MKT 243 Syllabus Fall 2020 PDF

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Reshma Shah syllabus for marketing- advertising and promotions...

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DYNAMICS OF ADVERTISING AND PROMOTION Basic Concepts and Processes Surrounding Strategic Marketing Communications Decisions: for Non-Business Majors (if you take this class, you may not enroll in MKT 446)

MKT 243 – Fall 2020 Goizueta Business School - Emory University SCHEDULE:

Monday and Wednesday: Zoom Session – 4:20PM to 5:35PM

INSTRUCTORS:

Dr. Reshma H. Shah: (770) 826-5303 (mobile); [email protected] Jamie Turner: (678) 313-3472 (mobile); [email protected] Marketing Area Administrative Assistant: Sonya Owens; [email protected]

OFFICE HOURS:

Wednesdays at 2:00 pm or by appointment.

TEACHING ASSISTANTS: 1) Will Arcara – you can reach Will at [email protected] and on his mobile at 2) 3) 4) 5)

BOOK & READINGS:

COURSE SUMMARY:

(828) 713-0752. Hailey Karten – you can reach Hailey at [email protected] and on her mobile at (954) 478-9412. Ethan Kohn – you can reach Ethan at [email protected] or on his mobile at (202) 421-5352. Taylor Ramaekers – you can reach Taylor at [email protected] and on her mobile at (678) 773-9391. Monica Rivas – you can reach Monica at [email protected] and on her mobile at (305) 343-3882.

Advertising and Promotion: An Integrated Marketing Communications Perspective (2021) by George E. Belch and Michael A. Belch; Richard Irwin, 12th Edition; All readings and cases for this course can be found in e-reserves or on study.net. In addition to being pervasive elements in society, advertising, and various other forms of promotion – direct marketing, public relations, publicity, personal selling, and sales promotion – are also key marketing communications strategy elements that dramatically influence the relative success of firms and their brands. As such, understanding the concepts and processes that organizations use in developing and sustaining effective marketing communications campaigns is useful for managers across disciplines. During the course of the past decade, changes in business communities have been numerous and mercurial – particularly those related to branding and brand communications. For example, there has been a dynamic proliferation of media options to address consumers’ growing and more diverse interests that have fragmented the population into smaller, harder-to-reach segments. Technology advances have enabled direct marketers to target customers more appropriately and customers to search more accurately for relevant information. And, social media has changed the communications landscape by enabling more direct and instantaneous consumer to consumer and consumer to business dialogue about products and brands. These communications only intensify when mobile and local applications are considered. 1

There are also a growing number of ways that consumers can avoid advertising and promotion altogether – Hulu and its kin, satellite TV and radio, “do not call” registries, spam blockers, and the like have all cropped up to make the job of the marketer much more difficult. There has been dramatic increase in the costs associated with marketing communications, which has resulting in a shift of the competitive landscape for ad agencies, public relations agencies, holding companies, and related marketing communications organizations. However, through all of this, advertising, and other forms of promotion, remain the primary and most efficient way for many companies to sell their products and services most efficiently and remain the largest part of the marketing budget for many organizations. COURSE STRUCTURE:

This course is intended to provide you with an understanding of the role of advertising and other forms of marketing communcations, also known as integrated marketing communications, in the overall marketing program and its contribution to marketing strategy. This course is also intended to make you more aware of the challenges and issues faced by marketers in the wake of radical changes in the marketing communications discipline and to provide you with a comprehensive set of theories, concepts and approaches for you to apply to your career as you face these challenges. Integrated Marketing Communications (IMC) involves the process of planning, developing executing, evaluating, and controlling the use of various promotional mix elements to effectively communicate with target audiences. This process of IMC planning is captured in the model below and includes the following steps:

We will use this IMC planning framework to guide our course trajectory and your IMC campaigns. Within each of these stages in the framework – our major course topics – are several sub-topics that are related to the chapters in the text. If you are ever confused about where we are in this course or how the current topic is connected to the overall scheme of this course, then simply refer to this chart.

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COURSE OBJECTIVES:

After taking this course, you should: 1) Be able to evaluate what is required in managing the various aspects of marketing communications within organizations through understanding the communications mix and its role in the development and implementation of brand strategy. 2) Be able to analyze, examine and evaluate the artistic creativity and technical expertise required in the development of marketing communications. 3) Be able to gain firsthand skills in developing an integrated marketing communications campaign, including performing a market and customer analysis, determining objectives, creative strategy and media planning, budgeting, campaign design and analysis.

LEARNING:

In addition to the specific objectives, this course will advance your understanding and evaluation of the following:     

How market segmentation, branding, and positioning relate to the process of creating successful advertising and promotional programs. How marketers set their communications objectives, establish creative and media strategies, and develop the budgets for achieving them. The relative advantages and disadvantages of different media options including support and interactive media, sponsorship, and social media. How marketers determine the effectiveness of their integrated communications programs. How regulatory, social, ethical, and economic elements impact marketing communications programs.

