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Required textbook: Shimp, Terence A., Advertising &
Promotion, Supplemental Aspects of Integrated Marketing Communications,
6th edition, Dryden Press, 2002. ISBN 0-03-035271-1
Required cases: Harvard Business School Case "Café de Columbia" (9-502-024)
A study of how to plan, develop and execute integrated marketing communications
programs using the tools of advertising, direct marketing, sales promotion,
public relations, special events marketing, online advertising, and personal
selling. Emphasis will be on cooperative learning and free discussion.
Professor Seal has an MBA in Marketing from New York University and has
spent 30 years in the advertising industry working as a senior executive
in account management for BBDO Worldwide, Lintas Worldwide, and Ted Bates
Advertising. Thus, there will be much real-life advertising experience
as well as theory shared with the class. Professor Seal also taught Marketing
Management and Advertising Management at New York University for the past
five years, and taught Introduction to Marketing in the MBA Program at
Iona, in Fall of 2004.
There will be a Harvard Business School case discussed during the course
which will be the basis for a team project, a simulated new business presentation
by advertising agencies. All students will participate in the development
of advertising strategies and advertising work, and they will present
the work. In addition, cases that the professor has developed himself
based upon his own 30 years experience in advertising will be discussed.
There will be numerous TV commercials and print ads shown and analyzed,
and several short video cases also will be used to illustrate specific
points and foster discussion.
1. Communicate the role of integrated marketing communications within
the total context of a marketing plan and IMC's critical importance in
the creation and enhancement of a brand.
2. Communicate the specific functions of the components of an integrated
marketing communications program and how they work together and complement
each other.
3. Discuss the advertising process, including how an advertising agency
works. This will include marketing research, creative, media and account
management functions, with an explanation of the contributions of each
to the advertising process.
4. Create a highly interactive environment within the classroom to involve
students in the discussion of textbook material and the cases. Students
must be committed to staying current with all reading assignments.
5. Ensure that every student who completes this course will have a firm
basis for creating, implementing and evaluating marketing communications
programs.
Please note that there is no class on Jan. 19th. The first class is Jan.
24th, and students are expected to read the first chapter of the textbook
for this class.
Class 1, Monday, Jan. 24, 2005 Overview
of integrated marketing communications and its role in the marketing plan,
beginning with the basics of what constitutes a brand and how integrated
marketing communications helps create a brand and enhances brand equity.
Discussion focuses on the relationship between consumers and brands, and
how those relationships are formed and nurtured. Reading: Chapter One,
Advertising & Promotion, Supplemental Aspects of Integrated Marketing
Communications, Prof. Terence A. Shimp, 6th Ed., Dryden Press.
Class 2, Wednesday, Jan. 26 Discussion
focuses on the definition of "brand equity", and the role of
integrated marketing communications in building and managing brand equity.
Reading: Chapter Two.
Class 3, Monday, Jan. 31 Emphasis will
be on positioning brands to consumer segments and how to define those
target audiences through demographics, psychographics, and geo-demographics.
Reading: Chapter Three.
Class 4, Wednesday, Feb. 2 Focus is on
the fundamentals of the communications process, including a view from
the consumer's perspective. Further discussion includes how to analyze
buyer behavior and relate it to your brand. Reading: Chapter Four.
Class 5, Monday, Feb. 7 Discussion covers
persuasion in the marketing communications process, including the ethics
of persuasion, marketers' needs vs. consumer needs, and the practical
implications of persuasion Reading: Chapter Five.
Class 6, Wednesday, Feb. 9 Material focuses
on how integrated marketing communications helps launch new products,
including brand naming, packaging, and point of purchase promotion. Reading:
Chapter Six.
Class 7, Monday, Feb. 14 Discussion continues
on brand names, logos, point of purchase and packaging and their importance
in building brand equity. Reading: Chapter Seven.
Class 8, Wednesday, Feb. 16 This will be
an overview of advertising management, including advertising strategy
development and creative execution. Reading: Chapter Eight.
No Class on Monday, Feb. 21. President's Day Holiday
Class 9, Wednesday, Feb 23 This will include
a discussion of various advertising strategies and how they are developed
through an interactive process between agency and client. Reading: Chapter
Nine.
Class 10, Monday, Feb 28 Class discussion
focuses on how advertising strategies are executed, or turned into commercial
messages. Discussion covers different types of message appeals, including
celebrity endorsers, humor, sex, fear, guilt, etc. Reading: Chapter Ten.
Class 11, Wednesday, Mar. 2 Mid-term Exam.
The scope of the exam will be on the material from Chapters One through
Ten.
Class 12, Monday, Mar. 7 Part 1 - Harvard
Business School Case, "Coffee of Columbia." (Café de
Colombia). The professor will lead the discussion of the case during this
class. Students must read the case carefully before the class. Focus is
on the background facts and the anticipated IMC needs of this client.
Class 13, Wednesday, Mar. 9 Part 2 - Café
de Colombia Case. Discussion will focus on the format for an advertising
agency new business presentation. Student teams will be finalized. The
assignment for this project will be discussed in detail, including each
student's role and responsibility.
Class 14, Monday, Mar. 14 This class will
cover the measurement of advertising effectiveness, both media-based and
message-based. Reading: Chapter Eleven.
Class 15, Wednesday, Mar. 16 Discussion
will focus on traditional advertising media, including TV, radio, newspapers,
magazines, out-of-home, and online. Reading: Chapter Twelve.
Spring Recess. No classes Mar. 17 - Mar. 28.
Class 16, Wednesday, Mar. 31 The class
will cover alternative offline advertising such as product placement in
movies, video advertising, Yellow Pages, etc., and mass online advertising.
Reading: Chapter Thirteen.
Class 17, Monday, Apr. 4 Discussion will
include offline and online direct advertising and will include database
marketing and email advertising. Reading: Chapter Fourteen.
Class 18, Wednesday, Apr. 6 The class will
concentrate on media planning, including target audience selection, developing
a media strategy, and media buying. An actual media plan will be presented
and discussed. Reading: Chapter Fifteen.
Class 19, Monday, Apr. 11 Discussion will
take an overview of sales promotion management, including how to use sales
promotion, and how it balances against advertising in the budgeting process.
Reading: Chapter Sixteen.
Class 20, Wednesday, Apr. 13 Trade sales
promotions such as buying allowances, performance allowances, co-op advertising
allowances, etc. will be the focus of the discussion. Reading: Chapter
Seventeen.
Class 21, Monday, Apr. 18 Discussion will
be on consumer sales promotions such as sampling, coupons, and premiums.
Reading: Chapter Eighteen.
Class 22,Wednesday, Apr. 20 Discussion
will focus on marketing public relations, and sponsorship marketing. Reading:
Chapter Nineteen.
Class 23, Monday, Apr. 25 This class will
cover environmental, regulatory and ethical issues in marketing. Reading:
Chapter Twenty.
Class 24, Wednesday, Apr. 27 New Business
Project, based on the Harvard Business School Case, "Coffee of Columbia."
(Café de Colombia). Student teams will be expected to present their
presentations and defend their point of view on the case in front of the
class. Two teams will present. Selection of presentation order will be
random and unbiased.
Class 25, Monday, May 2 Continuation of
presentations. Two more teams will present.
Class 26, Wednesday, May 4 Continuation
of presentations. One or two more teams will present. As time permits,
the professor will also offer an overview of the course covering the key
aspects of integrated marketing communications.
Monday, May. 9 Final exam.
Mid-term Exam: 25%
Final Exam: 40%
New Business Project: 25%
Class Participation: 10%
David S. Seal, Iona College
Copyright © 2005. All rights reserved.
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