Course Number: MKT 300. Pre/Co Requisites: MKT 200

Transcription

1 Disclaimer: This is an indicative syllabus only and may be subject to changes. The final and official syllabus will be distributed by the Instructor during the first day of class. The American University of Rome Business Administration Program Department or degree program mission statement, student learning objectives, as appropriate Course Title: Advertising Strategy Course Number: MKT 300 Credits & hours: 3 credits 3 hours Pre/Co Requisites: MKT 200 Course description An exploration of the world of advertising, focusing on what makes effective advertising. The course includes discussions of the place of advertising in society, legal and ethical ramifications and the regulatory environment. It provides an understanding of the keys to creating a successful ad campaign: keen knowledge of the consumer and the market, how to organize for advertising, advertising strategy research and creation and a plan to lead to effective advertising communications. Special modules focus on media and creative, leading to the development of a full campaign. Required Textbook (subject to change) Advertising & Promotions: An Integrated Brand Approach, 6th Int. Edition, by Semenik, Allen, O Guinn & Kaufmann, South Western, Cengage Learning, ISBN: tba Recommended Readings (subject to change) Brand Warfare: 10 Rules for Building the Killer Brand, David D Alessandro Fast Food Nation: The Dark Side of the All American Meal, Eric Schlosser, Perennial More Than a Motorcycle: The Leadership Journey at Harley Davidson, Teerlink & Ozley, HBS Brand New: How Entrepreneurs Earned Consumer s Trust, Nancy Koehn, HBS Press Customer Equity: Building and Managing Relationships as Valuable Assets, Blattberg et al, HBS Press The Harvard Business School Guide to Careers in Marketing, edited by Ann Chen, HBS The HBS Guide to Finding Your Next Job, Robert S. Gardella, Harvard Business School

2 Course Learning Objectives At the end of the course, students will be able to: 1. discuss the structure and players in the advertising industry and the role of advertising in society 2. describe the regulatory and legal environment in which it operates and the ethical ramifications 3. identify what the role of advertising in brand building and integrated brand promotion 4. discuss the elements that go into media planning 5. develop creative briefs and executions (jingles, storyboards headlines, layouts) Course Learning Activities Readings: (LO 1,2,3,4,5) Textbook: We will make extensive use of the textbook that has been selected for the course. Assigned readings are detailed in the weekly schedule (attached). Additional readings: I will supplement the text with other readings from time to time. These will either be handed out or made available on our MyAUR Course Page. Lectures/Discussions (LO 1,2,3,4,5): You are required to read the relative chapter and assigned readings before each class and come ready to discuss. These readings provide basic background information that will be referred to in class in lecture/discussion format. Among the functions of this learning activity: 1) build basic skills needed to successfully develop and evaluate effective advertising, and 2) apply those skills to real world examples. In class and homework exercises (LO 3,4,5) : Throughout the semester, you will be called on to apply the concepts being discussed in practical exercises. These will include brand research, SWOT analysis, internet exercises, pop quizzes and development of a portfolio (see description of your team portfolio next page) containing such elements of advertising as headlines, jingles, TV storyboards, magazine layouts, as well as a number of in class case discussions (see schedule). Homework assignments will be graded as excellent, very good, good, satisfactory or insufficient. Class participation (LO 1,2,3): Class participation will be monitored throughout the semester and is intended to mirror the kind of active discourse you should expect in the real world. Note: Attendance is NOT the equivalent of class participation, and perfect attendance will earn you no more than a C for class participation. You must contribute to the class discussions in order to earn better than a C. The more you make positive contributions, the better your participation grade. See Appendix D for the Class Participation Rubric. As in the real world, being on time, involved and prepared is critical to your success in this course Exams (LO 1,2,5): We will have two exams, designed to provide an opportunity for you to show your understanding of the concepts covered. Format will be essay, objective and applications. The midterm will cover about half of the material. The final will focus on material covered in the second half of the semester but draw on concepts covered throughout the course. Exam policy: there are no exceptions to the exam schedule.

