BMK323a01 MARKETING COMMUNICATIONS SYLLABUS FALL 2004

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1 BMK323a01 MARKETING COMMUNICATIONS SYLLABUS FALL 2004 MEETING TIMES: Monday and Wednesday 11:30 LOCATION: Hamilton 302 PROFESSOR: Dr. Robert Palmer OFFICE: Hamilton 209 PHONE: ext OFFICE HOURS: Monday and Wednesday 9:30 to 11:00 or by appointment REQUIRED TEXT AND READINGS Klow, Kenneth, and Baack, D. Integrated advertising, promotion, and marketing communications. Second Edition. COURSE DESCRIPTION This course will examine the theory and techniques applicable to all the major marketing communication functions: advertising, direct marketing, sales promotions, public relations, and personal selling. It will provide a knowledge base that will allow students to research and evaluate a company s marketing and promotional situation and use this information in developing effective communication strategies and programs. COURSE OBJECTIVES 1. To provide students with an in-depth understanding of integrated marketing concepts, principles, and terminology in both business and nonprofit environments. 2. To understand the role of integrated marketing communications, and the professionals who practice it, in an organization. 3. To gain hands-on experience in the creation of an advertising campaign, press release, PSA, sales promotion, and other elements of the promotional mix. 4. To develop a unique promotional plan for an actual company.

2 GRADING Breakdown Percentage of Total Mid Term 20% Final Exam 20% Personal Ad and Presentation 10% In-class group projects 10% (Total = 2) Promotional Plan 30% Attendance / Participation 10% TOTAL 100% Since I am relatively new to Bishops University, I have had a number of students who felt that their grades should have been higher than they were, I want to remind you how I define the various letter grades: A Superior A- Outstanding B+ Very good B Good B- Better than average C+ Above average C Average C- Below Average D Poor F Failure Thus, just doing what was assigned in a perfunctory manner does not earn you an A, or even a B. Consistent, thoughtful, creative work is necessary for a high grade. Having said that, I also need to say that what is being graded is your work in my class, not you. If you are not pleased with the grades you are receiving, feel free to come see me about how you might make them better. Greater effort is not necessarily the key, especially if that effort is misdirected!

3 EXAMS These will be a combination of multiple choice, short answer and essay formats. They will not be cumulative. They will cover both materials covered in class and those from the readings and case discussions. Exams will be closed book, closed note. I will allow any student to bring in a dictionary (even if you are a native English speaker), but I will check it to make sure that there are no notes in the margins. I cannot allow electronic translators, as it is impossible for me to know if the characters I see on the screen are merely direct translation, or something you programmed into the machine! Make-up exams will be given only in extraordinary circumstances (hospitalization, childbirth, imprisonment). I didn t have time to study is not an appropriate excuse. Any student expecting to miss an exam or other requirement due to participation in a University-sponsored activity (such as an athletic competition or musical performance) must bring in written authorization (such as a schedule of away games) prior to the scheduled date. Any student who misses an exam without prior warning must accept an F for that exam. Since exams are not cumulative, I cannot give a future exam double credit to make up for one missed. No supplemental exams or work will be provided. PERSONAL AD To complete this project, it will be necessary to do the following: 1. Develop and execute an ad campaign to sell YOURSELF! The ad may be a print ad, TV commercial, or non-traditional ad utilizing support media or advertising specialties. BE CREATIVE!!! 2. Orally present your ad on the date listed in the syllabus utilizing the :30 commercial format and explaining your ad. GROUP ASSIGNMENTS On specified dates in the syllabus, students will work in groups of 3-6 students to develop ad campaigns, press releases, and other elements of the promotional mix. This is designed to provide students with real hands-on experience to prepare them for the deadline-driven professional world. All projects will be presented in-class at the end of class on the date assigned. If you are not in class, you cannot participate in the assignment. Grades will be given on a pass/fail basis. I will judge the quality of the work presented and award 4 bonus points on the next exam to the group with the winning campaign. PROMOTIONAL/COMMUNICATIONS PLAN Promotional plans will be developed individually. Outlines and campaign development tools are provided in your text and will prove to be instrumental in creating a good and thorough plan. The plan will encompass both strategic and creative thinking and will be submitted as a professional business report.

4 Additional details will be provided in class as to the nature of the company and products for whom the plan will be written. ATTENDANCE / PARTICIPATION Attendance is MANDATORY. Students with excessive unexcused absences will not be allowed to write the final examination. Participation will be based on the quality and quantity of your contributions to our discussions. I will not be counting every time you raise your hand. Also, just because you say something, does not necessarily mean you are participating. You should not be late for class and you should not come to class unprepared. You are not an observer you are an active participant and you will be evaluated from that perspective. Obviously, you can t participate if you don t show up. I won t take attendance but if you are not here, I will know it. WRITTEN ASSIGNMENTS Each student is required to follow the APA guidelines when submitting written work (e.g. double-spaced, 1 margins, 12-point font, and list of references.) All assignments must be written using a word processor and be printed on laser quality printer. Up to 20% of points on each assignment submitted may be taken off because of poor grammar, spelling, or punctuation. Academic Misconduct: Students enrolled at Bishop's University are expected to adhere to the highest standards of academic conduct. Academic misconduct will not be tolerated and the instructor will be alert to any kind of inappropriate conduct in this course. Suspicion of academic misconduct shall be handled by the official rules and policies of Bishop's University. Penalties for cheating or plagiarism may range from a failing grade on an exam or assignment, a failing grade in the course, or expulsion from the university. Plagiarism: Any and all statements contained in any assignment or paper that is based upon ideas or words of another must be properly credited to the original author or source. Paraphrasing the ideas or words of another is acceptable so long as the original author or source is cited. DO NOT quote words or expressions from existing works verbatim without designating the passage as a quote and crediting the source. Any student who plagiarized the work of any other person (author, professor, student, parent, friend, etc.) has committed academic dishonesty and misconduct. Plagiarize is defined as, to present the ideas or words of another as one s own. (Merriam-Webster, 1989).

5 READINGS DATE TOPIC READINGS Sept. 8 Course Overview Syllabus Sept. 13 Introduction to Integrated Chapter 1 Marketing Communications Sept. 15 Brand Management Chapter 2 Sept. 20 Brand Management Chapter 2 Sept. 22 Corporate Image Management Chapter 2 Sept. 27 Consumer and Buyer Behavior Chapter 3 and 4 Sept. 29 Promotion Opportunity Analysis Chapter 5 Oct. 4 Advertising Management Chapter 6 Oct. 6 Advertising Design Theory Chapter 7 Oct. 11 THANKSGIVING NO CLASS Oct. 13 Exam Review and Integration Oct. 18 MID-TERM Chapters 1, 2, 3, 4, 5, 6, 7 Oct. 20 Advertising Media Selections Chapter 9 Oct. 25 Advertising Media Selections Chapter 9 Oct. 27 Consumer Promotions Chapter 11 Nov. 1 Personal Selling Chapter 12 Nov. 3 Personal Selling Chapter 12 Nov. 8 PERSONAL AD PRESENTATIONS Nov. 10 PERSONAL AD PRESENTATIONS Nov. 15 Public Relations Chapter 13 Nov. 17 Sponsorship Chapter 13 Nov. 22 Internet Marketing Chapter 14 Nov. 24 Small Business Marketing Chapter 15 Nov. 29 Evaluating an IM program Chapter 16 Dec. 1 Exam Review and Course overview PROMOTIONAL CAMPAIGNS DUE?????? FINAL EXAM Chapters 9, 11, 12, 13, 14, 15, 16