Course Number: Syllabus - University of Alberta

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Course Number: Syllabus

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MARKETING 432, B1 & B2 Marketing Communications

Term II, 2000

Course Syllabus

Instructor: Dr. John W. Pracejus Class:

B1:

B2:

TR 0800-0920 TR 1100-1220 Location:

B1:

B2

BUS 3-06 T 1-125

Office: Room 3-40J Business Building Phone: 492-2023

Fax: 492-3325

E-Mail: john,[email protected]

Website: http://courses.bus.ualberta.ca/Mark432

Office hours: Tuesdays 1:00-3:00 PM (other times available by appointment)

Course overview:

This course is designed to introduce you to the field of advertising and promotion and its role in marketing. A major objective is to provide a broad overview of the advertising and promotion process, together with an insight into the changing nature of the marketing environment. The

course will examine the importance of integrated marketing communications (IMC) and advertising 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 a 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.

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Required Text:

Oguinn Thomas C., Chris T. Allen and Richard J. Seminik (1999) Advertising,(second edition) Southwestern Publishing, Toronto.

Grading

Evaluation will be based on the following components

Quiz I 20%

Quiz II 20%

Quiz III 20%

Communication Plan 40%

QUIZZES:

The quizzes will test your knowledge of the material covered in the assigned readings and the classroom discussion. They will be mostly closed ended questions, with a focus on concepts and theory.

COMMUNICATION PLAN:

In a group of four (possibly five), you are to develop a communication plan for a company. The specific company will be assigned by the professor. This plan is to be no longer than 20 pages, double spaced, (appendices, references, and tables are excluded from this page count). Further information about this assignment will be distributed on January 25^th. The plan is due in class on April 11^th. Late papers will be decreased by 10% of the total available grade for each day they are late.

ACADEMIC MISCONDUCT

Please note that academic and nonacademic misconduct of any kind will not be tolerated. Please consult the University of Alberta calendar regarding information pertaining to academic and nonacademic misconduct.

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DETAILED SCHEDULE*

Date Topic Reading Due Before

Tue Jan 11th What is Marketing Communications?

Thur Jan 13th History and evolution Chapter 3

Tue Jan 18th Regulation and society Chapter 4 (skip USA stuff)

Thur Jan 20th Consumer behavior Chapter 5

Tue Jan 25th Segmentation and Positioning Chapter 6

Thur Jan 27th Research Chapter 7

Tue Feb 1st Advertising planning Chapter 8

Thur Feb 3rd Quiz 1

Tue Feb 8th International perspectives Chapter 9

Thur Feb 10th Creativity Chapter 10

Tue Feb 15th Message strategy Chapter 11

Thur Feb 17th Copywriting Chapter 12

Tue Feb 22nd Reading week - No Class Thur Feb 24th Reading week - No Class

Tue Feb 29th Art Direction/Production Chapter 13

Thurs March 2nd Media planning - intro Chapter 14

Tue March 7th Quiz 2

Thurs March 9th Media part two Chapter 15

Tue March 14th Media part three Chapter 16

Thurs March 16th The internet Chapter 17

Tue March 21st Sales promotion Chapter 18

Thurs March 23rd Direct Marketing (perhaps the oldest form) Chapter 19 Tue March 28th PR and Corporate Advertising Chapter 20 Thurs March 30th Quiz 3

Tuesday April 4th In-class presentations Thursday April 6th In-class presentations

Tuesday April 11th In-class presentations Communication Plans Due in Class

*note that this is a proposed schedule, which will be adhered to if possible, but may be altered at the discretion of the instructor. Any changes will be announced in class.

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