Download imc campaign planner - University of Lethbridge

University of Lethbridge
Faculty of Management
Management 3850 – Sports Marketing
Syllabus (Proposed)
Spring 2014
Instructor:
Office:
Michael Madore
M4007 (Office Hours – T TH 12:30-1:30 am; or by APT)
Contact Information:
Phone - 329-2439
Email - [email protected]
Lecture Room:
M1090 – T/TH 3:05 am – 4:20 am
Course Objectives
To remain competitive in entertainment industry, organizations are looking for ways to
develop and sustain competitive advantages. The sports industry (being included in the
“entertainment industry”) is no different. Due to limited consumer resources (time and
money), sports organization need to develop strategies that would entice consumers;
wanting consumers to attend their events on a regular bases. This course will discuss
concepts that relate to developing a Marketing Mix Strategy that would differentiate from
competitors in the market place using tactics that would create sustainable competitive
advantages.
Texts - Required
Sport Marketing 2nd Canadian Edition – A Canadian Perspective Authors: O’Reilly, and
Seguin, ISBN-10: 0-17-610458-5
Learning Outcomes
To gain an understanding of the role Sports Marketing through academia and practical
business experience. By the end of this course students will have an appreciation of basic
sports marketing functions, which will include but will not be limited to:
a) Gain an appreciation/understanding of sport services, products, consumers and
markets.
b) Understand how the 7Ps of marketing are applicable to sports.
1
c) Design and manage the customer interface related to sports marketing. This includes
(but not limited to) considerations with demand and production capacity, developing
a service environment.
d) Develop and implement marketing strategy for sports oriented businesses.
e) Identify ways to enhance service quality and productivity via communication
strategy.
Text, videos, case studies and examples will be used to aid the student to see the
application of these principles.
Evaluation
1. Unit Exams ………...…………………………………………………60%
 Unit One
(Ch# 1-5)
20%
 Unit Two
(Ch# 6,8-10)
20%
 Unit Three
(Ch#11-16*)
20%
* - outside chapter to text to be provided via pp slides only.
2. Journal Article Reviews…...…………………………………………13%
 Unit One
 Unit Two
(Ch# 1-5)
(Ch# 6,8-10)
6.5%
6.5%
* - outside chapter to text to be provided via pp slides only.
3. Assignment (@ 7%) ……………………………………….…7%
4. Marketing Plan or IMC Plan or Research Project…........…………20%
Grading Scale
Letter Grade
A+
B+
C+
D+
Numerical
100-95
85-82
73-70
61-58
Letter Grade
A
B
C
D
Numerical
94-90
81-78
69-66
57-50
Letter Grade
ABCF
Numerical
89-86
77-74
65-62
49-0
2
Testing
Examinations are based on material covered in the lectures and/or the textbook. Students
will be responsible for the assigned readings (text and supplementary materials whether
reviewed in class or not), class discussion, presentations and videos.
I do not allow alternative test dates, unless there is prior notification and documentation
of medical or exceptional circumstances and only within a reasonable time frame (Once
the exam is returned to other students, make-up tests will not be allowed for any reason.).
Baring grave circumstances, notification (with documentation) of the need to miss an
exam must be provided a minimum of 24 hours before said exam. A grade of zero will
be given for any missed tests, cases or exam. A suitable time/place will be set up if I
allow an alternative test date.
Unit exams will be a combination of short answer and multiple choice. Test dates are
identified in this course outline. You will have one hour and twenty minutes to complete
each test.
Academic fraud/misconduct will not be tolerated; if students are caught cheating on an
exam or case they will receive zero on that particular piece of work. If said student is
plagiarizing on a report they will be expelled from the class, receiving a zero in the
course.
International students are permitted to have a paperback dictionary in class but are NOT
permitted to bring electronic dictionaries to the unit exams.
There is no final exam in this course!
Classroom Technology (Laptops, PDA and Cell phones)
They are great, love them and use them in my personal life and for my business
