MARKETING 432, A2
Marketing Communications
Fall 1999 Course Information
Instructor: Dr. Christopher Vaughan Class Time: M W F 11:00-11:50 Class Room: BUS 1-05
Office: Room 2-22B Business Building
Phone: (780) 492-5826
E-Mail: [email protected] Office Hours:
Tuesday, 2:00 p.m. - 3:00 p.m. AND 3:30 p.m. - 4:30 p.m.
Thursday 3:30 p.m. - 4:30 p.m.
Friday 3:30 p.m. - 4:30 p.m.
OR BY APPOINTMENT
COURSE DESCRIPTION
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 integrated marketing communications (IMC) and will examine the IMC function in businesses (private sector) and other types of organizations (public sector and not-for- profit). Specifically, you should gain considerable appreciation for the changing marketplace and of challenges to the IMC process itself. You should gain an appreciation for the importance of the consumer and for how an organization develops an IMC programme, which will satisfy the many objectives that the consumer brings to the marketplace. There are numerous factors, which
encroach upon the marketing function, and the marketplace will continue to change at a dramatic rate. The marketer must anticipate and respond to such changes. 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 SYLLABUS TEXT:
Contemporary ADVERTISING, (7th Edition), William F. Arens, Irwin/McGraw-Hill, 1998.
PLEASE NOTE THAT THE TEXT IS OPTIONAL.
COURSE FORMAT:
The course will consist of a combination of lectures, class discussion, and video components. The class will meet three times weekly on Monday, Wednesday and Friday from 11 a.m. to 11.50 a.m.
You are expected to read the relevant chapter(s) and prepare any assigned material, take notes and identify significant points and issues for discussion in class. Reading of articles relating to
advertising and promotion is encouraged and will help you to identify current trends and issues.
There will be two individual practical assignments during the semester. These are in lieu of term quizzes. Information will be given on these as the term progresses.
The group term project will involve the development of an integrated marketing communication plan for a local company based in the Old Strathcona area. The Old Strathcona Business
Association has agreed to participate in the final project, and provide several different participants for each group to work with.
The final project can be submitted as a formatted HTML series of pages/links, as opposed to a written document, or as a Power Point presentation, together with any ancillary materials you deem appropriate. Specific assignments/tasks will be provided throughout the term that apply to the material which needs to be addressed for the development of the final integrated marketing communication project.
Group Work:
This class requires students to participate in group work for 40% of the final grade. Students are expected to form their own groups by Wednesday, September 15th, consisting of no more than four (4) members. OR groups will be formed by the instructor. A certain percentage of the group mark will be made up by a peer evaluation (provided by the instructor) in which ALL group
the loss of part or all of the marks allocated to group work. If problems arise during the term with any of the members of the group, the instructor must be promptly advised. Arrangements may be made to alter the composition of the group or permit individual work under appropriate
circumstances. Students are responsible to contribute to the success of their group and for the smooth functioning of the group. Instructors cannot assist with group problems if they are not aware that they exist.
There is no final examination in this course.
EVALUATION PROCEDURE:
Grades in this course will be based on the following:
Individual Assignment #1 30%
Individual Assignment #2 30%
IMC Term Project 40%
Total 100%
COURSE SCHEDULE - FALL 1999 Class Schedule - (subject to change) Friday September 10 Course Introduction & Overview.
The Dimensions of Advertising-Ch.1.
Monday September 13 Economic, Social & Regulatory Aspects-Ch.2.
Wednesday September 15 Dawn Fargey; Executive Director;
Old Strathcona Business Association.
Friday September 17 Scope of Advertising-Ch.3.
Monday September 20 Scope of Advertising (contd.).
Wednesday September 22 Consumer Behaviour-Ch.4.
Friday September 24 Market Segmentation-Ch.5.
Monday September 27 Information Gathering-Ch.6.
Wednesday September 29 The IMC Perspective-Ch.7 Friday October 1 IMC (contd.).
Monday October 4 Planning Media Strategy-Ch.8.
Wednesday October 6 Planning Media Strategy (contd.).
Friday October 8 Relationship Building-Ch.9.
Monday October 11 THANKSGIVING DAY - University Closed.
Wednesday October 13 Relationship Building-Ch.10.
Friday October 15 Creative Strategy-Ch.11.
Monday October 18 Creative Strategy (contd.).
Wednesday October 20 Art and Copy-Ch.12.
Project #1 Assigned.
Friday October 22 Art and Copy (contd.).
Monday October 25 Producing Ads-Ch.13.
Wednesday October 27 Evaluation of Print Media-Ch.14.
Friday October 29 Evaluation of Radio-Ch.15.
Project #1 Due.
Monday November 1 Producing a Radio Spot.
Project #2 Assigned.
Wednesday November 3 Evaluation of Television-Ch.15.
Friday November 5 Media and the Army.
Monday November 8 Interactive Media-Ch.16.
Wednesday November 10 Direct Mail-Ch.16.
Friday November 12 Out-of-home Media-Ch.17.
Monday November 15 Exhibitive and Supplementary Media-Ch.17.
Wednesday November 17 IMC Plan Outline.
Project #2 Due.
Friday November 19 Guest Speaker TBA.
Monday November 22 Cultural Issues in Advertising.
Wednesday November 24 Group Meetings. NO CLASS.
Friday November 26 Corporate Advertising and Responsibility.
Monday November 29 Current Issues in Advertising.
Wednesday December 1 Current Issues in Advertising.
Friday December 3 International Advertising Awards.
Monday December 6 International Advertising Awards.
Wednesday December 8 LAST DAY OF CLASSES. Term Project Due.
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