Course: BMK 354 Nontraditional Marketing / FALL 2013 Professor: Dr. Caitlin McLaughlin Office: J-104B Email: cmclaugh@ubishops.ca Office hours: TUESDAY / THURSDAY: 2:30 3:45 pm COURSE OBJECTIVES: This course concerns the use of non-traditional marketing to aid in brand awareness building, brand attitude change, inducing purchase intentions, and crisis management. Specifically, this course addresses how to use non-traditional marketing tools to aid in brand building, sales goals, and crisis management. OBJECTIVES: After this course, you: Should understand the advantages and disadvantages of the various nontraditional media available Should understand the most compelling ways to utilize the various non-traditional media available Should be able to design a non-traditional media campaign that will push a firm to the next level Should be able to design a non-traditional media campaign that will deal with various crises related to firm reputation and social media Should be able to select the medium and metrics appropriate the goals at hand for a business
GRADING SCHEME: Discussion Leading 15% Discussion Questions 10% Case Study 1: Written Report 15% Case Study 1: Presentation 5% Case Study 2: Written Report 15% Case Study 2: Presentation 5% Hall of Fame / Hall of Shame 10% New Media Plan 25% NOTE: Assignments are due at the start of the class indicated. Late assignments will not be accepted. All assignments should be typed unless permission is provided by the professor. No supplemental assignments will be provided. Bishop s defines the various letter grades: A Superior A- Outstanding B+ Very good B Good B- Better than average C+ Above average C Average D+ Below average D Poor F Failure Just doing what was assigned in a perfunctory manner does NOT earn you an A, or a B. Consistent, thoughtful, creative work is necessary for a high grade. In this class your work is being graded not you. If you are not pleased with the grades that you are receiving, feel free to come see me about how you might make them better. Greater effort is not necessarily the key, especially if that effort is misdirected. DESCRIPTION OF COURSE EVALUATION: Discussion Leading Every Thursday (except for the first two weeks) there will be two discussion leaders one for each research article assigned that week. The discussion leader will be responsible for giving a 20-minute talk on the article, including a summary of the methodology and findings, managerial and theoretical implications, and how you would apply the findings of the research to do a better job as a new media consultant. Following this 20-minute talk, there will be a 15-minute class discussion also led by the discussion leader. This discussion will be based on the talk, in addition to discussion questions posted by class members before the class begins. Each class member will be responsible for one research article, and will be graded on their presentation skills 2
in addition to the content and relevance of the talk. Assignment of research articles to individuals will occur during the second week of class. Discussion Questions For every research article, each student (except for the discussion leader) will be responsible for submitting a discussion question. Discussion questions should be insightful and demonstrate an understanding of the research results and implications. Discussion questions will be due by noon the day before class. Hall of Fame / Hall of Shame Almost all businesses have a new media presence in modern times. In this paper, you will need to do an analysis of 2 businesses that have done it right, and 2 businesses that have done it wrong. The paper should be no longer than 6 pages, double-spaced. This is an individual assignment no working in teams. Case Studies There are 20 cases studies in this class, and each group will be required to do a 25 minute presentation (in addition to a 10 minute question and answer session) and a written case analysis for 2 cases. Each group will be responsible for one case in the first half of the course (cases 1 10) and one case in the second half of the course (cases 11-20). Group sizes will be determined based on the number of students enrolled in the class. Assignment of groups to cases will occur during the second week of class. Complete reports for the group case analyses must be double-spaced and contain approximately 15-20 pages of text MAXIMUM (excluding exhibits, table of contents and bibliography). Grades will be affected if the number of allowable pages is exceeded, so please adhere to the 20 page limit. In addition to the SWOT discussion in the text, a point-form summary of the SWOT should be placed in the appendix. Further, the paper should include an introduction, conclusion, table of contents and a bibliography. Please use APA formatting style. Case studies should include a problem statement outlining the challenges and opportunities inherent in the case, constraints, time frame, and sub-problems that may be relevant to the issue at hand. A SWOT analysis should follow, in addition to a list of options generated, recommendation, and implementation plan. Your implementation plan should be organized utilizing sub-headings (e.g., objectives, target market, positioning, budget, etc.) Be sure to include a decision matrix, where relevant, for deciding between alternatives. New Media Plan Each group will also be required to submit a new media plan for the athletic department at Bishop s University. This is, essentially, a case study that will require your group to not only do the analysis of the business, but also select which business to study and do research on the business. Each group will do a 15-20 minute presentation for the client about their social media plan. Papers will be due on the first day of presentations. 3
