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Syllabus Coker Marketing Communications - Spring 06 Night

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					 Coker Marketing Communications
                                                                 Instructor – Puffer
Coker College
Hartsville Campus
Term 3 - 2004
Marketing Communications Com 332 cross-listed with BA 332

Instructor – Richard A. Puffer dpuffer@coker.edu
843-383-8380 -- office -- Coker College Performing Arts Bldg. 126 (next to rest room)
843-383-2400 -- office -- The Byerly Foundation
843-332-0342 -- home -- Hartsville
843-229-1492 – mobile
Course Objective(s):
 Students will leave the class with the ability to discuss the role of marketing
   communications in helping organizations achieve their objectives.
 Students will have a familiarity with creating a variety of marketing communications
   tools including advertisements, press releases, direct mail pieces, campaign plans,
   web information, case histories, fact sheets, trade show plans, etc.
 Students will be able to explain the difference between advertising, public relations,
   direct marketing, trade show marketing, web marketing and other functions that come
   under the marketing communications umbrella of tools, weapons, tactics and
   strategies.
 Students will be able to discuss the need for developing a plan prior to implementing
   tactics in a marketing campaign.
 Students will be able to discuss ethical considerations/issues that can become
   involved in the marketing communications function.
 Students will be able to explain the advantages and disadvantages of considering
   marketing communications from an integrated communications perspective.
 Students will be able to discuss and explain the difference between features and
   benefits when describing “products.”
 Students will be able to explain the necessity of knowing your audience and
   communicating with your audience in the marketing communications framework.
 Students will have enough familiarity with marketing communications following this
   course to be able to plan their own marketing communications campaign.
 Students will be able to demonstrate a variety of marketing communication tactics
   that have been used to help solve a marketing challenge.
 Students will demonstrate the ability to critically evaluate marketing communications
   tactics that are in use in today’s marketplace.
 Students will be able to discuss the role of marketing communications in society and
   some of the crucial issues that are being discussed concerning the idea of
   commercialism and globalization.
 Coker Marketing Communications
                                                                                Instructor – Puffer
Grading:
       Test Number One            100 points
       Test Number Two            100 points
       Book Review                100 points         Presentation due seventh class
       Communication Plan         100 points
       Article Review One           10 points
       Article Review Two           10 points
       Article Review Three         10 points
       Article Review Four          20 points
       Marcom Tool Analysis 1 25 points
       Marcom Tool Analysis 2 25 points
       Marcom Tool Analysis 3 25 points
       Marcom Tool Analysis 4 25 points (this is a review of Chapter in INFLUENCE)
       Ad Copy writing              25 points
       PR News Release 1            25 points
       Product Release PR 2         25 points
       Direct Mail Letter 1         25 points
       Web Site Intro page          25 points
       Product Presentation         25 points
       Attendance (10 per)        150 points (Non Attendance: second miss costs 50 points, third 100)
            Four misses will result in not passing this class
       Class Participation         50 points
       Completed Portfolio        100 points

A = 850 to 1000 B = 725 to 849 C = 550 to 724 D = 500 – 549 (I don’t care) F = Lazy
Assignments are due when they are due! Half credit (at best) is given for late assignments. In the
Marketing Communications world deadlines rule! You will still want to complete your assignment so that
you can have it for your final portfolio. There are no make-up tests given in this class, except in cases of
DIRE emergency.
 Coker Marketing Communications
                                                                                    Instructor – Puffer
Coker College
Hartsville Campus
Term 3 - 2006
Marketing Communications Com 332 cross-listed with BA 332
Attendance: A great deal of the learning of this course takes place within the classroom as the students
interact with each other and the professor concerning the course readings and assignments. Therefore, class
attendance is crucial to the success of this course. The second class missed, for whatever reason, will cost
25 points. The third missed class will cost 50 points. The fourth class missed will cost 100 points. If you
miss more than four classes you will have to get excuse from the Dean to be able to continue with the
course.

Instructor Style: The instructor uses a participative-approach to the classroom instruction. This type
approach means you have to be prepared by having accomplished the assignments and the readings so that
you can add to the discussion. In this class we are a team and we need each other to do our best work -- just
like the real world.

Marketing Communications Project
We are going to be developing a marketing communications plan for the Coker Evening Program. As part
of this exercise, we will go through a marketing communications process that should help each of us
develop a more thorough understanding of the planning, tactics and execution necessary in an effective
marketing communications effort. The Communications Plan that you will submit will be a plan using an
integrated approach to market the Coker College evening program on the Hartsville campus. This will be a
live case-study approach. In addition, we will be integrating classroom lecture, discussion, readings and
other activities to supplement the experience of the case study.

