900 Marketing Strategy

Fall 2020
Monday and Wednesday class 11:00 (.02) and 12:30 (.04)

Instructor: Stephanie Herbst-Lucke

Office Hours: By Appointment
Phone: 404-713-2848 (Mobile) Use email or text if possible
Email: sherbstlucke@gsu.edu, Sxh985@case.edu
Do NOT use I-College to reach me

I. CLASS MEETINGS
All students are required to be available on Monday and Wednesday each week at their designated time slot. Due to the
complications associated with COVID we are limiting the number of students in the classroom receiving face to face instruction.
Therefore, based on student preference, the class has been divided between a Monday only class (FACE to FACE) and a Wednesday
online only class. In other words, at least initially students will only attend class once a week either Monday or Wednesday with the
modality of that course. NOTE: based on changes from the conditions of COVID this is subject to change at any time, so please
ensure your schedule remains free on all Monday’s and Wednesdays when you would traditionally have class.

On the second, third and fourth weeks of class you we will NOT have any classes on Monday because the clients cannot come into
the classrooms with COVID regulations. Therefore, all students will be attending class online at the regularly scheduled clas s time
with their client.

III. INTRODUCTION AND COURSE DESCRIPTION

I entered the marketing field 35 years ago because I loved developing strategy and implementing that strategy in a business. I teach
Marketing Strategy because I am passionate about seeing young people succeed in business. After years in the corporate world
finding it incredibly difficult to find students that understood how to utilize marketing concepts in the real world I have p repared this
course to not just help my students get a job but also be successful once they have it.

MK4900 is the capstone course for marketers that will enable you to synthesize and apply your learnings from previous marketing
classes and prepare you for a career in marketing or have the necessary skills to be marketing savvy in your chosen field. It will
expose you to real-life marketing problems with actual clients, al budget, required deliverables and a timeline where you apply
critical thinking to solve the client’s challenges.

You will work in groups to collaboratively develop marketing plans that align with broader company business goals and test your
comprehension of and application of marketing principles, “sell-in” your ideas to your client and prepare yourself to be a relevant,
immediate contributor to a business. A list of the job preparation work we will handle in this class and the resume enhancements you
will gain are provided below:

Job Preparation
 Resume building
 Linked In
 Interview preparation
 Interview attire preparation
 Handshake
 Testimonial page development
 5 – 8 Success Stories for interviewing – Car (Cause, Action, Result) or Star (Situation, Task, Action, Result)
 Brand You
 Additional Internship connections will be available to high performing students during the semester to broaden a student’s
resume.

Resume Enhancements two internships with

 Category level
o Theme boards
o SWOT/PEST
o Brand Positioning grid
 Brand level
o Journey map
o Decision funnel map
 Agency management
o Creative brief development
  Strategy
o Marketing plan development
 Tactics
o Promotional plan and budget development
o Budget plan
o Content development

 Client sells in presentation

IV. COURSE ORIENTATION AND WORKLOAD

This is a demanding course, and we set high expectations for our students.
 Workload – Students will devote at least 12 hours outside of class per week on class preparing assignments, client
presentation and plans. You have to be working ahead to be prepared for the final plan and presentation.

 Students will be divided into groups of three people that will intern for our two clients – Half of the class will be assigned
to the GSU Athletics Client and half will be assigned to our Grady Hospital Foundation client.

 Final presentations will be done at the client locations to the top executives of those organizations! That includes GSU
Athletics (parking at the stadium), and Grady Foundation in walking distance from class location

 Students are expected to wear professional business attire every time they interact with their clients (Note this is typically
twice a semester in our second class meeting and for the final presentation).

 The semester is divided into four categories:


o Situational Analysis
 Understanding Category Level
 Understanding Brand level
o Strategy
 Building Strategy
 Tactics - Implementing Strategy
o Preparing for Job Search
o Traits of the remarkable
 Each class will open by reviewing traits of the remarkable
.
V. COURSE OBJECTIVES - PURPOSE OF THIS COURSE- To pass this course, you will need to demonstrate proficiency in several areas:
 Gain critical thinking technics for building marketing strategy
 Develop collaborative and influencing skills for working in groups
 Developing the art of presentation and story telling
 Becoming immersed in all areas of applied marketing

WHY THESE OBJECTIVES MATTER: Being effective in each of these four areas is critical to your success as a marketer

