Professor : Shashi Matta Classroom: SB 205
Office: 554 Fisher Hall Classes: T R 9:30 – 11:18
Email: matta.6@osu.edu
Office Hours: T R 4:00 – 6:00
Telephone: (614) 292 – 2901 or by appointment
Required Text and Course Materials
Custom designed textbook for M&L 755 - Belch, George E. and Belch, Michael A. Advertising and
Promotion: An Integrated Marketing Communications Perspective. (ISBN: 0077511484). Available at the OSU Bookstore. Publisher: Irwin McGraw-Hill.
All other course materials such as class slides, cases, and assignments will either be made available on CARMEN (https://carmen.osu.edu/) or given out in class, or in some cases, both.
Course Objectives
Advertising or Promotion is a form of Marketing Communication. Today, the term ‘advertising’ includes not only traditional advertising (print, radio & TV Commercials), but also sales promotions, digital and social media marketing, direct marketing, events, etc. To achieve the most valuable bang for the advertising buck, it is important that all these elements of marketing communication are integrated effectively. We will refer to this mix as Integrated Marketing
Communication (IMC).
This course on promotional strategy will provide you with the skills and knowledge to:
1.
Understand 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.
Determine how insight and knowledge of the consumer provides critical input to the design of advertising.
3.
Understand how to develop communication objectives, formulate a creative strategy, develop a creative brief, design an IMC plan, plan the media strategy and execute it.
Class Format
Class sessions will be devoted to summarizing major advertising and promotion concepts and then probing, extending and applying these concepts. It is assumed that all students have read the relevant readings prior to coming to class and will actively contribute to each session to maximize the learning experience. Lectures will not necessarily rehash book material.
A typical class session will include the following course components: Lecture, Videos and Group
Exercises.
A major course deliverable is the IMC Team Project, which consists of a ‘live’ project on brand Fisher, in collaboration with the Office of Marketing and Communications at Fisher.
Winning teams will make presentations to the Dean and other leaders, and an expert panel.
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Grade Structure
The following grade structure will be utilized for this course.
1.
Exam 1 Multiple-choice Exam 18%
2.
Exam 2 Multiple-choice Exam 18%
3.
Assignment 1 Choice of 2 assignments 10%
4.
Assignment 2 Choice of 2 assignments 10%
5.
IMC Team Project Presentation and Report (Group Grade) 24%
6.
IMC Team Project Peer Assessment (Individual Grade) 10%
7.
Class Participation Attendance and Participation 10%
__________________
Total 100%
Grading Scale
The grading scale, and point conversion that will be utilized for the final grade is as follows:
GPE GPE
A = 93 – 100% 4.0 C+ = 77 – 79.99% 2.3
A- = 90 – 92.99% 3.7 C = 73 – 76.99% 2.0
B+ = 87 – 89.99% 3.3 C - = 70 – 72.99% 1.7
B = 83 – 86.99% 3.0 D+ = 67 – 69.99% 1.3
B- = 80 – 82.99% 2.7 D = 63 – 66.99% 1.0
Explanation of Graded Deliverables
•
Exams 1 & 2: 18% each (36% of the total number of points)
A total of 2 multiple-choice exams will be administered to test students’ understanding of concepts discussed in the book and in the lectures. The questions in these exams will cover assigned readings (textbook chapters) and class session materials. Each exam will contain anywhere between 40 - 60 questions. If you do not wish to be rushed in taking your exam, please come to class on time. There are no make-up exams. Class continues after the exam.
•
Assignments 1 & 2: 10% each (20% of the total number of points)
A total of 2 written assignments will constitute 20% of the total course grade. For each assignment, students will get a choice to complete one of three assignments. Assignments must be typed in MS word, in 12-point Times New Roman font (including titles, text, etc.), double-spaced, with a 1” margin on all sides. Assignments must be uploaded on to the
Turnitin website (http://turnitin.com), under the correct class and assignment #. The log-in credentials to be added to this class will be given in class.
The due date for registering on the Turnitin class website is session # 10. Assignments must be uploaded on to the Turnitin website by 11.59 PM on the date they are due, to be accepted by Turnitin. Assignments that are handed in via hard copies or sent via email will NOT be accepted. A penalty of one grade point will be incurred for every day of late submission.
