professor (Mar 31) Pepsi-Lipton Brisk - HBR 512011 Online Restaurant Promotions - HBR- 909034 Clean Edge Razor: Splitting Hairs in Product Positioning - HBR - 4249 grade returned (Apr 5) Week 10 Apr 12 & 14, 2 and 3 A look at & 2 at Memorial Sloan Kettering Cancer Center Ms. Kathryn Martin Chief Operating Officer Ms. Wendy Perchick Senior Vice President Innovation and Strategy Memorial Sloan Kettering Cancer Center Week 11 Apr 19 & 21 Phase 4 Selling the Executive Summary Due: Marketing Plan Phase 2 & Phase 3 to Professor (Apr 21) Week 12 Apr 26 & 28 Phase 4 Customer Transaction Model Global Marketing Plan Approaches Team discussions on honing the story. Phase 2 & 3 grade returned (Apr 26) 8
Week 13 May 3 & 5 Phase 4 Team Presentations Concluding Remarks Due: Marketing Plan Phase 4 to class and Professor (May 3 & 5) 9