While the college calls this course, "Marketing for Designers," I have designed it as an introduction to marketing theory, exploring consumer behavior.
This semester, I am further integrating aspects of ethics and creativity — so that, eventually, the course will be called "Ethics and Creativity in Marketing."
A week-by-week outline of the course follows. A formal course syllabus is available here.
Why You Want To Attend This Course
- For marketing experts, there might be a few good new ideas amid all the refreshing review.
- For newcomers to marketing, you will be comfortable with the pace. You will be alongside 80-120 art students for whom this is their first survey course in marketing.
- In the end, you will be able to develop a marketing strategy, employing a straightforward and useful tool.
- And, if I don't have a mouthful of marbles, it should be comprehensible and fun.
All classes are on Monday evenings, starting at 6:45 p.m. and ending at 8 p.m. Promptly.
After every lecture, for 20 minutes, there will be an optional review session for students.
All classes will take place in the auditorium on the ground floor of the Joseph V. Canzani Center, at the southeast corner of Cleveland and Gay streets. The entrance to the Canzani Center is at the bottom of the "A" of the giant ART landmark. There is plenty of parking during the evening on the street. But do not park in the church parking lot, directly east of the Canzani Center. (They tow.)
The auditorium is at the back of the building on the right.
Here is the lecture schedule:
NOTE: The dates of classes have been changed, due to the 2/15/10 weather related closure of campus. All changes are marked in RED.
1. Course Introduction (1/25/10) — We will review the course syllabus and course objectives. The abbreviated lecture will discuss the definition of marketing, the marketing mix, consumer lifestyles, and product and category definition. (Here are the key slides for review afterward. And here are my notes for the lecture.)
Assignment: Watch Malcolm Gladwell talk about spaghetti sauce. (Click on that link to watch the video.) Why watch this? Not because it is important — at this first moment in the class — to think so deeply about spaghetti sauce. This is assigned because now is the time to understand that we will look at products (and ourselves, as consumer) more closely than we ever have before. As Mr. Gladwell says: "In embracing the diversity of human beings, we will find a surer way to true happiness." In addition to the video above, here is the classic commercial for Grey Poupon mustard which he mentions.
2. Product Life Cycle (2/1/10) — Here we will discuss how products and consumer adoption mature in the marketplace. (Here are the key slides for review afterward.)
Assignment: Take a look at RipStik® Caster Board's website. Read the obituaries of Juan Metzger, Ellery Chun, and William Rosenberg. And watch this magnificent video of Steve Jobs introducing the iPod in 2001.
3. Understanding the Consumer (2/8/10) — We'll look at Maslow's Hierarchy of Needs, the Timing Sequence model, and Consideration and Awareness Sets. (Here are the key slides for review afterward.)
Assignment: Read the obituary of Millard Fuller. Consider the impact of placing a fast food restaurant in a poor neighborhood. (In preparation for Lecture #8, read “The Science of Shopping” by Malcolm Gladwell, The New Yorker, 11/4/96.)
4. Theory of Reasoned Action (NOW 2/22/10) — If you are going to see only one lecture, this is the one. (Here are the key slides for review afterward.)
Assignment: Learn about condoms. (Prepare to have that conversation.)
Apply the Hierarchy of Needs and Timing Sequence models on your own.
5. Positioning Strategy (NOW 3/1/10) — If you are going to see only one lecture, this is the other one.
(Here are the key slides for review afterward.)
- Think about waffles. And read about this catalog company.
- Submit your Retail Study. (What is the Retail Study? Here are details.) Submit your retail study (as a .pdf) by email to email@example.com.
- Apply the Theory of Reasoned Action on your own.
The midterm examination will be distributed at the end of class on 3/1/10. It will be assigned as a take-home exam. Please complete it (no additional pages), scan it and mail it as a .pdf to firstname.lastname@example.org by 4 p.m., Wednesday, March 3rd. The test is "open-book" and "open-notes," but "shut-mouth." That is: you may refer to your notes, but you may not discuss the test with others. Here is the midterm examination.7. Ethics in Marketing, Design and Life (3/8/10) — A new lecture (currently in development), this will examine a variety of ethical intersections in a life of art and design. Assignment: TBD.
8. Review of Models (3/15/10) — The midterm (and final) exam is designed as a tool that any of us can use when we face a new marketing challenge. It is a blank form that guides how we approach our first understanding of the product. During tonight's class, we will review the midterm, so it will be a review of some of the key models previously discussed.
No class on 3/22/10, CCAD Spring Break.
No class on 3/29/10, first night of Passover.
9. Personal Marketing: Ancient Techniques, New Media and Social Marketing (4/5/10) — We will explore ways that professionals (attorneys, accountants, architects, artists) have marketed themselves and their work and how technology facilitates the spread of your message. (Here are the key slides for review afterward.)10. Branding (4/12/10) — A definition of branding. Guest lecturer: Andy Havens.
Assignment: Read The Mackay 66. Visit artieisaac.com, twowheeling.com, LinkedIn.com,
SpeakerSite.com, amazon.com, Twitter, zoominfo.com.
Assignment: “True Colors” by Malcolm Gladwell, The New Yorker, 3/22/99.
11. Group Presentations (4/19/10) — Students will present their group projects, marketing analyses of a wide variety of products.
Assignment: Submit Group Projects before class starts. This is another application of the Tool; nothing more.
Here's what to expect. Rather than a formal presentation, you will simply answer questions from me and the rest of the class. Here are the questions I will ask:
a. What target audience did you choose and why?
b. What suggestions do you have for new technical superiority for re-birth?
c. What moment during the customer's buying process offers an opportunity for marketing?
d. How might your product offer satisfaction at each level of the hierarchy of needs?
e. What insights do you have after considering the theory of reasoned action?
f. How would you change the product's positioning?
12. Group Presentations (4/26/10) — again. We have a lot of groups. And student feedback (on the midterm student survey) indicated that more analysis and class participation would be good.
13. Marketing Assessment (5/3/10) — How to know if your marketing is any good.
14. Final Lecture and Review (5/10/10) — This is a broad review of how to live a creative life.
Assignment: Read “Brown's Job” from The 100 Greatest Advertisements by Julian Lewis.
Another link to this page is http://tinyurl.com/ccad-marketing.