Hunter College
Department of Sociology
GSR 723 – Nonprofit and Social Marketing
Spring 2008
–Wednesday, 7:00-9:10pm
Draft January 25, 2008
INSTRUCTOR: Chris Gadomski
OFFICE HOURS: by appointment
OFFICE PHONE: 858.750.0043
E-mail: smidirect@gmail.com
Course Description
Bacardi International
purchased the Grey Goose Line of Vodka from Sidney Frank Limited for $2
billion—more money than the $1.5 billion IBM received for the sale of its
PC Division to Chinese firm Lenovo. How did that happen? A brilliant marketer
created a whole new, and extremely profitable, category of top-shelf vodka
while fierce international and domestic competition reduced the once mighty IBM
PC Division to a money-losing venture. It may be over simplifying, but
marketing played a big role in the ascent and decent of two different
companies.
"Marketing" involves an integrated set of activities starting with the proper assessment of, and response to, peoplesÕ needs. Product development, positioning, branding, pricing, distribution and communication strategies follow. This seminar begins with an introduction of marketing principles and procedures and will morph into more specific applications for nonbusiness organizations, including the application of marketing to social behavior and social change.
The course will rely predominantly on the case study methodology and from our observations of the marketplace surrounding us beyond the classroom.
Course
Objective
Almost every day, unanticipated developments redefine the global business
environment. Accordingly, the successful practice of marketing management requires
agility, flexibility, and a competitive advantageÉ.whether it be financial,
technological, idealogical or simply human capital. As the globe shrinks
multinational and even regional firms must nimbly play by a constantly evolving
set of rules. The Internet has made the world smaller and faster with
significant implications for the marketing manager. In our global society, a
firm, a not-for-profit, an idea compete with others from every corner of the
world. Accordingly, we will examine carefully the best options for developing a global
marketing strategy recognizing the growing importance of the Internet for structuring and implementing marketing
programs with a global reach.
Even as for-profit and not-for-profit institutions around the world are challenged by the same global economy, global marketing managers view the world through very different prisms. Many opportunities await provided they grasp the fundamentals we will address in this class. It is my ambition to lay down a solid foundation in global marketing management based on the readings and our class discussions and to challenge you to think critically about global markets from the perspective you and your fellow students enjoy now and hope to enjoy once school is complete and your professional careers launched.
COURSE STRUCTURE
To keep pace with the
changing global business environment, our starting point will be the daily
business newspapers, online media and cable networks through which we will
absorb the dynamics of the global marketplace and place in context actual
topics covered by our readings. Together with the cases, this will form the
foundation for our class discussions. Although I will cover the reading
assignments each class, I aim to discuss the implications of actual marketing
developments we read about that will relate to past, current or
future topics covered in class.
REQUIRED READING
A book list has not been provided
to the bookstore. For a direct link to Amazon, visit: http://www.smidirect.net/cuny/books_spr_08_hunter.htm
q Hans Peter Brondmo, the engaged customer, (New York, Harper Business, 2002)
q W.Chan Kim, Renee Mauborgne, Blue Ocean Strategy, (Harvard Business School Press, 2005) ISBN1591396190
q Ralph F. Wilson, Planning Your Internet Marketing Strategy, (New York, John Wiley & Sons, 2002)
q Jeff Zabin & Gresh Brebach, precision marketing, (Hoboken, NJ, Fair Issac, John Wiley & Sons, 2004)
q The Wall Street Journal, or The Financial Times, or The New York Times etc. Bring relevant articles to each class for discussion.
q There are several Harvard Business School case supplementing the text. Please check with me before ordering—see below:
Product #: 9-801-380: FIRST: For Inspiration and Recognition of Sciene and Technology
Product #: 9-205-046: The Cheetah Conservation Fund Bush Project
Product#: 9-599-104: The Dana-Farber Cancer Institute: Development Strategy
Product#:
BH 172: Cause-related marketing: More buck than bang?
HIGHLY RECOMMENDED
q Thomas L. Friedman, The World Is Flat, (New York: Farrar, Straus and Giroux, 2005) ISBN 0-374-29288-4
q Jean-Marie Dru, Beyond Disuption, (New York, John Wiley & Sons, 2002)
q Andreasen and Kotler, Strategic Marketing for Non-Profit Organizations, 7e. (Upper Saddle River, New Jersey: Prentice Hall, 2008) ISBN 0-13-175372x
q Charles Fushman, The Wal-Mart Effect, (New York, Penguin, 2006) ISBN 978 0 14 303878-8
q Chris Anderson, The Long Tail, (New York, Hyperion, 2006) ISBN 1-4013-0237-8
q Robert F. Hartley, Marketing Mistakes and Successes, 9e (New York, Wiley, 2004) ISBN 0-471-44638-6
q Boris Mordkovich, Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines (Paperback)
I have created a course area on the Harvard Business Online website where you can access your course materials. Go to: http://www.hbsp.com/relay.jhtml?name=cp&c=C69823
The
course reference code is c69823. You will need to register with Harvard
Business Online. This URL lists the required materials for use in this course.
The downloaded course materials are encrypted using SealedMedia. You can
download the plug-in from http://download.sealedmedia.com/unsealer/index.asp
If you have any questions or need technical assistance, please contact Harvard
Business School Publishing at 1-800-810-8858 or 617-783-7700. They are open
8am-6pm Eastern Standard Time. They can also be reached at techhelp@hbsp.harvard.edu. If all
else fails, they will mail you the cases. Remember, check with me before
ordering.
Be prepared for every class, as I will open each class by asking you to summarize the topic of the day and to relate the news developments relevant to present or past discussions. If you are not prepared, letting me know ahead of time may save us both some embarrassment. 25% of your grade will be from class participation and discussionÉ.it is important that you voice your opinions in class. DonÕt miss class!
I intend to give a take-home mid-term and a semester project. I will ask you to write-up several papers and summaries of the Harvard Business School Cases or other topics discussed in class.
This assignment will address social marketing and provide you with an opportunity to pursue an area of particular interest. Research and develop a marketing plan for a social issue such as childhood obesity, global warming, renewable energy, nuclear power. Identify an existing organization that addresses some of these areas, and develop an integrated marketing plan for that institution. Present your key findings in class, and prepare a 10-page conceptual summary due the last day of class.
Your Grade
Class Attendance and Participation 25%
Mid Term (Take home) 25%
Case Papers 25%
Semester Project 25%
Supplemental Material
Supplemental material will be posted to the blackboard and/or to http://www.smidirect.net/cuny Please check regularly.
GETTING IT DONE
It is the express policy of the class that no late assignments will be accepted under any circumstances. I expect each student to bear individual responsibility for his or her work and to uphold the ideal of academic integrity. Make sure you are familiar with University guidelines regarding academic integrity. Make sure not to plagiarize anyone elseÕs work either intentionally or unintentionally. Plagiarism is defined as using someone else's words or ideas without proper attribution. The proliferation of Web pages and electronic publications makes it easy for plagiarism, accidental or otherwise, to occur. When in doubt, make sure to include a full citation either as a footnote or as a reference at the end of the paper.
For example, the above three sentences is excerpted from the course syllabus of Masaaki Kotabe, The Washburn Chair of International Business and Marketing, Temple University, International Marketing (MKT 514).
If you have any questions, suggestions, or areas you want to investigate further, please contact me right away.
I look forward to a wonderfully challenging semester.
Chris Gadomski