SYLLABUS Summer 2017 PRINCIPLES OF MARKETING: CREATING VALUE FOR CUSTOMERS Instructor: Roger Rutan Contact Hours: 40 English COURSE DESCRIPTION SIENA, ITALY Principles of Marketing: Creating Value for Customers covers modern day marketing fundamentals and strategies used to create customer value. The course emphasizes market analysis, target customer identification, and the development of marketing-mix strategies structured to deliver superior customer value and organizational performance. This course will explore the topic of marketing in an international setting using the wine industry in Tuscany as an illustration of classroom topics. The marketing project for the course will require you and your team to develop a marketing plan for a wine consortium. Winery excursions to consortium members will give you firsthand exposure to the marketing challenges faced by the consortium as a whole and for individual winery members. These on-site visits and tastings will give you important information you will need to develop a marketing plan that will meet the real world needs of your assigned consortium. This project will be as close to real life as you will experience in your entire college career. COURSE OBJECTIVES The objectives of the course are to provide you with a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision making. You will be exposed to and expected to learn the language of marketing used by practicing marketing managers. By the end of the course, you will have a solid understanding of the major decision areas under marketing responsibility. This includes the basic interrelationships of those decision areas, and an appreciation of how to apply key frameworks and tools for analyzing customers, competition, and marketing strengths and weaknesses. The course will help you develop insight into selection of target markets and decision making related to product, price, promotion, and place to meet the needs of target customers. All of this learning will be reinforced by its application to your team s development of marketing plan for your assigned consortium. Management of the three consortia expect to receive practical, realistic, creative, and game changing marking plans that they can execute.
COURSE CONTENT This course will include these topical areas: 1. Strategic Marketing Planning 2. Analyzing the Marketing Environment 3. Global Marketing 4. Consumer and Business Marketing 5. Segmentation/Targeting/Positioning 6. Market Research 7. New Product Development, Product Strategies 8. Marking Information Systems 9. Advertising and promotions 10. Pricing Strategies and Price Setting 11. Branding 12. Personal Selling and Sales Promotions 13. Online, Direct, and Social media 14. Distribution Strategies INSTRUCTIONAL METHODOLOGY Course Organization Classes will consist of lectures, videos and class discussions. In addition, student presentations on assigned reading topics and a team project will challenge you to apply marketing concepts to actual wine marketing situations. Students are encouraged to ask questions and actively participate in every aspect of the course. Required preparation for every class is clearly listed in the course content and class schedule. This course will be most interesting and effective for you, and the above objectives can only be achieved, through a combined effort. Approach This course offers you a very special opportunity to learn about the heritage and history of Italy by combining it with the study of the principles of wine marketing and marketing in general. Numerous excursions to nearby wineries will enrich your learning experience. You should think of this class as a cultural and business immersion. Class Participation and Professionalism Participation includes class attendance, reading assigned materials in advance, overall preparation for class, and actively contributing your thoughts and personal experiences during class. Class will start promptly at the designated time. You are expected to be on time and attend all classes. Intelligent participation will require you to have read and studied all assignments for that day. Beverages are allowed in the classroom but not food. Preparation, professionalism, and mutual respect are all important elements of your participation score. Professional behavior is expected at all times, both in class and on excursions. Business casual dress is expected of all students during their marketing plan presentations so pack accordingly. While in Italy, you should think of yourself as American Ambassadors. Everything you say and do should reflect well on yourself, America, and the GEO program. Right along with that is respect for the Italian culture and way of life.
