Marketing Communications BSAD 155 Fall Semester 2015

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1 Marketing Communications BSAD 155 Fall Semester 2015 Thursdays 4:35 p.m. 7:35 p.m. Lafayette L102 Professor: Carolyn Bonifield Office: 209 Kalkin Office Hours: Thursdays 9:30-11:30 a.m. and by appointment Phone: (802) Course website: Prerequisites: BSAD 150/Junior standing Required Readings Advertising and Promotion: An Integrated Marketing Communications Perspective, George E. Belch and Michael A. Belch, McGraw-Hill, Tenth Edition, 2015 Packet of Harvard Business School, Darden, Ivey, and Stanford cases and articles. Course Objectives This course is designed primarily for students whose career plans may at some point involve making marketing communication decisions, although it is also appropriate for students who basically just seek a better understanding of how marketing communications work. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating marketing communication campaigns, and 2) to provide the appropriate theories, models, and other tools to make better marketing communication decisions. To be in tune with how companies have now started approaching advertising and promotions, the course adopts an integrated marketing perspective which involves understanding the role of the different promotional mix elements and coordinating them to develop effective marketing communication programs. Strong emphasis is placed on understanding the psychological principles in consumer behavior which facilitate the development of such programs. The course is not intended to train you to become a professional advertiser, the demands of which cannot be fulfilled by a one semester course on marketing communications. Instead, this course is intended to help you appreciate the variety of options you have as a decision-maker when you are making communication decisions. In a nutshell, this course will help you ask the right questions and speak the language of various agencies you will interface with in the future. The class is also designed to enhance your communications skills, both written and oral, and to build up your understanding of the dynamics of working with others. These are skills marketing managers need to succeed in the workplace.

2 ADDITIONAL COURSE INFORMATION Course Organization BSAD 155 is organized around the marketing communication decisions which must be made in the following areas: 1) Communication Objectives; 2) Target Market Definition; 3) Message Strategies; 4) Creative Strategies; 5) Media Strategies; 6) Promotion Strategies; and 7) Research Strategies. The first few sessions are intended to provide the big picture for the course. The next several sessions deal with marketing communication decisions by addressing who, what, when, where, how, and why types of questions. Who are the targets of the communication program? What are the objectives of the communication program? What is to be communicated? How should it be communicated? How much communication will be necessary? Which means of communication are to be used? What are the roles of sales promotion, publicity, digital and social media, and direct marketing? What is the impact of the communications program? The last few sessions deal with the broader implications of these marketing communication principles. Its purpose is to pull together all of these different strategies and tactics and consider social, legal, and global issues, as well as the future of marketing communications. It is your responsibility to make certain that you have a working University of Vermont School of Business Administration address and that you check it on a regular basis. There may be occasions that I inform you of important course information by , and you will be responsible for making sure that your account is both working and that you access your . Exams The exam dates and times (two exams total) are in the course schedule below. The exams will include material covered in the text and in class. You may be asked to apply the material to a case discussed in class. All exams are closed-book. Plan on taking the exams when they are given. If you have an unavoidable conflict, show me documentation of the conflict a minimum of two weeks prior to the exam (during my office hours in person, we will not handle this by ) and a make-up will be arranged. If a make-up exam is needed because of illness or emergency on the day of the exam, please try to phone me prior to the exam, and provide medical or appropriate verification later. Non-attendance at the regular exam time without an acceptable, documented reason will result in zero points for the exam. Cheating will not be tolerated. Cheating on an exam will result in zero points for the exam and the course. During the exams you cannot wear baseball caps or have extra papers, calculator covers, etc., in view. You may not have your cellular phone/camera phone in view during an exam. 2