endeavours. Even though I think they are great, please do not use them in class unless it
is related to the course while I am lecturing. I find these mediums very distracting
(especially web surfing and texting). If you need to use these devices please for your
social calendar/activities please use them at the beginning or end of class, not during my
lectures.
If it gets too bad I will ask you to leave the classroom. 
3
Assignment(s) Format (1- 7%)
Assignments support learning objectives identified in each unit presented in this course
outline. This reinforces theoretical concepts introduced throughout the semester via
chapter lectures.
Assignments will take two forms, students will either have to complete primary research
collection and then prepare a write-up based on a design I have requested. The other form
will be an analysis based on a case/assignment presented in class.
The evaluation process for cases/assignments are done based on one mark given to all
group members, normally I do not have peer evaluation. My motto is “all for one and one
for all”…..
The following design is for case analysis. Primary Research collection cases will be
presented to students approximately one week prior to its due date.
Students should follow this format when submitting case analysis for grading. If this format is
not followed your paper will be returned to you and you will need to make the necessary
corrections or will be graded accordingly.
1.
Groups
Either I will assign groups or students will be able to select their own groups. You may
not work on a case by yourself. Group work is done to give students the opportunity to
work with other people. If there are circumstances that would not allow you to work in a
group, you MUST talk to me about it before group work is assigned. If students submit
cases individually they lose 50% of the final case mark.
FIRE YOUR GROUP MEMBERS – yes you heard me right. If a member in your group
isn’t pulling their weight they must be let go to do the work independently. This will also
reduce their case mark by 25% since they can’t work in a team environment. Don’t come
to me after the case has been submitted for marking though.......I don’t want to hear about
it at that point.
We are also going to incorporate a rating system. If a group member didn’t put enough
effort into the assignment their lack of effort should be recognized. For example if you
feel a specific person did about half the work as everyone else give them a 50%
rating......at which point their mark will be adjusted........
2.
Rough Drafts
Each student will need to provide a rough draft of the case before they go into groups.
Either I will come around to check to see if the draft is done or I'll get you to submit a
copy. Drafts need to be attached to the back of the final case submitted for marking.
4
Failure to complete a draft or attach it to the back of the final copy will result in a 10%
reduction for the person failing to adhere to my request.
If the case involves collecting primary data, attach the data sheet to the final case copy,
this would be considered your “rough draft”.
3.
Title page
Cases submitted for marks must have a title page. On the title page please put the name
of the case, the names of the students working in groups not student numbers.
4.
Sub Titles
You can start each question with the question you have to answer or just title it
(i.e. Question #1). It really doesn't matter as long as there is some separation between
each question.
5.
Handwritten or typed?
Cases to be word-processed, please double-space the assignment regardless of your
preference of presentation format
6.
Bibliography
Needed only if you use sources other than the text we use in class.
5
Journal Reviews (2 Article Reviews 6.5 marks each)
Review of Journal Article Form
Name :
Title of Article :
Author and Brief background :
Journal Title and Vol Number :
Date of submission :
MY REVIEW
Introduction (2 Marks)
 Give an overview of the article.
Development (12 Marks)
 What are the key points in this article?
 What did I find striking or interesting about these key points?
 How relevant are the key points to chapter material in this unit?
 What do I agree or disagree with in this article?
Conclusion (6 Marks)


