M.S. in INTEGRATED MARKETING

Transcription

1 M.S. in INTEGRATED MARKETING CORE COURSES Integrated Marketing Y Credit: Marketing, Advertising, and Public Relations This course introduces students to the concept of marketing as a distribution process, to the writing and implementation of marketing plans, and to the key elements of managing the integration of marketing across the various elements of the promotion mix: advertising, direct marketing, public relations, and sales promotion. Students learn to identify marketing objectives, plan market research, select appropriate strategies for pricing, product, distribution/channel, and promotion mix, identify segmentation, and develop marketing strategies to achieve business objectives. Through case studies and other examples, students will apply the learning to real-business situations. Campaign I: Strategy and Execution Y Credit: Marketing, Advertising, and Public Relations This course is taken in the same semester as Y , Campaign II: Planning and Management. Together, the two courses provide coordinated learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign I focuses on creative and will start by exploring core concepts that transcend all marketing channels, such as the difference between a feature and a benefit, and how to develop brand positioning. Students will learn which media channels are most powerful for achieving creative objectives in the marketing plan, and how to write a creative brief that communicates the key information for art directors and copywriters. By studying how creative strategy is executed across all elements of the marketing mix that are available to an integrated marketer -- television, radio, print, direct mail, , digital, and wireless -- students will build their knowledge of what works and how to manage all elements for consistent strategy, consistent branding, and successful integration. To achieve these objectives, the course will use lectures, guest speakers from advertising, PR, promotion, and interactive agencies, as well as speakers from client-side companies, as well as an ongoing project in which students engage in the creative process to fully understand it. To apply the learning from lectures, readings, and guest speakers, students will build an integrated campaign. Each week, their work will reflect the best practices for each element in the marketing mix and each medium. They will gain the experience of setting creative objectives and then working from the brand strategy and creative brief to develop work that meets the marketing and creative objectives. Weekly presentations will give them experience presenting and commenting on work. By the end of the semester, they will have a fully integrated campaign. Throughout the semester, students will be exposed to strategic issues and business challenges by the guest speakers, as well as by their active participation in developing the integrated campaign. Competitive Strategy Y Credit: Marketing, Advertising, and Public Relations This course focuses on how companies use strategic analysis and planning to achieve growth. Now and in the future, marketers need to understand the role of marketing within a company s business strategy, and how a company s business strategy affects marketing strategy. Through three modules, students learn to plan, develop, and implement business strategies, so that they understand the framework in which marketing can help to achieve business objectives. In the first module, Strategic Planning, they study the classic and new methodologies for assessing the options that a company has for growth. In the second module, Competitive Advantage, they learn to identify and implement the strategies that have the strongest potential for achieving competitive advantage versus other companies in the same category or segment. In the third module, Innovation, they study how to be prepared for competition in a global, 24/7, 365, digitally connected business environment where change is a constant, learning the role of innovation in building a breakthrough business and how to manage innovation--from idea to execution--to achieve growth. These goals will be accomplished through lectures, readings, case-study discussions, and class exercises designed to build students -- understanding of the three course modules.