3 Team Project (Ad Campaign) (LO 1,3,4,5): The term project is an Ad Campaign for a real product of your choosing (Some limitations apply, which will be outlined by the prof). You will work with 3 4 classmates in assigned teams. The project has two separate and distinct components, the Portfolio and the Pitch: Portfolio During the second half of the semester, your team will build a portfolio with elements of advertising developed for your product/cause, beginning with the creative brief and customer profile, and including print headline and layout, TV storyboard, jingle, sales promotion, guerrilla media. The portfolio will be the basis for interaction between the team and the prof; the portfolio elements will be assessed both for creativity and targeted execution. Pitch Your team will pitch your campaign to your client. This is primarily an oral presentation, though you must hand in a written summary. You must include executions of your advertisements. Your team will want to use handouts, posters, prototypes, Power Point and video (be creative! The BizClub donated a video editing station to AUR; it is available for all students, and students in MKT courses have priority and can reserve the unit during the final week so class. Video either finished or stealomatics enhances the quality and professionalism of your presentation). The presentations will be graded using a scoring rubric that you will receive in advance. Focus will be on: Content includes creativity and disciplined application of the advertising and marketing concepts and tools we will have covered (see O Guinn page 265 for possible format). Delivery includes whether your presentation was interesting, lively, unique, clear, and professional as well as the quality, clarity and liveliness of the visuals, degree of preparation & rehearsal, and presentation style (voice tone, eye contact, posture, appearance). Assessment tools Class participation 10% Ad Campaign 25% Cases/Exercises 15% Quizzes 5% Mid Term Exam 20% Final Exam 25%

4 COURSE SCHEDULE Week Topic Reading Week 1 Course Tour & intro What is advertising? Read syllabus The World of Advertising and Integrated Brand Promotion (IBP) Ch 1 SYLLABUS QUIZ Quiz 1 In class group exercise: Flex your Creative Muscles Create an Ad Syllabus Video: Strawberry Frogs Week 2 The History of Advertising and Brand Promotion Video: Historical Reel The Global Structure of the Advertising & Promotion Industry Video: Strawberry Frogs II Week 3 Social, Ethical and Regulatory Aspects of Advertising and Promotion Homework: Ads that break the rules (find one, write it up) Discuss Brand Research Team Assignment Advertising, Consumer Behavior, and IBP In class group exercise: consumer profile Week 4 Market Segmentation, Positioning and the Value Proposition Research in Advertising and Promotion In class exercise: Focus Group; Video: Strawberry Frogs Week 5 Planning for Advertising and IBP In class exercise: Swotting a product Team presentations of Brand Research (Graded exercise) Week 6 Strategic Research and Planning Guest Speaker Managing Creativity in Advertising & IBP Brainstorming group exercise: Develop the Big Idea for your product Week 7 Creative Message Strategy: Group exercise Big Idea for your product cont. Midterm Examination First Team Peer Evaluation Ch 4 Ch 2 Quiz 2 Ch. 3 Bad Ad ex Ch. 5 Ch 6, Quiz 3 Ch 7 Ch 8 Paper & PPT Review Ch 6 8 Required lecture Ch 9 Quiz 4 Ch 10 Portfolio: Big Idea! Exam: Ch 1 10 Week 8 FOR TEAM PROJECT: Hand in Creative Brief Portfolio: Brief Week 9 Copywriting and Art Direction /Production Read Ch 11