How will I make use of this new knowledge in future?
What further information or knowledge should I seek to expand my knowledge in
relation to the contents of this article?
Minimum of 2 pages (A4) or 800 words, Font size 11, 1" margin all round.
6
Rubrics for Assessing Journal Article Review
Grading
Excellent
16 marks
(80%) and
above
Description of Quality of Work
Very clear focus and clarity of thoughts and expression. Key points are well
developed and described in detail. Excellent analysis of article content that is
discerning, in-depth and supported by both pedagogical and personal
knowledge. Ability to relate content to unit material is demonstrated in an
outstanding manner. There is a high quality of reflection as can be seen in the
ability to relate to one’s values, beliefs and experiences to the content of the
article. The reviewer is able to suggest how the information and knowledge
could be adopted or adapted innovatively to enhance the unit material.
Personal insights and views that are expressed show that the reviewer has
thought critically and reflectively about the article and the effects on course
content and material.
The review is clear, well organized with logical sequencing and elaboration
of key points. All key points are adequately detailed and there is in-depth
Very Good
analysis of some of the points. Good effort has also been made to relate the
content of the article to unit material. Insights and discoveries made show a
14 -15 marks good understanding of the article content and that that the reviewer has made
good effort to reflect on his/her values, beliefs and experiences.
70 - 79
There is adequate analysis of the article content but with some points detailed
more than others. Relationship is drawn between some key points and unit
12-13 marks material. Overall, the review is satisfactory in that it shows an overall
understanding of the content and the ability to reflect on the content to obtain
60 - 69
adequate benefits as a teacher.
Good
Unsatisfactory
11 marks or
below
The review is lacking in focus and clarity of expression. Key points not
elaborated upon and details are minimal. Little analysis of content. Minimal
reflection and insights given. You didn’t use an academic journal
article….your review really sucks………
Below 60%
7
Topic Outline & Schedule
Day
Thursday
University of Lethbridge
Faculty of Management
Management 3850A, Spring 2014 SEMESTER PLAN (tentative)
Date
Topic
Jan. 9th
Course Overview
Chapter One - An Introduction to Sports Marketing
Tuesday
Jan. 14th
Chapter Two - The Canadain Sport Industry
Thursday
Jan. 16th
Journal Article Review work Period
Tuesday
Jan. 21st
Chapter Three - Sports Marketing Research
Thursday
Jan. 23rd
Chapter Four - The Canadain Sports Consumer
Tuesday
Jan. 28th
Chapter Five - Segmentation, Targeting and Positioning ……..
Article One Due beginning of class
Thursday
Jan. 30th
UNIT ONE EXAM
Tuesday
Feb. 4th
Chapter Six - The Sport Product
Thursday
Feb. 6th
Chapter Eight - Pricing in Sport Marketing
Tuesday
Feb. 11th
Project Work Day
Thursday
Feb. 13th
Chapter Nine - Sport Promotion
Feb. 17-21st Reading Week
Tuesday
Feb. 25th
Chapter Ten - Media and Distribution & Guest Speaker
Thursday
Feb. 27th
Article 2 work period - article due end of class today
Tuesday
Mar. 4th
Test 2
Thursday
Mar. 6th
Chapter 11 & 12 (combined) - Sport Sponsorship
8
Tuesday
Mar. 11th Chapter 13- Ambush Marketing
Thursday
Mar. 13th Chapter 14 & 15 (combined) - Technology & Social Marketing
Tuesday
Mar. 18th Assignment work period
Thursday
Mar. 20th Chapter 16 - Preople, Process and Physical Facility
Assignment One due today, beginning of class
Tuesday
Mar. 25th Unit Three Exam
Thursday
Mar. 27th PP Prep
Tuesday
Apr. 1st
Thursday
Apr. 3rd Project Presentations
Tuesday
Apr. 8th Guest Speaker
Thursday
Tuesday
PP Prep
Apr. 10th Project Presentation
Apr. 15
Project Presentation
Major Assignment
This is up to you…you have a choice of three formats for your major assignment….since
we have over thirty people in the class there will be ____ groups total.
Below are the choices of assignments you may select from:
1) Marketing Plan
2) IMC Plan
3) Research Project
9
Assignment Option 1 – Marketing Plan
Sample Project Plan – Marketing Plan
M Madore
MAN 3850B
Assignment – Marketing Plan
I will provide you with an outline regarding the component parts of a Marketing Plan the first week of
school. For this plan the business you need to complete a marketing plan for is a sports marketing team or
business here in Lethbridge or if your parents own a related business outside Lethbridge you could then
complete a marketing plan for them. You may also create a plan for a business YOU would like to start. If