VI. STUDENT LEARNING OBJECTIVES

1. Gaining Critical Thinking:
o Make informed decisions (know where to find and apply relevant information)
 Templates for building informed category strategies
 Category and competitive Theme boards
 SWOT/PEST
 Positioning Chart
 Templates for building brand strategies
 Journey Maps
 Primary and Secondary Research
 Decision funnel
o Weigh in options (identify the pros and cons of alternative solutions to marketing problems)
 Considerations for making decisions;
  Uber trends
 Brand Score Card
o Offer solutions to marketing problems that are realistic and well supported by research, fact and
logical inference
2. Developing Collaborative and Influencing skills:
o Work effectively in groups
 Work will be done in groups of 3
o Learn how to influence and “sell in” your ideas and ensure alignment with broader organizational
goals
 Sell your group on the best solutions
 Sell your client on your ideas to gain implementation and publishing
o Think quickly, sometimes with limited information
 Clients will not give you all the answers. Your job is to work within the
parameters of that uncertainty and still be effective
o Manage the timing and budget of your projects
3. Demonstrate the art of Presentation, and story telling
o Present and support a point of view clearly, cogently and concisely in written and in-class
presentations
 Students will do both individual (brand, creative brief, resume) and group
presentations every week to master this skill!
 Present marketing plan and content to your client
 Convince your client on the merit of your approach to gain implementation
4. Becoming immersed in the all areas of applied Marketing
o Incorporate Current Marketing trends
o Incorporate brand scorecard components
o Situational Analysis: Porter, SWOT/PEST, Theme board, Journey Maps, Research
o Segmentation
o Positioning
o 7 P’s

VI. GRADES
The course will be graded according to the following percentages in the calculation of the final grade:

Attendance 20%
 Each class is worth 4 points
o Participation is worth 2 points/attendance is worth 2 pts.
o An excused absence can earn up to 2 pts.
o This is a Capstone class if you miss class three times you will not pass
o Students who are over 5 minutes late, or leave more than 5 minutes early will be marked absent for
class
o Students who are not paying attention will be marked absent for the class
Assignments 20%
 Each activity if worth 4 points
o 1 point for turning it in (not late submissions accepted)
o NOTE: Due at the beginning of class
o 1 point for doing the assignment correctly
o 2 points for the quality of the assignment
Creative Brief 10%
Midpoint Presentation 10%
Final Plan 25%
Final Presentation 15%
Total 100%
Extra credit is not available for this course

LETTER GRADES
The letter grades will be based on the following numerical grades:
Class Schedule
A+ 99% and up
A 95% -- 98.9%
A- 90%-- 94.9%
 B+ 85% -- 89.9%
B 82% – 84.9%
B- 79% -- 81.9%
C+ 78% -- 78.9%
C 70% -- 77.9%
C- 69% -- 69.9%
D 60% -- 68.9%
F 59.9% and below

VII. SCHEDULE AND COURSE OUTLINE

Date Topic Due At Start of Class

Week 1 Introductions  Self Confidence

Course review, Syllabus
August 24 - Take starting quiz
26
Discuss Theme Boards
Week 2  Theme Board Individual P
August 31 class is to come to Meet the client GSU Athletics – professional attire required  Theme Board group prese
September 2 ONLINE ONLY Situational analysis Category: Theme board presentation 

Discuss SWOT/PEST

Week 3 Class Holiday on September 7  SWOT, PEST individual pr

September 7 Holiday – Come on 
September 9 online Meet the Client - Aegis Health Services & Don’t Panic – professional attire required

September 9 ONLINE ONLY Situational analysis Category: SWOT/PEST presentations (note there will likely not be
time to give presentations this day but be ready
Week 4  Brand Positioning Grid in
September 14 class expected to Meet the Client Grady – professional attire required presentation due
come to September 16 ONLINE Situational analysis Category: Brand Positioning into category grid presentation  Pick your client due
ONLY
Pick your client
Week 5 Situational analysis Brand: Journey Map and Decision Funnel Presentation  Journey Map and decision
September 21-23 individual presentation d
 Group presentation due
Week 6 Your Brand - Brand You Individual Presentations  Individual Brand presenta
September 28-30 there is NO group compo
assignment

Week 7 Midterm –Strategy Development and Campaign  Strategy and Campaign p

October 5-7 Campaign Strategy Presentation and Strategy Implementation – Promotional plan, and budget individual
budget presentation  Group Presentations of C
Developed, promotional p
Week 8 Midterm –Strategy Development and Campaign  Strategy and Campaign p
October 12-14 Campaign Strategy Presentation and Strategy Implementation – Promotional plan, and budget individual
budget presentation  Group Presentations of C
Developed, promotional p
Week 9 Strategy Implementation – Agency creative brief presentation  Individual creative briefs
October 19-21 group component to this

Week 10 Strategy Implementation – Content presentation  Individual content due

October 26- 28  Group content due
Week 11 Job Search Preparation – Resume Presentation  Resume’s redone in samp
November 2-4 group work for this assign
Week 12 Job Search Preparation – Linked In, Testimonials, Interview Q&A Lecture and class  Individual content Linked
November 9 - 11 discussion 5-8 CARS stories (see sylla

Week 13 Job Search Preparation – CARS stories practice this is discussion based no presentation
November 16 - 18 required  Second round of client co
Remarkable Traits closed out
Class survey
Week 14 Thanksgiving Holiday  Enjoy
November 23-25