3 Case Studies We will have eight in-class discussions of Harvard Business School, Darden, and Ivey cases. These assignments provide the opportunity to analyze cases that are based on real-world business situations, make recommendations, and consider the implications of your decisions. In short, you will practice decision-making that is generalizable. All the students are expected to actively participate in the discussion, and to be ready to give your assessment when called upon. You are required to turn in a total of two case write-ups (note: these are to be done individually, i.e., these are not group assignments). Cases are due at the beginning of lecture on the designated day for that case discussion, as indicated on the course schedule (at the end of this packet). Late cases will not be accepted. I will provide you with a case analysis template (CAT) that you should use as the format for writing up your cases. You will need to highlight the relevant facts in the case, your assumptions, and your decisions on the various aspects of the communications program. Include an executive summary that communicates the essence of your analysis and recommendations. Your case write-up should be about 2 pages typed single-spaced in length. The executive summary should be typed and not exceed ½ page single-spaced. Make sure you make good use of the relevant data in the case. Be creative; make non-obvious inferences. Present specific, comprehensive, and practical plans. Make sure your paper is logically structured, clear, and concise. I will deduct points for poor writing (i.e., incorrect spelling, improper grammar or sentence structure, writing that is not concise, etc.). When you are on the job, your boss will make judgments about you based on your communication skills (among other things) this is good practice. Your total case grade will be based on your two case write-ups and your contribution in the discussion of all cases. Class Contribution Adequate preparation for, regular attendance of, and full participation and involvement in the class sessions and assignments are an integral requirement of this course. Class contribution and involvement is worth 20% of the overall grade and will be based on my perception of your performance on the above requirements. In addition, the class schedule may be adjusted (e.g., case discussion and write-up due dates changed) and these changes will be announced only in class. You are responsible for all the material covered and all the announcements made in class. Group Exercises In BSAD 155, you will form an agency team consisting of 3 to 4 members. Your agency team will write up two different analyses, the print ad exercise, and the sales promotions exercise. Your team will also present one of the two analyses on the last day of class (Thursday, Dec. 3). 3

4 For the first exercise, your task is to choose any issue of Forbes, Bloomberg Businessweek, Fast Company, The Economist, or any other business/general interest publication from the last three months. From the issue that you choose, select one full (or more)-page(s) ad for a national brand that you consider to be the best in the magazine and one full (or more)-page(s) ad for a national brand that you consider the worst. Justify your decision by identifying and analyzing the communication objectives, target market, message strategy, and creative approach. Also, assuming that your agency team had been in charge of the advertising, indicate how you might have executed the ads. Your analysis should not exceed five double-spaced typed pages and is due in class on Thursday, Oct. 15. For the second exercise, your task is to identify one sales promotion (discounts, coupons, sweepstakes, mail-in rebates, etc.) that is featured in a retail outlet (e.g., Wal-Mart, Hannaford s, etc.) that you consider to be the best and one promotion that you consider the worst. Justify your decision by identifying and analyzing the communication objectives, target market, and the execution of the promotion. Also, assuming that your agency team had been in charge of the sales promotions, indicate how you might have gone about accomplishing the communication objectives. Your analysis should not exceed five double-spaced typed pages and should be turned in on the last day of class (Thursday, Dec. 3). The group exercises will be graded for both content and presentation (e.g., grammar, clarity, style, etc.). Grading Grades will be assigned as follows: 90% and above =A, 80-89%=B, 70-79%=C, 60-69%=D, less than 60%=F. Please note: I will be using the +/- grading system when assigning grades at the end of the semester. Activity Points Dates Exam Thursday, Oct. 8 Final Exam 200 Tuesday, Dec. 15, 4:30-7:15 p.m., Lafayette L102 Print Ad group exercise 100 Thursday, Oct. 15 Sales Promotion group 100 Thursday, Dec. 3 exercise Case Assignments CATs and Executive Summaries 100 points each plus 100 for Class Contribution 100 TOTAL 1000 contribution = 300 Due on day of discussion see course schedule below Students should keep all graded work until the end of the semester; in addition, they should keep back-up copies of any work turned in. Grading Group Assignments: Your grade for the group assignments will be calibrated based on how your fellow group member(s) evaluate your contribution. For example, even if your group 4

5 gets full points on all the group assignments, should your fellow group member(s) feel that you deserve only 80% of the points, your grade will be calibrated downward. ed/Slid Under-Door Assignments Do not your case assignments. I expect you to turn in your case assignments at class, i.e., in person. Assignments will not be accepted via nor will they be accepted if they are slid under my office door. Plagiarism/Academic Dishonesty Students must submit their own work. Each student s paper must be written independently by the student enrolled in the class, or in cooperation with the team members as specified in the assignment (i.e., for the two group assignments). Plagiarism will result in failing the course. The use of unauthorized material, communication with fellow students during an examination, attempting to benefit from the work of another student, and similar behavior that defeats the intent of an examination or other class work is unacceptable to the University. Accommodations for Students with Disabilities In keeping with University policy, any student with a documented disability interested in utilizing accommodations should contact ACCESS, the office of Disability Services on campus. ACCESS works with students and faculty in an interactive process to explore reasonable and appropriate accommodations via an accommodation letter to faculty with recommended accommodations as early as possible each semester. Contact ACCESS: A170 Living/Learning Center; ; access@uvm.edu; or Cell Phones The use of cell phones in the classroom is strictly prohibited. Please remember to turn off your cell phones prior to coming to class. In addition, as stated above in the section on Exams, you may not have your cellular phone/camera phone in view during an exam. Common Courtesy in Class If you absolutely have to leave early, please let me know in advance and try to sit close to the door so that you don t disturb others when you leave. Problems or Questions If you have problems or questions relating to the course material or the assignments, I am available to help. Please feel free to come to my office hours, or if this doesn t work for your schedule, to make an appointment with me at a different time. Best wishes for a great semester! Carolyn Bonifield 5

