MKT 462 Competitive Marketing Strategy Summer 2013 MTTH 5:25-7:30pm, BAC 311 Instructor: Office: Phone: scott.cowley@asu.

edu BAC 411 (480) 965-2936 Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know, Mark Jeffery, Wiley (2010) Marketing in the Age of Google, Revised and Updated, Vanessa Fox, Wiley (2012) MKT 302, MKT 352, MKT 402 Course Overview MKT 462 is a capstone course designed to help students make strategic marketing decisions in a competitive environment. This particular section will emphasize digital marketing strategy, but equip students with tools and strategic approaches that can be broadly applied. The objectives of MKT 462 are to enable students to: 1. Differentiate between and execute both marketing strategy and marketing tactics. 2. Conduct legitimately useful market analysis and competitive analysis. 3. Identify sources of competitive marketing advantage. 4. Make data-driven marketing decisions. 5. Gain valuable consulting experience and learn skills that will help students get better jobs and have greater professional experiences. Class Philosophy This course is designed to aid you in transitioning from the structured world of marketing courses to the unstructured, ambiguous, competitive marketplace (which also happens to be a lot more fun). To accomplish this, we'll incorporate a variety of projects, including realworld marketing consulting, a competitive promotion contest, case studies, presentations, etc. Along the way, you'll acquire a set of tools and decision processes that you'll be able to employ again and again throughout your marketing career. Scott Cowley Office hours: E-mail: T 4:00-5:00 pm or by appt

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Prerequisites:

Grades Exam 1 Exam 2 Consulting Project Quizzes (10) Content & Promo Strategy Promotion Presentation Market Analysis Competitive Analysis Customer Persona 100 points 100 points 100 points 100 points 30 + 70 points 50 points 20 points 20 points 20 points A+ = 97-100% 697 A = 93-96.9% 651 A- = 90-92.9% 630 B+ = 87-89.9% 609 B = 83-86.9% 581 B- = 80-82.9% 560 C+ = 77-79.9% 539 C = 70-76.9% 490 D = 60-69.9% 420

Site Audit Social Media & Content Audit Participation

20 points 20 points 50 points 700 points

E = 0-59.9%

I can't adjust grades due to factors outside of the course (e.g. GPA trouble, work conflicts, personal problems, etc.) so do yourself a favor: plan ahead, give your best effort, and come to class prepared to participate and excited to learn. Assignments are due before the beginning of class and are to be typed and e-mailed to scott.cowley@asu.edu. Late work will only be accepted up to 24 hours after the original deadline and be awarded a maximum 80% of the original possible points. Exams There will be two exams during the class each worth 100 points. Each exam will cover assigned text material, lectures, group exercises, and class discussion. No make-up exams will be given unless arrangements are made before the exam and only with the instructor's approval. In other words, if you are unable to take the test at the arranged time, you must contact me BEFORE class time. Consulting Project The consulting project is a full-scale digital marketing audit including recommendations for a local business. The student will select a business that meets specific criteria and make contact with key marketing figures there.

The final consulting report will be submitted to the client and include the following components: Market Analysis Competitive Analysis (Assets & Advantages) Keyword Research Site Audit & Recommendations (Architecture, Conversion, Search Optimization) Social Media & Content

Each of these components will actually be completed first as a standardized class assignment (so that the student can get practice and receive feedback). Then the student will complete a similar assignment for their particular client company and incorporate it into the final report. Promotion Contest and Presentation Students will participate in a competitive exercise that involves creating a unique content piece, a promotion strategy for the content, and competing to garner pageviews over a week period. The student will present their personal experience and results as a mini case study in class, using the Ignite presentation format (20 slides, 15 seconds each). Students will be graded on the quality of their research and content, promotion plan, and execution. Grades will not be based on actual pageview outcomes.

Quizzes As an incentive to come to class prepared and having read the assigned materials, there will be 11 quizzes administered during the semester, each at the beginning of class. Each quiz will include 5 questions and can include any material discussed in the day's readings or from the previous class. These quizzes are designed to evaluate preparedness and conceptual understanding. The lowest of the 11 quiz scores will be dropped. Attendance Policy and Participation Your class participation grade will reflect your input into the class through participation and in-class exercises. This is an interactive course, so therefore you are expected to attend and participate in each and every class. Participation points are earned rather than deducted. It is your responsibility to obtain class material from another student if you are absent. I can't use office hours as a second lecture. Without documented support for an absence (e.g. doctors note) the instructor will not provide the student the opportunity to make up work/points missed in class. If you cannot make it to class due to some exceptional reason, please notify me in advance. Academic Integrity Students are encouraged to share intellectual views and discuss freely the principles and applications of course materials. However, graded work/exercises must be the product of independent effort unless otherwise instructed. Students are expected to adhere to the ASU Code of Academic Integrity as described in the ASU General Catalog. See: http://www.asu.edu/studentaffairs/studentlife/judicial/academic_integrity.htm Classroom Behavior & Tech Policy You are enrolled in a professional major course; please treat everyone with respect and helpfulness. Make sure all cell phones are turned off prior to class. Laptops are encouraged, since we'll be using many web-based tools throughout the course. Sexual harassment of any kind will not be tolerated. The Arizona Board of Regents Student Code of Conduct, ABOR Policy 5-308, prohibits threats of physical harm to any member of the University community, including to ones self. See: http://www.asu.edu/aad/manuals/sta/sta104-01.html Special Needs and Accommodations Please plan to meet with me by appointment or during office hours to discuss accommodations and how my course requirements and activities may impact your ability to fully participate. Please let me know as soon as possible if you need ANY accommodation for a disability. I can work with you and Disability Resources for Students (480-965-1234) to make the appropriate accommodations.

MKT 462 - COURSE SCHEDULE (subject to change) Day 7/8 (M) 7/9 (T) 7/11 (Th) Topic Introduction to the Course and to Marketing Strategy Market Analysis Competitive Analysis Read Google Ch. 1-2 Market Analysis Assignment Due Read DDM Ch. 1-2 7/15 (M) Promotion Strategy Guest Speaker Company Selection Due Read Google Ch. 3 Read DDM Ch. 3 Customer Segmentation Competitive Analysis Assignment Due Read Google Ch. 4 Read DDM Ch. 6 Customer Acquisition Advertising & ROI (Promotion Period Begins, Ending on 7/28) Distribution & Partnerships Exam 1 Promotion Case Presentations 7/29 (M) Branding & Web Presence SEO & Conversion Optimization 7/30 (T) Service & Customer Retention 8/1 (Th) Social Media 8/5 (M) Pricing & Sales Read DDM Ch. 7 Site Audit Assignment Due Read DDM Ch. 4 Read Google Ch. 9 Read Google Ch. 6 Read Google Ch. 7 ZAGG Content Due Read Google Ch. 5 ZAGG Promotion Plan Due Read DDM Ch. 5 Customer Persona Assignment Due Assignments (Completed Before Class)

7/16 (T)

7/18 (Th) 7/22 (M) 7/23 (T)

7/25 (Th)

Promotion Case Slides Due

Read DDM Ch. 9 Read Google Ch. 8 Social Media & Content Assignment Due Read DDM Ch. 11 Exam Review 8/8 (Th) Work on Consulting Project Ethics, Career Management, 8/12 (M) Course Wrap-up 8/13 (T) Final Exam (Exam 2) Consulting Reports Due Read Google Ch. 10

8/6 (T)

Data-Driven Decision Making