Docstoc

MEMORIAL UNIVERSITY OF NEWFOUNDLAND MEMORIAL UNIVERSITY OF NEWFOUNDLAND Faculty

Document Sample
MEMORIAL UNIVERSITY OF NEWFOUNDLAND MEMORIAL UNIVERSITY OF NEWFOUNDLAND Faculty Powered By Docstoc
					                  MEMORIAL UNIVERSITY OF NEWFOUNDLAND
                       Faculty of Business Administration

                         BUSINESS 9318
             MARKETING COMMUNICATIONS MANAGEMENT
                COURSE INFORMATION AND SCHEDULE FOR W INTER 2005


Instructor:            Dr. Katherine Gallagher
Office:                BN 3004
Office Hours:          Tuesdays and Thursdays, 3:30 p.m. to 5:00 p.m., or by
                       appointment. As well, feel free to drop in to my office at any other
                       time if the door is open.
Telephone:             737-7987
Fax:                   737-7680
E-mail:                kgallagh@mun.ca


COURSE MATERIALS

Required
 The textbook:
      Shimp, Terence A. (2003), Advertising, Promotion, and Supplemental Aspects of
              Integrated Marketing Communications, Sixth Edition. Mason, OH:
              South-Western.
 Journal articles, as noted in the Course Schedule.
 Cases, as noted in the Course Schedule.

The textbook is available in the University Bookstore. There may also be second-hand
copies available. The journal articles are available online at no charge through the
Library’s Business Source Elite database. In order to minimize waste, the cases will be
ordered after the first class.

If you would like to read more about a particular topic in this course, please see me. I
have lots of readings you may find useful.

Reference
The following periodicals and Web sites are recommended to help you become familiar
with current happenings in marketing communications management, as well as enriching
your understanding of the field:
                                                                                          2


Periodicals:
     Advertising Age                             Journal of Marketing
     Harvard Business Review                     Journal of Marketing Research
     Journal of Advertising                      Journal of Public Policy & Marketing
     Journal of Advertising Research             Marketing
     Journal of Consumer Research                Psychology and Marketing
     Journal of Business Ethics                  Strategy



Web sites:

    Advertising Age                              www.adage.com
    Advertising Age’s Ad Review                  www.adreview.com
    AdBusters                                    www.adbusters.org
    AdvertisingPrinciples.com                    fourps.wharton.upenn.edu/advertising/
    Advertising Standards Canada                 www.adstandards.com
    BrandChannel                                 www.branchannel.com
    Misleading Advertising Guidelines            strategis.ic.gc.ca/pics/ct/mislead.pdf
    Strategy                                     www.strategymag.com


COURSE OBJECTIVES

The practice of marketing communications management has changed dramatically in the
last two decades. Twenty years ago, “marketing communications” meant “advertising.”
But the increasingly globalized and competitive business environment, along with
technological advances, have driven businesses, both small and large, to seek more
varied, more effective, and more efficient ways of communicating with their target
audiences. The importance and prominence of sales promotions, personal selling,
database marketing, publicity, event- and cause-oriented sponsorships, and point-of-
purchase communications have grown. New media such as the Internet have emerged.
The ability to manage information has advanced. The task of managing marketing
communications has thus become considerably more complex.

This course explores current and emerging principles and practice of marketing
communications management. This offering of the course is organized around the notion
of “strategic brand communication,” in which the emphasis is on identifying and
managing the contacts that a customer or prospect has with the brand, rather than simply
managing the messages that the organization sends toward customers. This approach is
based on the recognition that it is the customer or prospect who determines the
outcome(s) of communication activities—sales, inquiries, advocacy, etc. It is this focus
on what customers or prospects receive, rather than what we as marketers send out or
                                                                                            3


distribute, that differentiates brand communication from advertising or even integrated
marketing communications.

Specifically, the course objectives are to:
 provide you with a thorough grounding in the relevant theories and concepts of
   marketing communications management;
 give you opportunities to apply these theories and concepts; and
 familiarize you with current and emerging issues in marketing communications.

Marketing communications are important not just to the firms producing them; they are
also a concern for society as a whole, since virtually everyone living and working in the
modern world is influenced by them. An additional course objective is, therefore, to:
 examine the nature and role of marketing communications in society.

COURSE FORMAT

The course meets twice a week, on Tuesdays and Thursdays, for 75-minute classes.
Generally, classes will alternate between lecture/discussion of new material and
discussion of relevant journal articles or a case.

Your learning will be highly dependent on your preparation of the assigned material and
your active involvement in its discussion.