6 UVM Policy Regarding Religious Holidays Religious Holidays: Students have the right to practice the religion of their choice. Each semester, students should submit in writing to their instructors by the end of the second full week of classes their documented religious holiday schedule for the semester. Faculty must permit students who miss work for the purpose of religious observance to make up this work. UVM Academic Honesty Policy The principal objective of the policy on academic honesty is to promote an intellectual climate and support the academic integrity of the University of Vermont. Academic dishonesty or an offense against academic honesty includes acts that may subvert or compromise the integrity of the educational process. Such acts are serious offenses that insult the integrity of the entire academic community. Offenses against academic honesty are any acts that would have the effect of unfairly promoting or enhancing one's academic standing within the entire community of learners which includes, but is not limited to, the faculty and students of the University of Vermont. Academic dishonesty includes knowingly permitting or assisting any person in the committing of an act of academic dishonesty. The policy distinguishes between minor and major offenses. Offenses purely technical in nature or in which the instructor does not perceive intent to achieve advantage are deemed minor and handled by the instructor. Major offenses are those in which intent to achieve academic advantages is perceived. A full statement of the policy can be found in the Cat's Tale. Each student is responsible for knowing and observing this policy. UVM School of Business Classroom Code of Conduct Faculty and students will at all times conduct themselves in a manner that serves to maintain, promote, and enhance the high quality academic environment befitting the University of Vermont. To this end, it is expected that all members of the learning community will adhere to the following guidelines: 1. Faculty and students will attend all regularly scheduled classes, except for those occasions warranting an excused absence under the policy detailed in the catalogue (e.g., religious, athletic, medical). 2. Students and faculty will arrive prepared for class and on time, and they will remain in class until the class is dismissed. 3. Faculty and students will treat all members of the learning community with respect. Toward this end, they will promote academic discourse and the free exchange of ideas by listening with civil attention to the comments made by all individuals. 4. Students and faculty will maintain an appropriate academic climate by refraining from all actions which disrupt the learning environment (e.g., making noise, ostentatiously not paying attention, and leaving and re-entering the classroom inappropriately). 6

7 Tentative Course Schedule Fall Semester 2015 Date Topic Chapter 9/03 Introduction/Course Overview The Big Picture/Target Market Selection 1, 2 9/10 Target Market Selection/Communication Objectives/Message Strategy 2, 5 D Arcy Masius Benton & Bowles in Eastern Europe Consumer Behavior, Memory, and Attitudes 4 9/17 Creative Strategy 6, 8, 9 Case 1: Capital One: Launching a Mass Media Campaign 9/24 Creative Strategy 6, 8, 9 Case 2: Charles Schwab & Co., Inc.: The Talk to Chuck Advertising Campaign 10/01 Budgeting 7 Case 3: BMW Films 10/08 Exam 1 Media Strategy /15 Media Strategy Digital and Social Media 15 Amplifying Perceptions: How JetBlue Uses Twitter To Drive Engagement and Satisfaction 10/22 Guest Speaker Case 4: Bluefin Labs: The Acquisition by Twitter Sales Promotion 16 10/29 Case 5: Reliance Baking Soda: Optimizing Promotional Spending Direct Marketing 14 11/05 Case 6: Burberry Public Relations and Publicity 17 11/12 Case 7: Advertising Experiments at the Ohio Art Company International Advertising and Promotion 19

8 11/19 Case 8: Cottle-Taylor: Expanding the Oral Care Group in India Research Strategy/Measuring the Effectiveness of Promotional 18 Programs Social, Ethical, & Legal/Regulatory Issues 20, 21 11/26 NO CLASS Thanksgiving Break 12/03 Presentations 8