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•
IMC Team Project (Pitch Presentation and Report): 34% of the total number of points
In this class, students will work in groups of about 6 students (no fewer than 5; no more than 7) to develop an IMC Plan for brand Fisher. A detailed brief from senior leadership and the Office of Marketing and Communications will be presented in class session # 5. Students are free to pick their own teams but teams must be formed by class session # 4. On or before this date, a team representative is required to send me an email that indicates the team name and team member names (this email needs to have the email addresses of all team members in the “To” address line).
Each team will have 20 minutes to make a comprehensive “pitch” presentation (scheduled on Friday, June 1, 2012), simulating an actual pitch by an advertising / marketing communications agency to a client. A panel of judges, and I, will evaluate each of these team presentations. Each team will be required to submit a hard copy of an IMC Report
Document before their presentation. The presentation and the report document will together constitute 24% of the total course grade, which will be common to all group members. Peer assessment of each individual group member will constitute 10% of the total grade. Hence, the IMC Team Project will constitute a total of 34% of the course grade.
The panel and I will select two to three top-ranking teams to present to a panel that includes the Dean and other leaders at Fisher. The program (for these select groups) includes a lunch with the Dean and prizes / awards.
• Class Participation and Attendance: 10% of the total number of points
Class participation is an extremely important part of the learning experience of this course.
Your ability to benefit from the course and contribute to the class is largely dependent upon your attendance during class meetings. Students will be counted as absent if they miss more than the first 10 minutes of class. Please read the class policies section on the next page, for attendance related grading consequences.
While consistent attendance is expected, it is participation, not simple attendance that affects your class participation grade. Learning is maximized when all students come prepared to class, are engaged in the class discussion, contribute positively to the class learning, and demonstrate critical and analytical thinking skills. Sometimes, class sessions will consist of group exercises that will require an application of the concepts discussed.
Guidelines for achieving a good class participation grade:
1. Regular attendance and consistent class participation.
2. Be prepared and initiate meaningful class discussion.
3. Be able to give examples and demonstrate integrative learning (linking materials to other courses, work experiences, current events).
4. Consistently contribute every to discussion board topic.
5. Contribute to Snippets by sending well thought-out discussion topics.
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Class Attendance and Deadlines
1.
If you miss the first two classes, you will automatically be dropped from the class, and a waitlisted student will be able to get enrolled in the class in your place.
B. CLASS POLICIES
2.
If you are unable to attend class on any occasion, please notify me via email in advance, unless it is an unforeseen emergency. Moreover, you will be responsible for everything covered or announced in class on that day. Students who are not in class will receive 0 points on class participation for that day.
3.
A medical reason for absence in more than 2 consecutive class sessions needs to be supported by a letter from a health care provider.
4.
If you miss 3 or more class meetings overall, you will incur a grade penalty in the final grade.
5.
Being absent for any of the following sessions (# 5, 9, 14, 20 & 21; see attached course timeline) will result in a grade penalty.
6.
There will be no make-up exams for any student.
7.
Use of computers (including laptops, netbooks, tablet computers, etc.) and cell phones is not allowed during class sessions.
Class Etiquette
1.
Please come to class on time. More than three late arrivals to class will result in points being deducted from your final grade.
2.
If you are not in class 10 minutes after the class session begins, you will be counted as absent for that class, unless you have obtained prior permission from me to arrive late.
3.
Please be courteous and respectful towards your fellow classmates, and follow commonly observed class etiquette such as raising your hand to answer questions, not interrupting other students when they participate in class, etc.
4.
It is common to have visiting international students in this class. Please extend a warm welcome and show them Buckeye hospitality when interacting with them, considering them to be part of your groups, etc.
5.
Consumption of food or drinks during the class session is not allowed, in keeping with the policy of Schoenbaum Hall.
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Academic Integrity
Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct , and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student Conduct and this syllabus may constitute “Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:
•
•
The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
Ten Suggestions for Preserving Academic Integrity (oaa.osu.edu/coam/ten-suggestions.html)
•
Eight Cardinal Rules of Academic Integrity (www.northwestern.edu/uacc/8cards.html)
Students in this class agree that by taking this course all required assignments may be subject to submission for textual similarity review to Turnitin.com
for the detection of plagiarism. All submitted papers will be included as source documents in the Turnitin.com reference database solely for the purpose of detecting plagiarism of such papers. Use of the Turnitin.com service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.
