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MGT4535 Spring 2017
Promotion Strategy
Monday and Wednesday, 11:30 AM – 1:15 PM,
Monday and Wednesday, 1:30 PM – 3:15 PM
Dr. Deanne Brocato
e-mail: [email protected]
Office Hours:
Monday and Wednesday : 10:45AM to 11:15AM and by appointment room 520. In addition, you can reach
me via e-mail ([email protected]). Email is the best and fastest way to reach me and get a quick
response.
Class Notes and Grades:
I will post the syllabus, lecture notes, PowerPoint, supplement readings, grades, etc. to Canvas. Please log
onto Canvas often to view the course and receive PowerPoints prior to class. Announcements will also be
made through Canvas. I will NOT handout PowerPoints or supplemental readings in class. It is your
responsibility to get the materials via Canvas prior to class. Additions/Changes to PowerPoints may be made
in class. Check Canvas often!!!
Course Description:
This course introduces the student to the field of marketing communications. It will cover a number of topics
and areas essential for understanding how to design and evaluate the communication strategies that are
necessary for the successful marketing of products and services. The course strikes a balance between the
theoretical and practical aspects of marketing communications as a means of gaining a deeper understanding of
relevant topics. Toward this end, theories, concepts, and principles employed by scholars and practitioners to
explain marketing communications will be examined as a means of uncovering the foundations of effective
communication efforts. An integrated marketing communications (IMC) perspective will be employed in
covering material, with a corresponding focus on various elements of an IMC strategy, including advertising,
promotions, point-of-purchase communications, direct marketing techniques, and other topics.
Course Objectives:
1.
2.
3.
4.
To develop an understanding of the techniques and practices employed by marketers in developing
marketing campaigns.
To develop knowledge of the theories and principles developed by marketing academics to understand
marketing campaign practices.
To improve students' ability to apply these theories and principles as a means of identifying and solving
marketing problems and cases.
To provide you with experience in considering issues relevant in formulating a marketing campaign
program.
Required Course Materials:
Book: Terence A. Shimp, Advertising, Promotion, and Other Aspects of Integrated Marketing
Communications, 7th Edition, Thomson/South-Western Publishing, 2007.
A.
Class Assignments (30%).
These class exercises will be posted on Canvas and cannot be made up if you miss the deadline for
submission. All assignments must be typed unless otherwise stated. These exercises will be used to
help foster class discussion and apply real world examples to our lectures; any such exercises missed
due to absence CANNOT be made up if you fail to turn the assignment in on time.
B.
Test (30%)
Test covering book and lectures
C.
Term Group Project (40%).
The term group project is discussed in detail at the end of this syllabus. It will consist of 3 parts, a mind
map component (map and summary), a short paper and a presentation. Students will organize into
teams of 5 students for the purpose of completing a class project. In this project, investigate a current
brand and the offerings it currently has. After investigating the current brand you will conduct an
interview and create a mind map of 1 individual’s thoughts on the brand. You will then forecast 10
years into the future and develop a marketing communication program for a new product offering for
the brand in the future. The new product must be something new that the current brand does not
currently offer or intend to offer in the future. You should be creative with this and use your research to
guide the new product idea. Take into consideration the demographics for the brand and how these may
change in the future along with changes in society, ethics, etc. Each team member will receive the
group grade for the project; if needed, these scores will be adjusted based on input from the peer
evaluation forms (this form is on Canvas and must be turned by each student with the final paper on
the last day of class 2/22/17). I take peer evaluations very seriously and will lower a student’s grade if
they do not participate with the group. This includes attending meeting and providing assigned written
on time. Those individuals whose contributions are judged by the team to have been unsatisfactory, as
identified by written peer evaluations, will receive a substantial grade penalty. Not receiving group
emails or phone calls is not excuse, it is your responsibility to work with the group and contribute in
order to receive full credit. Classroom time and instructor guidance will be available for working on
the project.
Extra Credit: If there are extra credit opportunities they will be announced during class.
COMPUTER USE: If you want to use a computer for class notes, you will need to sit in the first 2 rows. I
will also have you sign a form stating you are using the computer for class notes only. I will periodically
ask you to send your notes to me via email after class to ensure the use of a computer is adding to your notetaking ability. If you are not taking notes on your computer, do not bring it to class or have it out.
