MKTG 380: Fall Semester, 2014 DIRECT MARKETING / DIRECT RESPONSE

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1 MKTG 380: Fall Semester, 2014 DIRECT MARKETING / DIRECT RESPONSE Course Description & Key Info Instructor: Steven F. Osinski Sched. # Classroom: EBA Day / Times: and Thursday (2:00 3:50 PM) Address: Office Hours: Textbooks: sosinski@mail.sdsu.edu EBA Room 337D 12:30 1:30 PM (s and Thursdays) Or by appointment SUCCESSFUL DIRECT MARKETING METHODS Eighth Edition (2008) McGraw Hill, New York, NY Authors: Bob Stone and Ron Jacobs ISBN # IMPORTANT: This textbook provides an effective and very useful Direct Marketing foundation for our class; but since advertising is constantly evolving, it is somewhat out of date. For that reason, I strongly encourage you to purchase a used copy of this textbook or else merely rent it 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 Direct Marketing or Advertising by demonstrating how exciting the profession is and how it impacts their lives, the economy and the world.

2 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) Broadcast, Print, Digital and Direct Mail. You will also participate in the development of your own direct marketing campaign for a real business. 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 Direct Marketing, Advertising 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.)

3 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, Instagram, Snapchat, Tumblr 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. 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 and Discussion Questions, which are listed at the end of each chapter. 6. There will be occasional homework assignments based upon textbook readings or other articles and 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 35% of your grade (70% for both exams.) The exams will consist of primarily multiple-choice questions. The Group Direct Marketing group project represents 25% of your grade, while your homework, classroom participation, effort and initiative will combine for the remaining 5%. Exams and graded projects will be weighted as follows: A 93% to 100% 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%

4 FINALLY & MOST IMPORTANT! The primary purpose of this class is to help you develop the vital skills necessary to pursue a career involving Direct Marketing, Advertising or Sales. The more you put into this course, 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. FOR STUDENTS WITH DISABILITIES If you are a student with a disability and believe you will need accommodations for this class, it is your responsibility to contact Student Disability Services at (619) To avoid any delay in the receipt of your accommodations, you should contact Student Disability Services as soon as possible. Please note that accommodations are not retroactive, and that accommodations based upon disability cannot be provided until you have presented your instructor with an accommodation letter from Student Disability Services. Your cooperation is appreciated. 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. 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 26 Course Overview Thursday Chapter 1 The Scope of Direct Marketing

5 Week of September 2 Chapter 2 Business, Strategic & DM Planning Thursday Chapter 3 The Impact of Databases Week of September 9 Chapter 4 Consumer & Business Mailing Lists Thursday Chapter 5 The Offer Week of September 16 Chapter 6 Building Customer Relationships Thursday EXAM # 1 Week of September 23 Ethics of Advertising & Marketing (Part A) Thursday Ethics of Advertising & Marketing (Part B) Week of September 30 Group Direct Marketing Project Client Introductions Thursday Chapter 12 TV / Radio / Infomercial Project Week of October 7 Direct Response TV (continued) Thursday NO CLASS Week of October 14 Chapter 18 Creating Direct Mail Packages Thursday Chapter 20 Creating Print Advertising DR TV Infomercial Project Student Presentations Week of October 21 Chapter 10 Magazines Thursday Chapter 11 - Newspapers Week of October 28 Monday (27) Join me and network at the annual DIRECT MARKETING ASSOCIATION conference in San Diego (Optional) Chapter 15 Internet Direct Marketing / Social Media Thursday Chapter 16 - E-Communications

6 Week of November 4 Political Sales & Advertising / Election Day Special Thursday Chapter 17 E-Commerce Week of November 11 NO CLASS VETERANS DAY Thursday EXAM 2 Week of November 18 Guest Lecturer Visit* Thursday Guest Lecturer Visit* Week of November 25 Group Direct Marketing Project - Agency Presentations Thursday NO CLASS THANKSGIVING HOLIDAY Week of December 2 Group Direct Marketing Project - Agency Presentations Thursday Group Direct Marketing Project - Agency Presentations Week of December 9 Group Direct Marketing Project - Agency Presentations * Actual Guest Lecturer visit dates have not yet been determined since they are often subject to the availability of the guest. The two dates listed above are for Syllabus- scheduling purposes only and are not necessarily the dates of their visits. Class will be in session on all dates listed on this Syllabus, unless otherwise noted.