John D. Barker, BUSML 7124 - As of 12/27/15

John D. Barker, BUSML 7124 © - as of 12/27/15

Marketing & Logistics Department BUSML 7214: Cross-Channel Marketing

COURSE LOGISTICS AND CONTACT INFO Class Location: 275 Gerlach Hall Dates: January 11 to February 29, 2016 (Mondays: 6:00 pm to 9:15 pm) Instructor: Professor John Barker Contact: [email protected] (back-up email: [email protected]) Office: Fisher Hall, MHR lecturer office Phone: 614-247-7306 / Mobile: 614-397-1248

COURSE DESCRIPTION The purpose of every commercial enterprise is to create a CUSTOMER… and then gain a SALE that leads to PROFIT… with an acceptable ROI. To create customers, companies must serve them in a dynamic manner that meets their needs --- wherever and whenever the customer chooses to interact in our 24/7 world. Effective marketing ensures that the customer experience across a multitude of traditional and rapidly evolving channels, including in- person and a multitude of electronic/digital vehicles, is consistent with the firm’s brand position and its promise. Through this course, you will learn important challenges of bringing a brand to life across multiple channels, which continue to evolve and expand. For example, today’s rapidly changing marketing environment is no longer dominated by the ubiquitous 30-second TV commercial, which in the past often defined a brand’s message to consumers. Today, many marketers spend more on Snapchat, Facebook, Twitter and YouTube with greater creative impact, immediacy, connection, results and efficiency. Students will learn how the best companies in the world craft a holistic brand proposition that connects with today’s consumer.

COURSE HIGHLIGHTS Students will develop the ability to understand processes and approaches to create a holistic experience that will resonate with customers – and lead to SALES AND PROFITS. To effectively present the concepts required to craft holistic marketing plans, this course will provide information via lectures, presentations, in-class discussion, Harvard Business Review cases, selected readings and guest speakers. The curriculum includes a review and assessment of best practices in advertising, retail (bricks & mortar), digital, social media, websites, customer service, packaging, PR, “news”, email, etc. The primary learning objective is to provide students a deep understanding of today’s exciting and dynamic marketplace and key marketing skills/tools to create seamless consumer experiences.

COURSE MATERIALS AND STUDENT PREPARATION No textbook covers the scope of this course, so instead there is a packet of cases, as well as readings and required reviews of certain websites. The cases will give our class a common knowledge base for discussion and help each student build their knowledge. The cases span a wide range of industries, products and company situations.

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All readings in the syllabus must be completed before the related class, as instructed in the syllabus, to provide learning that will be applied in class discussion, individual and team assignments, and the final.

CLASS PARTICIPATION represents 15% of the grade for the course and pre-reading will enable students to actively and effectively participate in critical discussions. It will also provide for a more dynamic and positive learning experience. Students should read the cases, think deeply about the problems and opportunities, generate recommendations and develop analysis to support their point of view.

The required reading packet is available in downloadable, electronic format from Harvard Business Online. This includes copyrighted material and therefore requires that each student purchase his or her own copy of the materials. Other required readings will be distributed by the instructor.

INSTRUCTIONS FOR ASSIGNMENTS ASSIGNED TO STUDENTS  Individual Assignments: Write an analysis in Word, or PowerPoint (instructor will clarify on each assignment), utilizing principles and lessons from lectures, readings and class discussions. If an assignment requires Word, papers are typically between 5 & 6 pages (12 point type and 1.15 spacing), including an appendix.  Team Assignments: Working in teams, produce and submit a PowerPoint presentation, between 10 & 12 slides, including an appendix. Also, each team will present an executive summary (no more than 5 to 6 PPT pages) in class. Time will be allotted by the instructor. Each team member must contribute to the deliverable. Presentation will be evaluated by the instructor.  Final: Write an analysis of a company in PowerPoint, utilizing principles and lessons from lectures, readings and class discussions, plus an appendix. The professor will provide detailed instructions.

For Individual written assignments (in Word), follow this format: 1. Headline and sub-headlines for each section 2. Executive Summary 3. Key Points and analysis referencing key lessons, frameworks and principles from cases, lectures and class discussions 4. Supporting information, charts, tables (as needed) 5. Appendix and references

Written assignments should be clear, concise, well-constructed and on par with work produced by a mid-career professional with ambitions to ascend to a more senior position.

COURSE GRADING AND ASSIGNMENTS Each student in this course is expected to be familiar with and abide by the principles and standards set forth in The Ohio State University’s code of student conduct and code of academic conduct. It is expected that each student will behave in a manner that is consistent with the Fisher Honor Statement.

Grading Policy and Practices: The course requires a commitment by students to attend classes, prepare, participate and meet deadlines for assignments. We will work together to create an environment in which an open, rigorous discussion occurs. Each of you will be 2 John D. Barker, BUSML 7124 © - as of 12/27/15 expected to share your ideas and analysis with your colleagues. The requirements for this class are identical for everyone. There is no make-up or extra credit for classes at this level. Assignments must be turned in on time, except under circumstances of extreme hardship determined by the instructor. As required by school policy, grading will be based on relative rather than absolute standards. The average grade in this course will be a 3.6 or lower. A grade of “B”, which is 3.00, is required in core courses to earn a Fisher MBA degree from The Ohio State University. It is possible to earn any of the official Ohio State grades from an “A” to an “F” in this course.

