University of Southern California



SYLLABUS - January 2010

CMGT 599: Strategic Uses of Marketing Communication Research

Section #21795

Annenberg School for Communication & Journalism

Spring 2010

Instructor: Dr. Jodi Gusek Email: Gusek@USC.edu

Classroom: ASC 232 Office hours: By appointment

Class time: Wednesday 6:30pm – 9:20pm

Course Description:

This course is designed to teach principles of using consumer research to inform business strategies. Students will not be conducting research in this class. Rather, they will learn how to identify appropriate research methods and metrics, and employing research findings gathered by others through consumer research methods, including survey research, focus groups, in-depth interviews, and usability testing to inform marketing, communications, and product development decision-making. The application of secondary data will also be discussed in this class. Various industries will be used as examples (digital media, television, consumer packaged goods (CPG), most from media and entertainment.

Learning Objectives

Students will learn:

• Approaches to solving classic problems faced by marketing and product development professionals.

• Which research methods, metrics and tools are used by research and consulting firms to gather consumer data.

• How to assess business issues and propose action plans to address them using consumer data and research.

• What strategic uses do consumer data have? You have data, what does data tell you? What actions does it suggest?

Data ( Action

• When faced with common business challenges, how do you find the information you need to inform decision-making?

Problem ( Research ( Data ( Inform decision-making

Course Readings:

You are expected to read assigned readings and come to class prepared to discuss them during class. All students will be required to sign up for and lead discussions of assigned readings at least once during the semester.

I. Required Texts:

A. Marketing Research (Oct. 2006, Revised Edition) by David A. Aaker, George S. Day, and V. Kumar

B. Marketing Metrics: 50+ Metrics Every Executive Should Master (April 2006) by Paul Farris, Philipe Pfeifer, and Neil T. Bendle (11th printing, October 2008)

C. Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (June 2007) by Chris Denove, James D. Power

D. From Concept To Consumer (2009) by Phil Baker

II. Additional Articles/Chapters/Studies from:

Strategic Marketing Problems: Cases and Comments (Oct. 2006) by Roger Kerin, and Robert Peterson (Text is on reserve)

Millennial Makeover (2008) by M. Winograd and M. Hais (on reserve)

The Tipping Point: How Little Things Can Make A Big Difference (Jan. 2002) by Malcolm Gladwell (on reserve)

Online Research Briefs – emailed or posted on Blackboard

III. Recommended optional reading:

Relevant industry and trade publications such as Advertising Age

Online news and blogs about media such as those offered by MediaPost. Go to:

Course Requirements and Evaluation:

1. Team project/Case study - Powerpoint (40%)

2. Two research application papers – 3-5 pp. (20% each)

3. Discussion leadership, participation, class attendance – (10%)

4. Q&A papers based on readings (create Qs based on some of the assigned readings and answer them) – 1-2 Qs per paper (10% - 1% per Q/A)

Class attendance: Attendance is required and participation in discussions of the assigned readings and case studies presented during class is strongly encouraged. While an absence here and there may be necessary over the course of the semester, five (5) absences will likely lead to a failing grade.

Written assignments: Assignments are graded based on content, ideas, and understanding of concepts. Specifically, this means you will be evaluated on your ability to demonstrate your understanding of concepts (e.g. research methods, metrics, data types, etc.) from course readings and discussions and the proper application and/or explication of those concepts to the assignment. Students are expected to pay attention to grammar, spelling and format and avoid errors as such errors distract from the content and appear unprofessional.

Grading: This course uses the following grading scheme:

A 95% or higher

A- 90%-94%

B+ 87%-89%

B 83%-86%

B- 80%-82%

C 70%-79%

F 69% or lower

Think of the audience for your assignments and course project as your client or your boss. With this in mind, as in the professional world, if you do the work in this class you will do fine. If you work hard, are an active and willing participant, and seek to excel by going the extra mile in the course, you will probably do quite well. It is important to know that in this class, as in others at ASC, an “A” is an exceptional grade that truly represents “excellence.” It is a grade that is earned by assignments and projects that outperform expectations. Simply fulfilling the requirements of the assignment, being accurate and on time, does not ensure an A grade.

To further explain what these grades/numbers mean, consider the following illustrative examples, which I’ve borrowed from another Annenberg professor.

