College of Professional Studies Graduate School of Political Management Strategic Public Relations Master's Degree Program

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1 College of Professional Studies Graduate School of Political Management Strategic Public Relations Master's Degree Program Class Hours: 7:10-9:40 p.m. Location: Alexandria Campus Instructor: Mitchell Marovitz, Ph.D, APR Campus Course Syllabus PSPR6208 Strategic Marketing Communications MPS in Strategic Public Relations Mission Statement The Master's Degree in Strategic Public Relations at GWU follows an innovative approach to building credentials that will position our students to excel in this challenging profession. Through an academically sound and practical graduate program students will master core public relations skills and the practical application of strategic thinking to communications challenges. Upon the completion of the Masters in SPR, students will have obtained an enhanced understanding and skills in: (1) Fundamentals of effective, strategic communications; (2) Best practices for writing, media relations and strategic communications planning and implementation; (3) Leadership in communications on a sound ethical and financial basis; (4) Working with management and staff/vendors to develop and manage the implementation of effective communications strategies. Course Overview The role of strategic marketing communications is invaluable in the success of an organization. Effective marketing communications is a powerful strategic tool that uses proven communication practices to support marketing objectives. Not only can strategic marketing communications improve such traditionally public relations objectives as improved relationships with stakeholders they can also demonstrate value to consumers, differentiate one organization from another and drive ROI. This course examines the emergence of integrated marketing communications and its impact on advocacy/issue campaigns. We will explore how to extend the reach and influence of consumer marketing, public relations, public affairs and advertising through the use of traditional and nontraditional communications strategies, techniques and technologies. This course is designed to offer you an applied perspective to developing, implementing, and reviewing marketing communications in the context of professional public relations. The approach to this class will be from the perspective of a business manager or marketing consultant. You will be asked to take on the role of marketing strategist as you review several companies' marketing programs for different products and services. As such, this course supports the student's achievement of program goals 1 and 2 (see above list) in particular.

2 Course Objectives After completing this course, you should be able to demonstrate: A working knowledge of and experience with applying principles of strategic marketing communications Enhanced business communications skills (written and oral) Practical experience providing strategic counsel and program execution By the completion of this course, you should have: The knowledge and analytical abilities necessary to successfully develop, implement, and evaluate integrated marketing strategy and marketing communications. Enhanced business communications skills, as you will be challenged to present and defend your analyses succinctly and clearly. A marketing tool box to successfully implement your strategies. A thorough understanding of your constituencies, competition, and firm. Course Rules All work for this class should be typed, double-spaced, spellchecked, have 1" margins, and use 12-point Times-Roman font. Associated Press style should be used (an AP Style Book is recommended for this and other SPR program courses). Late work will be marked down for each class it is late. If you have extenuating circumstances or need special accommodations, please see the instructor before the assignment due date. Work is due at the beginning of class on the assigned date. Neatness, punctuation, and grammar count as a significant part of your grade. Work is to be submitted electronically and will be returned with the instructor's comments and suggestions in a "track changes" format. Class Attendance Policy Attendance is mandatory. If you need to miss a class it is your responsibility to notify the instructor IN ADVANCE and make sure any assignments due that week reach the instructor on time to receive full credit. It is also the student's responsibility to get lecture notes from a classmate and complete the readings as assigned. Regardless of the reason for missing a class, you will not be able to make up missed class participation points. Ethics and Academic Integrity Policy 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 grade assignments, forgery and falsification, lying, facilitating academic dishonesty, and unfair competition. Report any violations you witness to the instructor. Anyone breaching this policy is subject to expulsion from the program. Please see the Academic Integrity page ( for more information Disability Statement If you are a student with a documented disability who requires accommodations or if you think you may have a disability and want to inquire about accommodations, please contact Disability Support Services , or visit them at

3 In Case of Emergency If you suspect there may be a closing, please visit the University home page and look for an announcement or call the University emergency hotline ( ). If there is a closing or class cancellation for any reason, I will attempt to send a class and post the closing or cancellation on the announcements page in Blackboard. Regardless of the circumstances, you should still submit all assignments that are due that day. You should also be prepared to make up the class via Blackboard. Course Text Phillip Kotler and Gary Armstrong Principles of Marketing, 15 th edition. Prentice Hall: Upper Saddle River, NJ. This text was selected because it provides a direct and comprehensive outline of the requirements pertaining to marketing strategy. The book will also prove very useful as a reference guide later in your careers. While the world of marketing is constantly changing, especially with the rise of social media, this text offers a good dissection of the fundamentals. Case Studies Case studies will be reviewed in-class. Selected cases will form the basis for short papers. Cola Wars by Steve McKelvey New Communications Thinking: Paid, Owned and Shared in Chapter 14 on page 410 of Principles of Marketing "Trap-Ease America" case in Chapter 2 on page 33 of Principles of Marketing The Super Bowl: More Than a Single Advertising Event in Chapter 15 on page 456 of Principles of Marketing Xerox Case Study on page of Principles of Marketing "Porsche" case in Chapter 5 on page 162 of Principles of Marketing "Amazon vs Wal-Mart" case in Chapter 10 on page 335 of Principles of Marketing Social Media Marketing: Lowes and Pinterest "Ford" case found in Chapter 18 on page of Principles of Marketing HBS: Customer Profitability and Lifetime Value Course Handouts In addition to your text, you will also be expected to read and be prepared to discuss articles, essays and research studies as posted/distributed by the instructor. Assignments and Deliverables Case Studies: Four of the case studies above will be analyzed in writing. O ther cases will be reviewed and discussed in class. Deliverables: Four one-page analyses based on templates provided in class. Campaign: Create a fully integrated marketing communications campaign plan focused on the introduction of Google Glass or another product or organization as approved by the instructor. Deliverables: The campaign plan due Thursday, November 21; Oral presentations will be given on Thursday, November 21 and December 12.

