MARK 228: Communication & Digital Media
Professor Marlene Morris Towns
Office: Hariri 481 / Phone: 202-687-3486 [email protected]
Class times : Tues/Thurs 2:00 – 3:20 pm (140 Hariri Building) Office Hours : Mon / Wed 11:30 – 12:30 and by appointment
Course Description
The purpose of this course is to introduce you to elements of strategic marketing
communications, with particular emphasis on aspects of advertising and sales promotion strategy and digital media. The course is designed from the perspective of mangers who will need to make decisions about elements of marketing communication programs and will focus on how advertising and promotions work as opposed to details of layout, copywriting and other specifics of ad creation. This course is based upon the idea that marketing communications – particularly in today’s increasingly digital marketing environment - is much more than just advertising and that an integrated marketing communications approach is critical to getting the most from a
communications program.
In order to effectively plan, implement and evaluate an organization’s communication program a firm must understand the overall marketing process. Therefore, topics covered in this course will emphasize the role of marketing strategy, consumer psychology and behavior, communications theory, and media mix, with respect to their influence on developing an integrated communication plan. My hope is that this course will 1) increase your understanding of the important issues in planning and evaluating marketing communication campaigns and 2) provide you with the appropriate theories, models and other tools to make better advertising and promotion decision.
While there is no one model, formula or framework for effective promotions or communication strategy, a goal of this course is to help you develop a way of approaching communication challenges using a mix of art and science, to develop and implement creative integrated marketing communication solutions.
Course Materials
Our reading will consist of a text, articles and cases that will be made available in a course reader through the Harvard Business Review website, and select articles accessible through links via email and/or Blackboard. In order to minimize your expense (reproduction and copyright fees) and to facilitate my use of the most timely and relevant articles (many come from the current week’s publications) I will provide links to articles on line whenever possible, rather than having them printed and distributed. The required book is:
George Belch & Michael Belch (2012) “Advertising and Promotion: An Integrated Marketing Communications Perspective, 10e” McGraw Hill, New York, NY.
Also required for the course is an iClicker or compatible device (rather than an actual iClicker device, iPhones, Android phones and iPads can be synched and used). These will be used for daily quizzes and various in-class exercises.
Course Structure
MARK 230 deals with questions surrounding marketing communications decisions. The specific areas that will be covered include 1) communications objectives, 2) target market definition, 3) message strategies (e.g. positioning), 4) creative strategies (e.g. tactics), 5) media strategies, 6) promotion strategies, 7) new campaign speed realities, and 8) evaluation and research. We will also touch on issues of international communications, agency management, social
marketing/promotions, marketing research, entertainment marketing/promotion and popular culture.
The course is based upon my strong belief that a crucial element of effective marketing communications is understanding your consumer audience. Particularly as new media and technology make it easier to address specific audiences with more precision, this understanding becomes even more crucial. Thus, approaches to understanding consumers are included throughout the course and provide many of the general principles of marketing communication effectiveness.
The course will utilize a variety of teaching approaches including lectures, discussion, case analyses, exercises, video presentations, and guest speakers. Each session will highlight some important marketing communications issues. The assigned background reading allows coverage of more than we will be able to accomplish in class time alone and should be completed prior to the class session for which it is assigned. Some days we will specifically discuss the readings, others we will not, but you are responsible for the material covered in readings, whether or not it is explicitly discussed in class.
Course Requirements and Deliverables
Unless otherwise specified, all assignments are due at the beginning of class on the day that they are due and should be typed (preferable single-spaced with double spaces between paragraphs, minimum 10-point font, maximum 12-point font). Feel free to use bullet-points when appropriate for efficiency. Please spell-check and grammar-check carefully. Assignments will be graded based on demonstrated effort, correct application of concepts and vocabulary, depth and breadth of analysis, and creativity. Late assignments will not be accepted.
• Case Write-ups (individual) – We will discuss several cases during the course of the term. Write-ups will be required for two of the cases that we discuss. A one-page (maximum) written analysis of the case will be due at the beginning of the class during which it is discussed. For class case discussions, whether you are handing in a write-up or not, you are responsible for thoroughly reading and analyzing the case, developing a set of recommendations and being prepared to discuss the case and defend your recommendations in class. Case discussions may include cold-calling to ensure maximum participation. PLEASE NOTE: Case write-ups will not be accepted late.
