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Syllabus
The information contained on this page is designed to give students a representative example of material covered in the course. Any information related to course assignments, dates, or course materials is illustrative only. For a definitive list of materials, please check the online catalog 3-4 weeks before the course start date.
WFED 881: Marketing for Organization Development and Consulting:
(3 credits) This course familiarizes students with the unique issues in marketing organization development (OD) and OD consulting services.
Overview | Objectives | Materials | Library Resources | Software | Technical Requirements | Course Requirements and Grading | Course Schedule | Academic Integrity | Policies
Overview
This course familiarizes you with approaches to marketing organization development (OD) and consulting services. Building on the basic concepts taught in WFED 572, this course helps you to develop the specialized competencies essential to marketing OD both internally and externally.
As you may already be aware, marketing a service is a different task than marketing a product. In this course, you will learn how to market yourself and the services you provide as an OD consultant to both internal and external clients. To accomplish this objective, we will first review general marketing concepts and discuss how those concepts apply differently to marketing services as opposed to marketing goods, and how those concepts can be adapted to marketing services. Weaving in discussions about lead generation and market research planning, we will discuss the skills you will need to have to successfully develop your brand and brand messaging.
In this course, you will also be given an opportunity to try your hand at developing some of the documents necessary for successful service marketing, such as a capability statement and a marketing plan. As with all courses in this major, we also want to provide you with the opportunity to gather some real-world experience and make some real-world contacts. To accomplish this, we will ask you to interview a current OD professional and share what you learn with your classmates.
In the end, you should come away with a few more items in your tool kit that will allow you to hit the ground running upon graduation.
Course Objectives
By the end of this course, you should be able to do the following:
- Define marketing and describe the differences that are faced when marketing services as opposed to marketing products.
- Describe how the four Ps of marketing will impact an OD professional when marketing his or her service.
- Define key concepts, such as marketing research, market testing, and specialized marketing, and discuss how they may impact OD professionals.
- Discuss the difference between marketing and sales in an OD context.
- Write a cohesive, concise marketing plan that includes and fully develops all sections necessary in such a document, including the following:
- business purpose and objectives,
- a proper competitive analysis,
- a business plan and start-up timeline,
- cash flows, and
- what credentials qualify you to run such a business.
- Create a strong value proposition.
- Differentiate between an economic and a feasibility buyer, and determine how to reach the economic buyer.
- Imagine you are working in the industry, and write a cohesive, concise capability statement, including and fully developing all sections necessary in such a document, including the following:
- a company overview,
- your areas of expertise,
- key personnel,
- publications and other qualifications,
- proper NAICS codes, and
- key past projects that make up a “performance snapshots” section.
- Write proposals that get business!
Required Course Materials
Most World Campus courses require that students purchase materials (e.g., textbooks, specific software, etc.). To learn about how to order materials, please see the Course Materials page. You should check LionPATH approximately 3–4 weeks before the course begins for a list of required materials.
Library Resources
Many of the University Libraries resources can be utilized from a distance. Through the Libraries website, you can
- access magazine, journal, and newspaper articles online using library databases;
- borrow materials and have them delivered to your doorstep—or even your desktop;
- get research help via email, chat, or phone using the Ask a Librarian service; and
- much more.
You must have an active Penn State Access Account to take full advantage of the Libraries' resources and service. The Off-Campus Users page has additional information about these free services.
Software
One of the benefits of being a registered Penn State student is that you are eligible to receive educational discounts on many software titles. If you are interested in learning more about purchasing software through our affiliate vendor, please visit the Buying Software section of the Course Materials page.
Technical Requirements
| Operating System | Canvas, Penn State's Learning Management System (LMS), supports most recent versions of Microsoft Windows and Apple Mac operating systems. To determine if your operating system is supported, please review Canvas' computer specifications. |
|---|---|
| Browser | Canvas supports the last two versions of every major browser release. It is highly recommended that you update to the newest version of whatever browser you are using. Note: Cookies must be enabled, and pop-up blockers should be configured to permit new windows from Penn State websites. |
| Additional Canvas Requirements | For a list of software, hardware, and computer settings specifically required by the Canvas LMS, please review Canvas' computer specifications. |
| Additional Software | All Penn State students have access to Microsoft Office 365, including Microsoft Office applications such as Word, Excel, and PowerPoint. |
| Hardware | Monitor: Monitor capable of at least 1024 x 768 resolution |
| Mobile Device (optional) | The Canvas mobile app is available for versions of iOS and Android. To determine if your device is capable of using the Canvas Mobile App, please review the Canvas Mobile App Requirements. |
Student Education Experience Questionnaire (SEEQ)
During the semester you will receive information for completing the Student Education Experience Questionnaire (SEEQ). Your participation is an opportunity to provide anonymous feedback on your learning experience. Your feedback is important because it allows us to understand your experience in this course and make changes to improve the learning experiences of future students. Please monitor email and course communications for links and availability dates.