you do not want to use an established business but start your own, then the plan is an independent exercise
and you will have to present the plan on your own to the group.
To get an idea of how the plan would look, you can review the Marketing Plan in the handout I provided
starting on page 518. From the structure outline on pages 518 and 519:
Section 1 – as is
Section 2 – as is
Section 3 – modify (make sure you have included a perceptual map & discuss)
Section 4 – as is
Section 5 – as is
Section 6 – modify - (need to do a 7 p analysis and add a demographic profile. Make sure you
identify recommendations for each of the P’s as well – what do they need to do to
improve)
Section 7 - modify (proforma income, you need to show what earnings will be recognized from the plan –
breakeven not required)
Section 8 – as is
Section 9 – not required
Section 10 – Appendix (market share calc and income statement plus Bibliography required
(inferences or statements)
Citing References – A must for every time you provide data which is NOT cited in the body of the report, I
will deduct one mark.
Financial – you need to develop these based on completing a Market share calculation then find a template
for Operating Expenses and COGS do NOT ask the owner of the business for their Financial Statements!
You need a title page then follow the scheme starting on page 520.
The maximum amount of people in your group is five the minimum four; you chose your own groups.
Presentations for the plans take place _____. You are expected to invite the business owner to the
presentation as well. Of the 17.5% for this project, 5% is based on the presentation with 12.5% based on the
actual paper. You will be marked by me (75%) and by your peers (25%) for the presentation grade.
Attendance is mandatory for the presentations. Failing to attend will result in a 2% penalty per day for not
attending the presentations
The presentation should incorporate Power Point and I except this would be a formal professional
presentation (not casual dress – not jeans or kaki’s).
10
I need a “rough draft” by the ______. The draft needs to identify, a SWOT analysis of the service driving
your Marketing Plan. Failure to have this in place will result in a reduction of 10% on your final
grade.
11
Assignment Option 2 – IMC Campaign
Sample Project Plan – IMC Campaign
IMC CAMPAIGN PLANNER
The IMC Plan: An IMC plan is a blueprint of the complete marketing communications program for
a brand. It is a formal document that evaluates the background of the brand and presents a set
of guidelines and an action program for the advertising and promotions campaign. The IMC plan
for this project will be for the market specified by your instructor and will cover one calendar year.
The Written Report: The written report should show beyond question that the plan was prepared
by a professional agency. As to the format and content of the written report, please see the
section REPORT FORMAT AND OUTLINE. Please keep in mind that the final written report
becomes the permanent record of your effort. To that end, it should reflect the care and attention
that merit the document bearing your good name. Both content and style (to include all aspects
of grammar and mechanics) are of supreme importance. The written report, even one that is
outstanding content-wise, will be downgraded severely if it fails to show excellent grammar and
mechanics.
Preparation of Materials: All materials must be created, designed, and executed exclusively by
the student. This includes, but is not limited to, materials such as layouts, storyboards, audio or
video recordings, sales promotion pieces, store displays, public relations pieces, and direct
marketing materials.
Contacting Outside Sources: Students may (and, in fact, should) contact any firm for information
and materials that do not go against the guidelines set forth in the previous paragraph. For
example, for cost estimates, previous advertising, research studies, ratings data, or industry
reports, you may want to contact advertising agencies, the media, sales promotion firms,
research firms, and other suppliers. Students utilize any published and commonly available
research materials. All sources of information and materials should be listed at the end of the
written report.
REPORT FORMAT AND OUTLINE
Title Page:
The following information should be included:
Name of client and product
Time period covered by campaign
Name of student
Date
Course Number and Title
College Name
Professor’ Name
Table of Contents
List all major headings in your plan, with page numbers.
12
Section 1 - Executive Summary
A cogent summary (maximum: two pages) of exactly what your IMC plan involves. Among
the items to include are:









