King, Nancy

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University of Montana

University of MontanaScholarWorks at University of MontanaSyllabi Course Syllabi9-2002MKTG 363.03: Marketing CommunicationsNancy KingUniversity of Montana - MissoulaLet us know how access to this document benefits you.Follow this and additional works at: https://scholarworks.umt.edu/syllabiThis Syllabus is brought to you for free and open access by the Course Syllabi at ScholarWorks at University of Montana. It has been accepted forinclusion in Syllabi by an authorized administrator of ScholarWorks at University of Montana. For more information, please contactscholarworks@mso.umt.edu.Recommended CitationKing, Nancy, "MKTG 363.03: Marketing Communications" (2002). Syllabi. 3265.https://scholarworks.umt.edu/syllabi/3265Promotions and Integrated Marketing Communications Marketing 363- Fall 2002 Section 3Instructor- Nancy King Classroom: L14Phone- 243-6148 Class schedule: M -W -F-11:10am- 12:00pmOffice- GBB 325 Website-business.umt.edu\faculty\kinge-mail- nancv.kina(5>business.umt.edu Office hours- M-W-F 10:00-11:00 and by appointmentRequired Text: Promotion and integrated Marketing Communications (2000, Richard J. Semenik, South-Western. Assigned chapters need to be read prior to class.Companion Website: http://semenik.swcollege.com the web site includes links to innovative companies using dynamic promotional strategies: provides interactive quizzes, career connections and Web sighting, as in chapter experiential exercises and real-time cases.Recommended reading: The Tipping Point, Malcolm Gladwell, Little, Brown and Company, 2000; Wall Street Journal-Marketing SectionCourse Content: This is a more in-depth study of one of the 4 P’s of marketing...Promotion. After completing this course you should have a good understanding of the communications tools available to effectively market products and services.Course Requirements:Exams 3 75%In-class assignments 10%Participation, discussion 15%Total 100%Optional Final (replaces the lowest of the three mid terms exams)Exams: These will be multiple choice and short answer questions. No late exams or make-ups will be given. Final: (Comprehensive and optional) the score for the comprehensive exam will replace the lowest score of the three mid-term exams should you decide to take it. However, if you score lower on the final than you did on one of the three mid term exams, the final score will still replace your lowest mid-term exam.11Showing up and participating: I consider this extremely important to youroverall grade. The text is only half of what you will learn in the lectures. It’s my job to provide you with the most current and relevant information possible; it’s your job to show  up, listen, participate and learn. Take responsibility for being there as if it w ere your job. There will be a seating chart so make sure you are in the seat you would like for the semester by the second class.Please read a ll assignments prior to class in order to maximize your learning effectiveness in class.Class Assignment:Find an advertisement that you think is effective at reaching the target market. Write a 1-2 page paper addressing the following:Attach a copy of the advertisement if it is a print ad, or provide a description of the product if  it is a TV, radio or other. State where and when you saw the ad.1) What do you think the positioning statement is for the brand?2) Who is  the target audience?3) What messaging strategy did they use? (page 272-recall strategies)4) What is the product benefit?5) Why you thought it was effective.I will be taking volunteers to do quick presentations in class which will count towards class participation. If I don’t get enough volunteers, I will be calling you down at random. I will ask for volunteer during the class period prior to the day of presentations.Expectations on Assignments:I will be judging your work products (including participation) by evidence of the following:• Critical thinking skills (organization of thought)• Problem solving skills ( recognition of a symptom vs. a problem, ability to break a problem down into components, discuss alternatives and recommend solutions)• Creativity• Common Sense• Application of conceptsNote: If you haven’t taken Mgmt 360 you have not completed the core requirements; therefore you should not be registered for this class.2Marketing-363- N. KingCourse Outline: Note: Changes will be announced along the way.Date Reading Assignment ChapterWed. Sept 4th Introduction- Promotional Mix and IMC 1Fri. Sept. 6m What is Integrated Marketing Promotions? 1Mon. Sept 9,n Advertising and Promotion Agencies 2Wed. Sept. 11'" Agency Services and Fee Structure 2Fri. Sept. 13tn Planning Strategy-Situational Analysis 3Mon. Sept. 16tn Setting Objectives 3Wed. Sept. 18th Creating a Budget 3Fri. Sept. 20'" Segmenting 4Mon. Sept. 23'° Targeting 4Wed. Sept. 25'" Brand/Product Positioning- Positioning vs. Tag Lines- in class positioning exercises “The Stickiness Factor’-Lecture4Fri. Sept. 27'". Buyer Behavior-decision making process 5Mon. Sept. 30th Power of Social-Cultural Environment in Purchasing Decisions5Wed. Oct. 2na. Consumer BehaviorHow Trends are Spread-The Tipping Point Lecture5Fri. Oct. 4tn EXAMMon. Oct. 7'" Ethical Issues-Areas of Regulation- Advertising, Direct Marketing and E-commerce6Wed. Oct.9'" Ethical Issues-Sales Promotion , PR, an 6Fri. Oct 11'". Integration of Communication in International Markets7Mon. Oct. 14th Advertising Strategy 8Wed. Oct. 16'" Media Planning Process-Media Math 8Fri. Oct. 18'" Case Study-TBDAdvertising- Assignment- Find an ad that moves you and explain why. Recreate the message strategy objectives. See details below.8Mon. Oct.21SI Internet Advertising and IMC-Article: “ At Bertelsmann, Another Blow to FuturisticMedia Visions”- WSJ9Fri. Oct. 25'" Database Marketing- YouBet.com case(Lecture) 103Date Reading Assignment ChapterMon. Oct.28th Direct Marketing 10Wed. Oct. 30tn Direct Marketing 10Fri- Nov. 1st. EXAMMon. Nov. 4th Sales Promotion 11Wed. Nov. 6th Sales Promotion 11Fri. Nov. 8th Sales Promotion 11Mon. Nov. 11th NO CLASS- Veteran's DayWed. Nov. 13tn Sponsorship, POP and Supportive Communications- Article- "The New ABC’s o f  Branding"12Fri. Nov. 15th Sponsorship, POP and Supportive Communications- The Tipping Point- Word of Mouth-Article: “Starbucks May Indeed be a Robust Sample*12Mon. Nov. 18th Public Relations, Corporate Advertising 13Wed. Nov. 20th Public Relations, Corporate Advertising 13Fri. Nov. 22nd Public Relations, Corporate Advertising 13Mon. Nov. 25tn Personal Selling 14Wed. Nov. 27tn NO CLASS- Thanksgiving VacationFri. Nov. 29th NO CLASS-Thanksgiving VacationMon. Dec. 2nd Personal Selling 14Wed. Dec. 4th Measuring Effectiveness of Promotion 15Fri. Dec. 6th Measuring Effectiveness of Promotion 15Mon. Dec. 9th Measuring Effectiveness of Promotion 15Wed. Dec. 11th EXAMFri- Dec. 13th Wrap Up and ReviewTuesday Dec. 17th FINAL EXAM-SECTION 3 (11:10AMsection) 8:00am-10:00am4

MKTG 363.03: Marketing Communications

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MKTG 363.03: Marketing Communications

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