O Guinn, Allen, and Semenik (2015), Advertising and Integrated Brand Promotion (7th edition), South-Western College Publishing..

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1 UNIVERSITY OF MANITOBA I.H. ASPER SCHOOL OF BUSINESS MKT 3390 A01 INTEGRATED MARKETING COMMUNICATIONS SUMMER SESSION 2016 INSTRUCTOR: Brock Cordes ROOM: 108 Drake CLASS: Mon-Fri 1:30 3:30PM May 2 May 25, 2016 OFFICE: 668 Drake TELEPHONE: OFFICE HOURS: ½ hour after class or by appointment brock.cordes@umanitoba.ca TEXT: O Guinn, Allen, and Semenik (2015), Advertising and Integrated Brand Promotion (7th edition), South-Western College Publishing.. COURSE OVERVIEW: This course will introduce students to the fast-changing field of advertising and promotions. Increasingly, business firms are approaching advertising and promotion from an integrated marketing communications perspective, which recognizes the importance of coordinating the various promotional mix elements to develop more effective communications programs. In this course, we will examine the roles of advertising, sales promotion, direct marketing and the internet within this broader framework. We will discuss the changes taking place in the advertising and promotions environment as corporations challenge accepted practices with innovative and daring ideas, and the reasons why we need to challenge conventional thinking on several advertising and promotional issues. This course will be taught from a practitioner-oriented perspective, with emphasis placed on developing key concepts and theories of marketing communications and the analytical skills needed to apply these concepts to managerial decision making. COURSE OBJECTIVES To familiarize you with the concepts and theories of marketing communications To develop your abilities to use these concepts to design advertising and promotional strategies and to solve marketing management problems To aid in the development of effective managerial skills including: individual and group problem solving, communicating both in writing and orally, working with others, and meeting set deadlines. To familiarize you with the current changes and trends in the marketing environment and its impact on the field of advertising and promotions 1

2 CLASS PROCEDURES AND POLICIES The course will incorporate both lecture and discussion, with extensive class participation and preparation of written by you being necessary to maximize learning in this course. Lectures will reinforce and expand upon material in the text. Discussions, cases, and in-class activities are designed both to bring new perspectives to the material and to foster active application of what we learn to solve business problems. Preparation for class will require you to read the text before class, and often completion of a case analysis/reading assignment or written assignment as well. You are encouraged to read publications like Advertising Age and Marketing Magazine (available in the library) and be willing to share ideas and thoughts with the class. Grades will be determined as follows: Class Participation/Attendance 15% Midterm Exam 20% Final Exam 35% Case 1 15% Case 2 15% Total 100% COURSE REQUIREMENTS Examinations Two examinations will be given. These exams will consist of multiple choice questions, covering both assigned reading and lecture material. Make-up exams will not be given unless you furnish proof of exceptional circumstances (illness, hospitalization). RULES: THERE IS A NO ELECTRONICS RULE IN CLASS AND DURING EXAMS STUDENTS ARE NOT PERMITTED TO EXIT THE CLASS DURING LECTURE PERIOD. Cases: Each student is to complete and submit two (2) cases throughout this month. The due dates for the cases are as follows: Case #1 Due in class on Thursday, May 12, 2016 Case #2 Due in class on Tuesday, May 24, 2016 Titles of the assigned cases will be given out at a later date. Cases must be 4 pages in length excluding the title page. 2

3 Format for Case Writing Instructions ***READ INSTRUCTIONS AND FORMAT CAREFULLY. ALL CASES MUST BE PRESENTED IN THIS FORMAT *** All cases must be in twelve point type, with 3cm margins on all sides, double-spaced and NO LONGER than the designated number of pages specified in the course outline excepting the title page. Cases that are too long will be docked by 50% of the case s worth. For example Case #1 will be marked out of 50% if it s too long. However two or three pages would not do justice to a case study of this nature. Format Situation Analysis: Bold heading Two or three paragraphs describing the circumstances and background of this case. SWOT Analysis: Bold heading Use 2 columns to list SWOT elements Strengths bold subheading - Describe the INTERNAL STRENGTHS Opportunities - bold subheading - Describe the EXTERNAL OPPORTUNITIES Weaknesses- bold subheading - Describe the INTERNAL WEAKNESSES Threats - bold subheading - Describe the EXTERNAL THREATS Problem Statement: Bold heading Two or three paragraphs on the problem and/or the situation the organization is facing. Alternatives: Bold heading Summarize the alternative in one or two sentences List three or four alternatives. List more than one pro and con associated with each alternative. Use point form in a vertical format for the pros and cons under each alternative as follows: 3

