Department of Business Administration MKT 355A Marketing Communications pptx

Department of Business Administration MKT 355A Marketing Communications Fall Trimester, 2009 Weekend College SYLLABUS Please refer to Records and Registration on the Inside Augsburg pa

Department of Business Administration MKT 355A Marketing Communications

Fall Trimester, 2009 Weekend College SYLLABUS

Please refer to Records and Registration on the Inside Augsburg page

assignments for your classes

Over 25 years marketing and sales management experience with various product categories, types of customers, distribution systems Fifteen years of experience at the vice-president or president level Size of companies ranged from Fortune 100 to new venture start-ups Also served on board of directors

of both for profit and non-profit organizations

Contacting Instructor:

Feel free to contact me outside of class You may contact me by phone either

at home (please call before 10 PM) or at Augsburg, or by e-mail I am happy

to address class issues, as well as serve as a sounding board for career and academic issues Phone (Augsburg) 612- 330-1162, (H) 763-559-4828, Internet: schwain @augsburg.edu Fax 612-330-1607

Instructor Office Hours:

I will be available before and after class, during posted office hours (my office is 324 Memorial Hall), or at mutually convenient times and locations

I want to be accessible, and will work with you to accommodate your schedule

Textbook: Advertising and Promotion, Belch & Belch, Eighth Edition

Case Study: UnME Jeans: Branding in Web 2.0

I have created a set of course materials at the Harvard Business Education web site This is

an inexpensive (about $ 4.00) and easy way to obtain the case, although this way of obtaining cases may be new to you The following will provide you with information about the two steps you will now take to access your course material

To access the Harvard Business Education site, follow this link:

http://cb.hbsp.harvard.edu/cb/access/4406825

If you have not registered with the Harvard Business Education site, it will be necessary to do so now Once you have completed the brief registration process, you will be able to log in Once logged in you will be able to access the case I have assigned for the course For your reference, the case you need are also listed at the end of this email

The case will be available in PDF and can be viewed with Adobe Acrobat Reader The PDF will

be available to you through your Harvard Business Education library for 6 months from the date of purchase

For subsequent access, you will need to login at www.hbsp.harvard.edu and go to My

Library->Courses

I hope you find this a convenient way to access your course materials If you have any questions about the materials, please contact me at schwain@augsburg.edu

For technical assistance, please contact Harvard Business Publishing Customer Service at 1-800-810-8858 or 617-783-7700 from 8am-8pm EST Customer Service can also be reached at

techhelp@hbsp.harvard.edu

COURSE DETAILS

Professor Information:

David Schwain

Course Information:

Course Name: Marketing Communications

Course Number: MKT355 (2009TR1A)

Course Level: Undergraduate

Course Start Date: Sep 11, 2009

Expected Enrollment: 7

Reference Code: 4406825

Student Access URL: http://cb.hbsp.harvard.edu/cb/access/4406825

Product Information:

Product #: 509035-PDF-ENG

Product Format: Digital

Product Title: UnME Jeans: Branding in Web 2.0

Product Type: Case

Publisher: HBS

Class Prerequisite: MKT 252 (Principles of Marketing), or permission of instructor

Course Goals: There are three objectives for this course

1) Examine the basic concepts of marketing communications (and the

inter-relationships between advertising, direct marketing, interactive/Internet marketing, sales promotion, public relations, and personal selling)

2) Understand the disciplines associated with developing and implementing an integrated marketing communications plan

3) Experience the development of an integrated marketing communications plan utilizing an individual written case analysis and presentation

Teaching Methods:

The course will be a combination of lecture, case studies, and class discussion Lectures will amplify selected subjects from the textbook, as well as provide applications-oriented perspectives and career information I approach this course from the point-of-view of a practitioner Students will be responsible for material from lectures, the textbook, and specific handouts for examinations I may occasionally schedule guest speakers Please plan to participate in class An active discussion is an important element of the course learning experience…it makes the class more engaging and more enjoyable

Course Assignments:

A list of reading assignments and the content of the course is attached You will also be provided with supplementary reading material, primarily from trade journals, that relates to current events in the field of marketing communications

Evaluation Criteria and Grading Policy:

Two tests will be given during the course, each a combination of multiple choice (40-50 questions) and essay questions (4-5) Both test sections are equally weighted