Your learning will be facilitated through a combination of synchronous and asynchronous lectures, class discussions, case analyses, guest speakers, exercises, and videos with an emphasis on your participation and interaction. You are expected to read the appropriate chapters in the text and assigned readings before each class meeting. In addition to the book chapters and readings, you are encouraged to read current issues of the business press such as Advertising Age, AdWeek, The Wall Street Journal, Fortune, Harvard Business Review, Brandweek, the Journal of Marketing and other such newspapers, magazines, and journals. The Journal of Marketing, Harvard Business Review, Advertising Age, AdWeek, and Fortune are in the Business Source Complete database: http://business.library.emory.edu/eresources/business-source-complete-ebsco Instructions - Once in the database, click on "Publications" at the top of the screen and then in the box under "Browsing:" search for the publication you want. Check the box to the left of the publication and click add to move it to the search interface. The Wall Street Journal is in the Factiva database http://business.library.emory.edu/eresources/factiva. Instructions -- Click on the tab at the top of the screen that says "News Pages" then click on "Group Pages" and today's Wall Street Journal will appear. To keyword search current or older articles, click “search” on the tab at the top of the screen and use the following search strategy: sn=wall street journal and “keywords.” Don’t forget to adjust the dates using the date box below the search box. For more help, please email [email protected] and one of the business librarians will respond to you. 3

COURSE REQUIREMENTS: To help ensure that we all contribute conscientiously to your learning, you are asked to show examples of your knowledge development. Because different people express their knowledge in different ways, you will have several means of exhibiting yours. We will be able to assess your performance, and ultimately your learning through exams, assignments, and a term project. GRADING:

Two Exams Two Assignments Term Project (paper & presentation) Participation (including attendance)

30% (15% each) 20% (10% each) 40% (25% paper; 15% presentation) 10% (based on quality of contribution)

1) There will be two exams that will test your application of the concepts discussed in the course up to the date of the exam. These exams will be comprised of a combination of multiple choice and short essay questions. 2) You will prepare two assignments that focus on various aspects of the integrated marketing communications process. Specific details about these assignments will be described in a separate handout. You will work in pairs for completing these assignments. 3) A term project paper that will be due at the end of the semester will require you to develop an integrated marketing communications program and campaign that you will work on throughout the semester. You will also be expected to make a final professional presentation of your campaign and provide us with interim deliverables that track your progress. These deliverables should not exceed 3 pages each and will guide your thinking throughout the course. Specific details about this project will be described in a separate handout. You will be expected to work in teams specifically put together for the term project. We will determine the composition of these teams during our second week of class. We handle the process of grading with abundant care and deliberation. The three main goals we strive to achieve are accuracy, fairness, and consistency. We go through great lengths to construct a process for ouselves and our TAs to ensure that the grading is as accurate as possible. Your grade will be based on your performance on the course material and nothing beyond that. Therefore, we will do everything in our power to ensure that each one of you is evaluated in a fair and consistent manner. Since this a Business School elective course, it is subject to the same grading criteria as all elective courses. You will be assessed relative to your peers and your performance will not be determined by some absolute standard. In the past, we have found that students typically score in the ranges that are mandated by the school. We have also found that grades often fall within standard ranges where 90-100% is an A; 80-90% is a B; 70-80% is a C; and less than 70% is a D or below. However, each class is different, so there may be slight variances.

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EXPECTATIONS From you, of me:

As a student in this course, you are our “customer/partner.” We are one of your “suppliers.” The textbook, articles, videos, cases and guest speakers are other suppliers. Information, knowledge and know-how are parts of the “product/service” you will receive. We are committed to supplying you with the best possible source of information, knowledge and know-how that will meet your needs to develop a basic understanding of marketing communications. Additionally, if you need special arrangements or other resources to help you learn, please let me know.

From me, of you:

We are also your customers/partner and so are your classmates. As a “supplier” you need to know what we value and how you can best provide it to us to meet and exceed our expectations. We, too, are here to consume information, knowledge and know-how from you. Your classmates can also benefit from your experiences and contributions to our discussions in class. What follows are some things for you to consider in your role as a supplier:

Preparation:

You should prepare all readings in advance of our class discussions. Class lectures and discussions will assume that you have a general understanding of the terms and ideas from the required reading and thus that you are comfortable discussing these topics. In this combination lecture and discussion format, your individual contribution, questions, and insights become important to your learning and that of your classmates.

Missed Class:

Should you miss a class, please let us know in advance, when possible. It is your responsibility to contact us and ask any materials you may have missed or make arrangements with a classmate for materials and notes. If you miss a class on the day an exam is given, or an assignment is due, and you have not cleared it with us ahead of time, you will receive a zero for that grade. You have made the decision to learn, so your regular, punctual attendance and participation is strongly encouraged. Obviously, the lack of regular attendance and participation will negatively impact your final performance.

Assignments:

Assignments are due on the date indicated in the syllabus and at the beginning of class. You will need to have it uploaded on Canvas before the start of class. Late assignments will not be accepted, and exams cannot be made up, unless unusual circumstances are involved. Professional presentation is the minimum acceptable standard for all of your work. Please see me if you are unclear about guidelines in this area.

