Marketing 432
Marketing Communications
Professor: Dr. John W. Pracejus Office: 3-40J Business Building Phone: 492-2023
e-mail: [email protected]
Office hours: Tuesdays 9:30-10:30 and 1:00-3:00 PM
Thursdays 9:30-10:30 (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 an 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.
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 #1 25%
Quiz #2 25%
Media Assignment 5%
Communication Plan Presentation 5%
Written Communication Plan 40%
Tentative Grading:
A previous class distribution resulted in the following mark breakdown.
Your class will likely vary.
90 – 100 % 9
82 – 89 % 8
76 – 81 % 7
69 – 75 % 6
60 – 68 % 5
50 – 59 % 4
< 50 % Fail
See section 23.4 of the University Calendar
Quizzes:
The quizzes will test your knowledge of the material covered in the assigned readings and the classroom discussion. They will be mostly short answer and essay questions, but may also include other formats. Questions will focus on concepts and theory.
Media Assignment:
In this take home assignment, you will apply your media planning knowledge to solve media problems. This is to be an individual assignment. Collaboration with others in the completion of this assignment constitutes academic misconduct (see below).
Communication Plan:
In a group of four (possibly five), you are to develop a communication plan for the national launch of a new consumer product or service. 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 24th.
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 Schedule
(note: I will do my best to stick to this outline, but it is subject to change.)
DATE TOPIC Assignment READING due Prior to Class Tue Jan 8th What is Marketing Communications?
Thur Jan 10th Marketing Communications as a Process
Chapter 1
Tue Jan 15th Structure of the industry Chapter 2 Thur Jan 17th History and evolution Chapter 3
Tue Jan 22nd Regulation and society Chapter 4 (skip USA stuff) Regulation Handout
Thur Jan 24th Consumer behavior Chapter 5
Tue Jan 29th Segmentation and Positioning Chapter 6
Thur Jan 31st Quiz 1
Tue Feb 5th Research Chapter 7
Thur Feb 7th Advertising planning Chapter 8
Tue Feb 12th Creativity Chapter 10
Thur Feb 14th Library resources for your final project.
Tue Feb 19th Reading Week - No Class Thur Feb 21st Reading Week - No Class
Tue Feb 26th Message strategy Chapter 11
Thurs Feb 28th Copywriting Chapter 12
Tue March 5th Art Direction/Production Chapter 13
Thurs March 7th International perspectives Chapter 9
Tue March 12th Quiz 2
Thurs March 14th Media planning - intro Chapter 14
Tue March 19th Media part two Chapter 15
Thurs March 21st Media part three Chapter 16 Tue March 26th The internet Media
assignment
Chapter 17
Thurs March 28th Special topic - TBA TBA
Tuesday April 2nd In-class presentations Thursday April 4th In-class presentations
Tuesday April 9th In-class presentations
Thursday April 11th In-class presentations Communication Plans Due
