MEMORIAL UNIVERSITY OF NEWFOUNDLAND
Faculty of Business Administration
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.
Shimp, Terence A. (2003), Advertising, Promotion, and Supplemental Aspects of
Integrated Marketing Communications, Sixth Edition. Mason, OH:
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.
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:
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
Advertising Age www.adage.com
Advertising Age’s Ad Review www.adreview.com
Advertising Standards Canada www.adstandards.com
Misleading Advertising Guidelines strategis.ic.gc.ca/pics/ct/mislead.pdf
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
distribute, that differentiates brand communication from advertising or even integrated
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.
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.
Assignments (best 8 of 11) 50%
Progress report 15%
Brand strategy 25%
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
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
My decisions concerning your participation mark are necessarily subjective and they are
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
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
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
cheating, including but not limited to: copying from another student’s work,
consulting with an unauthorized person, or using unauthorized aids;
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
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
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
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.
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
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
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
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
March 3 Topic: CAMPAIGN STRATEGY: CONSUMER SALES
Read: Shimp, Chapter 18
March 8 Case: British Airways: “Go for It, America!” Promotion (A)
March 10 Topic: CAMPAIGN STRATEGY: DIRECT RESPONSE AND
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
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
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