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C. COURSE TIMELINE
Session / Day / Date
Session # 1
Tuesday, March 27, 2012
Session # 2
Thursday, March 29, 2012
Session # 3
Tuesday, April 3, 2012
Session # 4
Thursday, April 5, 2012
Session # 5
Thursday, April 10, 2012
Session # 6
Thursday, April 12, 2012
Session # 7
Tuesday, April 17, 2012
Session # 8
Thursday, April 19, 2012
Session # 9
Tuesday, April 24, 2012
Session # 10
Thursday, April 26, 2012
Course Content / Activity
INTRODUCTION TO IMC
1.
Introductions
2.
Course Overview: Expectations and Objectives
3.
Reading: Chapter 1
IMC PLAN & IMC ORGANIZATIONS
1.
Readings: Chapters 2 & 3
2.
Personal Profile Forms Due (with photograph)
THE CONSUMER
1.
Reading: Chapter 4
2.
Video segment
TARGETING & POSITIONING
1.
Reading: None
2.
Video segment
3.
Due date for Team Info: Name and Members
IMC TEAM PROJECT: THE BRIEF
1.
Project Brief from Client Organization
2.
A Career in Advertising: Perspectives from an Insider
COMMUNICATION: PROCESS & KEY FACTORS
1.
Readings: Chapter 5
2.
Video segment
OBJECTIVES FOR AN IMC PROGRAM
1.
Reading: Chapter 7
2.
Video segment
THE CREATIVE BRIEF
1.
Readings: None
2.
Elements of the Creative Brief
3.
Sample Exam Questions
EXAM # 1
1.
Covers textbook chapters 1, 2, 3, 4, 5 & 7
2.
Covers class sessions 1-8
3.
Class and Exercise on Creative Brief, after the Quiz
CREATIVE STRATEGY & TACTICS: 1
1.
Reading: Chapter 8
2.
Due date for registering on the Turnitin website
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Session # 11
Tuesday, May 1, 2012
Session # 12
Thursday, May 3, 2012
Session # 13
Tuesday, May 8, 2012
Session # 14
Thursday, May 10, 2012
Session # 15
Tuesday, May 15, 2012
Session # 16
Thursday, May 17, 2012
Session # 17
Tuesday, May 22, 2012
Session # 18
Thursday, May 24, 2012
Session # 19
Tuesday, May 29, 2012
Session # 20
Thursday, May 31, 2012
Session # 21
Friday, June 1, 2012
CREATIVE STRATEGY & TACTICS: 2
1.
Reading: Chapters 6 & 9
2.
Video segment
MEDIA PLANNING & STRATEGY
1.
Reading: Chapter 10
2.
Due date for Assignment # 1
BROADCAST MEDIA & PRINT MEDIA
1.
Readings: Chapters 11 & 12
2.
Video segment
EXAM # 2
1.
Covers textbook chapters 6, 8, 9, 10, 11 & 12
2.
Covers class sessions 9-12
3.
Class session on IMC Team Project
THE INTERNET & NEW MEDIA
1.
Reading: Chapter 15
2.
Video Segment
PUBLIC RELATIONS, PUBLICITY, CORPORATE ADVG
1.
Reading: Chapter 17
2.
Video segment
SUPPORT MEDIA & DIRECT MKTG
1.
Readings: Chapter 13 & 14
2.
Video segment
INTERNATIONAL ADVERTISING & PROMOTION
1.
Reading: Chapter 19
2.
Video segment
ETHICS, REGULATION & SOCIAL MARKETING
1.
Readings: Chapters 20 & 21
2.
Case Study: Application of concepts
3.
Due date for Assignment 2
WRAP-UP & REVIEW OF CONCEPTS
1.
Reading: Chapter 18
2.
Review of concepts, Q & A on IMC Team Project
3.
Special Event
IMC PITCH PRESENTATIONS AND CERTIFICATES
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