UNIVERSITY OF ALBERTA Alberta School of Business
Department of Marketing, Business Economics, and Law
MARKETING 432, Section A1, Fall 2018
Course Outline – revised November 5, 2018 Instructor: Sharon Bell, MBA
Class Time: Tuesday and Thursday 11:00am to 12:20pm Class Location: T BW 2
E-mail: [email protected]
Office Hours: BUS 2-33 – Tuesday and Thursday 12:45pm to 1:45pm, Tuesday BUS 2-33 3:30pm – 5:30pm or by appointment. (Please note after 4:30pm on Tuesday, the doors on the second floor are locked. If you email me in advance, I will arrange to let you into the office area.)
Please note that I work off campus, so please use email first to reach me.
COURSE OVERVIEW
This course is designed to introduce you to the field of marketing communications and its role in integrated brand promotions. A major objective is to provide a broad overview of the marketing communications process, together with an insight into the changing nature of the marketing
environment. The course will examine the importance of integrated marketing communications (IMC) relative to the marketing mix in the private, public and not-for-profit sectors. You should gain an appreciation for the challenges created by the dynamic and the ever changing marketplace and how these conditions impact the IMC process.
You will also gain an appreciation for the importance of the consumer and how the objectives of consumers impact the development of an IMC program. You are encouraged to view integrated marketing communications as an applied and integral area of management and to look for examples of how IMC principles are applied in the marketplace.
COURSE OBJECTIVES
The course objectives are to:
Explain how integrated marketing communications and integrated brand promotions contribute to market success
Explain how marketing communication influences consumer behaviour
Explain emerging trends in the marketing communications industry
Identify the issues and challenges confronting the marketing communications industry
Appreciate how to select the appropriate marketing communication for the target audience and the brand promise
Describe what is a totally integrated marketing communications approach REQUIRED TEXT
Belch, George E., Belch, Michael A. and Guolla, Michael A., (2017) Advertising and Promotion: An Integrated Marketing Communication Perspective, Sixth Canadian Edition, McGraw Hill Ryerson Supplemental Resources:
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EVALUATION
Midterm 25% October 11
Project – Outline 10% October 23
Project – Written Report 30% November 22
Project – Presentation 10% November 29 and December 4
Final Exam 25% TBD
NOTE RE: EXAMS: Each exam is based on the textbook and class materials. Exams will test both factual knowledge as well as your ability to apply the concepts.
NOTE RE: PROJECT This group assignment is to develop an integrated marketing communications plan. Assignment details will be reviewed in class, included in the class slides, and posted on eclass under Assignments.
Students should familiarize themselves with the University’s guidelines regarding exam deferrals.
Absences from exams can be excused only on the basis of illness accompanied by a Medical Statement or, a family emergency/distress. Students should also familiarize themselves with the University’s guidelines for appeal of grades.
CALCULATION OF FINAL GRADES
https://policiesonline.ualberta.ca/PoliciesProcedures/Pages/DispPol.aspx?PID=101
The University of Alberta academic policy on grading states the following: “Grades reflect judgements of student achievement made by instructors. These judgements are based on a combination of
absolute achievement and relative performance in class.” The rounding of final course grades is at the discretion of the instructor. Percentage grades are calculated and then converted to letter grades (using the conversion chart included at the end of the course outline) for posting as the student’s final grade. Any grade that is rounded up will be based on the active, constructive contribution to the class by the student over the term.
PROFESSIONALISM
Students are expected to conduct themselves in a professional manner. Examples of acting in an unprofessional manner include:
- Arriving for class late on a regular basis - Leaving class early on a regular basis
- Poor attention in class, particularly if it disrupts others – this might include texting, checking email, checking websites or using apps, listening to music, talking to other students, cell phone ringer on
- Addressing the instructor or other students in an inappropriate or disrespectful manner
ACADEMIC INTEGRITY
The University of Alberta is committed to the highest standards of academic integrity and honesty.
Students are expected to be familiar with these standards regarding academic honesty and to uphold the policies of the University in this respect. Students are particularly urged to familiarize themselves with the provisions of the Code of Student Behavior
(https://www.ualberta.ca/governance/resources/policies-standards-and-codes-of-conduct/code-of- student-behaviour) and avoid any behavior which could potentially result in suspicions of cheating, plagiarism, and misrepresentation of facts and/or participation in an offence. Academic dishonesty is a serious offence and can result in suspension or expulsion from the University.
UNIVERSITY POLICY ON COURSE OUTLINES
Policy about course outlines can be found in Section 23.4(2) of the University Calendar.
COURSE SCHEDULE
The following schedule is provided as a general guideline. Depending on the flow of the course, it could change slightly, so students should keep current on in class activities.
Date Key Topics to be Covered Assigned Textbook Reading
Assignment Due Dates September 4 Introduction to the course
September 6 What is marketing and integrated marketing communication
Chapter 1 pages 1-16 September 11 The importance of consumer
insight
Chapter 3 September 13 The importance of consumer
insight
Chapter 3 September 18 Positioning and Segmentation Chapter 6 pages
133-144, 148 September 20 Brand Development
September 25 Marketing Plan Template Chapter 5
September 27 Assignment Case Background Please note: This is the only opportunity to meet with the case client to hear about the organization and to ask questions directly to them.
October 2 Creative Development Chapter 4 pages 83- 91, 94-95, 97 Chapter 7
Chapter 8 pages 195 – 203
October 4 Client/Agency relationships Chapter 2 pages 31- 37, 45-51
October 9 Review Case October 11 Midterm
October 16 Media Chapters 10 pages
245-271, Chapter 11, 12, 13, 17
October 18 Media Chapters 10 pages
245-271, Chapter 11, 12, 13, 17 October 23 PR, experiential marketing,
sponsorships
Chapter 15 pages 408, 411, 421-430
Integrated Marketing Plan – outline due October 25 PR, experiential marketing,
sponsorships
Chapter 15 pages 408, 411, 421-430 October 30 B to B Marketing
November 1 Personal Selling, Direct Response
Chapter16 November 6 IMC guest speaker panel
November 8 Research and Measurement Chapter 9 November 13 Fall Reading Week
November 15 Fall Reading Week November 20 Word of Mouth:
Berger, Jonah. (2013)
Contagious. Why Things Catch On. New York: Simon and Schuster
November 22 Sales Promotion Packaging Retailing
Shopper Marketing
Chapter 14 pages 375-381, 384-402
Integrated Marketing Plan due
November 27 Ethical Issues
Relevant laws and guidelines
Chapter 18
November 29 Group Presentations Integrated Marketing
Plan – presentations due
December 4 Group Presentations Integrated Marketing
Plan – presentations due December 6 Review Case
December 10 – 21
Final Exam Period
Final Grade Conversion Chart (source: www.ualberta.ca)
Percentage Letter Grade
90-100 A+
86-89 A
82-85 A-
78-81 B+
74-77 B
70-73 B-
66-69 C+
62-65 C
58-61 C-
54-57 D+
50-53 D
0-49 F