Absences While you are here in Siena for the full Italy experience, attendance in class and on program excursions is required. If you have two unexcused absences, your earned grade will be reduced by one letter. Additional unexcused absences will result in the same full letter grade reduction. Excused absences will be granted for health and medical reasons, as well as family emergencies, but that s it. GRADING Your grade will be based on several components. Rubrics for each of these grading areas will be provided on your arrival in Siena. Class Participation (200 Points Total) Class attendance, advance reading of homework assignments, contribution to in class activities and discussions all contribute to your individual participation score. We are fortunate to be visiting three consortia and a number of wineries and other places such as Florence. These events are an important part of your learning experience. Points will be earned for active participation during these excursions, professional behavior, and your ability to absorb and utilize information provided during these site visits. Much of what you need to know to develop your consortium marketing plan will come from these excursions. Team Marketing Plan Design (150 Points) The first step in your wine consortium marketing planning process is to design the roadmap of your plan. This process will begin immediately after your visit to your assigned consortium. Your instructor will work closely with teams on this very important first step Team Marketing Plan Development (150 Points) You will develop a marketing plan with your group for a wine consortium that will be assigned to you. You will be provided with a standard marketing plan outline. Use this outline a general guide and checklist for what needs to be in your consortium plan. Team Marketing Plan Presentation (250 Points) The three teams assigned to each consortium will first do a plan for their area of focus. After that, the three teams will collaborate to merge these three plans into one, integrated marketing plan for their assigned consortium. This will include material from your Integrated Marketing Communications class. Representatives from each team will present a PowerPoint presentation on your combined plan to the representatives of your consortium with class members in attendance. Your presentation puts you in the international spotlight. The quality of your plan and presentation must reflect well on the GEO program, America, and yourself personally. Weekly Quizzes (50 Points each, 200 points total) The last class of weeks 1 4 will include a quiz covering the subject matter of that week, and that week only. Any subject matter from any aspect of the class could be included in that s week s quiz. In addition to assessing your performance in the class, these quizzes will give you and the instructor a tool to gauge your progress as the course progresses. Assigned Reading Presentations (50 Points) Every student will be tasked to do one oral presentation in class on a reading assignment, most of which are focused on the wine industry.
Extra Credit Tasting Notes (Up to 100 Points) Students can earn extra credit for sharing with the class, in writing and/or orally, their wine tasting notes from any Italian wine they have tasted since their arrival in Siena. A wine tasting note form will be provided, the same one used by wine professionals. GRADING SUMMARY INDIVIDUAL WORK: POINTS Participation (all inclusive) 200 points 4 Weekly quizzes 50 points each 200 points Assigned Reading Presentation 50 points Extra Credit Tasting Notes (maximum) TEAM PROJECTs: Consortium Marketing Plan Design Consortium Marketing Plan Development Consortium Marketing Plan Presentation TOTAL 100 points 150 points 150 points 250points 1000 points COURSE MATERIALS Required Text Marketing Management. A Custom Edition for the University of Oregon. Published by Pearson. Students can purchase the hard copy or digital version. Downloading the digital version to your laptop is recommended. This class will NOT be using the MyMarketingLab component. Recommended Book (Not Required) Wine Marketing & Sales, 3 rd. Edition, Wagner, Olsen, and Thatch, 2017. Available in digital form only. This is the primary source material for the Wine Marketing 410 class. Wine related reading assignments for every class are listed in the class schedule. It s critical you read these articles in advance because that will be much of our class discussion. At some point during this course, each student will be assigned to present their thoughts and opinions on one of these articles. Communicating with the Instructor You can email me at rrutan@uoregon.edu. I will typically be at the GEO center between and after classes. Don t hesitate to see me if you ever have any questions or concerns or if you d just like to visit.