Description of Course

In this marketing communications course you will be learning a mixture of process, practice and theory.
The ultimate goal of our introduction to marketing communications is to introduce the various tactics and
tools that are used to help an organization sell its products, services and/or ideas. We will be using a book
that is geared to the entrepreneur that is a very practical guide to marketing communications. In addition,
there will be assigned readings from articles and a book review that will enhance the coverage of this topic
from a variety of perspectives.

The theory and background part of the class will come from in-class discussions based on the readings and
based on assignments provided in class. The practical aspect of this course will be developed through work
with an actual client – The Hartsville Evening Program of Coker College. We will be developing a
marketing communication plan for the campus as well as several specific tactics and tools to enhance the
market communications of the campus. We will be treating the Coker College Fort Jackson campus as our
client and will be basing a great deal of activity on this client project. The purpose of this client exercise is
to provide some real-world feel to the ideas and concepts that we discuss from the books.
     Coker Marketing Communications
                                                                                 Instructor - Puffer
Preliminary Schedule – Marketing Communications – Term Three
Jan. 2 to Feb. 27 SUBJECT TO FREQUENT CHANGE
Date                     Class           Tentative Subjects for Discussion
 Jan. 2              Class one      Class Introduction/Introduction to Marketing Communications
                                    Review the basics of Marketing – 4P’s. What is the meaning of
                                    integrated marketing communications? Assignment: Bring a piece of
                                    marketing communications to class on Thursday for discussion.
 Jan. 5              Class two      Discuss the general marketing communications and the role of
                                    integrating the various tools into the marketing communications
                                    process. Discuss the Swot process in prepraration for client meeting.
 Jan. 9              Class Three    Begin client work. Meeting with client. Input session from client and
                                    questions from Coker MARCOM agency. Discussion of Graphic
                                    Design and its role in the Marketing Communication Process. Read
                                    Chapters 4 and 17.
 Jan. 12             Class Four     Discussion of printed communications, writing media releases. Prior
                                    to class will have read chapters 1,2, 3, 5, 8, 9. Discussion of copy
                                    writing. Review of news releases assigned first class.
 Jan. 19             Class Five     Discussion of the book INFLUENCE. Each student will be presenting
                                    a chapter or part of the chapter to the class. Also, a continuation of the
                                    planning process. Determining audience, determining objectives.
                                    Continuation of print discussion (Part Two).
 Jan. 23             Class Six      Decision making in the marketplace. Discussion of how consumers
                                    and businesses make their buying decisions.
 Jan. 26             Class Six      Review the assigned outside marketing communications book and to
                                    prepare you presentation for the class.
 Jan. 30             Class Seven    Public Relations – what is it, how to make it work for your client
                                    Review for test...
 Feb. 2              Class Eight    Test. Second half of class is a discussion of the marketing process
                                    with a review of the video "Merchants of Cool."
 Feb. 6              Class Nine     Internet and the new world of individual marketing.
 Feb. 9               Class Ten         Advertising – making the most of your money

 Feb 13               Class Eleven      Book Presentations Due. Approximately 15 minutes per presentation

 Feb. 16              Class Twelve      Discussion of the client challenge and review of the work that has
                                        been accomplished.

 Feb. 20              Class Thirteen    Role of direct selling, direct mail, phone sales and other types of
                                        selling along with trade shows.

 Feb. 23              Class Fourteen    Presentation of the marketing communication plans for the client --
                                        two teams present their plans, discuss plans and debate elements
                                        within class.
 Feb. 27              Class Fifteen     Final exam
    Coker Marketing Communications
                                                                              Instructor – Puffer
Coker College
Hartsville Campus
Term 3 - 2006
Marketing Communications Com 332 cross-listed with BA 332
ACADEMIC HONESTY

I take this for granted. You are honor-bound not to cheat or plagiarize in any form. Please initial the
following statement: I understand that my college education is my college education. I will not cheat
or represent others’ work as my own! ___________________ Date ___________________


Instructor Credentials
   Assistant Professor of Communications -- Coker College since 2000
   Accredited Member of the Public Relations Society of America (PRSA)
   Previously adjunct instructor at Coker for about 10 years
   Masters in Mass Communications from the University of South Carolina
   B. A. in Political Science from the State University of N.Y. at Cortland
   20 years in corporate communications at Sonoco - Director of Corporate Communications
     Speaker on corporate marketing
     Award winning trade show exhibitions
     International advertising, public relations and trade show experience
   Editor, reporter and photographer at THE HARTSVILLE MESSENGER
   Officer of Marines '68 to '70 (Psychological Officer Staff Officer Course)
   Elected School Board Member - 10 years, Chairman - two years
   Former Chair of the Hartsville Chamber of Commerce
   Principal - Communications Solutions (small agency serving some clients) 2000 to present
   Executive Director - The Byerly Foundation in Hartsville (2000 to present)
   Newspaper delivery person ('60 to '64 best marketing training in world)


