NEW YORK UNIVERITY Stern School of Business Spring 2018 Syllabus MKTG-GB.2350.00 Marketing Planning and Strategy February 10, 2018 May 5, 2018 Saturday 9:00 AM - 12:00 PM Professor: Stewart Krentzman Email: skrentzm@stern.nyu.edu Room: 5-80 Telephone: 201 410 7667 Office: Tisch 803 Office Hours: By appointment I. Course Objective If you are specializing in marketing, finance, strategy, general management or entrepreneurship you will need the ability to lead or help in the development of a business / marketing plan. Business and marketing plan documents drive companies. The ability to develop business and marketing strategies and tactics are a fundamental skill required of all business professionals. The objective of this course is to consolidate your learning from other Stern MBA courses and develop that material into a cohesive and actionable Business / Marketing Plan. II. Course Description The course begins with your team defining the market situation and the key issues to be addressed to set the stage before strategy development. It then presents a multitude of strategic options for business / marketing professionals to consider applying based on the key issues that are to be addressed. Then Teams develop 5-year strategies that they will deploy before they begin the development of the annual Business/Marketing Plan process. A Marketing Brief is also developed from these strategies to insure company support groups have proper guidance. The course concludes with a Board-level Executive Summary presentation in class. Since many MBA students have an interest in the startup space, the course also touches upon developing an Investment Thesis. The course provides an appropriate mix of strategic marketing planning concepts and practical application of these concepts based on the experience of the Professor. 1
The development of a business / marketing plans is an iterative process. Your team will receive feedback throughout the class on your plan, first from the perspective of a Brand Director and then from the perspective of a Chief Marketing Officer as if you were a part of an operational brand group. Classroom time will be provided for several team meetings to discuss your team project. The skill set you will have upon completion of this course is the ability to develop a Fortune 500 caliber Business/Marketing Plan. A. General Classes will consist of lectures, relevant case discussions, and a guest speaker. Case studies are used to apply the practical application of the course material to the case study situations. Student teams will develop a Business / Marketing Plan in 4 phases. The flow of course content parallels the planning cycle of many companies Business / Marketing Plan processes. B. Team Project The objective of the project is to simulate the development of a Business / 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 Business / Marketing Plan development; Market Situation, Key Issue Identification, Defining the Brand DNA and Strategy Development. Phase 2 Business / 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 Business / Marketing Plan through the Executive Summary 2
2. Deliverables There are three submissions to the Professor from each team. a. - Market Situation, Issue Identification, 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 Business / 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 Business / Marketing Plan through the Executive Summary Must be in a presentation ready Executive Summary PowerPoint format. 3. Business / Marketing Plan template to follow a. Title Page III. Course Material: b. Table of Contents c. Situation Analysis (Weeks 1 4) d. Brand DNA (Week 5) e. Key Issue Identification & Marketing Strategies (Week 6) f. Marketing Tactics (Weeks 7 9) g. Executive Summary (Weeks 10 12) 1. Lehmann and Winer, Analysis For Marketing Planning, 2008, 7 th Edition, McGrawHill-Irwin. 3
IV. Evaluation & Grading 2. Cases Studies as outlined in the Class Schedule A. Team = 70% Professional Courtesy 5% Business / Marketing Plan - Market Situation & Key Issue Identification, Defining Brand DNA and Strategy Development 25% Business / Marketing Plan Phase 2 - Marketing Plan Tactical Activities 10% Business / Marketing Plan Phase 3 Executive Summary 15% Business / Marketing Plan Phase 4 - Selling Your Business / Marketing Plan through the Executive Summary 15% Professional Courtesy 5% 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% Case Study discussion 20% 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. 4
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 9:00 AM. 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. (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) 5
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) All weekly session Reading Assignments and Case Studies should be completed before the session begins. You should expect content from one week might carry over to the next week. Week Content Reading Assignment Week 1 Feb 10 Week 2 Feb 17 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 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. 6
brand - Include team members and email addresses HBR 596036 Week 3 Feb 24 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 24) Week 4 Mar 3 Market Potential & Forecasting Analysis AMP Ch. 7 Omnitel Pronto Italia - HBR 501002 Office Depot, Inc. Business Transformation (A) HBR 803111 Week 5 Mar 10 No class Mar 17 Brand DNA Introducing New Coke - HBR 500067 Coca-Cola on Facebook - HBR 511110 Week 6 Mar 24 Key Issues and Opportunities Understanding The Art of War Developing Market Strategy Briefing Document AMP Ch. 8 Week 7 Mar 31 Phase 2 Annual Brand Objectives Business / Marketing Plan Tactics Charles Schwab Corp: Introducing A New Brand (B) HBR SM35B 23andMe: Genetic Testing for Consumers (A) HBR 514086 Due: Business / Marketing Plan to Professor (Mar 31) Week 8 Apr 7 Phase 2 Week 9 Apr 14 Phase 2 & 3 Investment Thesis Pricing Communication Platforms - Advertising - Media Planning - Public Relations - Social Media - Packaging Design grade returned (Apr 7) Promotional Platforms - Trade - Consumer - Corporate Social Responsibility Pepsi-Lipton Brisk - HBR 512011 Online Restaurant Promotions - HBR- 909034 7
- Direct Marketing - Sales Force & Supply Chain - Risks - Scenario Planning - Market Research Activities - Marketing Budget - Financial Objectives - Success Matrix - Action / Next Steps Clean Edge Razor: Splitting Hairs in Product Positioning - HBR - 4249 Executive Summary Week 10 Apr 21 Phase 4 Selling the Executive Summary Team discussions on honing The story Week 11 Apr 28 Phase 4 Week 12 May 5 Phase 4 Using Challenger Selling to sell your Executive Summary Global Marketing Plan Approaches Executive Summary Presentations Closing Remarks Due: Business / Marketing Plan Phase 2 & Phase 3 to Professor (Apr 21) Phase 2 & 3 grade returned (Apr 28) Due: Business / Marketing Plan Phase 4 to class and Professor (May 5) 8