Major target audiences
Time period of the plan
Campaign objectives
Campaign theme/slogan
Overall budget total
Budget breakdown (dollars and percentages) by each major IMC
element and each medium
Summary of media used
Rationale for each major element and each medium
Evaluation program
The Executive Summary be arranged in list as indicated above, but it has to pack a
wallop. Remember, the basic purpose of the Executive Summary is to inform top officials
at the client organization exactly what you are proposing -- in one or two pages. Be
precise. Be complete. Organizing the Executive Summary (as well as other sections of
the promotion campaign plan) in a bullet-type format is one effective way to present your
material.
Section 2 - Review of Marketing Plan
Industry Background

Size

Growth

Current Trends/Developments Affecting the Promotion Program

Macroenvironment Factors and Issues
(e.g., demographic, economic, technological, political, legal, social, cultural,
environmental)
Company Snapshot









Brief Sketch
Place in the Industry (e.g., size, growth, image)
Mission, Business Philosophy
Resources
Organizational Structure
Product Line
Target Markets
Positioning
Current Marketing Mix
13
Buyer Analysis






User Profile
(demographic, geographic, psychographic, behavioristic factors)
Buying Decision Process
Who Buys the Product
Who Influences the Purchase Decision
Who Makes the Decision
Decision Criteria
Strengths and Weaknesses
(e.g., Crackerjack Golf Club Company -- new line of golf clubs)
Strengths




Crackerjack is known for innovative products
Strong base in professional golf shops
Highest consumer satisfaction ratings among major brands
Outstanding sales force
Weaknesses




Highest prices in the industry
Advertising expenditures are less than half those of major competitors
Little trade promotion
Weak presence in mass-merchandise and discount stores
Target Market

Segmentation Analysis

Primary Target Market

Secondary Target Market
Promotional Program Situation Analysis

Review of Existing/Past Programs
- Detailed Review of Previous and Current Promotion Programs for the Product or
Service, including Budgets, Promotion Mix, Share of Voice, Message
and Media Strategies
o
o
o
o
o
Strategies,
Strengths
Weaknesses
Overall Assessment
Internal Analysis
External Analysis
14
Section 3 - IMC Objectives and Strategies
(i.e., what needs to be accomplished in order for Crackerjack to meet marketing goals and how
the objectives will be achieved)
A statement of what the marketing communications program will accomplish – the role the
program will play in the marketing effort. IMC objectives involve a desired audience response,
which results from the process of consumer decision making.
Example Objectives:






Awareness Objectives: used when most of the target audience is unaware of the
product, service or brand or when awareness levels need to be increased
Knowledge Objectives: used when the target audience has awareness, but knows little
beyond that
Liking Objectives: used when the target audience knows the company and its product,
but does not look favorably on it
Preference Objectives: used when the target audience is aware of the product, knows
about it, and likes it – but does not prefer it to other brands
Conviction Objectives: used when the target audience may prefer the product but is not
convinced that it is the best choice for them
Purchase (i.e., Action) Objectives: used when the target audience has conviction but still
hasn’t purchased the product
(You may choose to use another hierarchy discussed in the text if it better fits the needs
of your client.)
Campaign Objectives – Example (e.g., Crackerjack Golf)

increase awareness among golfers by 10% that Crackerjack irons have the highest
consumer satisfaction ratings of all major brands, in a three-month time period

increase trial of Crackerjack irons among golfers 35-49 by 3% in three-month time period

create the understanding among 5% of target audience that Crackerjack’s Big Blaster
driver allows the golfer to hit the ball farther with greater accuracy
Campaign Strategies (e.g., Crackerjack Golf)




place advertising in special interest golf magazines
provide cooperative advertising support to retail outlets
make available demonstration sets to key retailers to stimulate trial
sponsor instructional clinics for golfers of all ages
Follow each objective and strategy with a brief rationale.
15
Section 4 - Positioning and Campaign Theme
(i.e., the image you want your product to have in the minds of the target market; how you want
your product perceived relative to the competition; it is the basis for all your communications)
1. 
2. 
3. 
Positioning Strategy
(e.g., by product difference, by key attribute or benefit, by usage, against a specific
competitor(s), by users of the product)
Positioning Statement
Campaign Theme (i.e., the slogan)
Section 5 - IMC Tools
Only include the tools you wish to use in the plan….you do not have to choose all the tools!
A. Advertising
Creative Recommendations

Target Audience

The Copy Platform (which includes the following)

Advertising Objectives
(what the advertising is supposed to do)


Example: To increase awareness ...
Example: To persuade the target audience that ...

