UNIVERSITY OF ALBERTA Alberta School of Business
Department of Marketing, Business Economics, and Law
MARKETING 630, Section X01, Fall 2019
Course Outline Instructor: Sharon Bell, MBA
Class Time: Tuesday 6:30pm to 9:30pm Class Location: BUS 3-6
E-mail: [email protected]
Office Hours: BUS 2-33 – Tuesday 11:15 am to 12:15pm, Thursday 2:00pm to 3:00pm, or by appointment.
Please note that I work off campus, so please use email first to reach me.
COURSE OVERVIEW
Perhaps the most significant business innovation of the last hundred years is the (still) evolving concept of “the brand”. Initially, manufacturers applied the new techniques of branding to their products, but soon after the corporations themselves were branded too. Much later, retailers began utilizing the same tools, so that today we see various channel members utilizing branding techniques to gain channel power. Powerful shorter term techniques, however, are increasingly being used for a variety of reasons. This course will focus on the role of both long term brand building and short- term promotions in the modern marketing mix. It will focus on strategic rather than tactical issues.
COURSE OBJECTIVES
The course objectives are to:
Explain how integrated marketing communications and brand development each contribute to market success
Explain how marketing communication influences consumer behaviour
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
Appreciate the foundation of a strong brand COURSE TEXTBOOK
Belch, George E., Belch, Michael A. and Guolla, Michael A., (2017) Advertising and Promotion: An Integrated Marketing Communication Perspective (Sixth Canadian Edition) Canada: McGraw Hill Ryerson
Assigned cases can be purchased at https://www.iveycases.com/
Supplemental Resources:
Sign up for free daily e-newsletters: http://strategyonline.ca/subscribe/ and https://trendwatching.com/
EVALUATION
Case Assignment 15% October 1
Creative Brief 15% October 15
Retail Audit 15% October 29
Marketing Communications Plan – Written Report
35% November 26
Marketing Communications Plan – Presentation
10% December 3
Class Contribution 10%
NOTE RE: Assignments Details will be reviewed in class, included in the class slides, and posted on eclass under Assignments.
Students should also familiarize themselves with the University’s guidelines for appeal of grades.
CLASS CONTRIBUTION
The richness of the classroom experience is heavily dependent on thorough preparation and high- quality class contributions. Highly valued contributions include, but are not limited to:
starting the discussion in a useful way,
building on the logic advanced by others,
offering constructive criticism,
redirecting the discussion to valuable areas,
emphasizing learning points,
sharing relevant analysis, if appropriate
presenting rigorous, but not stubborn, defense of a well-articulated position
sharing examples (beyond what is provided by the instructor)
Ad hoc comments may be noted, but do not carry great weight. The objective is to reward people who contribute to the learning of others in the classroom (rather than punishing people who don’t contribute). After each class, a grade is assigned to each person’s contribution to the class using the categories in the table below.
Point Value
Category Components of in-class contribution
3 Outstanding The comment adds substantial value to the discussion, playing a leadership role
Demonstrates willingness to take risks in attempting to answer difficult or unpopular questions
Breaks new ground and raises the flow of discussion to a higher level, often by synthesizing material or applying multiple lenses
Displays outstanding knowledge of course material
2 Significant The comment adds value to the discussion, beyond case facts
There is evidence of analysis rather than just the expression of opinion (although some espousal of opinion is acceptable, even
desirable in certain circumstances)
Comments are linked to those of others, facilitating the flow of the discussion
Demonstrates knowledge of readings and other relevant course material
Incorporate relevant insights from other courses or current affairs 1 Good The comment advances the flow of the discussion (including
responses to questions from the instructor) with clear and sound logic
Demonstrates clear grasp of course material
Information presented is relevant to the discussion
Comments do not take the discussion into new areas
Please note contribution is based on quality rather than quantity. Think of each class as a business meeting—please be on time and prepared to be involved. Also, please note that you need to be in class to contribute and therefore receive a grade at the end of each class.
Other considerations:
- Be patient. There may be more hands in the air than are possible to call on in each class. So students can expect to have to wait for their turn and, in some cases, may not have an opportunity to speak.
- Be respectful, in terms of other student’s comments. There is certainly room for rebuttal and disagreement (as well as agreement), but it should always show respect for other students’
points of view and turn to speak.
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.
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.
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 Suggested Readings Assignment Due Dates September 3 Introduction to the course
Framework for integrated marketing communication
Chapter 1 pages 1-16
September 10 The importance of consumer insight
Use of qualitative research to generate insight
Chapter 3, 9
September 17 Brand Development Case: TruEarth
HBR 4065 TruEarth Healthy Foods – Market Research for a new product introduction
September 24 Brand Development Case: Burberry
HBS 9-504-048 Burberry
October 1 Positioning and Segmentation Creative Development
Chapter 6 pages 133- 144, 148
Chapter 4 pages 83- 91, 94-95, 97 Chapter 7
Chapter 8 pages 195- 203
Brand Case Assignment Due
October 8 Creative Development Client/Agency Relationships
Chapter 2 pages 31- 37, 45-51
October 15 Marketing Plan Template Sales promotion, retail and shopper marketing
Chapter 5
Chapter 14 pages 375- 381, 384-402
Creative Brief Due
October 22 NO CLASS
October 29 Media Chapter 10 pages 245-
271, Chapter 11, 12, 13, 17
Retail Assignment due
November 5 IMC Toolkit Chapter 15 pages 408, 411, 421-430
Chapter 16 November 12 No class - Fall Reading Week
November 19 IMC Toolkit Word of Mouth:
Berger, Jonah. (2013)
Contagious. Why Things Catch On. New York: Simon and Schuster
Chapter 15 pages 408, 411, 421-430
Chapter 16
November 26 IMC Guest Speaker Panel Ethical considerations
Chapter 18 Integrated Marketing Plan – written plan due December 3 Group Presentations
Course Wrap up
Integrated Marketing Plan – presentations due
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
