Course Number: Syllabus - University of Alberta

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Course Number: Syllabus

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MARKETING 630, B1

Advertising, Promotion and Retail Management

Course Syllabus

Instructor: Dr. John W. Pracejus Class: M 1400-1650

Location: BUS 2-09

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

Fax: 492-3325

E-mail: [email protected]

Website: http://courses.bus.ualberta.ca/Mark630 Office hours: Tuesdays 1:00-3:00 PM (other times available by appointment)

Course overview:

The twentieth century has been characterized buy a constant struggle between manufacturers and retailers for profitability. Producers “struck the first blow” by attempting (quite successfully) to shift consumer trust from the retailer and towards themselves. They did this by utilizing the emerging mass media to advertise their brand (and the modern concept of “brand” was born). Since then, both sides have utilized the media in what can be described as an enormous tug-o-war. This course will therefore explore many issues related to “branding”, broadly defined to include manufacturers, service providers and retailers. It will focus on strategic rather than tactical issues.

Required Text:

There is no required text for this course. Rather, a series of handouts will make up the bulk of your reading.

Grading

In class application I 5%

In class application II 5%

In class application III 5%

Case write-up I 10%

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Case write-up II 10%

“Reverse engineered” creative brief 10%

Midterm 15%

Communication Plan 35%

Class Participation 5%

IN-CLASS APPLICATIONS:

Throughout the term there will be a series of in-class applications. These exercises are designed to apply the information covered in class and “real world” issues. They will be completed in groups, the

composition of which will be determined by the professor at the beginning of each exercise. Unless otherwise specified, you will have 60 minutes to complete the exercise. Although these exercises will be

“open-book”, the time constraint imposed will require you to be familiar with the material.

CASE WRITE-UPS:

Throughout the term, we will read a series of cases. Two of these cases will require you to prepare a brief written analysis to be handed in at the beginning of class. Specific guidelines for each write-up will be provided with each case. Both cases and guidelines will be distributed at the end of class, with the write- up due at the start of class on the following week. These write-ups are to be your own, individual work.

"REVERSE ENGINEERED" CREATIVE BRIEF:

Creative briefs are widely used in industry to give guidance to the creative team in the development of ads. In this exercise you will try to do this process in reverse. That is, start with a current campaign, and try to write the kind of creative brief which most likely led to the creation of that campaign. You will also need to include a short (2-3 page) explanation of how you arrived at your brief.

MIDTERM:

The midterm will test your knowledge of the material covered in the assigned readings and the classroom discussion. It will be a mixed format, with some problems to solve, some essay type questions, and some closed ended questions. It will take 90 minutes.

COMMUNICATION PLAN:

In a group of four, you are to develop a communication plan for a company. While the specific company will be assigned by the professor, the group may choose either a manufacturer, a service provider, or a retailer. 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 24^th.

ACADEMIC MISCONDUCT:

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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.

DETAILED CLASS SCHEDULE

Date Topic Assignment Given Readings Due Questions

Jan 10th Welcome, and what are we doing here?

Jan 17th a look back - History of advertising and promotions

Jan 24th Social context and regulation. Groups announced, charge given for final project.

Reading#1 Reading#2 Reading#3 Reading#4 Jan 31st Brands and stores within a cultural

context

Case #1 given out. Reading#5 Feb 7th Special Guest Don James, CEO and

Vice Chairman of Deeley Harley- Davidson

Reading#6 Reading#7 Reading#8 Feb 14th Creativity and message strategy “Reverse engineered”

creative brief assignment handed out

**Reading#9 -

Has Wrong Cover Page Reference Only

Feb 21st No class – Reading week

Feb 28th More on message strategy Case #2 given **Reading#10 -

Has Wrong Cover Page March 6th Application of message strategy in

an international context

March 13th Media Strategy Reading#11

Chapter 8A and 8B Chapter 9A and 9B

March 20th Media Strategy Reading #12

Chapter 10A and 10B Chapter 11A and 11B March 27th Brand equity, and brand

extensions (and review for midterm)

Reading 12 and 13, Reading 14 and 15 April 3rd Midterm – 90 minutes

Special Topic: Sponsorship April 10th Final presentations

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