Ageno School of Business. MKT 321 Direct and Database Marketing Syllabus for Summer 2011, SF1

Transcription

1 Ageno School of Business MKT 321 Direct and Database Marketing Syllabus for Summer 2011, SF1 Wednesday 6:50PM - 9:30PM May 04 - August 17, 2011.Room: TBD Instructor: Marc (Tsung) Hsu Phone: marc.hsu@gmail.com Office Hours: by appointment Course Objectives: This course covers the planning, design, and execution of direct marketing programs, including methods for utilizing databases and targeting techniques. You will learn how to design direct mail, telephone, catalog, , and internet-based marketing programs for consumer goods, services, and industrial markets. You will learn the principles of database design for marketing and gain an overview of the basic data analysis for targeting and testing. After successfully completing this course, students should be able to: Demonstrate a variety of direct marketing skills: describe and apply targeting, create an offer, develop positioning, select appropriate media (including lists), evaluate creative execution, and show how to track program performance. Identify opportunities for direct marketing with an appreciation for the strengths and weaknesses of direct marketing versus other forms of marketing communications. Describe and apply basic data analysis for direct marketing, including basic performance measurement techniques. Explain the purposes and benefits of modeling and profiling. Evaluate the financial performance of a direct marketing campaign, assess profitability of specific programs, and show how to use breakeven analysis. Establish appropriate measurements for a given direct marketing campaign. Combine direct marketing methods with other elements of the promotional mix to produce an integrated marketing approach to the marketplace. Collaboratively develop and present a direct marketing plan, applying concepts and techniques covered in the course. Requirements: Prerequisites: MKT 300 and Math 40 or Math 240. Students should understand the principles of marketing and basic statistics before taking this course. Text: Contemporary Direct & Interactive Marketing, 2nd edition, Lisa Spiller and Martin Baier. Prentice Hall, ISBN: ebook Version: 4 HBR Cases: Additional cases and assignments provided by instructor

2 Software and Internet: This class is web-enhanced. Assignments are provided by the instructor, and returned by the students, on GGU s CyberCampus. Assignments need to be completed in Microsoft Office (Word, Excel, PowerPoint) preferably the 2007 version. The student must be familiar with and comfortable using the Internet and these software programs to successfully complete the class. Grading: Points Percentage Attendance, Class & Online Participation (14 wks * 5 points/wk) 70 7% Weekly Assignments (3 * 40 Points) % Team Lead Case Presentations (1@ 50 Points) 40 4% Team Case Write-ups 50 points) % Midterm Examination % Team Direct Marketing Plan - Presentation 50 5% Team Direct Marketing Plan - Final Paper % Team Direct Marketing Plan - Team Participation 20 2% Total % Bonus Credit - Industry News Presentation (10 points/presentation) Up to 20 points Outstanding Good Fair Poor A pts B pts C pts D pts A pts B pts C pts F < 640 pts A pts B pts C pts Students concerned about grades should contact the instructor immediately after assignment feedback and during the course term, not after the course has ended. Policies on Missed or Late Assignments: Students are expected to participate fully in the course on schedule as described in this syllabus. This includes the reading material, discussions, written assignments, and individual papers. In extreme circumstances, students may submit late assignments, but only when pre-arranged with the instructor. Late assignments may result in the reduction of the grade. Missed assignments will result in a grade of zero for that assignment. Academic Integrity & Plagiarism: All work must be your own, unless explicitly cited according to standard rules of citations. Any other work, whether published or not, is to be acknowledged. Text taken directly from another source is to be put in quotation marks, if a short passage, or indented, if a long passage. Please note that you will earn greater scholarly respect by citing material from other works rather than copying and disguising it as your own, even if the copying were to go undetected. Good scholarship is characterized by borrowing from many sources and acknowledging those sources, then adding your own original contribution. For a complete statement of Golden Gate University s Policy on Academic Integrity see Read this carefully: it explains plagiarism and cheating and provides useful examples.