2 Campaign II: Planning and Management Y Credit: Marketing, Advertising, and Public Relations This course is taken in the same semester as Y , Campaign I: Strategy and Execution. Together, the two courses provide coordinated learning in how to develop strategy, plan, execute, and manage marketing campaigns. Campaign II focuses on media. As companies increasingly seek to integrate their messages across media channels, and as emerging media such as mobile, online video, and search compete with traditional media such as television, print, radio, direct mail, , and online for the attention of target customers, managers must make decisions about budget allocation relative to contact strategy and about media strategy relative to creative strategy. Students will learn how to plan and manage the media aspects of campaigns with specific regard to how to research the media behavior of target customers, how to evaluate multi-media and integrated-media campaigns, how to plan Campaigns - including strategy and the media math needed for planning, buying, and evaluating - how to buy media effectively, and how to evaluate campaign success. Each medium will be studied so that students understand its role in the media mix for Business to Consumer, Business to Business, and Consumer to Consumer campaigns, and how to determine when to integrate brand advertising with direct-response media, including digital. The course will cover how to plan recommendations, make decisions, and ensure that the media mix will be 'on strategy' with creative, on budget, on schedule, and have maximum impact in building brand awareness, and/or generating leads, and/or converting leads, and/or generating measurable sales, and/or creating viral and word-of-mouth conversation in social and other emerging media. Throughout the semester, students will have opportunities to apply the learning, and the course will culminate with each student developing a complete integrated-media plan. Database Management and Modeling Y Credit: Marketing, Advertising, and Public Relations Students will learn the basic of database set up and management, as well as the analytical techniques and tools used in direct and digital marketing to assess, enhance, and profit from customer-relationship management. In particular, this course will cover the following: Building a customer database -- why, how, and types Defining customer data requirements -- short- and long-term needs, considerations by division, off- and online dataintegration issues, and special considerations Maintenance of the database -- NCOA processing, address standardization, deduping, and other methods for cost efficiency and accuracy Database technology, organization and planning- technology needs and outsourcing considerations Sampling techniques -- nth selects and frozen files Creating powerful predictor variables - univariate and cross tabulations, ratios, time series variables, and other measures Segmenting the customer file - cross-tabulations, RFM analysis, CHAID, factor analysis and cluster analysis Predicting customer actions - using multiple linear regression and logistic regression to model response, payment, attrition, churn, and other factors Outside list selection options - best customer models, response models, manual selects Gains charts and expected profit calculations - selecting the best customer for promotion based on profitability Introduction to mining with SAS - an introduction to the use of SAS, the most widely used software available today for database mining and modeling. Finance for Marketing Decisions Y Credit: Marketing, Advertising, and Public Relations The course covers the basic metrics, terminology, methodology, and formulas for calculating all aspects of planning, managing, and analyzing marketing programs. Students will learn how to develop a marketing Profit and Loss (P&L) projection, how to analyze the P&L for the key variables that can increase marketing success, and how to manage marketing programs in order to set and achieve financial goals. They will learn how to develop Breakeven analysis for new-product launch and for customer acquisition, how to compute and analyze the Marketing Allowable for a campaign in direct or digital media, how to apply the elements of Breakeven and Marketing Allowable to developing the marketing budget and targeting such key metrics as Cost Per Inquiry, Cost Per Response or Order, Cost Per Click Through, and Targeted Response Rate. In addition, they will learn to

3 develop a Customer Life Time Value model to project the value of relationship marketing, relative to Net Present Value (NPV) and CLTV. By studying the best practices of direct marketing, they will understand how to plan measurable marketing campaigns and how to set the criteria for success, as well as how to apply those metrics to direct and digital media, including e-commerce Websites. Digital Marketing Y Credit: Marketing, Advertising, and Public Relations Students will learn the existing and emerging formats of digital marketing in order to know how to integrate them into their marketing plans, how to use them to achieve business objectives, and how to assess emerging trends, so that they have the basis for adapting to new and emerging digital formats. Among the topics covered are dominant, established forms of online marketing such as websites, search, , and analytics, as well as emerging trends such as behavioral targeting, online video, PR, social media such as RSS, blogging, and podcasting, and user-generated content, and mobile. The course will also cover current trends and research. Students will gain real-world experience with the types of challenges that marketing managers need to address in acquiring customers, generating leads, activating and loyalizing customers, building brands, promoting brands, enhancing customer relationships, and analyzing consumer behavior in the digital marketplace. Assignments will give students opportunities to apply the learning, including setting up and using a blog for marketing purposes, generating revenue from online content, evaluating online competition, a final project of developing a complete integrated digital-marketing plan for a non-profit