To clarify collaboration on assignments, the following letters indicate collaboration allowed on each assignment:  N – No Collaboration of any Kind  T – Collaboration only with Teammates Allowed  A – Collaboration with All Fellow Students Allowed

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There are a possible 100 points to be earned through a combination of class participation and in-class discussions, 2 individual assignments, 3 team assignments and a Final as follows:

ACTIVITY PERCE POINTS COLLABORATIO NT N Class participation and 15% 15 A – With All discussion about theories, concepts and frameworks based on articles, cases, readings, lectures and guest speakers

Team Assignments / T – With Team Presentations 10% 10 #1 15% 15 #2 15% 15 #3

Individual Assignments N – None #1 10% 10 #2 15% 15

Final - Individual Assignment 20% 20 N – None

100% 100

COURSE READING ASSIGNMENTS

Harvard Business Publishing Cases for BUSML 7214

Click this link and follow instructions to obtain HBR cases for this class: https://cb.hbsp.harvard.edu/cbmp/access/43413964

1. HBR ARTICLE: Branding in the Digital Age: You're Spending Your Money in All the Wrong Places David C. Edelman R1012C-PDF-ENG | 9 p

2. CORE CURRICULUM READING: Marketing Reading: Digital Marketing Sunil Gupta; Joseph Davin 8224-HTM-ENG | 47 p

3. CASE: Increasing the ROI of Social Media Marketing V Kumar; Rohan Mirchandani SMR431-PDF- ENG | 7 p

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4. HBR ARTICLE: To Keep Your Customers, Keep It Simple Patrick Spenner; Karen Freeman R1205G-PDF-ENG | 8 p

5. HBR ARTICLE: Understanding Customer Experience Christopher Meyer; Andre Schwager R0702G-PDF-ENG | 13 p

6. HBR FORETHOUGHT ARTICLE: Where Is Advertising Going? Into 'Stitials Jeffrey F. Rayport F0805A-PDF-ENG | 4 p

7. CASE: How Focused Identities Can help Brands Navigate A Changing Media Landscape Adam S Brasel BH479-PDF-ENG | 9 p

8. CASE: Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation Allison Johnson; Laurie Dudo W11047-PDF-ENG | 18 p

9. CASE: Multichannel Marketing: Mindset and Program Development Bruce D. Weinberg; Salvatore Parise; Patricia J. Guinan BH246-PDF-ENG | 10 p.

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WEEK-BY-WEEK CLASS PLAN AND ASSIGNMENTS Subject to change

DATE PREPARATION FOR THIS CLASS ASSIGNMENTS FOR STUDENTS Class # 1  Read HBR cases: Prepare for class participation. Monday, o Multichannel Marketing: Mindset and January 11 Program Development

o Branding in the Digital Age: You're Spending Your Money in All the Wrong Places

o Marketing Reading: Digital Marketing

 Read articles provided on Carmen.

 Review these firm’s websites through the eyes of a consumer; analyze their brand/marketing messages in the context of visiting their retail locations, digital/print ads, TV ads, social media, news media coverage, etc.:

o Starbucks

o Tesla

o Apple

 Review the Dodge Dart video on YouTube https://www.youtube.com/watch?v=gogQLQNrDds

No Class No class Complete Individual Monday, (Martin Luther King remembrance day) Assignment #1 (Starbucks, January 18 Tesla or Apple) and submit to instructor by 11:59 pm on Jan.17 … analyzing the marketing and cross-channel effectiveness utilized by Starbucks, Tesla or Apple. Class # 2  Read HBR case: Prepare for class participation. Monday, January 25 o To Keep Your Customers, Keep It Simple  Review these firm’s websites through the eyes of a consumer -- General Motors, 6 John D. Barker, BUSML 7124 © - as of 12/27/15

Nike and Tide. How do these companies/brands reach customers?

Class # 3  Read HBR cases: Prepare for class participation. Monday, February 1 Complete Team Assignment o Understanding Customer #1 (GM, Nike or Tide) and submit Experience to instructor by 11:59 pm on Jan. 31 o Where Is Advertising Going? Into 'Stitials Also be prepared for your team  Review the Wells Fargo facebook page, to present an executive other social media and its corporate summary website … (5 to 6 PPT pages) in class on how is this organization leveraging social this media date … analyzing multi and to reach customers? cross channel effectiveness utilized by GM, Nike or Tide.

Class # 4  Read HBR case: Prepare for class participation. Monday, o Increasing the ROI of Social Complete Individual February 8 Media Marketing Assignment #2 (Wells  Review: www.wendys.com through the Fargo) and submit to instructor eyes of a customer … what’s in it for them by 11:59 pm on Feb. 9… and what would make it better? How does analyzing Wells Fargo’s the website interact with other touch points effectiveness in social media as Wendy’s provides to consumers? a critical part of their cross- channel marketing.