Ever. No exceptions!
Class Participation – You are expected to attend classes and participate. You have to be present to participate, so your regular and punctual attendance is a critical element of your participation grade. Travel plans that extend official holidays are not excused absences so please plan accordingly when booking travel. Laptops are permitted in class, but please be respectful of the class and your colleagues and use it only for class- related pursuits. Laptop use will NOT be permitted during guest speaker presentations.
Preparation for, regular attendance in, and full participation and involvement in all
class sessions are required. Attendance will be taken during the first 10 minutes of class, usually in the form of a 3-point quiz, so be sure to be on time to receive credit. If you do have to miss a class, you are responsible for any materials or information distributed or announced in class that day. It is required that you attend all presentation sessions, even if your group is not presenting that day – your classmates deserve your full participation, so absence on a presentation day will count heavily.
Class participation is a crucial part of the learning experience in this course! To ensure a stimulating class atmosphere, it is imperative that students both attend class and prepare the assigned material and/or reading before each class session. You can’t participate if you’re not there, so poor attendance will be reflected in your participation grade.
• Daily Quiz – Most classes will start with a brief, 3-point quiz at the beginning of class.
This quiz will be over the reading assigned for that day or material covered in the last class session. This quiz will also serve as attendance, so be sure to be on time and submit a quiz. There will be no repeats or going back to earlier questions. If you miss the quiz for whatever reason, be sure to submit a dated half sheet of paper to document your attendance.
• Mid-Term Assignment(IMC critique, group assignment) – roughly mid-way through the term, each group will be responsible for preparing a brief analysis and critique of a brand or company’s integrated promotion strategy/tactics, consisting of a 4-5 minute
presentation and a 2-3 page write-up (not including appendices). Each promotion example should incorporate at least 3 different media, including a social media component.
• Mid-Term Exam – We will have one mid-term exam over the reading from the textbook, articles and in-class content.
• Final Project (group) – each group will be responsible for developing and “pitching” a media property that pairs a brand (or brands) and an original show or event idea. It cannot be a similar iteration of an existing property (for example, The Bachelor, College Edition). This idea can be a television show, live performance series, tours, etc. Each must be an ongoing property (at least one season or over a series of time; not a one-off event) and include the brand as a part of the property, not just a product placement (we will cover this and see examples during the course). Strategy should also include a detailed promotion strategy for the property. Final deliverables will include
o a 5-7 page single-spaced (double-spaced between paragraphs, with section headers) write-up including a situation analysis of each brand, an STP analysis, how the brands complement each other and each other’s target audience, primary and/or secondary research as useful to support your pitch, benefits of collaboration for each party, and a recommendation that is creative, integrated and segment-appropriate that incorporates a social-marketing component.
o Pitch / presentation (a persuasive summary of your write-up) in a 10 minute (plus Q&A) final presentation to be held during our scheduled exam period.
• Final Exam – We will have one final exam over the reading from the textbook, articles and in-class content. This exam will NOT be cumulative, but will cover material covered between the mid-term exam and the end of the semester.
Course Evaluation The following grading system will be used for the course:
Case Write-ups (2) 10%
Class Participation / Contribution 10%
Daily Quizzes 10%
Mid-Term Exam 15%
Mid-Term Assignment 15%
Final Project 25%
Final Exam 15%
Re-Grading Policy – If you believe that I have made an arithmetic error in calculating your grade or simply mis-graded or overlooked something, please bring it to my attention as soon as possible, preferably via email. For more subjective appeals, you must explain the basis of your appeal in writing. Make these requests very thoughtfully – if your request for a re-grade is granted, I will re-grade the entire assignment, in light of the entire class’ performance. This may prove to work for you – it may not.
Important Information, Notes, Policies
• Our schedule of topics, reading list and guest speaker scheduling is tentative and subject to change.
• Late assignments will not be accepted
• There is no make-up for missed quizzes or quiz questions
• Attendance for all group presentations is mandatory. Any conflict in schedule, particularly mid-term and final presentations should be reported well in advance.
• You are responsible for any information distributed via email, Blackboard or in class (make sure you have room in your in-box!)
• I will make regular use of Blackboard. Be sure to check it periodically. Course materials/articles will be made available through links on Blackboard.