If you need technical assistance at any point during the course, please contact the Service Desk.
For registration, advising, disability services, help with materials, exams, general problem solving, visit World Campus Student Services!
Course Requirements and Grading
You will be evaluated on the basis of the quantity, quality, and timeliness of their efforts. More specific guidelines follow:
| Assignment | Points |
|---|---|
Blog ReflectionsIn Lessons 1, 4, 6, 9, 12, and 14, you will find blog-response question prompts at the end of each lesson. You should post a reflection as described in the prompt instructions. Your blog posts will be evaluated by two major criteria: whether you upload a blog post by the due date (5 points) , and whether you answer the question(s) for for each lesson with a substantive, thoughtful reflection (10 points). Note: The sites.psu.edu by default are public and searchable via Google, Bing, etc. To protect your site to just PSU users, please follow these instructions once your blog is setup. | 90 |
Article CritiqueBeginning in Lesson 3, you will work in groups for the article critique assignment. Each week, the professors will assign an article, and designate ONE group member to write a critique of that article following the guidelines and rubric provided. The rest of the group is responsible for reading the article, and the critique, and then provide comments and feedback based on the discussion guidelines and rubric provided. Briefly summarize the article's content. Then summarize why the article is important for students in WFED 881. How does it relate to marketing OD? Why is the article important for trainers or OD professionals in business and industry? Finally, discuss the practical applications (if any) of the article for trainers or OD professionals in business and industry. What should they be able to do after reading the article? Attach a copy of your article to the completed critique. Be sure to devote most of your article critique to critiquing the article, pointing out any weaknesses in it or any occasions when you think the author's ideas will not work. Class participation grade: Read and participate in discussions with other students regarding your article critique as well as others that have been posted. The extent to which you provide constructive feedback to other students about their critiques will impact your class participation grade. There are 100 points for each of article critiques using the associated rubric. There are 10 points available for the discussion portion each week. Each student will submit two article critiques (100 points x 2) and participate in discussions on the other 10 article critiques posted by others (10 points x 10). | 300 |
Interview With a Consultant: Interview protocol, Transcript, Presentation.In this assignment, find a consultant—it does not matter whether the consultant specializes in OD—and conduct an interview with him or her. Part of the challenge of this assignment is to be resourceful enough to source a consultant to interview and carry it out without needing to ask the course instructor for help. Be sure to record your interview. Create an interview protocol using the following questions:
Upload your interview protocol to the appropriate assignment. After completing the interview, transcribe it and post the full transcription to the appropriate drop box. Summarize the key learning points from the interview and share them with the class. In order to do this, we ask that you prepare, deliver, and record a 6–10 minute presentation and embed the recording in a discussion post. Class participation grade: Watch and participate in discussions with other students about your interview summary presentation, as well as others that have been posted. The extent to which you provide constructive feedback to other students about their presentation will impact your class participation grade. You do not need to seek Human Subjects approval to conduct the interview. Simply find a consultant, arrange to meet by phone or face-to-face, record what he or she says in response to these questions, and post as discussed above. Your interview with a consultant will be evaluated using the associated rubric. | 200 |
Marketing Plan for OD ConsultingOD consultants face the unique challenges of small business owners (who must establish a strategic plan to guide their businesses) and specialists in OD (who offer an intangible service that is distinct from traditional management consulting but is often confused with it). You should complete this plan individually but will be given numerous opportunities throughout the semester to post sections of the plan and gain feedback from both the instructor and other students in the class. Although a marketing plan does not need to be long, it should answer at least the following questions:
Feel free to be creative in your responses. Short plans are actually more difficult to write well than long ones. Please remember that. We will work on your plans throughout the semester, posing pieces of the plan on discussion to sharpen your work using critique and feedback from other students. Posting your pieces on time will be part of your final grade. The critique and feedback you give to others will be part of your class participation grade. This is worth 240 points toward your final grade: 15 points for the discussion in each steps and 120 points for the marketing plan. Your Marketing Plan will be evaluated using the associated rubric. | 240 |
Marketing in ActionAt various points during the semester, you will be required to research and share a news article focused on a current marketing practice being executed by a company of your choosing. It can be large or small, a product or a service, local or national. There are many options from which to find your article, but periodicals like Advertising Age, AdWeek, Bloomberg BusinessWeek, the New York Times, or the Wall Street Journal would be likely resources. You will share the link to the article with your group, and comment on the firm’s practice. Do you agree with what they’re doing? Would you do something differently? Can you see how you would apply this practice to your own marketing activity? Remember that marketing is more than advertising. The article can focus on product or service development, pricing, distribution, public relations, sales, social, etc. Your professors will determine and provide the schedule for the weekly assignment. The rest of the group will then comment on that post and discuss the implications. Note: There are 25 points available for this assignment for the discussion leader using the associated rubric; and ten points available for the commenters. Each student will lead the discussions twice (25 points x 2) and participate in discussions on the other ten other news articles shared by others (10 points x 10). | 150 |
Class ParticipationIn Lessons 3, 7, 11, 12, 13, and 14, you will be required to respond one or two discussion forum question prompts directly related to the assigned readings at the end of each lesson. You should post your response as described in the prompt instructions. Each discussion is worth 10 points toward your final grade. The class participation will be evaluated using the associated rubric. | 70 |
| Total | 1,050 |
Activities will be evaluated using their associated rubrics. The Canvas Student Guide provides the following instructions for accessing activity rubrics:
Letter grades will be based on the following scale
| Grade | Minimum % | Min. Points |
|---|---|---|
| A | 93 | 976.5–1,050 |
| A- | 90 | 945–976.4 |
| B+ | 88 | 924–944.9 |
| B | 82 | 861–923.9 |
| B- | 80 | 840–860.9 |
| C+ | 78 | 819–839.9 |
| C | 70 | 735–818.9 |
| D | 60 | 630–734.9 |
| F | < 60 | below 630 |
Please refer to the University Grading Policy for Graduate Courses for additional information about University grading policies.