Class # 5  Review: www.wendys.com through the Prepare for class participation. Monday, eyes of a customer … what’s in it for them February 15 and what would make it better? How does Complete Team Assignment the website interact with other touch points #2 (Wendy’s) and submit to Wendy’s provides to consumers? instructor by 11:59 pm on Feb. 14.

Also be prepared to present an executive summary (5 to 6 PPT pages) in class … analyzing the cross-channel effectiveness of

Wendy’s marketing, including social media.

Class # 6  Read HBR case: Prepare for class participation. Monday, February 22 Complete Team Assignment o Cause-Related Marketing: #3 (non-profit) and submit to 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation instructor by 11:59 pm Feb. 21… analyzing a  Review: www.davethomasfoundation.org non-profit organization’s … effectiveness in social media as through the eyes of audiences the a critical part of their cross- foundation is trying to influence: potential channel marketing. Students donors and families who might be will be asked to report on their interested in adopting foster children. Is analysis during class. the website effective? Does the marketing work?

Class # 7  Read HBR case: Prepare for class participation. Monday, February 29 How Focused Identities Can help Complete the FINAL o individual assignment and Brands Navigate A Changing Media submit to the instructor by Landscape 11:59 pm on March 7

STATEMENT ON DISABILITIES Any student who feels he or she may need an accommodation based on the impact of a disability should contact me privately to discuss your specific needs. Please contact the Office for Disability Services at 614-292-3307 to coordinate reasonable accommodations for students with documented disabilities.

INSTRUCTOR BIO – John Barker John D. Barker has 30 years of business experience with consumer-centric organizations ranging from the restaurant industry, universities, greeting cards/social expressions, journalism to non- profit entities. He has held a broad range of senior officer responsibilities, including extensive board of directors and governance experience, strategic planning and executive communications responsibilities, as well as investor and government relations management roles.

Since 2012 he has taught at The Ohio State University’s Fisher College of Business in Columbus, Ohio – Marketing courses in the MBA program and senior capstone courses in Strategic Management.

He is currently President and Chief Executive Officer of the Ohio Restaurant Association. The ORA represents the foodservice industry, which is Ohio's third-largest, private sector employer, generating $18.3 billion in sales and more than one-half billion dollars in sales taxes annually. The industry in Ohio includes 557,000 employees and 22,000 locations, and provides a growing economic engine for the state.

He most recently was a member of the executive leadership team, Senior Vice President & Chief Communications Officer at The Wendy’s Company, one of the largest restaurant corporations in the world with $9 billion in system sales. In his leadership role at Wendy’s from 1996 to 2014, reporting to the CEO, Barker directed various functions including corporate strategic planning, board of directors, executive communications, corporate and brand marketing PR, media relations, corporate responsibility and sustainability, corporate website, employee communications, franchisee communications, investor relations, government relations, crisis management and facilities management. The Wendy’s Company operated and franchised many brands including Wendy’s, Tim Hortons and Arby’s, as well as fast-casual brands Baja Fresh, Café Express and Pasta Pomodoro. Wendy’s also had a joint venture with the Irish food firm, IAWS, and currently owns The New Bakery.

Barker previously worked at American Greetings Corp. in Cleveland, The Plain Dealer newspaper in Cleveland, The Beaver County Times newspaper near Pittsburgh, Cosmopolitan Fitness Clubs, the Washington Observer-Reporter, and in other organizations.

Over the past two decades, he’s worked with many of the world’s leading consulting companies, investment bankers, marketing/advertising, PR, investor relations and legal firms including Booz Allen; Boston Consulting Group; Deloitte; Goldman Sachs; JP Morgan; RBC Capital Markets; Credit Suisse; Bank of America; UBS; McCann Erickson; Saatchi & Saatchi; Publicis Kaplan Thaler; Kekst & Co.; Ketchum PR; Dilenschneider; Burson- Marsteller; ICR; Vorys Sater, Seymour & Pease LLP; Porter Wright; Paul Weiss Rifkin-NY; and Akin Gump Strauss.

Barker earned an MBA from The Ohio State University’s Fisher College of Business and is a graduate of Waynesburg University in Pennsylvania.

Barker is currently on the board of Catholic Social Services and Ohio Dominican University in Columbus, Ohio. He has served as a trustee on the Board of Directors of The Dave Thomas Foundation for Adoption, where he is on the investment committee. He previously served as a director for the Atlanta Chamber of Commerce and was President of the National Investor Relations Institute (Central Ohio). 9 John D. Barker, BUSML 7124 © - as of 12/27/15

STATEMENT ON ACADEMIC MISCONDUCT It is the responsibility of the Committee on Academic Misconduct to investigate or establish procedures for the investigation of all reported cases of student academic misconduct. The term “academic misconduct” includes all forms of student academic misconduct wherever committed; illustrated by, but not limited to, cases of plagiarism and dishonest practices in connection with examinations. Instructors shall report all instances of alleged academic misconduct to the committee.

For additional information, see the Code of Student Conduct http://studentconduct.osu.edu/page.asp?id=1