Marketing 630
Marketing Communications and Branding
Professor: Dr. John W. Pracejus Office: 3-40J Business Building
Phone: (780) 492-2023
e-mail: [email protected] Class Meeting: Tuesday 18:30-21:20
Business Building - Room 3-10 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 branding building and short term promotions in the modern marketing mix. It will focus on strategic rather than tactical issues.
REQUIRED TEXT:
O’Guinn, Thomas C., Chris T. Allen, Richard J. Seminik and Angeline Close (2015) Advertising and Integrated Brand Promotions, (seventh edition) Southwestern Publishing, Toronto.
I have worked out a special price for online textbook access for the term ($79.95):
http://www.nelson.com/catalogue/productOverview.do?Ntt=9781285778419||166140799482271066718067187631192525349&N=19 7&Ntk=nelson%7C%7CP_EPI&Ntx=mode+matchallpartial
Course Key: MTPP-P90P-9J60
Various additional readings will be posted to the course web page.
GRADING*
Component Weight 2 in-class applications (best 2 of 3) 10%
Retail Branding Audit 15%
Case write-up 15%
“Reverse engineered” creative brief 10%
Communication Plan 45%
Class Participation 5%
TOTAL 100%
* Late assignments will be decreased by 10% of the total available grade for each day they are late.
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.
Retail Branding Audit:
With a 2 or 3 others you will choose a local retailer on which to perform a retail audit. Audit method details will be provided on September 20th. You may not audit the same retailer as another team. For this reason, the retailer you choose to audit must be cleared with me. The first team to request a given retailer will win out over subsequent requests.
Case write-up:
You will prepare a written analysis of a branding case. This write-up is to be handed in at the beginning of class (prior to the case discussion). Specific guidelines for the write-up will be provided with the case. The case and guidelines will be distributed at the end of class, with the write-up due at the start of class on two weeks later. This write-up is 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 promotional campaigns. 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 that most likely led to the creation of the campaign. You will also need to include a short (2-3 pages) explanation of how you arrived at your brief.
Communication Plan:
In a group of four or five, you are to develop a communication plan for the national launch of a new consumer product or service (determined by the instructor). This plan is to be no longer than 20 pages, double-spaced, (appendices, references, and tables are excluded from this page count). The groups will give formal presentations on December 6th. Further information about this
assignment will be distributed on October 4th. If you must be absent on this date be sure to contact the instructor prior to class to make arrangements to get contact info for your group members.
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.
Detailed Lecture Schedule
Date Topic Reading Assignment Given Assignment Due
Week 1 Sept. 6th
Welcome!
Branding fundamentals
See web page
Week 2 Sept. 13th
Branding, brand equity, and brand extensions
See web page In Class Application #1
Week 3 Sept 20th
Retail Branding See web page Retail Branding Audit Given
Week 4 Sept 27th
Retail Branding II Retail Branding Audit
Presentations
Week 5 Oct 4th
Structure of the Marketing Communications Industry
O’Guinn Chapter 8 Also -see web page
Communication plan products assigned and teams finalized.
Week 6 Oct 11th
Social and Regulatory Issues
O’Guinn Chapter 4 Also -see web page
In Class Application #2
Week 7 Oct 18th
Global Advertising Planning and Cultural Issues
See web page Case Assigned
Date Topic Reading Assignment Given Assignment Due
Week 8 Oct 25th
Advertising, integrated brand promotions and consumer behaviour
O’Guinn Chapter 5 Also -see web page
Week 9 Oct Nov 1st
Case discussion 6:30-8:00 Advertising research 8:15-9:20
O’Guinn Chapter 7 Also -see web page
Case Due
Nov 8th Reading Week No Class
Week 10 Nov 15th
Creation of the message -Creativity
-A.E./Creative interface
O’Guinn Chapter 9-10-11 Also -see web page
“Reverse Engineered” Creative Brief.
Week 11 Nov 22nd
Media Planning Part 1 -Planning
-Objectives/strategy
O’Guinn Chapter 12 and 13 Also -see web page
“Reverse Engineered”
Creative Brief Due.
Week 12 Nov 29th
Media Planning Part 2 -Media calculations -Cross platform integration
O’Guinn Chapter 14-15-16 Also -see web page
In-Class Application #3
Week 13 Dec. 6th
Final Presentations Final papers due at the
beginning of class.