Lectures and discussions complement required reading—classes are not a substitute for
the readings, and the readings are not a substitute for classes. It is therefore important
that you attend all classes, as well as read and understand the assigned readings. Relevant
readings should be done before a specific topic is covered in class.

EVALUATION

Participation                                                 10%
Assignments (best 8 of 11)                                    50%
Group Project
        Progress report                                       15%
        Brand strategy                                        25%


Participation
The quality of your participation and that of your peers affects the quality of everyone’s
learning in this course. Your participation mark will be based on my evaluation of the
relative overall quality of your contributions to discussions. Useful, insightful,
constructive participation will result in higher participation marks; obstructive, unhelpful,
excessively lengthy participation will result in lower marks. Quantity is not as important
as quality.
                                                                                            4


I expect all students to attend class. If you are not in class, you are not participating in
class discussions and you do not have an adequate context to participate effectively in the
group project. Poor attendance (i.e., missing more than three hours of class) will result in
a reduced participation mark.

I expect all students to arrive at class on time unless there is a very good reason. Late
arrivals disrupt the class for everyone. A pattern of tardiness will result in a reduced
participation mark.

My decisions concerning your participation mark are necessarily subjective and they are
final.

Assignments and Cases
Most weeks, there is an assignment or case analysis to be handed in. Each assignment
requires either your response to a specified question on one or more articles. Case
analyses should cover the following areas: identification of the key issue(s); identification
of the constraints that may eliminate options; identification of the criteria that should be
used to assess alternative courses of action; identification and assessment of feasible
options to deal with the issues; and statement of and justification for the recommended
action. Assignments and case analyses should not exceed 500 words – one page, single-
spaced. If you wish, you may append up to two additional pages of appendices, but this is
completely optional. Of the 11 assignments and case analyses, your best eight will be
considered in determining your mark for this component of the course.

These assignments and cases are to be your own work, completed by yourself alone. Do
not discuss your assignments or cases with others. If you want, you can certainly do
additional research, but be sure to provide citations.

In the last class, please hand in a file containing your graded assignments and cases for
final evaluation.

Group Project
The development and implementation of marketing communications is, by its very nature,
a group undertaking. Therefore, an important component of this course is a project that
simulates the brand strategy planning process. The class will divide into groups of no
more than three students. Through the term, each group will develop a brand strategy for
a real client. Details on the client and the brand will be provided shortly.

During the term, each group will submit a Progress Report, comprised of a thorough
situation analysis and draft behavioral objectives, and a detailed Brand Strategy that
includes customer strategy, investment strategy, communication strategy, and delivery
strategy. Further information on the project requirements will be distributed separately.

Your grade on the project will be based on the quality of your group's progress report and
brand strategy, adjusted for your individual contribution, as indicated by minutes taken in
                                                                                           5


each group meeting, and submitted to me in hard copy form at the end of the course.
Individual final grades on the project are my decision and they are final.

IMPORTANT NOTES CONCERNING WRITTEN WORK

1. In order to ensure that papers are graded without knowledge of the name of the
   student(s) writing them, do not use your name on the material you hand in; identify
   yourself by your student number only.

2. You will be evaluated on both content and presentation. Presentation criteria include
   both style (organization, effective sentences, word choice, appearance) and
   correctness (grammar, punctuation, spelling, documentation, etc.). Reasonable
   allowance is made for students whose first language is not English.

3. Assignments and cases are all due at the start of class on the dates indicated in the
   course schedule. Late assignments cannot be accepted.

4. Academic dishonesty has no place in the university. Offenses include, but are not
   limited to:
    cheating, including but not limited to: copying from another student’s work,
       consulting with an unauthorized person, or using unauthorized aids;
    plagiarism;
    use and/or distribution of material improperly obtained.

   You are reminded that it is your responsibility to ensure that your actions cannot be
   construed as dishonest or improper. Should any instances of academic misconduct
   occur in this course, the procedures outlined in General Regulations of the School of
   Graduate Studies will be invoked (see the University Calendar for details). You are
   warned that I take academic dishonesty very seriously and will seek the maximum
   penalties.