4 Grading Attendance/Participation 15% Communications (written/oral) 10% Four Case Studies (10% each) 40% Written Campaign Plan (Group) 25% Oral Presentation (Group) 10% Class Participation In addition to your assignments and projects, you will be awarded points for your participation in each class discussion and activity. Facilitated group discussion where we learn from multiple points of view and is where most of our learning will take place. In order to make this approach successful, your participation and engagement are critical. Each week we'll review case studies as well as current events and issues/opportunities that you identify. Therefore, it is important that you read all assigned texts and handouts and participate in class discussions according to the course guidelines. (Up to 1 point per class, for 15 points) NOTE: You cannot make up participation points if you are absent. Course Evaluation -- Letter Grades A : A- : B+: B: B-: C+: C: C-: (lowest grade to pass) F: 69 or below I-Incomplete: I will grant an "I grade if you fail to complete a small, discrete amount of work due to circumstances I deem legitimate and sufficient, your prior performance has been satisfactory, and you have a plan for completing the work. The "I" will convert to an "F" if you do not submit the missing work by the agreed- upon submission deadline. Grading Standards A: In a business environment this assignment would distinguish you as a top communications professional in your organization. It represents work that is outstanding in every way; e.g., strong research, smart thinking, appropriate style, syntax, and grammar and demonstrates the strategic use of media relations to achieve a communications objective. B: In a business environment this work would reflect well on you and your organization. You completed the assignment, fulfilled all requirements, and contributed additional ideas and/or insights but the likely results would be relatively ordinary and not meet your communications objectives. The assignment would be judged as adequate but undistinguished. C: You completed the assignment and fulfilled the requirements but the work would not achieve all of your media relations/communications objectives without major revisions in logic, target media selection or approach strategy.

5 D: You fulfilled some of the requirements of the assignment, but not all. This work would need to be completely reworked before it would represent you or your company professionally and achieve any meaningful media relations objectives. F: You did not submit the assignment. Week Course Schedule Reading Lecture/Discussion: What is Marketing? What is Marketing Communications? Read Chapters 1 and 14 of Principles of Marketing 1 August 29 2 September 5 3 September 12 Select small groups for Group Project Google Glass: B to B Google Glass B to C Google Glass: B to G Alternative products or organizations: TBD Lecture/Discussion: Customer Relationships in Marketing and The Role of PR in Marketing Communications Read Chapters 2 and 15 of Principles of Marketing Lecture/Discussion: Market Research Read Chapters 3, and 4 of Principles of Marketing Guest Lecturer: Lindsay Murphy, Racepoint Group, (Google Glass Project) Case Study Analysis #1: Xerox Case Study on page of Principles of Marketing Lecture/Discussion: B to B and B to C 4 September 19 5 September 26 6 October 3 7 October 10 8 October 17 Read Chapters 5, 6 and 13 of Principles of Marketing "Google" case in Chapter 9 on page 285 of your course text Due: Case Study Analysis #1 Lecture/Discussion: Strategizing for Target Audiences Read Chapters 7 and 11 of Principles of Marketing Lecture/Discussion: Marketing Services and Branding Read Chapter 8 and Appendix 3 of Principles of Marketing Guest Lecturer: TBD Assignment: Case Study Analysis #2: The Super Bowl: More Than a Single Advertising Event in Chapter 15 on page 456 of Principles of Marketing Lecture/Discussion: The Product Life-cycle Read Chapter 9 of Principles of Marketing Due Case Study Analysis #2 Lecture/Discussion: Marketing Media Tactics Read Chapters 16 and 17 in Principles of Marketing Guest Lecturer: TBD.

6 Lecture/Discussion: Delivering Customer Value and Creating a Competitive Advantage 9 October October November 7 12 November November November December 5 Week 16 December 12 Read Chapters 12 and 18 in Principles of Marketing Guest Lecturer: Lindsay Murphy, Racepoint Group, (Google Glass Project) Assignment: Case Study Analysis #3: HBS: Customer Profitability and Lifetime Value Lecture/Discussion: Pricing Read Chapters 10 and 11 and Appendix 2 of Principles of Marketing Due: Case Study Analysis #3 Lecture/Discussion: Social Responsibility and Ethics in Marketing Communications Read Chapter 20 in Principles of Marketing Guest Lecturer: TBD Lecture/Discussion: The Marketing Plan with a Special Emphasis on the Market Communications Strategy Read Appendix 1 in Principles of Marketing Case Study Analysis #4: Cola Wars Lecture/Discussion: The Global Marketplace Read Chapter 19 in Principles of Marketing Due: Case Study Analysis #4 Thanksgiving Day. No Class Final Presentations Due: Written Campaign Plan Final Presentations