BUSML 7203: ADVERTISING
Course Theme: Understanding How IMC Can Build and Sustain Powerful Brands
Professor:
Office:
Email:
Telephone:
Shashi Matta
554 Fisher Hall
matta_6@fisher.osu.edu
(614) 292 – 2901
Classroom:
Classes:
Office Hours:
Gerlach Hall 285
We 6:00 – 9:15 PM
We 4:00 – 5:30 PM
or by appointment
Required Course Materials
I have developed a custom text (course packet) for this class and it is available for purchase on
Carmen through Xanedu. This custom text includes a) the most recent cases in Advertising and
IMC Management, 2) chapters from a brand management text book, and 3) current business
practice articles from sources including HBR, California Management Review, Business Horizons
and Sloan Management Review.
All other course materials such as class slides, assignments questions, discussion topics, etc., will
be made available on CARMEN (https://carmen.osu.edu/).
Course Objectives
Advertising is a form of Integrated Marketing Communication (IMC). To achieve the most
valuable bang for the IMC buck it is imperative for brand managers and advertisers to understand
how, why, and when, IMC works. This course on Advertising has been developed with a theme of
‘understanding how IMC can build and sustain powerful brands.’ The aim of this course, therefore, is to
help you acquire brand-building skills using IMC. Specific course objectives include, but are not
limited to,
1. Understanding what Integrated Marketing Communications (IMC) is and why it is critical to
marketing; understand the key players in the IMC industry and what they do.
2. Determining how consumer insight drives IMC strategy and tactics.
3. Understand how to develop communication objectives, formulate creative strategy, develop
a creative brief, design an IMC plan, plan the media strategy, execute an IMC campaign, and
measure the effect of IMC on brand equity.
Class Format and a Live IMC Project
Class sessions will include a combination of lectures, case discussions, discussion of assigned
articles, video segments and group exercises. A key course highlight and deliverable is the IMC
Team Project which consists of a ‘live’ eight-week project in partnership with an organization that
is seeking a comprehensive IMC strategy and campaign for its brand. The real time project is an
integral learning tool in this course.
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Evaluation: Graded Components, Grading Scale, and Instructor Expectations
Grade Structure
1.
2.
3.
4.
5.
Class Participation and Contribution
Case Analysis
Mid-term Exam
Creative Brief Assignment
Final Team Project
10%
10%
30%
15%
35%
__________________
Total
100%
Grading Scale
A
AB+
B
BC+
C
93-100
90-92.99
87-89.99
83-86.99
80-82.99
77-79.99
73-76.99
Exemplary Performance
Strong Performance
Good Performance
Adequate Performance
Adequate Performance, with some deficiencies
Weak Performance, with serious deficiencies
Poor Performance, with pervasive deficiencies
Performance below the “C” level will be addressed on a case-by-case basis.
Please note that grading will be based on relative rather than absolute standards. The average
grade for the class in this course will be a 3.6 or lower.
Instructor Expectations and Class Policies
1. You are expected to be well prepared for class discussions by thoroughly reading the
assigned articles and cases prior to each class session.
2. Since this is a seven-week course, you are expected to attend all class sessions; missing
even a single class session or failing to participate in class discussions will adversely
affect your learning the class participation grade.
3. You are encouraged to ask questions and meet with the instructor during office hours,
particularly in preparation of the written assignments and the team project.
4. Laptops, tablets, smart phones and cell phones need to be switched off for the duration
of the class so as to respect class learning and to maintain class etiquette.
5. Your feedback is encouraged and welcomed throughout the duration of the course!
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Guidelines for Graded Course Components
Class Participation and Contribution
10% of the Final Grade
Class participation is an extremely important part of the learning experience of this course. While
regular attendance and participation is expected, it is the quality of participation that will
determine a student’s class participation grade. Learning is maximized when all participants come
fully prepared to class; this includes reading the assigned articles and cases thoroughly prior to
class and contributing constructively and actively.
Case Analysis
10% of the Final Grade
For this individual case assignment you will be required to analyze and write a report on any one
of three cases. You can choose any one case from Cases 1, 2, and 3. Depending on which case you
choose to analyze, your Assignment will be due at 11.59 PM the night before class in which we’re
scheduled to discuss the case. For example, if you choose Case 2 for your assignment, the report
will be due at 11.59 PM on Tuesday, 11/13. Assignments must be typed in MS word, in 12-point
Times New Roman font (including titles, text, etc.), single-spaced, with a 1” margin on all sides.