COURSE OUTLINE AND CLASS SCHEDULE Week 1 Topics and Activities 6/26 Course Overview Class 1 Marketing Overview Five Trends from Vinitaly 2017 Italy Drives US Wine Imports Italian Wine Facts A Summary 6/27 Understanding the Wine Marketplace Class 2 Today s Wine Consumer Silicon Valley Bank (SVB) 2017 Wine Forecast Summary SVB Shifting Wine Consumers SVB Bulk Wine & Imports Top 9 Trends in Wine Top US Wineries 2016 Wine Shipments Up Premium Boxed Wine Gallo buys Stagecoach Vineyards Top End Wines 6/28 Italy s Wine Consortia Class 3 Marketing Italian Wine in America: Challenges and Opportunities Italian Wine Consortia a Brief History Vino Nobile di Montepulciano Sanderson Vino Nobile di Montepulciano Italian Wine Looks Beyond Chianti Casa Prosecco Soave Consortium Soave & Augmented Reality Wall Street Journal Other Italian Whites Marketing Wine from Lesser Known Regions Growth of Italian Wine in America Quiz 1 Marketing plan: Teams formed, assignments made, initial team meeting
Week 1 Topics and Activities (cont.) 6/29 Visit the town of Montepulciano 1 st Visit Consorzio Vino Nobile de Montepulciano 6/30 1 st Visit Consorzio Chianti Classico Week 2 Topics and Activities 7/3 Marketing: Creating Value and Customer Class 4 Engagement Chapter 1 Canned Wine 7/4 Visit the town of San Gimignano 1 st Visit Consorzio della Vernaccia di San Gimignano Visit Larger Winery from this Consorzio 7/5 Sustainable Marketing: Social Responsibility and Ethics Class 5 Understanding Terroir Sustainability in the Wine Industry Chapter 13 Wine Industry Focuses on Sustainability King Estate Demeter Certification 2 nd Visit Consorzio Chianti Classico (assigned teams only) Visit Small Wineries in San Gimignano (all other students) 7/6 Company and Marketing Strategy: Class 6 Partnering To Build Customer Engagement, Value, and Relationships Chapter 2 Wine Club to Wine Experience igen Wine Preferences Quiz 2 2 nd Visit to Consorzio Vino Nobile di Montepulciano (assigned teams only) Visit Small Wineries in Chianti Classico (all other students) 7/7 Visit Larger Winery in Chianti Classico
COURSE OUTLINE AND CLASS SCHEDULE Week 3 Topics and Activities 7/10 Analyzing the Marketing Environment Class 7 Chapter 3 Wine Market Trends 2 nd Visit Vernaccia di San Gigmigano (assigned teams only) Visit Small Wineries in Montepulciano (all other students) 7/11 Managing Marketing Information to Class 8 Gain Customer Insight Reading Assignment: Chapter 4 7/12 Understanding Consumer and Business Markets Class 9 Reading Assignment: Chapter 5 7/13 Segmentation, Target Marketing, and Positioning Class 10 Reading assignments: Chapter 6 Bota Box What Makes a Great Wine Label Quiz 3 Visit Larger Winery in Montepulciano 7/14 No Classes, No Excursions
COURSE OUTLINE AND CLASS SCHEDULE Week 4 Topics and Activities 7/17 Pricing: Understanding and Capturing Customer Value Class 11 Chapter 8 Sam s Club Wine Takes on Costco Wine Over $10 Takes off Wine Pricing Strategies Wine Prices in 2017 Premiumization in Pinot Grigio 7/18 Product and Service Marketing to Class 12 Build Customer Value Chapter 7 Rose All Day 7/19 Brand Strategy to Build Customer Value Class 13 Chapter 7 Constellation Buying Brands WSWA Branding Luxury Marketing & Branding Top Wine Brands 7/20 Supply Chain Management Class 14 Trade Marketing in the Wine industry Supply Chain Management PowerPoint Southern Glaser Rolls out Italian Wine Education Rioja DOC Tool for Wine Trade Quiz 4 7/21 Excursion to Florence
Week 5 Topics and Activities 7/24 Personal Selling and Sales Promotion Class 15 Reading Assignment: Chapter 10 7/25 Creating Competitive Advantage Class 16 Reading Assignment: Chapter 12 7/26 DTC: The Future of Direct to Consumer Class 17 Wine Marketing Vivino Market DTC Forecast DTC Up Banner Year for DTC Amazon Wine Wine Club to Wine Experience 7/27 Plan Presentations at Enoteca Italiana Farewell Dinner
TEAM PROJECT CREATING A MARKETING PLAN FOR A WINE CONSORTIUM Student teams will create a marketing plan for one of the three wine consortia shown below. The consortium and the team s focus plan area will be assigned in week 1. These consortium marketing plans will be prepared in four phases Marketing plan design for each focus area. Marketing plan development (preparation and writing) for each team s assigned focus. The three teams assigned to each consortia will collaborate to meld their three plans into one integrated marketing plan. Team members will convert this integrated plan into a PowerPoint presentation. Teams will present their plan to consortium representatives and class members on the last day of class. This project is as close to a real world experience as you will experience in college. Your instructor and these consortia are expecting marketing plans that are professionally done, thorough, well-researched, creative, and ones that could be actually implemented. Your team s marketing plan needs to propose creative ideas and marketing strategies that are focused directly on the needs of your assigned consortium. Our Consortia The idea of doing marketing plans for wine consortia came directly from Enoteca Italiana and in direct response from consortia management and member companies. Chianti Classico Vernaccia di San Gimgnano Vino Nobile di Montelpuciano Plan Focus Areas Each student team will be assigned one of these marketing plan focus areas for one of the consortia: Product and product strategic plan Channels to market plan Integrated marketing communications plan, using what is being learned from this class. That means three teams will be working with each consortia, with each team having a different initial area of focus. Once the work is done for the focus areas, the three teams come together to blend background information and all their ideas and strategies into one integrated plan. Plan Objective The overall objective of every plan is to help each consortium grow their business/sales and their presence in the US marketplace.
