1. Customer Insight Tools Preliminary Syllabus MKT 452 – 0 Section 61 Winter Quarter 2008

2. Customer Insight Tools Syllabus MKT 452 – 0 Section 61 Winter Quarter 2008 Clinical Associate Professor Robert Schieffer E Mail is r-schieffer@kellogg.northwestern.edur-schieffer@kellogg.northwestern.edu Office is Jacobs Center Leverone Hall 489 Phones: 847-491-7109 (office), 847-212-2479 (cell) Administrative Assistant is Subarna Ranjit –(s-ranjit@kellogg.northwestern.edu) Office hours are Tuesdays and Fridays after class, or other times as required and scheduled by students

3. Customer Insight Tools Course Description Uncovering insights about customers is essential for developing products and services that deliver value to the customer and generate profit for the organization. Building a marketing strategy based upon deep customer insight can give a firm a powerful competitive advantage. This new course focuses heavily on the qualitative tools used by marketers to uncover deep customer insights: observation, ethnography, depth interviews using projective techniques, group sessions and archetype research. Qualitative tools used in B to B markets, such as customer visit programs and customer advisory panels, are also covered. Students will have the opportunity to apply many of these tools during the course. This course complements the required course for Marketing majors (Research Methods in Marketing – MKTG 450)

4. Customer Insight Tools Syllabus A case packet is required, which includes 24 cases and articles Ten Key Customer Insights, Schieffer, 2005, is a required book Ethnography for Marketers, Mariampolski, 2006, is a required book A recommended book is The Culture Code, Rapaille, 2006, which is an excellent book for understanding how we acquire a silent system of codes as we grow up within a culture, and how these unconscious codes guide our actions and purchase behavior A recommended book is How Customers Think, Zaltman, 2003, which explores the major role that the unconscious mind plays in consumer purchase decisions, and how metaphor elicitation can illuminate the mind EXPECTATIONS: Students are expected to attend all classes and to come prepared to participate in class discussion. Assigned readings, articles, lecture notes and cases should be read prior to class Pre-requisite: MKTG 430

5. Customer Insight Tools Syllabus Grade calculation: A = 95.0 and above, B = 90.0– 94.9, C = 89.9 and below All assignments are graded on a 100 point scale Final grade composition: –Class Participation and Attendance – 10% –Individual assignments – 60% 30% Individual Depth Interview Individual Assignment 30% Ethnography Individual Assignment –Team assignments – 30% (Only top 2 grades used) 15% Zenith Case Team Assignment 15% Nestle Contadina Pizza Case Team Assignment 15% Iridium Case Team Assignment STUDENT SIGN-IN SHEET: Students are asked to initial the sign-in sheet as they enter the classroom. Should a student forget, an e mail to the professor can have your class attendance recorded

6. Marketing 452 Class Attendance and Participation Grades Very Good Student Participation Good Student Participation Fair Student Participation 20 Classes 1059585 19 Classes 1009080 18 Classes 958575 17 Classes 857565 16 Classes 756555 Less than 16 Classes 605040

7. Customer Insight Tools Syllabus COURSE STRUCTURE – The first twelve classes of the course focus on qualitative tools, and students will apply tools in the first two individual assignments. The last eight classes focus on quantitative customer insight tools and three team assignments. Eight expert guest speakers will be utilized to give students insight into contemporary applications of these tools. TEAMS – Students will organize themselves into teams of 4-5 students, and need to notify the professor of their team by the second week of class. All students are expected to participate fully in the team assignments. Students will evaluate the contributions of fellow team members on the team assignments and grades will reflect these peer evaluations. To avoid unpleasant surprises, students are strongly encouraged to use TeamNet throughout the quarter NO LAP TOP USE IN CLASS – Please keep your lap top computer closed during class; paper copies of lectures will be distributed before class for note taking purposes

8. Team Peer Evaluation Impact on Grade of Final Team Assignment Scale Used is 7 = Contributed Greatly to Quality, 1 = Did Not Contribute at All to Quality of Assignment Adjustment is Made Only if a Student Receives a Rating Below 6 From More Than One Team Member Average of Ratings% of Team Grade 5.5 and above97% 5.0 – 5.494% 4.5 – 4.990% 4.0 – 4.486% 3.5 – 3.981% 3.0 – 3.476% Below 3.070%

9. Customer Insight Tools Syllabus COMMUNICATIONS – All lecture notes and assignments will be posted on the Course Blackboard prior to each class. For depth discussions, students are encouraged to meet with the professor in his office rather than in the classroom. HONOR CODE – All students will abide by the Kellogg Honor Code. It is a violation of the Honor Code to discuss any course assignments with students outside of your team

10. Syllabus – MKTG 452 Section 61 Winter 2008 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 1 Tuesday Jan 8 The Case for Customer Insight Introduction to Ten Key Customer Insights book P&G Chief’s Turnaround Recipe Misconceptions about Market Orientation article 2 Friday Jan 11 Overview of Customer Insight Tools Chaps. 1 & 2 of TKCI Preface and Chaps. 1 and 2 of How Customers Think 3 Tuesday Jan 15 Qualitative Tools: ZMET Laddering Projective Techniques Chap. 3 of TKCI Chaps. 3 and 4 of How Customers Think 4 Friday Jan 18 Guest Speaker on Ethnography and Opportunity Maps Chaps. 1, 2 and 3 of Ethnography for Marketers

11. Syllabus – MKTG 452 Section 61 Winter 2008 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 5 Tuesday Jan 22 Qualitative Tools: Observation Archetype Research B to B Insights Introduction and Chaps. 1, 4, 7, 9, 10 and 12 of Culture Code 6 Friday Jan 25 Guest Speaker on Ethnography in the High Technology Sector Chaps. 4, 5 and 6 of Ethnography for Marketers 7 Tuesday Jan 29 Neuromarketing Discussion of Depth Interview Assignment Chaps. 5 and 8 of How Customers Think Individual Depth Interview 8 Friday Feb 1 Guest Speaker on Ethnography in Consumer Packaged Goods Chaps. 7, 9, 11 and 14 of Ethnography for Marketers

12. Syllabus – MKTG 452 Section 61 Winter 2008 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 9 Tuesday Feb 5 NO CLASS – CONDUCT ETHNOGRAPHY Chaps. 15, 16, 17, 19, 20 and 21 of Ethnography for Marketers 10 Friday Feb 8 Guest Speaker on Focus Group Interviews Chap. 25 of Ethnography for Marketers 11 Tuesday Feb 12 Presentations and Discussion of Ethnography Assignment Ethnography 12 Friday Feb 15 Guest Speaker on Global Insights

13. Syllabus – MKTG 452 Section 61 Winter 2008 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 13 Tuesday Feb 19 Guest Speaker on Insights into Internet Behavior comScore web site 14 Friday Feb 22 Product Optimization – Conjoint Models Chap. 6 of TKCI 15 Tuesday Feb 26 Customer Insights in Cyberspace Placebo Effect Intelliseek Case 16 Friday Feb 29 Product Optimization – Discrete Choice Models Zenith Case

14. Syllabus – MKTG 452 Section 61 Winter 2008 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 17 Tuesday March 4 Guest Speaker on Customer Driven New Product Forecasting Chap. 10 of TKCI 18 Friday March 7 Guest Speaker on Customer Frame of Mind Nestle Case 19 Tuesday March 11 Customer Satisfaction and Loyalty Measurement Chap. 9 of TKCI Nestle Forecast 20 Friday March 14 Iridium Case Discussion TCE Iridium Case Action Plans and Metrics in TKCI Iridium Case