If, for reasons beyond the student's control, a student is prevented from completing a course within the prescribed time, the grade in that course may be deferred with the concurrence of the instructor. The symbol DF appears on the student's transcript until the course has been completed. Non-emergency permission for filing a deferred grade must be requested by the student before the beginning of the final examination period. In an emergency situation, an instructor can approve a deferred grade after the final exam period has started. Under emergency conditions during which the instructor is unavailable, authorization is required from one of the following: the dean of the college in which the candidate is enrolled; the executive director of the Division of Undergraduate Studies if the student is enrolled in that division or is a provisional student; or the campus chancellor of the student's associated Penn State campus.
For additional information please refer to the Deferring a Grade page.
Late Policy
Students who cannot submit assignments on time because of emergency or extreme illness should contact your professors as soon as possible via Course e-mail. Your e-mail must be received before the assignment due date in order to be considered for a late turn-in. If a late turn-in is approved, students will be notified via Course e-mail.
Course Schedule
Note: All due dates reflect North American eastern time (ET).
Activities are due by 11:59 p.m. (ET), Sunday of the week.
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Note: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please go to the Graduation Information on the My Penn State Online Student Portal.
Formal instruction will end on the last day of class. Provided that you have an active Penn State Access Account user ID and password, you will continue to be able to access the course materials for one year, starting from the end date of the academic semester in which the course was offered (with the exception of library reserves and other external resources that may have a shorter archival period). After one year, you might be able to access the course based on the policies of the program or department offering the course material, up to a maximum of three years from the end date of the academic semester in which the course was offered. For more information, please review the University Course Archival Policy.
Academic Integrity
According to Penn State policy G-9: Academic Integrity , an academic integrity violation is “an intentional, unintentional, or attempted violation of course or assessment policies to gain an academic advantage or to advantage or disadvantage another student academically.” Unless your instructor tells you otherwise, you must complete all course work entirely on your own, using only sources that have been permitted by your instructor, and you may not assist other students with papers, quizzes, exams, or other assessments. If your instructor allows you to use ideas, images, or word phrases created by another person (e.g., from Course Hero or Chegg) or by generative technology, such as ChatGPT, you must identify their source. You may not submit false or fabricated information, use the same academic work for credit in multiple courses, or share instructional content. Students with questions about academic integrity should ask their instructor before submitting work.
Students facing allegations of academic misconduct may not drop/withdraw from the affected course unless they are cleared of wrongdoing (see G-9: Academic Integrity ). Attempted drops will be prevented or reversed, and students will be expected to complete course work and meet course deadlines. Students who are found responsible for academic integrity violations face academic outcomes, which can be severe, and put themselves at jeopardy for other outcomes which may include ineligibility for Dean’s List, pass/fail elections, and grade forgiveness. Students may also face consequences from their home/major program and/or The Schreyer Honors College.
How Academic Integrity Violations Are Handled
World Campus students are expected to act with civility and
personal integrity; respect other students' dignity, rights, and
property; and help create and maintain an environment in which all
can succeed through the fruits of their own efforts. An environment
of academic integrity is requisite to respect for oneself and
others, as well as a civil community.
In cases where academic integrity is questioned, the Policy on Academic Integrity indicates that procedure requires an instructor to inform the student of the allegation. Procedures allow a student to accept or contest a charge. If a student chooses to contest a charge, the case will then be managed by the respective college or campus Academic Integrity Committee. If that committee recommends an administrative sanction (Formal Warning, Conduct Probation, Suspension, Expulsion), the claim will be referred to the Office of Student Accountability and Conflict Response.