CONSIDERATIONS FOR STUDENTS WITH DISABILITIES

If you have a disability or other condition that requires special arrangements or
consideration, please see me privately as soon as possible so that we may discuss
appropriate accommodations. Such discussions will be confidential. Information about
your disability or condition will not be discussed with or conveyed to others without your
permission.
                                                                                                         6



COURSE SCHEDULE1

January 11          Topic:             INTRODUCTION TO THE COURSE

January 13          Topic:             INTRODUCTION TO MARKETING COMMUNICATIONS
                    Read:              AND BRANDS 1
                                       Shimp, Chapters 1 and 2

January 18          Topic:             INTRODUCTION TO MARKETING COMMUNICATIONS
                                       AND BRANDS 2
                    Read:              Vargo, Stephen L. and Robert L. Lusch (2004),
                                       “Evolving to a New Dominant Logic for Marketing,”
                                       Journal of Marketing 68(January), 1-17.
                    Assignment:        Discuss the implications of this article for Kraft Canada
                                       (or another brand).

January 20          Topic:             INTEGRATED BRAND COMMUNICATION STRATEGY
                    Read:              Shimp, Chapters 6 and 7

January 25          Case:              Introducing New Coke

January 27          Topic:             THE RELATIONSHIP BETWEEN THE CONSUMER AND
                    Read:              THE BRAND
                                       Shimp, Chapters 3, 4, and 5

February 1          Case:              Cofidis

February 3          Topic:             COMMUNICATION INVESTMENT STRATEGIES
                    Read:              Shimp, Chapter 8

February 8          Topic:             CAMPAIGN STRATEGY: MASS MEDIA ADVERTISING 1
                    Read:              Shimp, Chapters 9, 10

February 10         Topic:             CAMPAIGN STRATEGY: MASS MEDIA ADVERTISING 2
                    Read:              Shimp, Chapters 9, 10




1
  Subject to minor changes if necessary. Note that any class cancelled or postponed (due to illness or
closure of the University for snow, etc.) will be made up at a time convenient to as many students as
possible. You will be responsible for material covered in make-up classes, whether you attend or not.
                                                                                     7


February 15                 CAMPAIGN STRATEGY: MASS MEDIA ADVERTISING 3
              Read:         Tom, Gail and Anmarie Eves (1999), “The Use of
                            Rhetorical Devices in Advertising,” Journal of
                            Advertising Research 39(4), 39-43.
                            Toncar, Mark and James Munch (2001), “Consumer
              Read:
                            Responses to Tropes in Print Advertising,” Journal of
                            Advertising 30(1), 55-65
              Assignment:   Choose a magazine advertisement you find interesting.
                             Explain how the message strategy is implemented,
                            using the concepts explored in the readings (including
                            Shimp). Please attach the advertisement to your
                            assignment.

February 17   Topic:        CAMPAIGN STRATEGY: PUBLIC RELATIONS
              Read:         Shimp, Chapter 19

February 22                 NO CLASS (WINTER SEMESTER BREAK)

February 22   Case:         Nike, Inc.: Developing an Effective Public Relations
                            Strategy
              Project:      Progress Report due at start of class

February 24   Topic:        CAMPAIGN STRATEGY: TRADE SALES PROMOTION
              Read:         Shimp, Chapter 16 and 17

March 1       Case:         Cunard Line, Ltd.: Managing Integrated Marketing
                            Communications

March 3       Topic:        CAMPAIGN STRATEGY: CONSUMER SALES
                            PROMOTION
              Read:         Shimp, Chapter 18

March 8       Case:         British Airways: “Go for It, America!” Promotion (A)

March 10      Topic:        CAMPAIGN STRATEGY: DIRECT RESPONSE AND
                            INTERACTIVE MEDIA
              Read:         Shimp, Chapter 14

March 15      Case:         Clust.com: Dream More and Pay Less

March 17      Topic:        CAMPAIGN MANAGEMENT: SELECTING MEDIA
              Read:         Shimp, Chapters 12, 13, 15

March 22      Case:         BMW Films
                                                                                  8


March 24   Topic:        CAMPAIGN MANAGEMENT: MEASURING RESULTS
           Read:         Shimp, Chapter 11

March 29   Read:         Allen, Chris T. (2004), “A Theory-Based Approach for
                         Improving Demand Artifact Assessment in Advertising
                         Experiments,” Journal of Advertising 33(2), 63-73.
           Assignment:   Explain what demand is, when it is a concern, and why
                         it matters. How important is this article for managers
                         who have to evaluate the effectiveness of marketing
                         communications.
March 31   Topic:        ETHICAL ISSUES
           Read:         Shimp, Chapter 20

April 5    Case:         Pokemon: Gotta Catch ‘Em All

April 7    Topic:        WRAP-UP AND REVIEW
           Hand in:      Marketing Communications Plan
                         File of graded assignments

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:21
posted:12/11/2011
language:
pages:8