COURSE NUMBER:  BA 296.8

COURSE TITLE: Simplicity Marketing: the New Consumer Imperative

UNITS OF CREDIT:  1

INSTRUCTOR:  Peter Sealey

E-MAIL ADDRESS:  sealey@haas.berkeley.edu

INSTRUCTOR’S WEB PAGE: www.losaltosgroup.com

MEETING DAY(S)/TIME: Saturday March 16 and April 6. 9:00 AM – 4:00 PM.

PREREQUISITE(S): BA206; or an undergraduate course in marketing or advertising; or prior work experience in a marketing function.

CLASS FORMAT Lectures and a group case assignment to be presented in class using the principles discussed in the course.

REQUIRED READINGS: Simplicity Marketing: End Brand Complexity, Clutter and Confusion. Steven Cristol and Peter Sealey, The Free Press, 2000

BASIS FOR FINAL GRADE: Class participation 50% and group case assignment 50%.

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

This course is a broad overview of the current state of marketing. We will cover the growing need for marketers to simplify and reduce stress in today’s hectic environment. The impacts on marketing of the new tools of information technology will be covered. Finally, the ongoing value and importance of brand building will be addressed. (To illustrate this component, the instructor will provide an insider’s view for the failure of New Coke. Was it planned or was it a colossal mistake?)

BIOGRAPHICAL SKETCH:

Dr. Sealey is the founder, CEO and majority shareholder of Los Altos Group, Inc. ("LAG") and specializes in business and marketing strategy. His background includes 24 years at The Coca-Cola Company where he held a variety of key positions including the role of Chief Marketing Officer in the early 90's (responsible for the now-famous "Coca-Cola Always" advertising campaign) and President of Marketing and Distribution at Columbia Pictures in the late 80's (where his releases include Ghostbusters, La Bamba, Karate Kid, Stand By Me & Tootsie.) In addition to his role with LAG, he is a member of the boards of directors and boards of advisors of a number of technology companies. He also serves as Adjunct Professor of Marketing at the Haas School of Business at the University of California – Berkeley, where he is also Co-Director of the Center for Marketing and Technology. Sealey is the recipient of the Henry R. Kravis Entrepreneur Award, the Distinguished Alumnus Award and the Claremont Graduate University Alumni Hall of Fame. He was selected as "Educator of the Year" in 2001 by the Sales and Marketing Executives International organization. This award honors an individual for meritorious contributions to sales and marketing education at the university level. He is a member of The Academy of Motion Picture Arts and Sciences. Sealey's education includes degrees from the University of Florida, Yale University and a Ph.D. from the Peter F. Drucker Graduate Management Center at the Claremont Graduate University.