Participation:

Class participation is strongly encouraged to enhance your learning experience. You will be expected to play an active role during class. Proactive, intelligent, quality, contributions to class discussions (questions, answers, current examples, etc.) will be considered favorably in determining your final grade. Your enthusiasm, your intellect, and your physical presence can contribute tremendously to your learning. Furthermore, your colleagues and their insights are also invaluable resources. Remember, you have made a commitment to learning so despite our online environment, keep this in mind. We must all be committed to respecting the views of others and recognize that everyone has valuable points to contribute. However, we encourage you to have differences of opinion and present them constructively in our discussion. This variety of perspectives will add spice to our class time together.

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Academic Integrity: You have the obligation as students to exhibit honesty and to respect the ethical standards of the University in carrying out your academic assignments. The school enforces a strict honor code. It is expected that you will only submit original work -- individual or group. Material from previously published or otherwise used sources that are quoted/paraphrased in written assignments should be provided with a full citation of the source material. It is also expected that students will not seek, receive, accept or give assistance on tests and assignments. It is also a violation of the honor code to have knowledge of someone else’s violation and not report it. You may consult with your current colleagues and classmates and discuss upcoming exams, cases and other assignments. This is allowed in fact, we encourage this form of interaction. But, we will not tolerate cheating or plagiarism of any kind and will handle any incidents according to the guidelines of the Goizueta Business School’s Honor Code and the guidelines established by Emory University. Basically, have integrity; don't cheat. Canvas:

Canvas will be used to enhance communications and interaction across all those involved with this course. We expect each of you to monitor Canvas on a daily basis for updates and information related to this class. Please set notifications to be sent to you via email automatically if needed to avoid missing important announcements. Readings are posted under the modules tab for each week, along with any assignments due. In addition, our MKT 243 Canvas Discussion Board can provide a forum for you to communicate your ideas, comments, insights, and thoughts to your colleagues and to us. We may not be able to complete all of our discussions in class. So, using Canvas to continue these discussions each week works well. Feel free to use this forum to ask or answer questions that did not come up in class. Quality electronic participation can enhance your participation but does not replace class participation during class.

Recordings:

Class sessions will be recorded for those of you who are in time zones that don’t permit them to attend class during our regular class time. Please let us know in advance if you are one of these students. For the rest of you, we are expecting you to be in class and attendance and participation will be assesed based on that assumption.

Class Climate:

We realize that we all are living in very unusual times and that there is a lot on people’s minds. We are all facing uncertainty, for sure, but some of us are also experiencing stress, worried about our physical and mental health. We are also dealing with new academic structures across the board, having no breaks from school this fall and having the desire for normalcy. If you ever need help in any way or just want to talk, know that we are here for you.

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DYNAMICS OF ADVERTISING AND PROMOTION MKT 243 – Class Schedule: Fall 2020 Date

AUG

Topic

Welcome and Introduction to Course

24

Beyond Advertising: Introduction to the IMC Perspective The Role of IMC in Branding and the Marketing Process

1

The Role of IMC in Branding and the Marketing Process The Heart of Marketing and Today’s Challenges – 6:30pm-7:30pm via Zoom.

2

C: Dove Evolution (HBS – Study.net)

2

Agency Landscape, Organization and Processes

3

Guest Speaker: Scot Safon – CMO, MoterTrend Group; Former EVP, CNN; Former CMO, The Weather Channel C: Gateway Case (B&B - EReserves)

7

Consumer Behavior

4

9

The Communications Process

5

14

Source, Message and Channel Factors

6

31 1

16

2

Work Due

Term Project Team Determined Term Project Idea Determined

R: Is Successful Branding Just About Emotions, Color, and Emojies (B&B 124-125 EReserves) L: NPR Podcast: Hidden Brain https://www.npr.org/2018/04/27/60634 6395/this-is-your-brain-on-ads-howmedia-companies-hijack-your-attention C: Charmin, the Sassiest Brand on Social Media (B&B 164-165 - EReserves) R: YouTubers – New Celebrities to Gen Z and Millenials (B&B 192-193 – EReserves)

Work on Term Project

21

Exam #1 23

OCT

Readings(R)/Cases(C)/Podcast (L): To be read or listened to BEFORE assigned class date R: IMC from Tactics to Profit (EReserves) R: New, Newer, Newest (EReserves) L: Schultz Podcast: Reinventing IMC http://www.branddrivendigital.com/rei nventing-integrated-marketingcommunications-don-e-schultz/ R: Media Multitasking (Expert Insight – EReserves R: Building Brands Without Mass Media (HBR – Study.net)

19

26

SEPT

Chapter

Establishing Objectives/Budgeting for Promotional Plan

28

Creative Strategy: Planning, Development, Implementation and Evaluation

30 5

Creative Strategy: Planning, Development, Implementation and Evaluation Media Planning and Strategy

7

Evaluation of Broadcast/Print Media

12

Support Media (Aka Non-traditional)

14 19

Work on Term Project Exam #2

21

Public Relations, Publicity, Corporate Advertising, and Sponsorship

Chapters 1-6 in...