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DEPARTMENT OF MARKETING MKT 510 SECTIONS 011 AND 021 INNOVATIONS IN MARKETING: STRATEGIC BRAND MANAGEMENT (FALL 2017) INSTRUCTOR INFORMATION Professor: I. E. Berger Office: TRS3-070 Office Hours: By Appointment E-mail: [email protected] Phone: 416-979-5000, X6712 Class Times and Location: Section 011: Mondays, 8:00-11:00, TRS1-129 Section 021: Tuesdays, 9:00–12:00, TRS2-109 Pre-requisites: MKT300, MKT400 CALENDAR COURSE DESCRIPTION This course focuses on understanding current issues, trends and challenges facing marketers from the perspective of marketing theory, marketing metrics, and IT tools and capabilities. Issues include brand equity, the social web, advertising and communication, business to business marketing, "green" marketing, marketing and public policy and product/service innovation. COURSE OBJECTIVES 1. 2.

3. 4. 5.

MKT 510

To inform participants about the key facets of innovations in the context of Strategic Brand Management. To provide practical application and examples of Marketing management skills through hands-on activities similar to those undertaken by innovative marketers in industry. To explore marketing frameworks and market-sensing information applied to a variety of categories and contexts. To explore how marketers measure performance, analyze and interpret market information toward innovative marketing. To familiarize participants with the process of strategic market decision-making for the purpose of identifying, analyzing and evaluating new and innovative marketing opportunities.

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TEACHING METHOD

To achieve the objectives stated above, the class will use a variety of methods: readings, lectures, short videos, application assignments, and, of course, class discussions. You are responsible for all assigned readings – although some chapters may not be covered in class in much detail. I will also provide you links to any out-of-text readings used in the course. In addition, from time to time, I will give you small exercises in class and/or to be done before class. These exercises are meant to help you appreciate the concepts learned in class and also to start applying them in different contexts. EVALUATION METHOD Your final grade is based upon your performance in the following course requirements (Any change to this evaluation scheme will be discussed in class prior to implementation.) Component

Weight 25% 35% 15%

Due October 30 / 31 December 5 - 16 October 20

CSE Brand Plan

20%

December 4

Course Engagement

VALS questionnaire 2 Visitor Memos

1% 4% ___________ 100%

September 25/26 Various

BONUS:

Brand Plan Presentation

Mid-Term Test Final Examination Branding Assignment

BONUS

Office Scheduled Move for Health Segmentation & Targeting

Research Pool Participation

November 27/28 3% 2%

Before December 4

DESCRIPTION OF ASSESSMENTS

Test and Examination: These assessments will be multiple choice tests covering both ‘hard’ content in terms of theory and ‘textbook’ concepts and soft content in terms of application of theory and concepts from readings, lectures, classroom discussions and visitor presentations. The in-class, mid-term test will be 75 minutes and will be administered in Session 7. The final examination will be 90 minutes and will be scheduled and administered by the University Examination department. Branding Assignment: There are two parts to the branding assignment for this course.