An additional course element is an individual brief case study paper 2-3 pages) and

a short (5-10 minutes) presentation that presents a realistic marketing communications problem to address The case is meant to be a capstone for the course, providing an opportunity to solve a marketing communications challenge You will have an opportunity to utilize the disciplines discussed in the course, combined with your own judgment and creativity….all three are important elements

of a successful marketing communications program Because you may not have completed a written case analysis before, there will be a good deal of class discussion regarding the case I will provide you with case study questions to help focus your work The case study will be submitted in two parts These are described later in the syllabus I would like you to be able to focus on your case study content without needing to “second guess” my expectations I expect the case study to be a professional analysis and recommendation, and that you will make a persuasive argument for your point of view We will discuss both the case study and presentation in more detail during class

Course grades are determined on the basis of 300 points:

Test # 1 100 Test # 2 100 Case Study 100 (First Paper 25%, Presentation 75%)

Course grades will be distributed as follows:

3.0 79% + 0 Below 58%

Class Organization:

Make-up tests: I will allow students to make-up an exam under special

circumstances These will be scheduled at the convenience of both the student and myself

Attendance: Attendance at all classes is required, particularly given the small

number of classes in the weekend college semester Students will lose 5 off their final grade for each unexcused absence If a situation occurs which would warrant

an excused absence, contact me in advance of the situation If it is an emergency, please leave a voice mail at my Augsburg phone number explaining the situation prior to class

Assignments: Late assignments will reduce your final grade 5 per late assignment

per late day

Academic Honesty: Students are expected to abide by the Academic Honesty

Policy contained in the Student Guide I will be honest with you but expect you to

be equally honest with me Lying about illness or emergencies is unacceptable Naturally, I expect your work to be your own You will be asked to sign your affirmation that your work is in compliance with Augsburg’s honesty policy A violation of the Academic Honesty Policy will result in a 0.0 for the project/test

Disability: C.L.A.S.S Students: I am happy to make reasonable accommodations

that you need Please let me know you are a C.L.A.S.S student at the beginning of the semester

Course Changes: I reserve the right to modify the course requirements,

assignments, grading procedure, and policies as circumstances dictate

Student Questionnaire:

I would like to tailor the class discussion to your experiences and interests To help

me do this, please complete the attached questionnaire and bring it to the first class

Department of Business Administration 355A Marketing Communications

Fall Trimester, 2009 Weekend College ASSIGNMENTS AND EXAM DATES

Marketing Analysis, Strategy, Targeting, and Planning Process

Promotional Mix, Integrated Communications Planning Model

Sept 25 Agencies: Types, Organization, Management 3,4

Consumer Decision-Making Process

Positioning Exercise

Oct 9 Segmentation Discussion and Exercise 7

Establishing Objectives and Budgets

Oct 23 Test # 1

Creative Strategy: Planning, Development 8,9 Implementation, Evaluation

Evaluation of Broadcast and Print Media, Support Media 12,13

Case Paper # 1 Due

Direct Marketing and Marketing on the Internet 14,15, Public Relations, Publicity, Corporate 17 Advertising

Case Presentation Due

Department of Business Administration 355A Marketing Communications

Fall Trimester, 2009

Weekend College Case Study: UnME Jeans: Branding in Web 2.0

This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore the opportunities and risks they present for brands The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of brand objectives, in order to assess and evaluate new social media options Brand manager Margaret Foley is facing an increasingly complex media environment in which her

traditional media plan, focused on television, print, and radio advertising, has become less effective due to declining audiences, increased advertising clutter, and consumers tuning out She is

exploring emerging Web 2.0 social media options to determine if they can better achieve her

branding and advertising objectives Her challenge is to cut through all of the hype surrounding Web 2.0 and to analyze the social media's potential for her brand by delving into the consumer needs and behaviors underpinning Web 2.0 technologies

Paper # 1 25 Points: Answer the following questions: 2-3 pages

A) Contrast the traditional “interruption” advertising model discussed in class with the new Web 2.0 model of marketing communications

B) Diagnose the problems with Foley’s current marketing communication plan, given the changing media environment and changing consumer behavior What are some of the benefits and risks involved in branding in Web 2.0?

Presentation 75 Points

A) Analyze the three social media options presented by Foley’s agency, outlining the strengths and weaknesses of each

B) Recommend a marketing communications plan for Foley by adding a “Recommended Plan” column to Exhibit 1 in the case Provide rationale for your recommendation (which you can take from Q B in the first paper and Q A in the presentation

Your presentation should probably be about 4-5 pages long and take 5-10 minutes (One page for each of the three social media options and 1-2 pages for the recommendation and rationale You may use Power Point or overheads for your presentation

Department of Business Administration 355A Marketing Communications

Fall Trimester, 2009 Weekend College

STUDENT QUESTIONNAIRE

What do you hope to gain from this course?

What is your major, or what areas are you considering for a major?

What are some of your recent work experiences (employer, type of business or organization, your role or function etc.)?

Any other comments?

Name (Optional)