• NO LAPTOP USE will be permitted during guest speaker presentations.
• You are to operate by the School’s Academic integrity System and Professional Standards.
**Tentative Class Schedule**
Th Sep 11 Consumer Behavior – Promotions that speak to us
B&B Chapter 4 Articles
Case: “JC Penny…”*
Tu Sep 16 Persuasion Factors – segments, tactics, objectives and budgeting
B&B Chapter 5
HBR Article (segmentation)
Th Sep 18 Persuasion Tools in Marketing B&B Chapter 6
Video: “The Persuaders”
Tu Sep 23 Objectives & Budgeting B&B Chapter 7
Case Disc : “Wheaties…”
Th Sep 24 Lifestyle, Celebrity and Sponsorship TBD
Tu Oct 30 Entertainment as Product and Promotion tool BMW case example
Th Oct 2 All About Lifestyle – Youth & Urban Mkts JPPM Article “Cross Cultural Cool”
Video: “Merchants of Cool”
Tu Oct 7 Mid-Term Projects DUE Presentations
Th Oct 9 Presentations
Th Aug 27 No Class
Tu Sep 2 IMC and its Role in the Promotion Process B&B Chapters 1, 2
Th Sep 4 Advertising – History & the Creative Process, Promotion & the Non-Profit Segment
B&B Chapter 3
Video: “America’s Ad Icons”
Tu Sep 9 A Glimpse at The Creative Process B&B Chapters 8, 9 Video: “Art & Copy”
Tu Oct 14 Industry Example – the sneaker market Video: “Just for Kicks”
Th Oct 16 Mid-Term Exam
Tu Oct 21 Media Planning & Strategy B&B Chapters 10 & 11
Th Oct 23 Media: Old & New B&B Chapters 12, 13
Tu Oct 28 Digital & Direct Marketing B&B Chapter 14 Case: Slanket*
Th Oct 30 The Internet & Social Media B&B Chapter 15
Final Exam: Tuesday Dec 16, 9-11:00 am
Tu Nov 4 Public Relations B&B Chapter 17
Th Nov 6 Measuring Promotion Effectiveness B&B Chapter 18
Tue Nov 11 International Advertising & Promotion B&B Chapter 19
Th Nov 13 Guest Speaker TBD
Tu Nov 18 Privacy, Ethics, Social Responsibility B&B Chapter 21
Th Nov 20 Special Topics in Promotion
Tu Nov 25
(TBD)
Th Nov 27 Thanksgiving Break
Tu Dec 2 Final Projects DUE Final Presentations
Th Dec 4 Wrap Up & Review Final Presentations
Case Write-up Guidelines
The purpose of the write-up is not to show that you have read the case but to show that you have thoroughly analyzed it (individually) and come to a conclusion as to what you would recommend, given your current marketing expertise. So, given this goal, don’t repeat the facts of the case for me – I’ve read it – I want to know what your analysis is. Incorporate the critical facts of the case, but only as they support your argument.
I believe that assessing the problem/issue is part of the case analysis – some cases spell it out quite clearly, others require some more analysis to get at the question they’re asking. If you want to make sure you’ve assessed the issue/question correctly, feel free to discuss it with me at any point before it’s due.
In order to keep your write-up within the 1-page (max) limit while still being thorough, feel free to use bullet points and concise business writing. While the analysis of the pros and cons of each alternative are important, I’m most interested in your recommendation based on that analysis and how you propose that recommendation should be best implemented. Your write-up should consist of:
1. A brief definition of the problem (a couple of sentences should do it)
2. A description of your alternatives for resolving the problem (hint: recommending that they
“do some market research” is not an answer!).
3. For each alternative that you list, provide the information that supports or does not support each one (“+’s” and “-‘s” of each). Every alternative has both +’s and
-‘s. No option is perfect. Often alternatives will have the same number of each – in those cases you have to weigh each and make a recommendation.
4. Your recommendation and WHY
5. How will you execute it? (using the 4 P’s, positioning, etc.).
If you covered all of the basics and made a recommendation that is well supported (there’s not usually a clear “right” or “wrong”) you will get a “check.” If you had unique or thoughtful insights or execution, you will get a “check plus.”
This write-up is due at the BEGINNING of class on the day we discuss the case.