CELL PHONE USE: Using cell phones for texting or other purposes is disruptive to both myself and your
fellow classmates. If you are texting you will be asked to leave class. There may be instances when the class
will use their devices for class work, this will be announced in class.
Course Schedule:
The following is a tentative schedule for the course and, as such, is subject to revision. It is the
responsibility of the instructor to ensure that all students are informed of any changes to the following schedule
by an announcement in class or the distribution of a revised course schedule. It is the responsibility of the
student to ensure that s/he is aware of any such changes. The lectures may go slower or faster as needed. Also
notes may not be complete in their posted form so it is very important that you attend class and participate in
class discussion and activities. Extra readings may be assigned before classes
DAY/DATE: Monday, 1/9/17
TOPIC:
Course introduction
TO DO:
Discuss syllabus and expectations, find a group.
DAY/DATE: Wednesday, 1/11/17
TOPIC:
Overview of integrated marketing communications & the marcom process,
Enhancing brand equity, influencing behavior, and being accountable
READING:
Chapter 1 and Chapter 2
ASSIGNMENT:
Form groups of 5, begin to discuss a brand to focus on. If you miss class
you will have to find a group to join on your own.
DAY/DATE: Monday, 1/16/17
****HOLIDAY*****
DAY/DATE: Wednesday, 1/18/17
TOPIC:
Marcom positioning, and Marcom objective setting and budgeting
READING:
Chapter 5 and Chapter 6 (through Hierarchy of Effects)
TO TURN IN:
Proposals for term project brand, as well as a list of all team members.
**Provide a 1 page typed list of group members and brand for project . This will
be submitted by one team member on canvas****
ASSIGNMENT:
Individual Package Assignment
DAY/DATE: Monday, 1/23/17
TOPIC:
Facilitation of Product Adoption, Brand naming and packaging, and Point-ofpurchase advertising
READING:
Chapter 7 and Chapter 8
TO TURN IN:
Individual Package Assignment
DAY/DATE: Wednesday, 1/25/17
TOPIC:
Creating effective and creative advertising messages, Selecting message
appeals and picking endorsers
READING:
Chapter 10 and Chapter 11
ASSIGNMENT:
Individual Ad Assignment
DAY/DATE: Monday, 1/30/17
TOPIC:
Planning for and analyzing advertising media, Using Traditional Advertising
Media and Internet Advertising
READING:
Chapter 13, Chapter 14 and Chapter 15
TO TURN IN:
Individual Ad Assignment
TO TURN IN:
Each group will turn in 1 document highlighting their new product idea
DAY/DATE: Wednesday, 2/1/17
TOPIC:
Trade-oriented sales promotion, Consumer-oriented sales promotion
READING:
Chapter 17, Chapter 18
DAY/DATE: Monday, 2/6/17
Test
DAY/DATE: Wednesday, 2/8/17
Work Day Prepare for Presentations
DAY/DATE: Monday, 2/13/17
TOPIC:
Work Day Prepare for Presentations
DAY/DATE: Wednesday, 2/15/17
TOPIC:
Group Project Presentations (attendance for all students is mandatory).
DAY/DATE: Monday, 2/20/17
*****Holiday******
DAY/DATE: Wednesday, 2/22/17
TOPIC:
Group Project Presentations (attendance for all students is mandatory).
TO TURN IN:
Group Project Papers and Peer Evaluations Due For All Groups NO
LATE assignments accepted. You must turn in a Peer Evaluation Form in
order to receive a project grade.
TERM GROUP PROJECT:
Mind Map (20 %)
(Examples will be provided on Canvas with further instructions on how to conduct a map)
You must interview a person who falls within the target demographics for the brand. The person you interview
may be a friend, relative, or anyone who fits the target profile. The person you select should be someone who is
readily accessible and willing to spend time on the project. Ideally, you would be able to meet with your subject
in person but a telephone or Skype interview would be O.K. You can only interview a single person.
Below are the items to be turned in for the mind map component of the term project.
(1) A concise, three-page, double-spaced typewritten report in which you answer five questions: (a) What is
the single most important consumer behavior insight revealed about the subject in the brand mind map? (b)
What rationale supports why this insight is the most important? (c) What advertising appeal or theme would be
most effective in communicating with the subject about the brand? (d) Why do you believe this would work?