NONTRADITIONAL MARKETING COURSE SCHEDULE September 5, 2013 Course Introduction September 10, 2013 How to read an academic journal article September 12, 2013 Likeable Social Media September 17, 2013 Permission Marketing September 19, 2013 Word-of-Mouth Mangold, W. G. & Smith, K. T. (2012). Selling to millennials with online reviews. Business Horizons, 55, 141-153. Wirtz, J. & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behavior. Journal of Service Management, 13, 141-162. September 24, 2013 Word-of-mouth Dobele, An, Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48, 143-149. Herr, P. M., Kardes, F., R., & Kim, J. (1991). Effects of word-of-mouth and productattribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17, 454-462. September 26, 2013 Electronic Word-of-Mouth Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18, 38-52. 4
October 1, 2013 Brand Community Schau, H. J., Muniz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73, 30-51. Muniz, A. M. & O Guinn, T. (2001). Brand community. Journal of Consumer Research, 27, 412-432. October 3, 2013 Social Media Craig, K. (2011). Facebook and college students: Is marketing effective. University of Tennessee Honors Thesis Projects. McLaughlin, C. & Lee, M. (2010). What goals to consumers have when joining Facebook brand communities And what do they do once they join? Paper presented at the American Academy of Advertising Conference, Mesa, Arizona. October 8, 2013 Twitter Zhao, D. & Rosson, M. B. (2009). How and why people twitter: The role that microblogging plays in informal communication at work. Paper presented at the annual Association for Computer Machinery conference, New York, NY. Cha, M., Haddadi, H., Benevenuto, F., & Gummadi, K. P. (2010). Measuring user influence in Twitter: The million follower fallacy. Paper presented at the annual Association for Advancement of Artificial Intelligence conference, Washington, DC. October 10, 2013 - Facebook Chan, C. (2011). Using online advertising to increase the impact of a library Facebook page. Library Management, 32, 361-370. McLaughlin, C., & Davenport, L. (2010, March). Brand community success factors: A study of two Facebook brand community features. Paper presented at the annual meeting of the American Academy of Advertising Conference, Minneapolis, Minnesota. October 15, 2013 In-Class case: Molson Canada: Social Media Marketing October 17, 2013 Sponsorship Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 13, 29-42. 5
Ruth, J. A. & Simonin, B. L. (2003). Brought to you by brand A and brand B : Investigating multiple sponsors influence on consumers attitudes toward sponsored events. Journal of Advertising, 32, 19-30. October 22, 2013 Canadian Tire: Selecting a Social Marketing Program Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation October 24, 2013 Website Design Zhang, P. & von Dran, G. M. (2000). Satisfiers and dissatisfiers: A two-factor model for website design and evaluation. Journal of the American Society for Information Science, 51, 1253-1268. Huang, M.-H. (2003). Designing website attributes to induce experiential encounters. Computers in Human Behavior, 19, 425-442. October 29, 2013 Creemore Springs Brewery: Branding Without Advertising Coca-Cola on Facebook October 31, 2013 Product Placement Russell, C. A. & Stern, B. B. (2006). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35, 7-21. Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29, 306-318. November 5, 2013 The Ford Fiesta Better Homes and Gardens Real Estate: B2B and B2C Social Media Marketing November 7, 2013 Mobile Advertising Barwise, P. & Strong, C. (2002). Permission-based mobile advertising. Journal of Interactive Marketing, 16, 14-24. Peters, C., Amato, C. H., & Hollenbeck, C. R. (2007). An exploratory investigation of consumers perceptions of wireless advertising. Journal of Advertising, 36, 129-145. 6
November 12, 2013 The NFL s Digital Media Strategy The 2006 World Cup: Mobile Marketing at Adidas November 14, 2013 Advergaming Okazaki, S. & Yague, M. J. (2012). Responses to an advergaming campaign on a mobile social networking site: An initial research paper. Computers in Human Behavior, 28, 78-86. Kaplan, A. M. & Haenlein, M. (2009). The fairyland of second life: Virtual social worlds and how to use them. Business Horizons, 52, 563-572. November 19, 2013 Sushilicious: Standing Out in a Crowded Field Sephora Direct: Investing in Social Media, Video, and Mobile November 21, 2013 Social Media Plan Presentations (Papers Due) November 26, 2013 Social Media Plan Presentations 7
CASE STUDY MARKING SCHEME Case Study Marking Scheme Criteria Sample Contents / Ideas Weight Situation Statement Major challenges and opportunities 20% Constraints faced by the organization Time frame for resolution of issues or deployment of strategies Sub-problems, complexities of the situation SWOT Analysis Detailed analysis 20% Strengths, weaknesses, opportunities, threats Implications of analysis for organization Comprehensiveness and depth of analysis Relation to course concepts Financial and exhibit analyses (where relevant) Options Generated Alternatives considered 20% Comprehensiveness and depth of exploration of alternatives Point form list of pros and cons of each alternative Decision matrix Recommendation Recommendations to resolve the issues 10% Criteria used to rank options Suggested Plan for Implementation 6-month action plan 20% 18-month action plan What is your prediction of the financial impact of your plan Different new media as subheadings Target audience Report Spelling, grammar, organization, flow 10% Does the report resolve the issues? Double-spaced Appropriate length Total 8