Week 15 Final Client Presentation at Grady by Group – December 2  Grady Presentation and P
November 30 Client receives final plan done individually  Presentation is done by g
individually completed
December 2 Final Client Presentation at GSU Athletics by Group – November 30
Client receives final plan done individually

Aegis and Don’t Panic Presentation online by Group – December 2nd

VIII. RESOURCES FOR ASSIGNMENTS

You are expected to stay abreast of marketing and business news in general. Some available resources include:
 Print/Digital: Ad Age, Ad Week, Fortune, MarketingProfs.com, MarketingLand.com, Newspaper business sections (NY Times, Wall
Street Journal)
 Podcasts - How I Built This, Business Wars, Marketing Geeks
 Blogs – GaryVaynerchuk.com, SethGodin.com

Presentations

Creative Brief – Completed Individually see sample in resources – this needs to be researched and thoughtfully executed. It must be one page only

Journey Map – Completed as a group see sample in resources

Decision Funnel – Completed as a group see sample in resources – Brand

Positioning Grid – Completed as a group see sample in resources - Brand

Theme Board – Completed individually see sample in resources

SWOT/PEST – Completed individually see sample in lecture

Promotional Plan –see sample in resources

Resume – Completed individually see sample in resources

Linked-In and Testimonials are individual

Brand – YOU Completed Individually

 Each student will be given 4 minutes to present to the class who they are, what their unique selling point is and why someone should
hire you. There is no format or template to follow for this assignment. You can use slides or other visuals, but this is not mandatory. You
will be cut off at 4 minutes, so make sure your elevator pitch is tight and well-rehearsed — hand in what you present. Students will
also be grading your presentations.

Midterm Presentation and marketing plan consists of:

 Client Objective
 Gap vs. Market as strategized through theme boards, journey maps and SWOT/PEST (full situational analysis due in plan)
 Strategy and Campaigns

Final Presentation and plan consists of:

 Each team will be required to create a holistic client strategy to address the client’s problem of practice
  Restatement of your midterm presentation summarized
 Social strategy and tactical content – this should be your big deliverable – a commercial, music, festival, clothing, new policies, new
systems etc.

Midterm and final presentations

 Peer evaluations are part of the grade (your group evaluates your participation and contribution, and the class will evaluate the content
of your presentation)
 Your client will also provide a grade
 All members must present
 Every team is given only 8 minutes max to present and 2 minutes for Q&A with professor, client and class.
Final Client Plan
 Individually completed

IX. CLIENT’S WE ARE INTERNING WITH FOR FALL 2020

Georgia State Athletics
 Georgia State is looking for help writing a marketing plan, and developing a social media, and promotional plan for their football
business targeted at students

Grady Hospital
 Grady Foundation is looking to reposition its product in the Atlanta Marketplace. In 2008 Grady almost declared bankruptcy. After
several large donors stepped in to help, Grady was able to stabilize their business but has not been able to grow. They are currently the
primary hospital for stroke, drama, or burns. Grady is trying to reposition itself to be more closely aligned with the Atlant a public for
fundraising purposes.
 Grady is looking to develop product, messaging and PR around their Velocity cycling event in May
Aegis Health Care Services

Don’t Panic

X. POLICIES AND PROCEDURES

 All students are expected to contributing insightful analysis and points of view including cogent, discussion of key issues, alternatives,
recommendations, and support. Engaging with others in the class regarding their ideas and points of view.

 Read the University Policies on Disruptive Behavior and Academic Dishonesty. There is a brief description of each, and a link to the full
document, below. I have a zero-tolerance policy for Academic Dishonesty. My standard recommended sanction is withdrawal from the
class.
o Professionalism Expectations found on D2L.
http://deanofstudents.gsu.edu/files/2013/03/Disruptive-Student-Conduct-in-the-Classroom-or-Other-Learning-
Environment- April-2006.pdf

http://deanofstudents.gsu.edu/files/2013/03/2013-14-Academic-Honesty-Policy-Only-Revised-March-15-2012.pdf

 Assignments must be turned in at the beginning of class on the due date. I will not accept late assignments without a legitimate excuse
(death in the immediate family, medical). Traffic and late MARTA trains are not excuses in the real world, and they aren’t here
either. We are preparing you for the real world.

 All homework, assignments must be turned in as a hard copy only. Be sure you have access to printing options. Copies must be turned
in by the due date and time, or they are late and not accepted.

 You are expected to attend ALL scheduled class meetings for the duration of the class meeting. In most classes, we will do an activity
or presentation that will be graded. Arriving late or leaving early will affect your class grading for attendance and participation, and
you will also not likely not have the content needed to succeed.

 Please complete the course evaluations at the end of the semester. This is a new formation of this class, and we very much
appreciate your feedback.

XI ROLL VERIFICATION
 Attendance will be taken at the beginning of class and assignments will be due at the beginning of class.