organization in the New York City area. Statistical Measurements, Analysis, and Research Y Credit: Marketing, Advertising, and Public Relations This course will teach the marketer both quantitative and qualitative techniques for maximizing the brand and customer relationships in an integrated-marketing environment. In particular, it will cover the following: Sampling techniques used in marketing -- how and why to sample, types of sampling Measures of central tendency and dispersion -- how to develop and assess these measures to better understand potential data issues prior to analysis Graphical representation of marketing data -- the use of bar charts, pie charts, line charts, and other methods for showing consumer data and purchase data Important distributional properties of marketing data -- the central-limit theorem and the normal distribution Marketing-test design and analysis -- sample-size estimation and test assessment via hypothesis testing Full factorial test design-- the rules of test design Market-research survey design and execution -- types of surveys, types of questions, and test planning Research-analysis methods -- choice modeling/conjoint analysis, rank correlations Types and usage of syndicated data -- Nielsen, IRI, Simmons, and other data sources Sizing a market-- how to assess opportunities in the marketplace via online research and online services ROI analysis -- the various methods of calculating return on marketing investment Campaign management -- spreadsheets, calculations, marketing goals Competitive research methods and tracking -- various qualitative and quantitative techniques to assess competition in the marketplace The C-Suite Perspective: Leadership and Integrated Marketing Y Credit: Marketing, Advertising, and Public Relations This course, taught by a faculty member with experience as a CEO, focuses on the role of the C-Suite as senior management and how the competing demands of that role shape the divisions and departments of the company and, inevitably, the management and budget for marketing. Key topics will include transformation of the company, growth through acquisition, the impact of the green movement,/sustainable-resource management/social responsibility, and corporate-finance management. These goals will

4 be accomplished through lectures, readings, case-study discussions, and class exercises designed to build students -- understanding of the subject matter. The real-world examples and case studies will give students hands-on experience in applying the learning to challenges they will face in their future. There will be one or two project assignments that will give students an opportunity to apply the learning to current business challenges of a company and/or non-profit. CONCENTRATIONS Students select 4 courses from any one concentration; or three courses from one concentration and one from either of the other concentrations; or may select with advisement one (3-credit) course in a related field from other SCPS graduate courses) Digital Marketing Concentration Direct Marketing Y Credit: Marketing, Advertising, and Public Relations Direct marketing is increasingly an essential part of the marketing mix for a broad range of businesses, including the packagedgoods companies that did not use it in the twentieth century. This is because of its measurability, which enables marketers to determine how much it costs to acquire a customer and how much it costs to loyalize a customer. As a result, the use of directmarketing strategies and tactics has moved from the traditional base of companies with club, continuity, subscription, collectible, and catalog business models to the full range of businesses. Another key factor in the growth of direct marketing is the Internet, which has given all companies the opportunity and the challenge of selling products and services directly to target users and/or building relationships with customers online. This course is an introduction to the key strategic and tactical elements of direct marketing. Students will learn the best practices and analytic tools of direct and how to apply them to the marketing objectives of acquiring, retaining, and reactivating customers to drive profitable sales and customer Life Time Value. Examples from a variety of direct marketing business models, such as subscriptions, clubs, and single-purchase, will give students an understanding of how direct marketing works and how to apply its measurable and testable capabilities to a range of products and services. The course will also cover multi-channel marketing, to show students how direct marketing has evolved and continues to adapt to the changing environment in which direct mail, for example, is used to drive prospective customers to a Website, and in which the marketing for retail stores includes synergy with the e-commerce sites for those companies. Internship (1-3 credits) Y Credit: Marketing, Advertising, and Public Relations Students who are interning companies that require them to receive academic credit may take this 1-3 credit independent-study course and do a project based on the learning from the internship. There is a wide variety of marketing-internship opportunities at companies in New York. Recent internships include MTV, Sirius Satellite Radio, Time Inc., Redcats U.S.A., G2 Digital, Avenue A/Razorfish, Microsoft, Lacoste.com, WeightWatchers.com, and Ogilvy. Intensive in American Business Y Credit: Marketing, Advertising, and Public Relations This course introduces international students to the principles of business as used by U.S. companies. Through a combination of lectures, readings, practical exercises and site visits to companies, students will learn about company structures, departmental functions, typical titles and roles of executives, key marketing segments of consumers and businesses, key media, key companies profiled from the Fortune 500, key trends, and current issues in American business. To prepare students for the format of the graduate program, the class will include assignments that entail individual and group presentations, as well as discussions based on research, reading assignments and on-line collaboration using Blackboard.