You are a professional hired by your client to deliver a service in the form of a project (or in this class an assignment or course project). If you deliver the service competently, on time, within budget, and with adequate quality, your deliverable would earn a B+ or A- grade. Your client is reasonably pleased, and you are on their short list of people to call for the next job.

To earn an A for the project means the equivalent of impressing your client, outperforming expectations. For example, you manage to deliver on time and with quality even when the job scope and demands unexpectedly expand under unreasonable deadlines. This earns you the equivalent of being called first when your client has another job, or being asked to join the client’s firm.

By contrast, a C represents a minimally acceptable result, often delivered grudgingly. An example of a C experience is this: You are at a local franchise restaurant ordering lunch to go for your friends. The service staff packs your order, and moves on to the next customer. You check the bag, and realize the receipt is missing. You ask for the receipt, because you want to be able show your friends what their order costs. However, the service staff says, “No, I can't give you a receipt because the order is closed.” You ask to speak to a supervisor. The supervisor comes to the counter. The staff and the supervisor then speak to each other in a non-English language, saying essentially, “What's her problem? Why does she want a receipt?” You understand perfectly the non-English language, and you say to them, “I need the receipt to show my friends, to collect money from them.” The supervisor reopens the order, and gives you a receipt, frowning the whole time. So, in this scenario, you got your food and your receipt, so the restaurant staff delivered, but the quality of your experience is poor. The restaurant in this scenario earns no better than a C.

In terms of your performance in this course, an example of earning a C would be turning in an assignment that does not fulfill the required criteria (e.g. does not address the topic or answer the questions), is incomplete, vague, unclear or incorrect.

At end of the poor grade spectrum, an F grade represents failure. This may occur when a student fails to attend more than half of the classes, or fails to turn in assignments, or does something remarkably bad, such as committing plagiarism.

Students With Disabilities:

Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP. Please be sure that the letter is delivered to the Professor as early in the semester as possible. DSP is located in STU 301 and is open 8:30 am-5:00 pm, Monday through Friday. The phone number for DSP is (213)740-0776

Academic Integrity:

The Annenberg School for Communication is committed to upholding the University’s Academic Integrity code as detailed in the Scampus guide. It is the policy of the School of Communication to report all violations of the code. Any serious violations or pattern of violations of the Academic Integrity Code will result in the student’s expulsion from the Communication major or minor.

Other Class Policies:

Laptop usage: You may use your laptop in class to take notes only. Internet use is not permitted during class. The class is small and all students are expected to listen and participate in the discussion.

Mobile phone usage: Mobile phone use of any kind is not permitted during class. That means, no texting, emailing, mobile Web use, etc. Please keep your phones in your backpack, briefcase, computer bag, or handbag during class.

Breaks/Food: We will take a 15-min. break approximately halfway through class. Water/soft drinks are permitted in class, but no food is allowed.

Course Outline:

Note: Please check your email and Blackboard for announcements, readings, and information about assignments. Assigned readings are subject to change.

Week 1: Course Overview & Class Introductions

Jan. 13

*Reading Discussion Leaders: Sign-ups for Weeks 2-5.

Week 2: Introduction to Strategic Marketing Research

Jan. 20

Reading: Marketing Metrics: 50+ Metrics Every Executive Should Master (Chapter 1: Introduction)

Marketing Research (Chapter 1: A Decision-Making Perspective on Marketing Research)

Strategic Marketing Problems (Chapter 1: Foundations of Strategic Marketing management)

Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (Foreword, Chapter 1: Show Me The Money)

Q&A Paper: Prepare one question based on two of the readings above (your choice) and answer the questions. Provide examples from what you have observed or read about in the real world as “illustration.”

*Assignment One distributed. Due 10 days from today (Jan. 30 by 5pm) via email.

Week 3: Identifying Your Consumer Target

Jan. 27

Reading: Strategic Marketing Problems (Chapter 3: Marketing Decision Making and Case Analysis)

Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (Chapter 17: Voice Of The Consumer)

Q&A Paper: Prepare one question based on one reading above and answer the questions. Provide examples from what you have observed or read about in the real world as “illustration.”

*Team Project: Team member identification (2 students per team).

Week 4: Brand Identity, Equity and Strategy (Guest Speaker: TBA)

Feb. 3

Reading: From Concept to Consumer (Chapter 7: The Marketing Component)

Marketing Metrics: 50+ Metrics Every Executive Should Master (Chapter 2: Share of Hearts, Minds and Markets; Chapter 4: Product and Portfolio Management, pp. 89-118)

Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (Chapters 2-4)

*Class discussion of Assignment One. Bring hard copies to class.