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For Part One you are asked to prepare and submit a Segmentation and Targeting strategy for a fictitious Canadian charity brand called Move for Health. Data for strategy development is provided to you in the form of the Public Use Micro File (PUMF) of the 2013 General Social Survey on Giving, Volunteering and Participating, accessible through Ryerson’s ODESI license. This is an individual assignment the detailed requirements of which are posted on the course D2L website. This assignment is due at 11:59 pm on October 20. For Part Two you are asked to develop a brand strengthening plan for a sport charity event brand of your choice. The assignment calls on your understanding and ability to apply core material from the course. This part of the assignment is due at 11:59 pm on Monday December 4. This assignment can be completed either individually or in self-selected groups of two or three team members. Please note that the group size maximum is three (3) members (no exceptions) and that the professor takes no responsibility for setting up, managing, monitoring or policing group behavior. Group submissions will be given a single grade, with all group members receiving the same grade. Course Engagement: On-going engagement with the course material in real time is a critical element of this course. Such engagement will be ‘assessed’ through short submissions – Two based on and following from presentations made by in-class visitors, and one based on the completion of an online VALS survey. The VALS survey is to be completed through the SRI website (http://www.strategicbusinessinsights.com/vals/presurvey.shtml ). Please complete the survey and in one paragraph discuss whether or not your classification (that is the VALS Type you are assigned to) makes sense to you and what particular consumption behaviors you think best illustrate your classification. Visitor based submissions will be custom designed for each visitor and detailed at the time of each session. Each of these short submissions will be valued at 2 marks. Students may submit for up to two visitor sessions. Students must be present in the designated visitor classes and must submit the submissions electronically by midnight of the class visit. No exceptions and no extensions. Brand Plan Presentation (Up to 3% Bonus): Students will be given the opportunity to share their developing brand plans with each-other during class session 11 (November 27 or 28). Students (student teams) wishing to do so will be given five (5) minutes to present the core brand plan that they have developed for their chosen brand. These presentations will be strictly optional and voluntary and will be graded out of 3 BONUS points. Student Research Pool Participation (Up to 2% Bonus): Students in marketing, including in this class, are being given the opportunity to earn extra credit towards their final grade by

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participating in our newly introduced Student Research Pool. By participating as a research subject/respondent you will be able to earn up to a 2% add on BONUS in a course of your choosing each semester. To participate and earn the bonus you need to sign up for the the research pool at https://trsm-ryerson.sona-systems.com by creating an account. You can choose which studies to participate in, based on the descriptions. Studies will be posted throughout the semester. Studies will vary in length from 15 minutes to 2 hours, and you will receive 0.25% credit for every 15 minutes of research time (e.g., for a 30 minute study, you would receive 0.5% towards a maximum of 2%). The credit cannot be used to change a failing grade to a passing grade, but can be used to improve your overall mark in the course of your choosing. For each semester, you can only apply the bonus in one of the classes in which you are registered, and you choose the course (either this one, or another participating class). Posting of Grades and Feedback on Work: Grades on assignments and tests will be posted on the website for the course. All assignments submitted for grading will be handed back within three weeks. ALL ASSIGNMENTS ARE TO BE SUBMITTED ELECTRONICALLY TO THE D2L DROPBOXES ONLY. Hard copy submissions are not required. COURSE MANAGEMENT AND OTHER COURSE ISSUES All communication about the course or material related to the course will be posted on the course site. In addition, all student study resources can be accessed through the course site. Students are expected to check the site regularly for updates and are strongly encouraged to turn on automatic notifications through the D2L notification tool. All written work must be submitted through the dropboxes on the course website and will be automatically subjected to the turnitin.com originality checking process. Students who do not want their work submitted to this plagiarism detection service must, by the end of the second week of class, consult with the instructor to make alternate arrangements. You are asked to follow APA format for all referencing in all submissions. The official website of the American Psychological Association citation guide is: http://www.apastyle.org/index.aspx Many university libraries also provide summary guide sheets available through a Google search. Communication: For e-mail communications, students must use the e-mail address listed above to communicate directly and privately with the instructor. E-mails received Monday to Thursday will be answered within 24 hours. E-mails sent Friday to Sunday will be answered on Monday. Students are required to activate and maintain a Ryerson Matrix e- mail account. This shall be the official means by which you will receive university communications. Faculty will not respond to student enquiries from any other e-mail address. See Pol# 157 found at www.ryerson.ca/senate/policies/ for further information on this issue.

