BA 395 Trends in Marketing
Prof. Kimberly Folkers Office
Hours: 12:00 p.m.-1:00 p.m.
May Term 2008
or by appointment
1:00-4:00 M-F, WBC 116
WBC 102, 352-8424
Course Description:
A study of marketing trends -
latest developments and practices.
Emphasis on tracking trends and evaluating how these trends impact the discipline,
the marketplace, and ethical decision making. Incorporation of practitioner
insights. $100 fee.
Outcomes:
At
the conclusion of this course, you will be able to:
-Identify sources of trends in
marketing, methods of tracking trends, and discuss how these key trends impact
the field of marketing.
-Reflect on and analyze the
input of a variety of marketers on marketing trends, based on practitioner
interviews and presentations.
-Provide an in-depth look at a
specific marketing trend based on primary and secondary data collection through
a research paper and class presentation.
Texts/Resources:
Most of our material will be
made available through the my.wartburg site for our class and handouts in
class. I encourage you to suggest
materials for the class to read – this will positively impact your
participation grade.
Because we will be doing so much
reading on trends from a variety of sources and then discussing this material
in class, it will be important that you keep a reading log, making note of
significant aspects of each reading, any new or innovative thoughts on trends
it represents, quality of the evidence to support the trend’s
existence/longevity, extent to which the trend(s) covered coincide with,
support or contradict other readings and sources we have examined.
Course Elements:
Exams (2) 300
points
Project 300 “
Participation 150 “
Survey/Interviews 100 “
Blog Report 100 “
Trends List/Rationales 50 “
TOTAL 1,000 points
Exams:
Exams will follow an essay
format. There is no make-up for exams,
unless you have a written doctor’s excuse.
No
hats may be worn during exams, no cell phones allowed, and students may not
leave the classroom during an exam unless it is an emergency. Please come prepared with extra pencils,
Kleenex, etc., in order to be comfortable during the exam.
Trends Survey and Reflection:
We will be creating a trends
survey instrument to use in collecting insights from marketing practitioners
and consumers. This survey will reflect our understanding of some of the latest
trends topics from our reading this term.
Your findings will provide input for class discussions, will be
summarized in a paper, and may provide insights for your project paper. All surveys submitted must document the
names and contact information for respondents.
Survey
Interviews:
Each of you will be conducting
interviews of marketing practitioners and consumers utilizing survey
instruments that we develop together.
You may want to incorporate additional questions related to your project
topic into your interviews. Your
interview results will be summarized in a five page paper – typed,
double-spaced. Must “cite” interviewee
information. Due Mon., May 12; 100 pts.
Trends
List/Rationales:
At the end of Week One after we have
completed a significant portion of our trends reading, each of you will be
responsible for producing a list of what you believe to be the top 10 trends in
marketing, with a brief rationale for each trend you include. Due Friday, May 2 at the beginning of
class. Typed, double-spaced.
Project:
Our project this term will focus
on trends in marketing. Each of you will
identify a trend and then will research this trend during the term. Your research will culminate in a paper and
class presentation/discussion facilitation.
Papers should be in the range of 8-10 pages and must include an
APA-style bibliography. It may be useful
to include firsthand interviews with marketers and consumers. The trend you identify and some of your
firsthand contacts may be a natural extension of the Trends Survey described in
the previous section. Typed, proofread,
double-spaced. This project WILL require
time outside of class.
Important
Dates:
Tues., May 6 – Bibliography and
Outline Due
May 16-21 – Presentations/Discussions
Wed., May 21 – All Project Papers Due
Suggested
Paper Outline:
Nature of Trend
History/Evidence of Trend
Significance to Marketers
Specific connection to marketing
discipline – what aspect of marketing is most impacted?
Connections to trends discussed in
course
Perceived Longevity/Substantive Nature
of Trend/Future of Trend
Skill Sets Needed by Marketers to
Capitalize on Trend
Blog
Monitoring/Reports:
Each of you will be responsible for
choosing, monitoring, evaluating, and reporting on a Marketing blog. Summary of your evaluation of the blog’s
credibility, significance, relevance, key insights, and your overall reactions
to the blog in five page paper - typed, double-spaced. Due: Thurs., May 15; 100 pts.
Participation/Attendance/Late Penalties:
Attendance is important
throughout the term, as much of our focus will be on discussing trends with one
another. We have the luxury of a small
class this term and this enable us to function seminar-style. Participation is expected from everyone and
is a significant portion of your final grade (15%). Your participation grade will be based on
your interaction with the class during discussions of course material, the
project, blog and survey interview reports, and your sharing of new material on
trends with the class.
Because of the short length of
this term and the importance of being available for interaction with the class,
you will only have one unexcused absence before you begin to accumulate
deductions from your final grade. 2+
unexcused absences = 1/3 of a letter grade deduction from your final grade per
class missed.
Late penalties = 25% per day,
beginning at 1:00 p.m. on the due date.
This applies to all assignments due this term.