Advertising Strategy
(what the advertising is attempting to communicate; i.e., the benefit, problem solution
or other advantage that is the value of the product -- physical or psychological)
 Example: Use of this product will allow you to recover more quickly after strenuous
exercise.

Advertising Appeals
(how the advertising stimulates interest and influences feelings)
Example: fear, pleasure, comfort, convenience

Advertising Execution Format
(how the advertising appears)
 Example: demonstration, problem-solution, comparison

Rationale for Creative Recommendations
16
Advertising Media Recommendations

Target Audience

Objectives
Example: To achieve an 80 reach and a frequency level of three
 Example: To increase advertising in geographical areas where BDI is not at pace with
CDI.

Strategy
Example: Use magazines primarily targeted toward women 25-49.
Example: Schedule increased media use to coincide with sales promotions.
Example: Increase radio advertising in selected markets.

The Media Plan
Media Mix Recommendations and Rationale
Geographic Scope
Scheduling Pattern and Rationale
Reach and Frequency with Rationale
Media Flowchart
Each medium discussed by vehicle
Media Plan Rationale – Summary
Budget Breakdown
By Media Class (e.g., print)

By Medium (e.g., magazines)
 
By Media Vehicle (e.g., Business Week)

B. Sales Promotions
Sales Promotions Recommendations (Trade)






Target Audience
Objectives
Techniques
Sales Promotion Plan/Timing
Rationale
Budget
C. Direct Marketing
Direct Marketing Recommendations



Target Audience
Objectives
MediaType
Direct Mail
Electronic
Print Media
17




Telemarketing
Catalog
Kiosk
Face-to-Face Selling
Direct Marketing Plan/Timing
Rationale
Budget
D. Electronic Media
Internet/Interactive Recommendations

Target Audience




Objectives
Strategies/executions
Rationale
Budget
E. Public Relations
Public Relations Recommendations
(including press releases, press conferences, special events, sponsorships, product placements,
and cause-related efforts)






Target Audience
Objectives
Strategy/Execution
Scheduling/Plan
Rationale
Budget
F. Personal Selling
Personal Selling Recommendations





Target Audience
Objectives
Strategy
Rationale
Budget
18
Section 6 - Campaign Flowchart
A one-page summary diagram showing the timing of the major elements, events, and
activities of the campaign. The campaign flowchart shows at a glance what is to happen
when throughout the entire campaign.
Section 7 - Measurement and Evaluation
Measurement and evaluation activities occur during the course of the campaign, as well
as at the end. This section of the proposal should contain a description of those activities
and the specific methods that will be used to appraise the individual components of the
campaign, as well as for measuring the overall effectiveness of the campaign.
Section 8 - Budget Summary
This section is a summary of all costs of the campaign (e.g., media, production, sales
promotion, direct marketing, public relations, sponsorship, endorsements, measurement
and evaluation expenditures, and more). The budget should show both dollar and
percent-of-total expenditures.
Section 9 - Timetable
Summary of key dates for various activities (e.g., date for client approval of creative
strategy, dates for production materials, dates for tracking studies).
Appendices
In most cases, this is a very important section of the plan. It will include information and
material which have potential value to your client and which have not been fully
presented in the text of your plan. Examples: industry data, market data, questionnaires,
competitors’ advertisements. This section can be a valuable resource for your client.
References
A complete list of secondary sources used for the campaign plan.
19
Assignment Option 3 – Marketing Research Plan
Due to the nature of this assignment and type of research opportunities students would have with
this (Qualitative or Quantitative) project, a set template will not be provided. The research study
will strategically be developed in conjunction with the instructor as a topic of interest is identified
and discussed. Types of research could include (but not limited to) exploratory research such as
focus groups or observations. Conclusive research could also be considered using either surveys
or experiments. Again due to the nature of the opportunity it is not beneficial at this time to narrow
the research design to the point, we would be limiting research opportunities.
20