School of Journalism and Mass Communications Adv. 128, Integrated Marketing Communications. Fall 2015

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1 School of Journalism and Mass Communications Adv. 128, Integrated Marketing Communications Fall 2015 General Information Instructor: Tim Hendrick, Associate Professor, Advertising Office location: DBH 201 Telephone: (off.) (home/office) Office hours: M-Th 12:00 1:30 or by appointment Class days/time: MW 4:30 5:45 Classroom: DBH 133 Prerequisites: Adv. 91 Course Description Advertising 128 is a management course that teaches and reviews Integrated Marketing Communications (IMC) plans and includes research, the situational analysis, objectives and strategies, advertising, PR, promotions, and tactics. To have any kind of management/executive position in advertising you will need this course. Though you have had the situation analysis before it will be completed again along with research on the company/organization chosen and follow through with strategic direction and tactical executions. The class will be divided into teams, which will work together throughout the semester on various aspects of campaign development. We will discuss what category and brands will be analyzed and finally executed. Each team will be expected to present the final recommendations to the class in power point format. Prior to the presentations, there will be at least 1 class devoted to presentation skills. This is an inherent aspect of communications and the business as a whole and will be useful throughout your career. There will also be a focus on writing the creative and strategy brief.

2 Student Learning Objectives What is expected? Study textbook and lectures from class tests and assignments Work in teams to develop an Integrated Marketing Communications Plan and presentation. Team can choose any product they would like. Team presentation to be made to the class, no document turned in Participation in class discussions Upon completion of this course you will: 1. Apply basic marketing principles to solve complex problems 2. Research the problem through a variety of resources to compile primary and secondary market information that will create the situational analysis 3. Analyze goals, objectives and strategies and subtleties to solve the marketing problem 4. Discuss communication problems inherent in the assignment and suggest/prove and execute solutions/tactics in an effective overall plan. Course Goal and Learning Objectives The School of Journalism and Mass Communications has four overarching program learning objectives (PLOs) for all students in all classes. They are: 1. Demonstrate knowledge of the diversity of groups in a global society in relationship to communications. 2. Demonstrate the ability to think critically, creatively and independently. 3. Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve. In journalism, these are the 5Ws, fact-gathering, attribution, incorporating social media and other sources. 4. Demonstrate the ability to use tools and technologies appropriate for the communications professions in which they work. Students will conduct hands-on newsgathering projects, including an end-of-year multimedia presentation. AEJMC STUDENT LEARNING OUTCOMES 1 Understand and apply the principles and laws of freedom of speech and press, including the right to dissent, to monitor and criticize power, and to assemble and petition for redress of grievances 2 Demonstrate an understanding of the history and role of professionals and institutions in shaping communications 3 Demonstrate an understanding of the diversity of groups in a global society in relationship to communications 4 Understand concepts and apply theories in the use and presentation of images and information 5 Demonstrate an understanding of professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity 6 Think critically, creatively and independently 7 Conduct research and evaluate information by methods appropriate to the communications professions in which they work 8 Write correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve

3 9 Critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness 10 Apply basic numerical and statistical concepts 11 Apply tools and technologies appropriate for the communications professions in which they work. Readings and Equipment Requirements Textbook: Advertising & Promotion An Integrated Marketing Communications Perspective by Belch & Belch 8 th edition Other readings (or recommended readings) Internet assignments as given in class Computer & software requirements Students registered in upper division courses in the School of Journalism and Mass Communications are required to have a laptop and wireless Internet access. For more information about the School s laptop policy, see the JMC website (jmcweb.sjsu.edu). Adv 128 Course Schedule (Note: subject to change with fair notice.) Class outline Week 1. Integrated Marketing Communications 2. Ethics and Social Responsibility in Marketing Communications 3. Promotions Opportunity Analysis 4. Brands and Corporate Image Management 5. Consumer Buyer Behaviors 6. Business-to-Business Buyer Behaviors Mid Term 7. Advertising Management and Presentation Skills 8. Presentation Skills 9. Advertising Design: Theoretical Frameworks and Types of Appeals 10. Advertising Design: Message Strategies and Executional Frameworks 11. Trade Promotions 12. Consumer Promotions 13. Personal Selling 14. Public Relations and Sponsorship Programs, Database and Direct Marketing Programs/Internet Marketing 15. Presentations - Final Grading Integrated Communications is just that communicating! Your grade depends on the contributions that you make as an enthusiastic and involved participant both in class and as a member of your team. End of semester peer evaluations, self-assessments and teacher evaluations will be some of the criteria to assess grades. All students are encouraged to do a combination of tasks from each of the following: - Initial research, preparing statistical analysis and preparing and presenting the final presentation on the company and market. - Develop and justify objectives and strategies - Develop tactics and solutions to meet the objectives - Participate in the presentations as required - Score well on mid term and final exams

4 Grades 90% and above A 80% - 89% B 70% - 79% C 60% - 69% D Below 50% F Exams 50% (2 Tests) Presentations 35% Class participation 15% Grade A A- B+ B B- C+ C C- D+ D D- F Grade point ASSIGNMENTS: All assignments are due on date specified when assignment is given. All materials are expected to be read as assigned. All written assignments must be typed. Late assignments will automatically receive one grade lower. EXAMINATIONS: Examinations are objective. No make-up exams are given. Substitution work (book reports, papers) may be assigned if absence is recognized as excused according to university policy. ATTENDANCE: Because a direct relationship between academic progress and attendance has been observed; the professor will encourage regular attendance and through possibly unannounced quizzes. Please do not enter and leave the classroom when class is in session. If a compelling reason makes it necessary to arrive late or leave early, please discuss it first or simply do not attend class on the day involved. San Jose State University s grade point system is as follows: Policies/University Policies 1. Academic integrity: Your own commitment to learning, as evidenced by your enrollment at San Jose State University and the University s integrity policy, require you to be honest in all your academic course work. Faculty members are required to report all infractions to the office of Student Conduct and Ethical development. The policy on academic integrity can be found at 2. Students with disabilities: If you need course adaptations or accommodations because of a disability, or if you need to make special arrangements in case the building must be evacuated, please make an appointment with me as soon as possible, or see me during office hours. Presidential Directive requires that students with disabilities requesting accommodations must register with the DRC (Disability Resource Center) to establish a record of their disability. Plagiarism School Policies 1. Cell phones and other personal electronic devices must be turned off in the classroom. 2. Do not schedule personal appointments that conflict with the time the class meets. Do not disrupt the class by leaving early. Latecomers may be denied entrance to the classroom. 3. In the classroom, laptops must be used for classroom related activities only. 4. Remove your personal belongings and trash from the classroom after each class. 5. No food allowed in classrooms or labs. Instructor Policies

5 1. Late assignments will not be accepted unless prior approval is given. 2. It is best to try and get a hold of me through Presentations of Integrated Marketing Programs COMPLAINTS: Any complaints about team member contributions are to be discussed with me. Closing Comment: I maintain an Open-Door and an Open- policy; Please feel free to come see me whenever you have a question, concern or just want to talk about either course material or your experience as a student. Above all, I expect that you will keep open lines of communication with me if something serious arises which will affect your attendance or performance.