*Reading Discussion Leaders: Sign-ups for Weeks 6-15.

Week 5: Evaluating A Marketing Communication Campaign

Feb. 10

Reading: Strategic Marketing Problems (Chapter 6: Integrated Marketing Communication Strategy and Management)

Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (Chapters 5-7)

*Team Project: Specifications discussed. Topic commitments due Week 6.

Week 6: Consumer Segmentation

Feb. 17

Reading: Strategic Marketing Problems (Chapter 4: Opportunity Analysis, Market Segmentation, and Market Targeting)

Q&A Paper: Prepare one question based on the reading and answer the question. Provide an example from what you have observed or read about in the real world as “illustration.”

*Team Project: Topic commitments.

*Assignment Two passed out. Due 10 days from today (Feb. 27 by 5pm) via email.

Week 7: Product Pricing

Feb. 24

Reading: Marketing Metrics: 50+ Metrics Every Executive Should Master (Chapter 4: Product and Portfolio Management, pp. 119-128)

Strategic Marketing Problems (Chapter 8: Pricing Strategy and Management)

Marketing Research (Chapter 24: Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion)

Q&A Paper: Prepare one question based on one of the readings above and answer the question. Provide an example from what you have observed or read about in the real world as “illustration.”

Week 8: Online Consumer Experience

Mar. 3

Reading: Marketing Research (Chapter 7: Marketing Research on the Internet)

Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (Chapters 8-9 and Chapters 14-15)

*Class discussion of Assignment Two. Bring hard copies to class.

Week 9: Research and Political Strategy (Guest Speaker: TBA)

Mar. 10

Reading: Marketing Research (Chapter 11: Attitude Measurement)

Chapters 4-5: Millennial Makeover, Morley Winograd and Mike Hais (via email)

*Team Project: Progress reports.

Week 10: Spring Break

Mar. 17

Week 11: Product Development and Redesign

Mar. 24

Reading: From Concept to Consumer (Chapter 2: Just Do It; Chapter 3: The Basics of Development; Chapter 4: Industrial Design Matters; Appendix: Top Ten Rules)

Strategic Marketing Problems (Chapter 5: Product and Service Strategy and Brand Management)

User and Task Analysis for Interface Design (Chapter 1: Introducing User and Task Analysis for Interface Design; Chapter 2: Thinking About Users; Chapter 6: Selecting Techniques) (via email)

Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (Chapter 12)

Q&A Paper: Prepare one question based on two of the readings above (your choice) and answer the questions. Provide examples from what you have observed or read about in the real world as “illustration.”

Week 12: The Consumer-Product Relationship: Understanding

Mar. 31 Usage and The Consumer Consideration Set

Reading: Marketing Research (Chapter 8: Information Collection: Qualitative and Observational Methods)

Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (Chapter 13: Building A Community, or How To Turn Your Customers Into Fans)

Q&A Paper: Prepare one question based on both of the readings above and answer the questions. Provide examples from what you have observed or read about in the real world as “illustration.”

*Team Project: Progress reports. Draft presentation outline due Week 13.

Week 13: Developing Your Communications and Marketing Strategy

Apr. 7

Reading: Satisfaction: How Every Great Company Listens To The Voice Of The Consumer (Chapter 16)

TBD

*Team Project: Draft presentation outlines due electronically and hard copy.

Week 14: Program Strategy and Diagnostics (Guest Speaker: TBA)

Apr. 14

Reading: Marketing Research (Chapter 5: Secondary Sources of Marketing Data; Chapter 6: Standardized Sources of Marketing Data)

Q&A Paper: Prepare one question based on the reading above and answer the question. Provide an example from what you have observed or read about in the real world as “illustration.”

Week 15: Advertising Media and Web Metrics

Apr. 21

Reading: Marketing Metrics: 50+ Metrics Every Executive Should Master (Chapter 9: Advertising Media and Web Metrics)

*Team Project: Presentations due electronically Wednesday, April 28th by 5PM. Bring hard copies to class.

Week 16: Team project presentations (Part 1)

Apr. 28

Reading: TBD

*Attendance required.

Week 17: Team project presentations (Part 2)

May 5

*Attendance required.

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