MKTG 380: Fall Semester, 2012 DIRECT MARKETING

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1 MKTG 380: Fall Semester, 2012 DIRECT MARKETING Course Description & Key Info Instructor: Steven F. Osinski Classroom: EBA Day / Times: and (10:00 AM 11:50 AM) Address: Office Hours: Textbook: Room #3108 in Marketing area of SSE Building 12:15 1:15 PM (s & s) or by appointment SUCCESSFUL DIRECT MARKETING METHODS Eighth Edition (2008) McGraw Hill, New York, NY Authors: Bob Stone and Ron Jacobs ISBN # BSBA (Bachelor of Science in Business Administration) Goals: BSBA students will graduate being: Effective communicators Critical thinkers Able to analyze ethical problems Global in their perspective Knowledgeable about the essentials of business Course Mission: To educate and inspire students to consider pursuing a career in Marketing or Advertising by demonstrating how exciting the profession is and how it impacts our economy and our lives. Course Description: Each student will be introduced to the use of Direct Marketing as a part of an organization s overall marketing / advertising program. You will examine a wide range of direct marketing media including (but not limited to) Direct Mail, Broadcast, Print and Digital. You will also participate in the development of your own direct marketing campaign for a real business.

2 This course will be taught through a combination of in-class lectures, textbook readings, case studies, and the vast experience of your Professor. You will also be exposed to Guest Lecturers, who are experts in their field and employed within the Advertising, Marketing and Sales Industries. Student Learning Outcomes: MKTG 380 contributes towards the BSBA goals listed on the prior page through its student learning outcomes. At the end of this course, students will be able to: 1) Identify the significant range of media options available within the sphere of direct marketing and describe the advantages, disadvantages and limitations of each one. 2) Talk like Marketing Executives and communicate with clients using important direct marketing industry terms and jargon. 3) Discuss the main elements that go into developing a successful direct marketing program or campaign including strategic development, market research, creative analysis, program implementation and measurement. 4) Evaluate and communicate the overall effectiveness of a direct marketing campaign via return-on-investment (ROI) analysis and other quantifiable measurements. 5) Enhance their abilities to brainstorm and solve marketing challenges more effectively via direct interaction with their professor and other local marketing experts. 6) Develop and execute their own mini Direct Marketing program from soup to nuts for a real company s product or service and then present their campaign strategy and creative to their classmates, who will serve in the capacity of an Agency Review Panel. 7) Improve upon their oral and written skills via in-class presentations that will combine the various marketing elements listed in item 3. Assignments, Projects & Exams: 1. You are strongly encouraged to regularly attend class. Poor attendance will negatively impact students grades since a considerable amount of material apart from the textbook will be covered in the exams. Further, three unexcused absences will result in your grade being lowered one level (example: from an A to a B.) 2. Be courteous to your fellow classmates and to me. Laptops are to be used for note taking only (for this class,) not homework, web surfing, shopping, Tweeting or Facebook. Keep cell phones silenced and texting is not permitted during class. 3. Honesty, integrity and ethical behavior are paramount, both in this class and in life. Cheating, plagiarism, the use of any unauthorized materials, bullying or any other form of academic misconduct will not be tolerated and will result in a severe penalty.

3 4. All materials submitted for grading are to be typed, spell-checked and proofed. Points will be deducted for excessive typos / spelling errors or missing / incomplete information. (Pretend that I am your Client.) Assignments and projects are due on the assigned date and will be docked1/2 grade for every day late. 5. You are responsible for reading the assigned chapters prior to class. When reading the text, please be prepared to discuss Key Points, which are listed at the end of each chapter. 6. There will be occasional homework assignments based upon the textbook or from information covered in class. 7. Always check BLACKBOARD before each class to ensure that no changes have been made to the course schedule. 8. In addition to my assessment, confidential peer evaluations will be provided for Direct Marketing group projects, which could result in members of the same team receiving different grades. 9. During the semester, you will be taking two Exams and will be participating in a Group Direct Marketing project. Each exam counts for 32.5% of your grade (65% for both exams.) The exams will consist of primarily multiple-choice questions. The Group Direct Marketing group project represents 30% of your grade, while your homework, pop quiz grades, attendance; classroom participation, effort and initiative will combine for the remaining 5%. Exams and graded projects will be weighted as follows: A+ 97% to 100% A 93% to 96% A- 90% to 92% B+ 87% 89% B 83% 86% B- 80% 82% C+ 77% to 79% C 73% to 76% C- 70% to 72% D 65% to 69% F < 65% FINALLY & MOST IMPORTANT! The primary purpose of this class is to help you develop the vital skills necessary to pursue a career involving marketing, advertising or sales. The more you put into it, the more you ll get back. It is my mission to teach you, but more importantly, to INSPIRE you. If you are ill or need special consideration due to some unplanned hardship, I will do my best to accommodate you.

4 COURSE SCHEDULE, READING OUTLINE & IMPORTANT NOTES 1. Reading assignments should be completed PRIOR to their in-class review and lecture 2. It is my objective to make this course as interesting, informative and as timely as possible. For that reason, there will be some modifications to this Syllabus as the semester progresses. Any changes will certainly be addressed in class or else via Blackboard. 3. Guest Lecturers / Marketing Experts will be meeting with us throughout the entire semester. When they visit, it will cause an adjustment to our schedule and chapter assignments and Exam dates will be pushed backwards. For that reason, I have blocked out approximately 2 classes for guest lecturers. 4. Each week listed below starts with its respective date Week of August 28 Course Overview Chapter 1 The Scope of Direct Marketing Week of September 4 Chapter 2 Business, Strategic & DM Planning Chapter 3 The Impact of Databases Week of September 11 NO CLASS Chapter 4 Consumer & Business Mailing Lists Week of September 18 Chapter 5 The Offer Chapter 6 Building Customer Relationships Week of September 25 EXAM # 1 Ethics of Advertising & Marketing Week of October 2 Chapter 10 Magazines Chapter 11 - Newspapers & Directories

5 Week of October 9 Chapter 12 TV / Radio Direct Response TV / Infomercials Week of October 16 Chapter 18 Creating Direct Mail Packages Chapter 20 Creating Print Advertising Week of October 23 Group Direct Marketing Project Client Introductions DR & Advertising s Impact on Political Elections Week of October 30 Chapter 15 Internet Direct Marketing / Social Media Chapter 16 - E-Communications Week of November 6 Chapter 17 E-Commerce EXAM 2 Week of November 13 Guest Lecturer Visits* Guest Lecturer Visits* Week of November 20 In-class preparation for Group DM Projects NO CLASS THANKSGIVING RECESS Week of November 27 Week of December 4 * Actual Guest Lecturer visit dates have not yet been determined. These are shown for scheduling purposes only

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