This formatting is mandatory. Assignments must be uploaded on to the Carmen drop box. Since
you have three possible dates to submit this assignment, no late assignments will be accepted.
Mid-term Exam
30% of the Final Grade; Wednesday, November 7, 2012
The mid-term exam is a combination of multiple-choice questions and short cases, to be completed
in 90 minutes. The exam will cover material all class sessions prior to it. This includes all assigned
readings, snippets, discussions of cases and min-cases, and class slides from those respective
sessions. Most questions on this exam will resemble small cases or hypothetical situations, and will
aim to test comprehension and application of concepts learned in class.
Creative Brief Assignment
15% of the Final Grade; Due at 11.59 PM on Sunday, December 2, 2012
Students will be required to develop a Creative Brief Document for a brand of their choice, from
any one of the following three categories – a hotel, a financial solutions firm, or a health care service
firm. The format to use for the creative brief document will be the one discussed in class.
Assignments must be uploaded on to the Carmen drop box. A penalty of one grade point will be
incurred for every day of late submission.
Final Team Project
35% of the Final Grade
Students will work in teams of six to develop an IMC Plan for a real brand that will be announced
in class during session # 2 on Wednesday, 10/24. Students are free to pick their own teams but
teams must be formed during the class break in the first class session, Wednesday, 10/17. A team
representative is required to send me an email that indicates the team name and team member
names, with all members copied on the email. Each team will have 25 minutes to make the
presentation. Executives from the client organization, and I, will evaluate the presentations.
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Wednesday, October 17: Course Topics, Readings and Assignments
October 17
Session # 1
6:00 – 7.35
Introduction to IMC and IMC Organizations
Article:
1. Integrating Marketing Communications to Build Brand Equity
(Keller)
October 17
Session # 2
Consumer Insights for IMC
Articles:
7:45 – 9.15
2. How Customers Think (Book Summary, HBS)
3. New Tools to Capture the Elusive Green Customer (IESE)
Wednesday, October 24: Course Topics, Readings and Assignments
October 24
Session # 3
6:00 – 6.50
Client Brief for the Final Team Project
October 24
Session # 4
7.00 – 9.15
Targeting and Positioning for IMC
Case 1:
Saxonville Sausage Company (HBS)
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Wednesday, October 31: Course Topics, Readings and Assignments
October 31
Session # 5
The Communication Process
Article:
6:00 – 7.35
4. How Advertising Works (Ivey)
October 31
Session # 6
7.45 – 9.15
How a Business Creates Value and Brands It
Articles:
5. If Brands are Built Over years, Why are they Managed Over
Quarters? (HBR)
6. Ad Spending: Maintaining Market Share (HBR)
Wednesday, November 7: Course Topics, Readings and Assignments
November 7
Session # 7
Mid-term Exam
6:00 – 7.35
November 7
Session # 8
The Creative Brief
7:45 – 9.15
Wednesday, November 14: Course Topics, Readings and Assignments
November 14
Session # 9
Creative Strategy: Part 1
Article:
7. What would Don Draper do? Rules for Restoring the
Contemporary Agency Mojo (Kelley)
November 14
Session # 10
Creative Strategy: Part 2
Case 2:
6:00 – 7.30
7:40 – 9:15
Capital One: Launching a Mass Media Campaign (Ivey)
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Wednesday, November 28: Course Topics, Readings and Assignments
November 28
Session # 11
Creative Strategy and Tactics
Article:
8. Leveraging Secondary Brand Associations to Build Brand
Equity (Keller).
November 28 Session # 12
Sources in IMC
Case 3:
6:00 – 7.35
7:45 – 9:15
Maria Sharapova: Marketing a Champion (A) (HBS)
Wednesday, December 5: Course Topics, Readings and Assignments
December 5
Session # 13
Media Planning and Strategy
Articles:
6:00 – 7.35
9. Branding in the Digital Age (HBS)
10. Adding Social Media to the Marketing Mix (IESE)
December 5
Session # 14
7:45 – 9:15
Ethics in Advertising and Review of Concepts
Week of Exams: Final Project Presentations
Grand Finale
Presentation Time and Location To Be Announced
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