Student Responsibilities
       Since we cannot have discussion classes unless you have prepared, it is
        imperative that you complete the assigned readings and assigned projects so that
        we can have the interaction required to make this an effective learning experience.
       If you have a question, ASK! I find that sometimes I make the fatal mistake of
        assuming that we are all on the same wavelength when we are not. I have found
        that if YOU have a question the chances of at least one other person in the class
        having the same question near 100%. ASK!
       All assignments are to be handed in typeset so if you don’t currently have some
        typing skills this will be an opportunity to develop some.
       All assignments must be handed in on time. Late assignments are not an option.
        As mentioned elsewhere, deadlines are crucial in marketing communications.
 Coker Marketing Communications
                                                                  Instructor – Puffer
Coker College
Hartsville Campus – Term 3
Marketing Communications Com 332 cross-listed with BA 332




Technology Requirements and Instruction
      Basic skill in word processing is required.
      Basic skill in internet use is required. There will be instruction in the assessment
       of internet resources.
      There will be a basic reminder section in the use of the Coker College library
       resources on the web.
      We will be using power point support for some lectures.
      You should plan to use powerpoint in your presentation of the chapter information
       in INFLUENCE and the book review on a marketing communications book.
      This course includes some coverage of the theory of using web-based
       communications for your marketing objectives.
      The instructor will use class email that is addressed to your Coker email address.
       If you need to forward this information, please make the proper arrangements in
       your email.
      The instructor will be using the class message board that you may access from
       Icebox. Please check at least twice a week. You will also be using this message
       board to display news releases and other work for comment by your peers.
      All students should have their password to the Coker library established for use in
       this course.
      Students will become familiar with the Coker College Course site. The instructor
       will use the course site for delivery of certain readings and for the announcement
       of certain assignments. In addition, if power point is used those resources will be
       on the course web site as will be the information for ALL assignments.
 Coker Marketing Communications
                                                                                           Instructor – Puffer
Coker College
Hartsville Campus
Term 3 - 2006
Marketing Communications Com 332 cross-listed with BA 332
Book Review Assignment (Due Seventh Class) CHOOSE Book – By third class
Objective: Students will become familiar with several of the current books available in the marketing,
marketing communications, public relations, advertising, direct marketing and other fields of related
interest to marketing communications. Each student will read and become familiar with one book and they
will share this information with others in the class so that each member of the class can build an annotated
bibliography for future reference.
Assignment: Each student will choose a book on a marketing or marketing-communications related
subject. Students will read the book and then prepare a minimum of a one-page (approximately 250 words)
book review that will be presented orally to the class and handed in as an assignment to become part of the
final portfolio. Students will also prepare a class presentation to last from 10 to 15 minutes that will
introduce your classmates to the content of the book you chose.
What Book?: There is a vast array of literature available in the field of marketing and marketing
communication. Many of these books would be worth purchasing and you can find shelves of marketing-
related books. You can also obtain some of these books at the Coker Library; as well as the ebook catalog
from the Coker library. You can find books on marketing communications, public relations, advertising,
etc. by going to a web site like Amazon.com and putting in the search words. Here is a list of some popular
books that Stuart Elliott, who writes about advertising for The New York Times, suggests as seminal
works on advertising:

THE CARE AND FEEDING OF IDEAS by Bill Backer
WHEN ADVERTISING TRIED HARDER by Lawrence Dobrow
SCIENTIFIC ADVERTISING by Claude Hopkins
ABSOLUT BOOK by Richard Lewis
CONFESSIONS OF AN ADVERTISING MAN by David Ogilvy
THE HIDDEN PERSUADERS by Vance Packard
THE STATUS SEEKERS by Vance Packard
POSITIONING, THE BATTLE FOR YOUR MIND by Al Ries and Jack Trout
WHERE THE SUCKERS MOON by Randall Rothenberg
ADCULT USA by James Twitchell
TRUTH, LIES AND ADVERTISING by Jon Steel
MADISON AVENUE USA
WHATEVER HAPPENED TO MADISON AVENUE both by Martin Mayer
Those are just suggestions from the advertising writer for the New York Times. Your assignment is to choose a book that you
think you will like, read it and review it for the class. TO ENSURE WE HAVE DIFFERENT BOOKS, please send me an
email of your first choice prior to getting it. dpuffer@coker.edu.