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Students should also familiarize themselves with the course D2L website. Students are encouraged to turn “notifications” on using the D2L tool in order to receive timely information about course assignments, deadlines and ongoing activities. Readings: Textbook: Kevin Lane Keller, “Strategic Brand Management” Custom loose-leaf, 4’th edition, Prentice Hall (2013). You should be able to find used copies of this material from previous years. It is not recommended that you rely on older editions, but the hard cover 4’th edition version is identical to this loose-leaf version. Aaker on Brands : Brands as Assets: the idea that transformed marketing Turcotte, M. (2015) Charitable Giving By Individuals, Statistics Canada Catalogue no. 89-652-X2015008, available at: https://www.cagp-acpdp.org/sites/default/files/media/89652-x2015008-eng1.pdf PUMF: GSS2013 Cycle 27: Giving, Volunteering and Participating Public Use Microdata File User Guide, Catalogue no. 89M0033X VALS: http://www.strategicbusinessinsights.com/vals/ Kylander, N., & Stone, C. (2012, Spring). THE ROLE OF brand IN THE NONPROFIT SECTOR. Stanford Social Innovation Review, 10, 36-41. Norris, S. (2015). The art of the rebrand. NonProfit Pro, 13(5), 18-19,23-25,8.

Other reading material relevant to class may be posted on the MKT510 website session by session. Please take note of the the tentative class schedule that follows. Every attempt will be made to adhere to this schedule, but some topics may be shifted. In particular, the visitors’ sessions may need to adjust to the specific needs of the visitors. All changes will be posted on D2L.

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TENTATIVE CLASS SCHEDULE Cla ss 0 1

2

3

4

5

6

Date Sept. 5 Sept. 11/12

Sept. 18/19

Sept. 25/26

Oct. 2/3

Oct. 9/13 Oct. 16/17

Oct. 23/24

7

Oct. 30/31

8

Nov. 6/7

9

10

Nov. 13/14

Nov. 20/21

11

Nov. 27/28

12

Dec. 4

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Readings

Topic Introduction Overview What are Brands? Brand Assets CBBE Resonance Value Chain Brand Strategy STP Data for STP Building Brands I Elements Visitor 1:M. Strathy Non-Profit Building Brands II Product & Price Visitor 2: M. Pelkola Place Building Brands III Promotions Visitor 3: O&M TEST 1 Measuring Brands Inventories Exploratories Brand Equity Architecture Portfolio Hierarchy Extensions Sustainability Over Time & Space Visitor 4:A. Macloed N. Friedman Brand Plan Presentations

Metric

Complete

Aaker on Brands Chapter 1

Chapters 2 & 3

Charitable Giving by Individuals PUMF: GSS2013 VALS website

ROMI (MKT100 / 300 METRICS) Means & Regression analyses

VALS questionnaire

Chapter 4 Visitor 1 Kylander READING WEEK Assign. 1 Oct. 20, 11:59 pm Visitor 2

Chapter 5

Chapters 6 & 7 Visitor 3 Test

Bring Ryerson ID, Pencil, Eraser

Chapters 8, 9 & 10

Resonance Performance Value

Chapter 11 & 12

Chapter 13 & 14 Femvertising

Visitor 4 Sign-up for pres. slot

Brand Plan Due Dec. 4 11:59 pm

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RELEVANT FACULTY AND COURSE POLICIES Academic Consideration  Students must submit assignments on time and write all tests and exams as scheduled. Failure to do so will result in a penalty of 25% per day including weekends.  Assignments submitted for grading will be handed back within three weeks except for the final exam.  There will be no penalty for work missed for a justifiable reason. Students need to inform the instructor of any situation that arises during the semester that may have an adverse effect on their academic performance, and request any necessary considerations according to the policies and well in advance. Failure to do so will jeopardize any academic appeals.  Except in cases of accommodations for disabilities, where documentation is handled directly by the Access Centre, students must fill out an Academic Consideration form and submit it to their own program office [e.g. TRSBM students, please submit to TRS 1-004]: http://www.ryerson.ca/content/dam/senate/forms/academic_consideration_document_submis sion.pdf. In addition, the following procedures must be followed: o Medical certificates – If a student is going to miss a deadline for an assignment, a test or an examination because of illness, he/she must submit a medical certificate (see www.ryerson.ca/senate/forms/medical.pdf for the certificate) to their program office within 3 working days of the missed assignment deadline, test or examination. The program office will notify the instructor that the documents have been received. It is the student’s responsibility to make arrangements with the instructor for a make-up exam. o Religious observance – While it is strongly encouraged that students make requests within the first two weeks of class, requests for accommodation of specific religious or spiritual observance must be presented to their program office no later than two weeks prior to the conflict in question (in the case of final examinations within two weeks of the release of the examination schedule). The student must submit a Request for Accommodation form (http://www.ryerson.ca/senate/forms/relobservforminstr.pdf) to their program office. The office will notify the instructor when they have received the request form. o Other requests for Academic Consideration not related to medical or religious observation must be submitted in writing together with the Academic Consideration form to the student’s program office. The letter must clearly state the reasons for the request and describe the events or circumstances that seriously impair the student’s ability to meet their academic obligations, and that are beyond the student’s control. When possible, supporting documentation must be attached to the letter. The office will notify the instructor once they have received the request. o