5 Social Media and the Brand Y Credit: Marketing, Advertising, and Public Relations This course teaches the principles and practices of digital media, with the focus on video display, , banners, and mobile. It prepares students for planning and implementing the strategy and marketing objectives for digital media, from integration with other elements in the media mix and building awareness to generating leads. Students learn all aspects of video, from pre- and post-roll to display and rich-media ads, the pros and cons of buying through networks and of original, repurposed, syndicated, and user-generated video content, behavioral targeting and optimization, and current and emerging metrics. For , they learn best practices for copy and graphics, list strategies -- including privacy regulations and ethical considerations, test design, and analytics. For banners, they learn media strategy and campaign management, as well as how to maximize creative impact and click-through. For mobile, they learn how technological enhancements and impediments and customer segmentation for effectiveness and cost efficiency, as well as synergy with other media. Search Marketing Y Credit: Marketing, Advertising, and Public Relations In this course, students learn all aspects of search, including organic, pay-per-click search, paid/sponsored listings, contextual listings, and paid inclusion, as well as optimization of site content through keywords, algorithms, and meta tags. Building on this foundation of planning and managing search, they learn the metrics of click throughs: how to measure the effectiveness of search with A/B tests of listings, site content, site design, and targeted, measurable landing pages. The course achieves its goals through a combination of lectures, guest lectures, and projects that enable students to apply the learning to actual businesses. Multi-Channel Catalog Merchandising and Marketing Y Credit: Marketing, Advertising, and Public Relations This course examines the economics, critical elements, and marketing strategies of catalog selling. Through the Internet, traditional mail-order catalog companies have moved their merchandise online, and companies that were previously limited to retail channels have expanded into virtual catalogs on their Websites. In addition, entrepreneurs use the Web to start mini-catalog businesses that can generate multi-national sales. To prepare students for managing catalog businesses and for using the success strategies of catalogs for other business models, this course covers the basics of financial planning, strategic planning, merchandising, pricing, circulation, media, layout, creative execution, and financial analysis for the full range of catalog businesses--from those that use postal mail to those that are e-catalogs and those that are multi-channel. Through exposure to the size, dynamics, and economics of the catalog industry, students learn how to apply the principles and practices of classic direct marketing and the newer principles and practices of successful online marketing to catalog selling. From the basic concepts needed to evaluate, administer, and launch a catalog to the success factors needed for circulation, you will learn how to integrate merchandising, marketing, design strategy, and performance metrics into a single or multi-channel catalog business. Operations Strategy Y Credit: Marketing, Advertising, and Public Relations For managers of all aspects of marketing, from product and brand management to e-commerce and multi-channel management, a knowledge of operations strategy is important for ensuring that marketing is able to support a company's growth strategy and competitive position. Continuing the learning about corporate strategy from the Y Competitive Strategy course, this course prepares students in the operational and customer-service aspects of businesses. At the most basic level, marketers must ensure that marketing and operations are properly aligned to meet customer expectations. The efficiency and effectiveness of these processes can make or break a marketing strategy, influence lead conversion, affect customer loyalty and Customer Life- Time Value, and profoundly affect the long-term growth of the business. In this course, students learn how to assess operations for competitive advantage and how to improve the efficiency and the effectiveness of a company's operations, including usability in e-commerce, outsourcing, Six Sigma, and CRM, with specific focus on real companies through case studies, projects, and readings.