Additional books by professors at the Medill Graduate Program of Integrated Marketing Communications
THE NEW MARKETING PARADIGM: INTEGRATED MARKETING COMMUNICATIONS, Schultz, Tannenbaum, Lauterborn
HANDBOOK OF STRATEGIC PUBLIC REALTIONS AND INTEGRATED COMMUNICATIONS, by Caywood (editor)
MARKETER'S GUIDE TO PUBLIC RELATIONS by Thomas L. Harris
HITTING THE SWEET SPOT by Lisa Fortini-Campbell

Other ideas
TOXIC SLUDGE IS GOOD FOR YOU – John Stauber
THE FALL OF ADVERTISING AND THE RISE OF PR – Al Ries and Laura Ries
THE 22 IMMUTABLE LAWS OF BRANDING – Al Ries and Laura Ries
TRUST US, WE’RE THE EXPERTS
DEADLY PERSUASION, by Jean Osbourne
NO LOGO by Naomi Klein
SELLING THE INVISIBLE by Harry Beckwith
THE PUBLICITY HANDBOOK, by David Yale
GUERILLA MARKETING
SELLING TO VITO, VERY IMPORTANT TOP OFFICER, by Parinello
 Coker Marketing Communications
                                                                                  Instructor – Puffer
Coker College
Hartsville Campus
Term 3 - 2006
Marketing Communications Com 332 cross-listed with BA 332

CORE SKILLS CONSIDERED – MARKETING COMMUNICATIONS

Core Skills Assessment Guidelines

Students may use the following guidelines below to assess their own progress in attaining the core skills.
They will be used in part to assess students’ final projects and final exams.

ANALYTICAL THINKING

Graduate level -- You will demonstrate a thorough working knowledge of the principles of MARKETING
communications during presentations and class discussions on related case histories. Your discussion will
be specific to the issues and principles that are key to the case study and you will be able to relate the
actions about which you are reading or viewing to specific readings from both class and your personal
schema. In addition, when it comes to preparing written materials, you will be able to distinguish the key
points that should be communicated and be able to put then into meaningful language. You will be able to
tell how you would use these principles in a similar type of situation.

Junior-Senior Level – You will demonstrate the ability to recognize key strategies used in the
MARKETING communication class and you will be able to identify the anticipated results. You should
also be able to adequately discuss why you thought it worked or did not work based on readings. The
difference between graduate level and junior/senior level will be the rapidity with which you are able to
synthesize the principles and apply them to similar situations.

Freshman-sophomore level - Student will be able to identify specific marketing communication strategies
and tactics that can be or might have been used to solve the marketing communications problems. In most
cases the student will be able to relate these strategies to readings from the class and from the class-client
experience.


CREATIVE THINKING

Graduate level -- Student demonstrates the ability to work independently to develop a fully integrated
marketing communication plan. At this level the students will also be creating tactical communications that
achieve their marketing objectives. Students will stand out in the way they develop tactics to engage their
audience.

Junior-senior level -- The student will demonstrate the ability to prepare marketing communications plans
that identify audiences and effective tactics to achieve the marketing objectives. The students will also be
able to create functional communication tools targeted to specific audiences.

Freshman-sophomore level – Students demonstrate the ability to write press releases and other tactical
communications using the principles discussed in class. They will also be able to discuss marketing
communication plans and identify strengths and weaknesses of these plans. Students will demonstrate
competence in developing both written and oral communication tactics.
EFFECTIVE WRITING

Graduate level -- Student’s written description of proposed projects is clear, correctly written, vivid and
engaging. Student’s writing for all assignments is engaging, shows strength of thought and argument and
clear control over the structural process.

Junior-senior level – Student’s writing is uniformly clear and correctly written. The junior-senior level
student will also show originality and clear thought patterns.

Freshman-sophomore level – Student’s writing is handed in on time and is generally well developed and
structurally correct. This level will probably not show as much originality or depth as those at the higher
levels.

EFFECTIVE SPEAKING

Graduate level – The key to these criteria is that the student is able to engage the audience in the classroom
and during presentations, adapting material to fit the interests and information of the audience. Students
will also show an ability to create persuasive arguments and will be able to defend positions while
demonstrating the ability to listen and comprehend the arguments of others.

Junior-senior level – Student can “pitch” an idea to the teacher and class in a way that is uniformly clear
and articulate. Student is able to present ideas and connect with the audience and is well organized. Student
will be able to put forth persuasive arguments for an issue. Difference here between junior/senior and
graduate level is the level of comfort the student exhibits in the presentation process.

Freshman-sophomore level – Student will be able to make an organized presentation that combines
manuscript and extemporaneous speaking. Student is able to follow arguments and is able to provide a clear
informative presentation to the audience.

				
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