Students with disabilities - In order to facilitate the academic success and access of students with disabilities, these students should register with the Access Centre

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www.ryerson.ca/accesscentre/. Before the first graded work is due, students should also inform their instructor through an “Accommodation Form for Professors” that they are registered with the Access Centre and what accommodations are required. o Regrading or recalculation – These requests must be made to the instructor within 10 working days of the return of the graded assignment to the class. These are not grounds for appeal, but are matters for discussion between the student and the instructor.  Submission of the Academic Consideration form and all supporting documentation to your program office does not relieve you of the responsibility to NOTIFY YOUR INSTRUCTOR of the problem as soon as it arises, and to contact the instructor again after the documents have been submitted in order to make the appropriate arrangements.  If you do not have a justifiable reason for an absence and/or have not followed the procedure described above, you will not be given credit or marks for the work missed during that absence.  If the course timetable permits, students who miss a major test or examination (worth more than 5%) for a justifiable reason may be given an opportunity to write a makeup test or examination on a designated day in a designated location to be determined by the instructor. All make-up tests and examinations will be in essay format. If the course timetable does not permit a makeup to be scheduled, the marks will be added to the final examination. Whether the alternative of a makeup or addition to the final exam is chosen is solely up to the instructor. For more detailed information on these issues, please refer to Senate Policy 134 at (Undergraduate Academic Consideration and Appeals) and Senate Policy 150 (Accommodation of Student Religious Observance Obligations). Both can be found at www.ryerson.ca/senate/policies/. Academic Integrity  Plagiarism is a serious academic offence and penalties range from zero in an assignment all the way to expulsion from the university. In any academic exercise, plagiarism occurs when one offers as one’s own work the words, data, ideas, arguments, calculations, designs or productions of another without appropriate attribution or when one allows one’s work to be copied. (See the Ryerson Library for APA style guide references: http://www.ryerson.ca/library/subjects/style/index.html).  It is assumed that all examinations and work submitted for evaluation and course credit are the product of individual effort, except in the case of team projects arranged for and approved by the course instructor. Submitting the same work to more than one course, without instructors’ approval, is also considered plagiarism.  For more detailed information on these issues, please refer to the Student Code of Academic Conduct (see Pol#60 at http://www.ryerson.ca/senate/policies/pol60.pdf and the Academic Integrity Website (www.ryerson.ca/academicintegrity). Standard for Written Work

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

Students are expected to use an acceptable standard of business communication for all assignments. You are encouraged to obtain assistance from the Writing Centre (www.ryerson.ca/writingcentre) for help with your written communications as needed. (See the Ryerson Library for APA style guide references: http://www.ryerson.ca/library/subjects/style/index.html).

Maintaining a Professional Learning Environment  During class time, except in emergency situations, laptop computers, cell phones and other electronic devices may only be used for academic activities (e.g. note-taking, class presentations). Students not complying with this requirement may be asked to leave the class. Make-ups - Assignments, Tests and Exams  Should a student miss a mid-term test or equivalent (e.g. studio or presentation), with appropriate documentation, a make-up will be scheduled as soon as possible in the same semester. Make-ups cover the same material as the original as...