Course Conduct:
Students are expected to conduct
themselves in a professional manner throughout this course. Cell phones and
other electronic devices must be turned off and put away when you enter the
classroom – no text messaging, listening to MP3/IPods. Treating your classmates
with respect and tolerance will result in a positive working environment for
everyone. Anyone not upholding this
level of professionalism will be asked to leave the classroom, or to meet with
me outside of class.
Ethics
and Academic Integrity: Be
thinking throughout the term about how ethical decision making should be and is
being pursued by marketers as they uncover and respond to trends. This is increasingly an area of concern for
marketers and consumers. I have posted
the AMA Code of Ethics and this should be used as an “ethics barometer” as we
evaluate various trends this term.
Also, I expect you to exhibit academic
integrity in this course. This includes
honesty in test taking, interviewing, original work in assignments and citing
of sources in papers. Failure to abide
by these standards will result in a failing grade for the assignment or the
course, depending on the circumstances.
Remember that Wartburg students have adopted an Honor Code which states
“By attending Wartburg College, students are demonstrating their dedication to
the Honor Code. The Honor Code reminds
students of their responsibility to promote academic honesty by opposing
cheating and plagiarism and reporting dishonest work.” Please abide by this code in all work related
to this course.
Please note I will be submitting
student work to Turnitin.com.
Commitment
to Students With Disabilities: Wartburg College seeks to
maintain a supportive academic environment for students with
disabilities. To ensure their equal access to all educational programs,
activities, and services, Federal law requires that students with disabilities
notify the College, provide documentation, and request reasonable
accommodations. If you need accommodations in this course, please notify
the Dean of Students (Dr. Deb Loers, Student Center, 352-8260).
Notes:
1) Schedule may be subject to
change with adequate notice.
2) Because we will be doing so
much reading on trends from a variety of sources and then discussing this
material in class, it will be important that you keep a reading log, making
note of new, innovative thoughts and trends, trends that coincide with previous
readings, or things that contradict other trends and sources.
Mon., April 28 2008 Trends – Readings, Handouts and Bookmarks:
Top 5 Trendwatching Tips
8
Important Consumer Trends for 2008
Trend
Watching: We’d Love That Job & Building a Hipper Brand
Trendwatching
Organizations
Assign
Trends Blogs – see Bookmarked Blogs
Trends
Survey discussed – finalized by end of week
Tues., April 29 2008 Marketing/Consumer Trends –
Readings, Handouts and Bookmarks (continued):
Ad
Age – Trends to Watch & 10 More Trends
Innovation
Predictions 2008
Consumers
Are Winning – Any Ideas?
Can’t
Skip This: Consumer Acclimating to Internet Ads
10
Marketing Resolutions for 2008
Overview
of 2008 Trends Report
Hottest
Marketing Trends for 2008
Looking
to 2008 – Media Post
Signals
for the Coming Year
Five
Trends That Will Transform Society
Wed., April 30 2008 Business/Marketing Trends:
8
Business Technology Trends – McKinsey
2008
8 Business Technology Trends – SAAS
CMO
Readings:
Short
Life of the CMO
CMO
Issues That Just Won’t Die
Selling
P & G: CMO Reflects on Trends
Dissecting
Global Trends – Italy Case Study
Work
on Draft of Trends Survey
Thurs., May 1 Earlier Trends – 2006 and 2007 –
look for relationships to latest trends:
Microtrends
– Readings and Bookmark; DMR handout
Trendwatching
Organizations Revisited
Darrin
Siefken visit (to be finalized)
Fri., May 2 Due at 1:00: Individual List of Top 10 Trends with
Rationales
Class: Key Trends List Compiled and Finalized by end
of class
Blog
Reports
Project
Topics Determined
Final
Draft of Trends Survey
Be sure to conduct your survey interviews this week.
Tues., May 6 Trends Articles On-Line:
Does
Your Company Need a Blogger?
Who
Needs Another Social Network?
Is
the Tipping Point Toast?
Is
the New Media Too Mixed?
Olay
Translates Killer Online App to Retail Aisles
Evincii.com
visit
Fad
Marketing’s Balancing Act
Due
at 1:00 p.m. – Bibliography and outline of project paper
Wed., May 7 Marketing Metrics and
Dashboards:
See
“Bookmarks” subsection
Thurs., May 8 Store Visits – In-store evidence
of trends
Blog
Reports
Fri., May 9 Project Work Day – Conferences
on rough drafts of Project Paper
Mon., May 12 Final Reports and Discussion on Survey
Results – Paper due at 1:00 p.m.
Tues., May 13 The Future – Tomorrow’s Trends
Wed., May 14 The Future – Tomorrow’s Trends
Thurs., May 15 Final Blog Reports Due at 1:00 p.m. -
Discussion
Fri., May 16 Project Presentations and
Discussion (2)
Week 4 May
19-22
Mon., May 19 Project Presentations and
Discussion (2)
Tues., May 20 Project Presentations and
Discussion (2)
Wed., May 21 Project Presentation and
Discussion (1) Project Papers due 1:00 p.m.
Thurs., May 22 Exam 2 – Essay exam