UNIVERSITY OF ALBERTA Alberta School of Business
Department of Marketing, Business Economics, and Law MARKETING 630, Section X01, Fall 2020
Course Outline Instructor: Sharon Bell, MBA
Class Time: Tuesday 6:30pm to 9:30pm Class Location: Remote
E-mail: [email protected]
Office Hours: Tuesday 5:30pm to 6:30pm or by appointment.
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., (2020) Advertising and Promotion: An Integrated Marketing Communication Perspective (Seventh Canadian Edition) Canada: McGraw Hill Ryerson
Assigned cases can be purchased at https://www.iveycases.com/
Supplemental Resources:
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EVALUATION
Case Assignment 15% September 29
Creative Brief Assignment 15% October 20
Retail Assignment 15% November 3
Marketing Communications Plan – Written Report
35% November 24
Marketing Communications Plan – Presentation
10% December 1
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
Even in a virtual class environment, the richness of the course experience is heavily dependent on thorough preparation and high-quality student 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 and articles (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 class (rather than punishing people who don’t contribute). Please note contribution is based on quality rather than quantity.
Each week, a grade is assigned to each person’s contribution to the class using the categories in the table below. Contributions can be made during the weekly virtual class or in online class discussion forums.
Point Value
Category Components of 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, for virtual class discussion, you need to be signed into the class, with video on when you speak, to receive acknowledgement of your contribution. On an exception basis, where the student is experiencing technical difficulties, comments can be sent via the chat feature in Zoom.
CALCULATION OF FINAL GRADES
https://policiesonline.ualberta.ca/PoliciesProcedures/Pages/DispPol.aspx?PID=101
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. 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.
PROFESSIONALISM
Students are expected to conduct themselves in a professional manner. Examples of acting in an unprofessional manner include:
- Signing into class late on a regular basis - Signing out of class early on a regular basis
- Disrupting others - this might include leaving audio on and talking to others in your location or 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 1 Introduction to the course
Framework for integrated marketing communication
Chapter 1 pages 2-18
September 8 The importance of consumer insight
Use of qualitative research to generate insight
Chapter 3, 9
September 15 Brand Development Case: TruEarth
HBR 4065 TruEarth Healthy Foods – Market Research for a new product introduction
September 22 Brand Development Case: Burberry
HBS 9-504-048 Burberry
September 29 Positioning and Segmentation Creative Development
Chapter 6 pages 125- 137, 143- 148
Chapter 4 pages 75- 91,
Chapter 7
Chapter 8 pages 187- 193
Brand Case Assignment Due
October 6 Creative Development Client/Agency Relationships
Chapter 2 pages 31- 39, 42-46
October 13 Sales promotion, retail and shopper marketing
Chapter 14
October 20 Marketing Plan Template Chapter 5 Creative Brief Due
October 27 Media Chapter 10 pages 233-
241, 244-255, Chapter 11, 12, 13, 17, 18
November 3 IMC Toolkit Chapter 15
Chapter 16
Retail Assignment due November 10 No class - Fall Reading Week
November 17 IMC Toolkit Word of Mouth:
Berger, Jonah. (2013)
Contagious. Why Things Catch On. New York: Simon and Schuster
Chapter 15 Chapter 16
November 24 IMC Guest Speaker Panel Ethical considerations
Chapter 19 Integrated Marketing Plan – written plan due December 1 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