4 Dates May Class Schedule Topics Text Chapters The World of Advertising & Integrated Brand Promotion 1 The Structure of the Advertising & Promotion Industry: Advertisers, Agencies, Media, and Support Organizers 2 4 The History of Advertising and Brand Promotion 3 5 Social, Ethical, and Regulatory Aspects of Advertising & Promotion 4 6 Advertising, Integrated Brand Promotion, and Consumer Behavior 5 9 Market Segmentation, Positioning, and the Value Proposition 6 10 Advertising Research 7 Planning Advertising and Integrated Brand Promotion 8 11 MIDTERM EXAM (Chapters 1 8) 12 Managing Creativity in Advertising and IBP 9 CASE ONE DUE 13 Creative Message Strategy 10 Executing the Creative Media Planning Essentials Media Planning: Newspapers, Magazines, TV, and Radio Media Planning: Advertising and IBP in Digital amd Social Media Sales Promotion, Point-of-Purchase Advertising, and Support Media Event Sponsorship, Product Placements, and Branded NO CLASSES - VICTORIA DAY 24 Integrating Direct Marketing and Personal Selling CASE TWO DUE Public Relations, Influencer Marketing and Corporate Advertising 18 Final Exam as set by the Registrar s Office. 4

5 Academic Integrity It is critical to the reputation of the I.H. Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading "Plagiarism and Cheating". Specifically, acts of academic dishonesty include, but are not limited to: - using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words - duplicating a table, graph or diagram, in whole or in part, without referencing the source - paraphrasing the conceptual framework, research design, interpretation, or any other ideas of another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source - copying the answers of another student in any test, examination, or take-home assignment - providing answers to another student in any test, examination, or take-home assignment - taking any unauthorized materials into an examination or term test (crib notes) - impersonating another student or allowing another person to impersonate oneself for the purpose of submitting academic work or writing any test or examination - stealing or mutilating library materials - accessing tests prior to the time and date of the sitting - changing name or answer(s) on a test after that test has been graded and returned - submitting the same paper or portions thereof for more than one assignment, without discussions with the instructors involved. Group Projects and Group Work Many courses in the I.H. Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic dishonesty. Because of the unique nature of group projects, all group members should exercise special care to insure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to a specific individual(s). Some courses, while not requiring group projects, encourage students to work together in groups (or at least do not prohibit it) before submitting individual. Students are encouraged to discuss this issue as it relates to academic integrity with their instructor to avoid violating this policy. In the I.H. Asper School of Business all suspected cases of academic dishonesty are passed to the Dean's office in order to ensure consistency of treatment. 5

6 AACSB Assurance of Learning Goals and Objectives. The Asper School of Business is proudly accredited by AACSB. Accreditation requires a process of continuous improvement of the School and our students. Part of student improvement is ensuring that students graduate with the knowledge and skills they need to succeed in their careers. To do so, the Asper School has set the learning goals and objectives listed below for the Undergraduate Program. The checked goal(s) and objective(s) will be addressed in this course and done so by means of the items listed next to the checkmark. Goals and Objective in the Undergraduate Program 1 Quantitative Reasoning A. Determine which quantitative analysis technique is appropriate for solving a specific problem. B. Use the appropriate quantitative method in a technically correct way to solve a business problem. Goals and Objectives Addressed in this Course ü ü Course Item(s) Relevant to these Goals and Objectives Quantitative analysis in case C. Analyze quantitative output and arrive at a conclusion. ü 2 Written Communication A. Use correct English grammar and mechanics in their written work. ü Written case B. Communicate in a coherent and logical manner ü Written case C. Present ideas in a clear and organized fashion. ü Written case 3 Ethical Thinking A. Identify ethical issues in a problem or case situation ü Case B. Identify the stakeholders in the situation. ü Case C. Analyze the consequences of alternatives from an ethical ü Lectures standpoint. D. Discuss the ethical implications of the decision. ü Lectures 4 Core Business Knowledge ü Entire course 6