5 Week 10 Media Essentials Media Planning: Guest Speaker Session with Former MTV Creative Director Week 11 Media Planning: Print and Broadcast Portfolio element: Magazine headline and layout In class exercise: design TV storyboard & Jingle Media Planning: Advertising and IBP in Digital/Interactive Media In class: design a billboard for your Product Week 12 Sales Promotion, POS and Support Media In class exercise: Sales Promotion Show and Tell Portfolio element: Jingle (teams will perform them in class) and TV storyboard Event Sponsorship, Product Placement, Branded Entertainment, PR & Viral Marketing Portfolio element: 3 Sales Promotions or POP & 1 PR or Guerrilla Team Campaign Presentations Week 13 Team Campaign Presentations Influencer Marketing and Corporate Advertising Review for the Final Exam Week 14 FINAL EXAM Ch 12 Read Article Portfolio: Pitch Proposal Ch 13 Ch 14 Portfolio: Headline and Layout; Quiz 5 Ch 18

6 ATTENDANCE POLICY In keeping with AUR s mission to prepare students to live and work across cultures, the University places a high value on classroom experience. As a result attendance is expected in all classes and attendance records are maintained. The University s attendance policy is as follows: 1.0. Minimum Attendance Requirement: Students must attend a minimum of 70% of a course in order to be eligible to be considered for a passing grade Automatically Accepted Absences Students will not be penalized for one absence from classes meeting once a week; Students will not be penalized for three absences from classes meeting twice a week; Students will not be penalized for four absences from classes meeting more than twice a week, as in the case of some intensive courses If further absences are recorded, grade penalties will be applied according to the Instructor s specific attendance policy, as stated in the syllabus, and following the institutional parameters given in the Note* below If the Instructor does not specify an attendance policy, there will be no grade penalty other than that attached to the minimum attendance requirement, and any penalized absences recorded above the basic 70% attendance requirement for the course will be invalidated During Summer sessions where courses are taught more intensively over a shorter period the following applies: Students will not be penalized for two absences from class Tolerated Absences Certain categories of absence will not be penalized but they will be counted as an absence (for a 3 credit course meeting twice a week). These absences are: The Model United Nations (MUN); Permit to Stay, SG s Ambassador Program (Student Government initiative) Religious Holidays The American University of Rome makes all reasonable efforts to accommodate students who must be absent from classes to observe religious holidays. (Please refer to the Provost s Office list of accepted absences for religious holidays) Not attending a class due to the observance of a religious holiday will normally not be counted as an absence. Students who will need to miss class in order to observe religious holidays must notify their Instructors by the end of the Add/Drop period (first week of classes), and must make prior arrangements with their Instructors to make up any work missed The list does NOT include academic field trips because these (including arrangements for travel) must not overlap with other classes Cases of prolonged absences caused by an emergency or a medical condition may require students to withdraw from some or all of their courses. Under such circumstances students should first consult their academic advisors.

7 *Note: No Instructor may penalize a student more than half a letter grade for each absence beyond the tolerated limit (e.g. from A to B+). Grade Point Average A student s grade point average (GPA) is computed by multiplying the quality points achieved by the number of credits for each course. The result is then divided by the total number of credit hours taken. The Cumulative or Career Total Grade Point Average (CGPA) is the grade point average for all credit hours taken at the University and at approved study abroad programs. The GPA and CGPA are calculated by truncating after the second digit after the decimal point. Transfer credits have no effect on the CGPA at The American University of Rome. Grades Grades are posted on a secure area of the University s official website and are mailed to AUR degree students only upon written request. Grades are mailed to the various study abroad programs. Grades computed in the (GPA) reflect the following grade equivalents: GRADE GPA A Excellent points A pts B+ Very Good B Good B C C Satisfactory C Less than Satisfactory D Poor F Failing WU Unofficial withdrawal counts as an F 0.00 P Applicable to development courses 0.00 Grades not computed into the grade point average are: W AUDIT (AU) I P WIP Withdrawal Only possible when the student registers for a course at the beginning of the semester as an audit student Incomplete work must be completed within the ensuing semester. Failure to do so results in automatically converting the I grade to the default grade, which is then computed into the grade point average Pass grade is applicable to courses as indicated in the catalog. Work in progress