OUTLINE AND SYLLABUS Zicklin School of Business Marketing 3520 Fall 2011 Instructor Susan Ascher

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1 Expectation from Students: OUTLINE AND SYLLABUS Zicklin School of Business Marketing 3520 Fall 2011 Instructor Susan Ascher An outline of the class lecture is posted on Blackboard before every class. Reading the assigned pages in the textbook and reviewing your class notes every week are strongly recommended. Class participation is important. Please don t hesitate to ask questions in class or during scheduled office hours. All related comments are welcome in class for discussion. Under no circumstances will the use of laptops or cell phones be allowed in my classroom. Students using a phone or laptop in class will automatically have their grade lowered. If you have a physical disability, kindly see me privately. However you may record the class for playback. Thank you. Grades: You earn the final grade based on: There are no makeup exams. Mid term 30% Final exam 30% Class Participation 40% (Attendance is taken into consideration) At least two optional creative assignments will be announced in class. Attendance Policy: Please be advised, that according to Baruch College policy, I am obliged to assign a WU grade to students absent in excess of four classes. All medical excuses must be documented by letter on your physician s legal stationery. Academic Integrity: KINDLY REFRAIN FROM PRIVATE DISCUSSIONS DURING CLASS. Students involved in private conversations will be asked to leave the class. If you are having difficulty with the course or a personal situation arises that affects your class participation please confer with me as soon as possible. In case you must leave class early, please inform me at the beginning of the session and take a seat near the door, so as not to disturb your neighbor. Students are expected to know and adhere to the Baruch College Academic Honesty Policy and to uphold its rules and ideals.

2 Page 2 Textbook: ADVERTISING AND INTEGRATED BRAND PROMOTIION 4 th Ed. Authors: O Guinn, Allen & Semenik Reference copy available in the Neuman Library OUTLINE AND READING ASSIGNMENTS Evolution of Advertising Bottom of Page 8-12 pp Ethical and Regulatory Aspects pp pp Concepts in Marketing Brand Identity, equity & loyalty pp Market Segmentation Page 26 Differentiation Page 26 Positioning Page 27 USP pp Understanding consumer needs pp (Depending on time Agencies may be move to later in the semester Agencies pp57-67 pp Budgeting pp Media Planning pp Creative Strategy pp Print Production pp Review for midterm Midterm exam date to be determined Newspapers Bottom pp Magazines Bottom pp

3 Page 3 Direct Marketing Radio pp pp pp pp Television pp pp How DVR s and Tivo affect TV advertising Support Media -Outdoor Promotions Event Sponsorship Product placement Sales promotion Consumer Sales Promotion Public Relations Corporate Advertising pp pp pp pp pp pp pp pp Internet Advertising: No readings from text History the online revolution Banner Advertising Search Engine Marketing Viral Advertising and ing Cost - Response Metrics Branded entertainment Security on the Internet Internet & Mobile couponing New Media: Mobile Advertising Branded entertainment Optional If we have time. History of Yellow Page Advertising Online classified advertising Review for Final Exam

4 Page 4 COURSE INFORMATION SHEET Office Hours I am always available one half hour before class on Mon. and Wed. My office is located on the 12 floor of the vertical campus in the Faculty Office Suite Room M. No appointment is necessary during these hours. Office Tel No.: (646) susan.ascher@baruch.cuny.edu Weekly Assignments: IMPORTANT!!! You are required to read the pages assigned in the textbook and review your notes nightly. To ensure successful understanding of the concepts a few presentations will be announced. You are required to participate in at least two presentations. These assignments must be typed and handed in at the time of presentation. NO TIME EXTENSIONS ARE PERMITTED. Course Objectives: This is a practical course teaching the skills involved in marketing. You will be introduced to the evolution and legal aspects of advertising. The advantages and disadvantages of each media will be presented and the techniques involved in producing the final promotion, ad or commercial. Actual examples and experiences from the instructor s Health Care Agency will be shared in class enabling you to understand the problems and relationship between the client and agency. This course will provide you with skills for implementing an integrated marketing communications plan. Instructor: This course is being taught by Susan Ascher, the founder and owner of Ascher Advertising Inc. She has taught at Fordham University Graduate School of Business, Columbia University s School of Dental & Oral Surgery, NewYork University Program for continuing Education, Taipei, Taiwan and at The Zicklin School, Baruch College for the past 11 years. Susan Ascher has been inducted as an honorary member of the International Golden Key Honour Society on November 12, Susan has presented at numerous professional conferences and published sixteen articles and contributed a chapter to the book Dental Clinics of North America. Attached is a reprint of an article that appeared in the New York Times newspaper s Business Section about her agency.

5 Page 5 Suggested Optional Reading: Twenty Ads that Shook the World by James B. Twitchell Marketing Mistakes and Successes by Robert E. Hartley