3 Please use the APA format for citing sources. For assistance on citing sources see or Students should utilize turnitin.com to assess papers for cited material. The enrollment ID and password will be provided online. Writing Resources: All written assignments will be evaluated for clarity of writing, critical analysis of the issues, proper use of references to support positions taken, quality and diversity of sources, and extent to which it addresses the issues specified in the assignment. GGU offers additional writing resources through its Writing Center, located in 40 Jessie Street on the 3rd floor in room 332 at the San Francisco Campus. The Writing Center is a FREE student service. Students are encouraged to use this resource for all written assignments. More information is available online at: Accommodations for Special Needs: GGU is committed to providing access for students in compliance with the Americans with Disabilities Act. Please notify both the instructor and GGU s coordinator of disability services by May 1st 2011 if you require special accommodations. Weekly Meeting Dates and Assignments: This schedule is subject to change. More details may be provided online or via . Chapter readings refer to Contemporary Direct & Interactive Marketing, 2nd edition by Lisa Spiller and Martin Baier. Additional reading may be found in each week s Agenda online. The readings for each week must be done prior to class. Students are expected to ask questions, provide examples and contribute to discussions. Assignment details can be found online in DocSharing and/or the weekly Agenda. Written assignments are due in the CyperCampus drop box at 9:00pm on the Monday prior to class unless otherwise specified. Industry news presentations can be given for extra credit during weeks 2-14, except midterm week. Date Course Overview Assignments Week 1 05/04/10 Introduction and course overview The 21st century marketer Planning for success Review of syllabus Research methods & library resources (guest speaker) sign up Personal statement, purchase textbook Read: syllabus Read: Chapters 1, 14 Gap analysis assignment (distribute) Subscribe to newsletters Start collecting DM creative examples Research possible goods/services

4 Date Introduction to Direct Marketing Assignments Week 2 05/11/10 The elements of direct marketing The direct marketing process How direct marketing is applied to different sectors Gap analysis assignment Read: Chapter 3 Individual DM plan proposal assignment (distribute) DM elements assignment (distribute) Research possible goods/services (cont.) Date Customer Acquisition (I) Assignments Week 3 05/18/10 The customer acquisition process Overview of lists Components of lists Segmentation strategies Teams assigned Read: Chapter 4, 5 List plan assignment (distribute) DM elements assignment (30 points), Individual DM plan proposal assignment Date Customer Acquisition (II) Assignments Week 4 05/25/10 DM media overview The media kit Media measurement List plan assignment (30 points) Media plan assignment (distribute) Bring DM creative examples Date Customer Acquisition (III) Assignments Week 6 06/08/10 Planning & creating a value proposition: the offer Planning & creating compelling message strategies DM creative exercise Read: Chapter 6, 13 Bring calculator Project plan assignment (distribute) Media plan assignment (30 points), bring DM creative examples Date Customer Acquisition (IV) Assignments Week 6 06/08/10 DM Metrics DM math (I) the customer acquisition P&L Putting it together: the customer acquisition plan Project plan assignment Read: Chapter 10 HBR Case: Freeport Studio Date Customer Acquisition (V) Assignments Week 7 06/15/10 Conducting research & utilizing tests to measure performance Test plan exercise HBR case discussion HBR Case: Freeport Studio (50 Points) Read: Chapter 7 HBR Case: Air France Internet Marketing Date Internet/Interactive Direct Marketing (I) Assignments

5 Week 8 SEO, SEM Prepare for midterm exam 06/22/10 HBR case discussion HBR Case: Air France Internet Marketing (50 Points) Date Midterm Exam Assignments Week 9 In class pen and paper exam Read: Chapter 2 06/29/10 Date Customer Retention (I) Assignments Week 10 07/06/10 Review exam questions Review of DM process The customer retention process Building databases, selecting customers & managing relationships Read: Chapter 9 Netflix Case (distribute) Date Customer Retention (II) Assignments Week 11 07/13/10 Fulfillment Customer satisfaction Netflix case discussion Netflix Case (50 Points) Read: Chapter 13 HBR Case: MGM Grand Hotel Date Customer Retention (III) Assignments Week 12 DM math (II) LTV, breakeven, ROMI HBR Case: ING Direct HBR case discussion 07/20/10 HBR Case: MGM Grand Hotel (50 Points) Date Internet/Interactive Direct Marketing (II) Assignments Week 13 07/27/10 New new media Social media (pros & cons) HBR case discussion Read: Chapter 11, 12 Collect international direct marketing examples HBR Case: ING Direct (50 Points), Team DM plan draft Date The Current DM Climate Assignments Week 14 The current DM climate International direct marketing 08/04/10 Presentation tips Industry new presentation Bring international direct marketing examples Date Topics Assignments Week 15 Final presentations Course evaluation 08/11/10 Team DM Plan Date Topics Assignments Week 16 08/17/10 TBD

6 About the Instructor Marc Hsu has over 7 years of management experience in marketing, project management and human resources development. He holds a MS in Direct & Interactive Marketing from NYU, a MEDU (Masters of Education) in Human Resources Development from UIUC at Urbana-Champaign and a BS in Psychology from National Taiwan University. Marc is currently pursuing a DBA at Golden Gate University with a concentration on marketing. His research interests include the virality of online content, the tracking and measurement of interactive campaigns and new new media. His professional experience includes project managing interactive marketing campaigns for future 500 companies in the health and wellness sector. He also recruited, trained and planned the career development of 100+ professionals at Greater Than One, Inc, an award winning interactive marketing agency located in New York City.