MARKETING PLAN PROJECT ( cont.) Consortia Visits General information on Italian wine consortia will come from reading assignments and during class sessions. Learning about our three consortia and their unique marketing needs will come from visiting them. First, all students will visit all three consortia where their management and leadership will present background information on their organization and will be specific on what they want their marketing plans to cover. During this same visit we will hear from local elected officials, such as mayors, about the importance of the consortia to their community from a business standpoint and culturally. Shortly thereafter, the three teams assigned to each consortia will visit them again with questions in hand to probe more deeply for the information needed to begin their work on a marketing plan. Winery Visits Wine consortia are formed to serve the collective interests of their member wineries. Students will visit one larger and one smaller winery in all three consortia. These visits will give students different perspectives of what member wineries want from their consortia. Phase 1: Marketing Plan Design Due July 11 Teams will have only a short period of time to do a preliminary assessment of their consortium and the area of focus they have been assigned. Teams may have to make preliminary assumptions to complete this important first step, ones that could be revised as their process moved along. The plan design must include the following elements: A team statement on what they have learned as the consortium s primary marketing objectives. For their assigned area of focus, a summary of where that consortium stands today. Again for only their area of focus, initial ideas on marketing opportunities and/or strategies to achieve consortium objectives. A work plan that identifies what kind of information is needed, what the team plans to do with this information, and a design on how the team will develop its plan. Students will work closely with both instructors during this critical design process. The plan design document should be one to two pages. Instructors will offer any modifications and after any changes, will give approval to move forward. Since every aspect of any marketing plan must work together, the three teams working on each consortium must stay coordinated and closely communicate during the design and plan development process.
MARKETING PLAN MARKETING PROJECT (cont.) Phase 2: Marketing Plan Development Due July 17 Working from the plan design, teams will develop and then write marketing plans for their assigned focus area. Teams will use the marketing plan outline on page 57 in the Marketing Management textbook as their guide for plan content and organization. Phase 3: Combining focus area plans into a single integrated marketing plan for that consortium - Due July 24 All elements of any marketing plan must be integrated into one cohesive plan. In this phase, the three student teams will collaborate to meld three plans into one Phase 4: Marketing Plan Presentations July 27 The three teams working on each consortium will convert the integrated plan into a PowerPoint presentation that will be given to consortium representatives and the class as a whole. Peer Evaluations Students will be required to fill out a confidential peer evaluation for each team member using a form to be provided. Student grades could be impacted, either way, based on this feedback.
Charles H. Lundquist College of Business CODE OF PROFESSIONAL BUSINESS CONDUCT A Statement of Values The Lundquist College of Business learning community is committed to a set of core values that guide our interactions with one another. Our values are as important within our LCB community as within the business community. Our values help define both how we aspire to act and what it means to be a business professional. INTEGRITY Members of our community act with integrity and honesty. These qualities are essential in providing a basis for trust and go to the core of what is expected from business professionals. RESPECT Our community conveys respect for the dignity of all people. Our relationships are based on mutual respect. Differences of opinion are discussed openly and civilly. These discussions focus on issues and are presented in a courteous manner. We are sensitive to the impacts of both our words and actions on others. OPENNESS We encourage all members of our community to exchange ideas freely within the bounds of reasonable behavior. We recognize that learning requires an open environment. RESPONSIBILITY We act publicly and accept responsibility for our actions. We understand that the community will keep us accountable for our dealings. We deliver on the commitments and promises we make to others. TEAMWORK Our community is stronger when we work as a team. We foster attitudes encouraging members of the community to give and receive constructive criticism, and develop creative solutions to challenges.