Course Calendar
GSR 723 Ð Nonprofit and Social Marketing
Spring 2008 ÐWednesday, 7:00-9:10pm
January 25, 2008-Check frequently as I expect this calendar may change during the semester.
1. Jan. 30th—Course introduction, class rules, class objectives. Marketing in 2008—what does this really mean? What are fault linesÉand why do I care if I am a marketing manager? Introduce yourself, what is your 30 second elevator pitch? Discussion of semester project.
2. Feb. 6th —Developing Marketing Strategies and Plans. Gaining Insights into your customers. Assignment: Chapters 1-5, Wilson (Planning Your Internet Marketing Strategy). Blue Ocean: Chapters 1-2. Be prepared to discuss your views in class.
3. Feb. 13th —Connecting with Customers, analyzing consumer and business markets. How Nike Figured Out China
Developing a blue ocean strategy. Assignment: Wilson, Chapters 6-11, Blue Ocean, Chapters 3-4.
4. Feb. 20th
— Identifying market segments and targets. The case of Jaguar.
What role does the Internet play? Assignment:
Wilson, Chapters 12-16, Blue Ocean, 5-6
5. Feb. 27th—Building Strong Brands. What is emotional branding? How do you build one? A Discussion on Sydney Frank and Grey Goose Vodka. Assignment: Wilson 17-20, Zabin (Precision Marketing), Intro, Chapter 1. Finalize semester project proposals.
6. March 5th— Shaping the Market Offering—Setting Product Strategy, Designing and Managing Services. A look at content on the Internet. SEO and SEM. Assigned Reading For Class: Zabin, Chapters 2-3.
Making a Brand Breathe. See http://www.smidirect.net/published/som%20com.htm A primer on SEO and SEM.
7. March 12th--Looking ahead into the Digital Space, Online Marketing and the Internet. Viarl Marketing
Brondmo, Chapters 1-5.
8. March 19th--Take-home, mid term exam.
March 26th--No Class, Follow Monday Schedule
9. April 2nd—Developing Programs and Delivering Value. Assigned Reading: Brondmo, Chapter 6-9, Zabin, Chapter 4.
10. April 9th—Communicating Value—Creating and delivering the message. What is important about your message? Is it the same as what your customers think? The saga of Our Daily Muffin, focused one the wrong message. Assigned Reading: HBS, FIRST: For Inspiration and Recognition of Science and Technology, Write up case solution.
11. April 16th—Communicating Value Continued. Assignment: HBS: Cause related marketing. Zabin Chapters 5-6, Wilson, Chapters 21-22.
April 23rd—No class, Spring break. Have a great week!
12. April 30th--Solving problems in the not-for-profit world--applying the marketing concept. Assignment HBS: The Cheetah Conservation Fund Bush Project. Write-up case, propose solution. Guest speaker invited. Blue Ocean, Chapters 7-9.
13. May 7 th—Partnering with business. Why NGO's need partners. Assignment: HBS-Dana Farber Cancer Institute. Propose case solution. Student semester project presentations. Brondmo, Chapters 10-11.
14. May 14th—Review, unfinished business. Student semester project presentations.
15. May 21st—Unfinished business, Student semester project presentations. Assignment due: Hand-in semester project write-ups.
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