6 E-Commerce Marketing Y Credit: Marketing, Advertising, and Public Relations This course teaches the principles and practices of e-commerce marketing, with emphasis on the skills needed to plan, launch, manage, market, and measure a Website that sells products and communicates with prospects and customers. Students will learn the specific processes that constitute core competencies for site development, including merchandising, pricing, and product display; best practices for maximizing click-through rate, stickiness, conversion of site visits to sales, as well as minimizing shopping-cart abandonment. They will also learn how to develop and manage the P&L and Operating Budgets for an e-commerce business and how to use the best practices of classic direct marketing and the latest technology in digital marketing to test, track and measure for Return on Investment and Customer Life Time Value. The course prepares students for all aspects of e- commerce marketing management, from launch to expansion. Brand Management Direct Marketing Y Credit: Marketing, Advertising, and Public Relations Direct marketing is increasingly an essential part of the marketing mix for a broad range of businesses, including the packagedgoods companies that did not use it in the twentieth century. This is because of its measurability, which enables marketers to determine how much it costs to acquire a customer and how much it costs to loyalize a customer. As a result, the use of directmarketing strategies and tactics has moved from the traditional base of companies with club, continuity, subscription, collectible, and catalog business models to the full range of businesses. Another key factor in the growth of direct marketing is the Internet, which has given all companies the opportunity and the challenge of selling products and services directly to target users and/or building relationships with customers online. This course is an introduction to the key strategic and tactical elements of direct marketing. Students will learn the best practices and analytic tools of direct and how to apply them to the marketing objectives of acquiring, retaining, and reactivating customers to drive profitable sales and customer Life Time Value. Examples from a variety of direct marketing business models, such as subscriptions, clubs, and single-purchase, will give students an understanding of how direct marketing works and how to apply its measurable and testable capabilities to a range of products and services. The course will also cover multi-channel marketing, to show students how direct marketing has evolved and continues to adapt to the changing environment in which direct mail, for example, is used to drive prospective customers to a Website, and in which the marketing for retail stores includes synergy with the e-commerce sites for those companies. Internship (1-3 credits) Y Credit: Marketing, Advertising, and Public Relations Students who are interning companies that require them to receive academic credit may take this 1-3 credit independent-study course and do a project based on the learning from the internship. There is a wide variety of marketing-internship opportunities at companies in New York. Recent internships include MTV, Sirius Satellite Radio, Time Inc., Redcats U.S.A., G2 Digital, Avenue A/Razorfish, Microsoft, Lacoste.com, WeightWatchers.com, and Ogilvy. Intensive in American Business Y Credit: Marketing, Advertising, and Public Relations This course introduces international students to the principles of business as used by U.S. companies. Through a combination of lectures, readings, practical exercises and site visits to companies, students will learn about company structures, departmental functions, typical titles and roles of executives, key marketing segments of consumers and businesses, key media, key companies profiled from the Fortune 500, key trends, and current issues in American business. To prepare students for the format of the graduate program, the class will include assignments that entail individual and group presentations, as well as discussions based on research, reading assignments and on-line collaboration using Blackboard.

7 Brand Strategy Y Credit: Marketing, Advertising, and Public Relations The course will consist of 4 modules: Strategy Planning, Strategy Development, Strategy Management, and Brand Assessment. In each, students will learn the key processes entailed in brand strategy. To understand the role of brands in business and their larger role in popular culture, they will study examples of classic brands from the 20th and 21st centuries to see what constitutes success and how brands reflect their time in terms of social, cultural, and technological trends. For a cross-cultural perspective, they will also study brands that are national, multi-national, and global, as well as the key elements for successful global expansion of brand strategy. Managing Products and Brands Y Credit: Marketing, Advertising, and Public Relations The course will consist of two modules: 1) Product Management: This module will teach the principles and practices of managing new and existing products, including product development, sales forecasting, product-life stage management, pricing, design and packaging, and market testing. 2) Brand Management: This section will cover brand strategy - how it is developed and then used to plan the corresponding go-tomarket objectives and strategies; brand governance - how to help brands to flourish as core strategic assets, from pricing and packaging to portfolio management; brand activation - how to bring brands to life, focusing on the activation techniques that are critical to success, including marketing communications and the corresponding need for brand consistency, the role of the brand in product development, brand extensions, and the customer experience; and brand measurement - how to assess brand strength and impact, from the traditional measurements of attitudes and awareness to more recent metrics for brand equity. Consumer Behavior Y Credit: Marketing, Advertising, and Public Relations This course will introduce students to how marketers use scientific research to understand the psychological processes involved in consumer behavior. Students will