(e) What changes or adjustments in the other elements in the brand’s marketing mix (product, pricing, and
place) are suggested by studying the network?
(2) A neatly organized, word processed or printed brand mind map for your subject with dimensions of
roughly 11 X 17. Although the map can be handwritten, using PowerPoint of illustrator makes a much cleaner
map.
(3) A photograph of your subject on a separate sheet of paper along with their name, age, mailing
address, email address and ethic background -- Anglo, Hispanic Am., African Am., Asian Am., or
Other. In addition, include the data on their favorite products within your product category.
This portion of the paper requires that you: (1) explore how consumers relate to a brand that they feel
strongly about; and, (2) connect an individual brand network to the formulation of marketing strategy.
In total, this should have been a useful experience in relating informal, qualitative research findings
to marketing decision-making. The photograph of the subject helps to bring the network to life. The
photograph humanizes the research plus it reminds us that we are dealing with individual people who
have widely varying interests, backgrounds, and motivations. Due 2/22/17
New Product Paper
Paper (10%)
The first part of the assignment will be to investigate background information used to provide input into
the future of a brand. Brands are not created in a vacuum -- they are themselves a "product" of consumers’
values, needs and wants. Your task is to understand the brand's background then to create marketing
promotions for a new product that will be introduced in 10 years. This new product should not be something
the company is already focusing on but something completely new and innovative. You will also have to think
into the future as to what needs the product fulfill. You will have to look at the past marketing promotion
campaigns used by the brand and decide where the new campaign will go in the future. What will be the target
market in 10 years and what needs and wants will the product provide. You will be asked to provide a
campaign for the future product focusing on how to communicate to the target market by using advertising,
promotions (sale/trade), point of purchase etc. This campaign should consist of at least 1 (or 2) print ads
and 2(or 1) other types of promotions (social media, television, radio, sales promotion etc).
Your job is to create some new and fresh promotions for the new product created by your group. A 5
page double-spaced typewritten summary of the 3 promotions along with the actual print ads will be turned in
the last day of class (2/22/17). You can use up to 2 print ads as 2 different promotions but the 3rd has to be
another type of promotion. All print ads much be included as appendixes to your paper. This paper should
address the new product and what is unique about the promotions, what the promotions are and what the goal
of each promotion is (i.e. brand awareness, purchase behavior, sales, etc.). Use the 5 pages to describe each
promotion. What it is, why your chose that media and vehicle, what are the goals etc.
Note:
I would prefer that you not choose to a brand that has little history (i.e. newer companies) unless it’s a
brand that is very unique and/or has made a significant mark on popular culture. I reserve the right to ask you
to change a topic if I don't feel it's appropriate, if I anticipate you will have trouble completing the assignment,
etc. It is much harder to find a history of a newer product.
If possible your group should choose a topic that allows you to locate adequate background information.
Preferably, you should be able to locate one or more people who have experienced the topic. You will have
until 1/11/17 to form a group (5 students to a group) and select a topic.
Some things to consider when investigating the brand and new product.
I. Background and Historical Overview
How did the product come into being?
Who was responsible for its development?
What needs and value conditions gave rise to the product? What was going on in the world at
that time that facilitated or impeded its introduction?
II. Marketing Issues
To whom (i.e., what market segment) was the product targeted?
Who actually used the product?
What was the primary competition?
How was the product marketed (e.g., print ads, demos, concert tours)
How successful was the marketing campaign - why?
III.
Forward Thinking
Using class concepts…..
What meaning will the product have for consumers in 10 years?
How will this product look and change in 10 years to meet new needs?
Who will use the product? (target market)
What underlying needs will the product satisfy (or try to)?
How will this product be marketed/promoted?
Presentation (10%)
You will present your work using a 20 minute PowerPoint Presentation on your new product and brand.
Your presentation should be creative, well organized and professional. I expect professional dress from each
member. The exception is if you dress as a character etc for creativity. Presentations should follow a brief
history, what campaigns have been done in the past, and your new future (5 years) product introduction and
promotions. If you are able to talk about your mind map it would be very beneficial. Be sure to talk about your
target audience and the goals of your new promotions.
I will need a copy of your slides in handout form before you present. If you are using prezi, please provide an
outline of what you are talking about if you are unable to print slides.