All Penn State colleges abide by this Penn State policy, but review procedures may vary by college when academic dishonesty is suspected. Information about Penn State's academic integrity policy and college review procedures is included in the information that students receive upon enrolling in a course. To obtain that information in advance of enrolling in a course, please contact us by going to the Contacts & Help page .
University Policies
- Accommodating Disabilities:
Penn State welcomes students with disabilities into the University's educational programs. Every Penn State campus has resources for students with disabilities. The Student Disability Resources (SDR) website provides contacts for disability services at every Penn State campus. For further information, please visit the SDR website.
In order to apply for reasonable accommodations, you must contact the appropriate disability resources office at the campus where you are officially enrolled, participate in an intake interview, and provide documentation based on the documentation guidelines. If the documentation supports your request for reasonable accommodations, your campus's disability resources office will provide you with an accommodation letter. Please share this letter with your instructors and discuss the accommodations with them as early in your courses as possible. You must follow this process for every semester that you request accommodations.
- Counseling and Psychological Services:
If you have a crisis or safety concern, mental health services are available to you as a Penn State student. Crisis and emergency contacts are available, no matter where you are located:
- Anywhere in the United States: Call the Penn State Crisis Line at 1-877-229-6400 or text LIONS to 741741. You can also contact your local crisis services or hospital for emergencies.
- Outside the United States: Please contact emergency services in your current location. You can also use the International Crisis and Emergency Services listings.
- At University Park: Assistance is available at Counseling & Psychological Services (CAPS) locations on campus.
- At a Penn State branch campus: You can search for counseling information at your campus.
- Additional Policies:
For information about additional policies regarding Penn State Access Accounts; credit by examination; course tuition, fees, and refund schedules; and drops and withdrawals, please see the World Campus Student Center website.
- Military Students:
Veterans and currently serving military personnel and/or dependents with unique circumstances (e.g., upcoming deployments, drill/duty requirements, VA appointments, etc.) are welcome and encouraged to communicate these, in advance if possible, to the instructor in the case that special arrangements need to be made.
- Privacy Notice:
Please note that course access is limited to those individuals who have direct responsibility for the quality of your educational experience. The course instructor and any teaching assistant(s), of course, have access to the course throughout the semester. Each course offered via the World Campus has several instructional design staff members assigned to assist in managing course content and delivery. These instructional design staff members have access to the course throughout the semester for this purpose. Also, World Campus technical staff may be given access in order to resolve technical support issues. In addition, mentor, department head, or program chair may be provided with course access in order to ensure optimal faculty availability and access. Each of these individuals will keep confidential all student course and academic information.
- Student Responsibilities and Conduct:
- Students are responsible for online course content, taking notes, obtaining other materials provided by the instructor, taking tests (if applicable), and completing assignments as scheduled by the instructor. As a general rule, students should plan on logging into the course at least three times per week and spending at least three hours per course credit per week on the course, e.g., if the course is three credits, the student should plan on spending at least 9-12 hours per week on the course, just as they would in a residence course.
- Students are responsible for keeping track of changes in the course syllabus made by the instructor throughout the semester.
- Students are responsible for monitoring their grades.
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Students must contact their instructor (and teammates when working on any collaborative learning assignments) as soon as possible if they anticipate missing long periods of online time due to events such as chronic illnesses, death in the family, business travel, or other appropriate events. The instructor will determine the minimal log on time and participation required in order to meet course responsibilities. In the event of other unforeseen conflicts, the instructor and student will arrive at a solution together.
- Requests for taking exams or submitting assignments after the due dates require documentation of events such as illness, family emergency, or a business-sanctioned activity.
- Conflicts with dates on which examinations or assignments are scheduled must be discussed with the instructor or TA prior to the date of the examination or assignment.
- Students are responsible for following appropriate netiquette (network etiquette) when communicating with their instructor and classmates. For reference, see the Academic Success Kit.
- Behaviors that disrupt other students’ learning are not acceptable and will be addressed by the instructor.
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For severe and chronic problems with student disruptive behavior, the following will be applied for resolution:
- Senate Committee on Student Life policy on managing classroom disruptions: Office of Student Accountability and Conflict Response.
- Penn State Principles
- Report Bias:
Penn State takes great pride to foster a diverse and inclusive environment for students, faculty, and staff. Acts of intolerance, discrimination, or harassment due to age, ancestry, color, disability, gender, gender identity, national origin, race, religious belief, sexual orientation, or veteran status are not tolerated and can be reported through Educational Equity via the Report Bias webpage.
Disclaimer: Please note that the specifics of this Course Syllabus are subject to change, and you will be responsible for abiding by any such changes. Your instructor will notify you of any changes.