learn the concepts and theories of behavior science that are used to understand and predict behavior in the marketplace, as well as to forecast demand analysis for products and services. Through readings in the textbooks and lectures that provide case histories of how the theory and practice of consumer behavior are applied, students will gain an understanding of how to plan, develop, and implement marketing strategy and how to use the methodology of consumer behavior for decision making in marketing management. Theory, History and Practice of Public Relations Y Credit: Marketing, Advertising, and Public Relations Academic research and theory, from disciplines including organizational communications, inter-personal communications and media studies, will be examined from the perspective of their applicability to today s major communication challenges. The theories of persuasion will be studied, as will be the psychological and sociological processes that drive group behavior. Similarly, an examination of past and current public relations and corporate communications cases can teach invaluable lessons, too often ignored by practitioners at their peril; history generally reveals what works, what doesn t and why. Marketing Analytics Direct Marketing Y Credit: Marketing, Advertising, and Public Relations Direct marketing is increasingly an essential part of the marketing mix for a broad range of businesses, including the packagedgoods companies that did not use it in the twentieth century. This is because of its measurability, which enables marketers to determine how much it costs to acquire a customer and how much it costs to loyalize a customer. As a result, the use of directmarketing strategies and tactics has moved from the traditional base of companies with club, continuity, subscription, collectible, and catalog business models to the full range of businesses. Another key factor in the growth of direct marketing is the Internet, which has given all companies the opportunity and the challenge of selling products and services directly to target users and/or building relationships with customers online. This course is an introduction to the key strategic and tactical elements of direct marketing. Students will learn the best practices and analytic tools of direct and how to apply them to the marketing objectives of

8 acquiring, retaining, and reactivating customers to drive profitable sales and customer Life Time Value. Examples from a variety of direct marketing business models, such as subscriptions, clubs, and single-purchase, will give students an understanding of how direct marketing works and how to apply its measurable and testable capabilities to a range of products and services. The course will also cover multi-channel marketing, to show students how direct marketing has evolved and continues to adapt to the changing environment in which direct mail, for example, is used to drive prospective customers to a Website, and in which the marketing for retail stores includes synergy with the e-commerce sites for those companies. Internship (1-3 credits) Y Credit: Marketing, Advertising, and Public Relations Students who are interning companies that require them to receive academic credit may take this 1-3 credit independent-study course and do a project based on the learning from the internship. There is a wide variety of marketing-internship opportunities at companies in New York. Recent internships include MTV, Sirius Satellite Radio, Time Inc., Redcats U.S.A., G2 Digital, Avenue A/Razorfish, Microsoft, Lacoste.com, WeightWatchers.com, and Ogilvy. Intensive in American Business Y Credit: Marketing, Advertising, and Public Relations This course introduces international students to the principles of business as used by U.S. companies. Through a combination of lectures, readings, practical exercises and site visits to companies, students will learn about company structures, departmental functions, typical titles and roles of executives, key marketing segments of consumers and businesses, key media, key companies profiled from the Fortune 500, key trends, and current issues in American business. To prepare students for the format of the graduate program, the class will include assignments that entail individual and group presentations, as well as discussions based on research, reading assignments and on-line collaboration using Blackboard. Advanced Database Analysis Using SAS Y Credit: Marketing, Advertising, and Public Relations This course will teach students the most significant data-mining techniques that marketing analysts use with the goal of enhancing customer relationships to maximize profitability of marketing programs. Students will learn advanced database mining through case studies that entail utilizing SAS for customer-data analysis for the purpose of setting appropriate Customer-Relationship Management (CRM) strategy. The cases will give students practice in mining and analyzing data in a wide range of actual business categories and across offline and online channels. Students will gain experience in: Predicting customer churn and attrition Risk model development Survival analysis Zip select models for prospecting Best customer models Modeling clickstream data CHAID Segmentation of the customer database Cluster analysis (e.g., PRIZM clusters) Web Analytics: SEO/SEM, PPC, E Mail, and Clickstream Analysis Y Credit: Marketing, Advertising, and Public Relations In this course, students will learn the various online business models, how to optimize use of them to meet business objectives, and how to analyze results. The subject areas to be covered include search-engine marketing, Website optimization, Website submission, link-marketing strategies, pay-per-click advertising campaigns, marketing tactics, affiliate marketing, customer Web logs, online testing of banner ads, landing pages, and other digital formats, software options for Web mining, analyzing click-stream data, and the key metrics for measuring consumer behavior online, including basket analysis and other techniques of association. When feasible, students in this course participate in the Google Challenge, a worldwide competition sponsored by Google for the application of search metrics to a local business.

9 Advanced Test, Analysis, ad Experimental Design Y Credit: Marketing, Advertising, and Public Relations This course will teach students the basic concepts of experimental design and analysis techniques for marketing tests in traditional and evolving media channels. In particular, it will cover the following: What, when and why to test Assessing marketing test results including direct mail, banner ads, landing pages, tests, subject line test, PPC ads, etc. Measuring Website effectiveness Determine the appropriate level of confidence for test assessment Rules for assessing smaller marketing-research tests Full-factorial test design considerations A/B split tests Multivariate testing Establishing online metrics Analysis of variance (ANOVA) Assessing element interactions B-to-B testing considerations Five rules of test design Determining the appropriate size for tests Seasonality testing considerations Day-parting online testing Cost / benefit Analysis Bridging test results from one test series to another CRM: Managing Customer Experience Y Credit: Marketing, Advertising, and Public Relations This course will take a strategic approach to the study of Customer Relationship Marketing, providing students with the knowledge to plan, manage, and assess a CRM program from a non-technical perspective and to understand the strategic options for managing the customer experience for maximum customer equity. CRM is used to enable a company to move from a product-based strategy to a customer-based strategy, so that instead of focusing on product differentiation as the basis of competition, it can focus on increasing the value of its best customers. Students will learn how CRM has evolved and can take the form of customer-loyalty programs, relational database management, and total quality management. They will also learn its role within the process that contemporary marketers refer to as managing customer experience, which entails consideration of how to deliver the most positive experiences of the brand and its products/services to target customers, new customers, and existing customers. To provide students with CRM theory as well as practical application to marketing challenges, the course will consist of 4 modules: Criteria for a CRM Program, Planning the CRM Program--including goal setting and selection of methodologies, Implementing the CRM Program, and Metrics for Program Success. Through reading of case studies of business challenges involving the use of CRM, as well as articles on the latest theories and methodologies for relationship management, students will learn why, when, and how to use CRM as a strategy for increasing customer equity in the form of incremental revenue from sales, increased profit, or improved Return on Investment (ROI). CAPSTONE After taking the concentration-area courses, each student takes our Capstone course. Capstone: The Business Plan Y Credit: Marketing, Advertising, and Public Relations The Capstone is your final project, marking the culmination of your Master's-degree program. Each student enrolls in the Capstone course and begins by developing and evaluating concepts for an individual new business that will use direct and

10 interactive marketing to achieve its sales and marketing objectives. Once your topic is approved by the instructor, you write a complete business plan for your company. It consists of all the sections that go into an actual business plan. Beginning with business strategy to show the scope of your concept and category research to show the financial potential, you move on to targetaudience analysis and competitive strategy. Next, you develop the marketing section with brand positioning, customer-acquisition strategies and tactics, and a customer-retention plan for Lifetime Value. Following that, you plan the media, selecting from the full range of direct and interactive media, and then you develop sample advertisements in traditional and interactive formats for your brand, as well as a database plan and a plan for operations and customer service. Your work includes financial projections for your company, from breakeven analysis to a full P&L (profit and loss) analysis, a lifetime value analysis, and an operating budget. Each week, you share your work with your classmates and the instructor in a collaborative workshop setting. At the end of the semester, you present your complete business plan to your classmates and the instructor. A prize is awarded for the best Capstone project.