BUS M&L 4230: ADVERTISING MANAGEMENT, FALL 2012
A. COURSE SYLLABUS
Professor:
Office:
Email:
Telephone:
Shashi Matta
554 Fisher Hall
matta.6@osu.edu
(614) 292 – 2901
Classroom:
Classes:
Office Hours:
SB 200
MWF 8:00 – 8.55
TR
2:00 – 4:00
or by appointment
Required Text and Course Materials
Custom designed textbook for BUS M&L 4230 - Belch, George E. and Belch, Michael A., Advertising
and Promotion: An Integrated Marketing Communications Perspective. (ISBN: 0077778464).
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 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 Advertising Management 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
in collaboration with a company.
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Grade Structure
The following grade structure will be utilized for this course.
1.
2.
3.
4.
5.
Mid-term Exam
Assignment
IMC Team Project
IMC Team Project
Class Participation
Multiple-choice Exam
25%
Creative Brief Document
20%
Presentation and Report (Group Grade)
35%
Peer Assessment (Individual Grade)
10%
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:
A=
A- =
B+ =
B=
B- =
93 – 100%
90 – 92.99%
87 – 89.99%
83 – 86.99%
80 – 82.99%
GPE
4.0
3.7
3.3
3.0
2.7
C+ =
C=
C-=
D+ =
D=
77 – 79.99%
73 – 76.99%
70 – 72.99%
67 – 69.99%
63 – 66.99%
GPE
2.3
2.0
1.7
1.3
1.0
Explanation of Graded Deliverables
•
Mid-term Exam:
25% of the Final Grade
The mid-term exam consists of a multiple-choice exam to test your understanding of
concepts discussed in the book and in the lectures. The questions in this exam will cover
assigned readings (textbook chapters) and class session materials. The exam will contain 50
questions to be answered in 50 minutes. If you do not wish to be rushed in taking your exam,
please come to class on time. There is no make-up exam.
•
Creative Brief Assignment:
20% of the Final Grade
For this assignment, you will be given a choice a choice of three product or service categories
to choose a brand from, and develop a creative brief for that brand. Assignments must be
typed in MS word, in 12-point Times New Roman font (including titles, text, etc.), singlespaced, with a 1” margin on all sides. Page limit: a maximum of 5 pages, and pages with
appendices may be extra. 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 on the first day of class.
The due date for registering on the Turnitin class website is session # 7. Assignments must
be uploaded on to the Turnitin website by 11.59 PM on the date they are due, to be accepted
by Turnitin. A penalty of one grade point will be incurred for every day of late submission.
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• IMC Team Project Presentation:
35% 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 a company. A detailed brief from client executives will
be presented in class session # 3. Students are free to pick their own teams but teams must
be formed by class session # 2. 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
during exam days, date and time will be announced in class), simulating an actual pitch by
an advertising / marketing communications agency to a client. Client executives, 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 35% of the total course grade, which will be common to
all group members. Peer assessment of each individual group member will constitute an
additional 10% of the total grade.
•
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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BUS M&L 4230: ADVERTISING MANAGEMENT, FALL 2012
B. CLASS POLICIES
Class Attendance and Deadlines
1. If you miss the first two classes, you will automatically be dropped from the class.
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. There will be no make-up exams for any student.
6. 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 5 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. If there are such
students in 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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BUS M&L 4230: ADVERTISING MANAGEMENT, FALL 2012
C. COURSE TIMELINE
Session / Day / Date
Session # 1
Wednesday, August 22, 2012
Session # 2
Friday, August 22, 2012
Course Content / Activity
INTRODUCTION TO IMC
1. Introductions
2. Course Overview: Expectations and Objectives
3. Reading: Chapter 1
IMC ORGANIZATIONS
1. Readings: Chapters 2 & 3
2. Personal Profile Forms Due (with photograph)
3. Due date for Team Info: Name and Members
Session # 3
Monday, August 27, 2012
IMC TEAM PROJECT BRIEF
1. Project Brief from Client Organization
2. A Career in Advertising: Perspectives from an Insider
Session # 4
Wednesday, August 29, 2012
THE CONSUMER: PART 1
1. Reading: Chapter 4
2. Snippets / Video Segment
Session # 5
Friday, August 31, 2012
THE CONSUMER: PART 2
1. Reading: Chapter 4
2. Snippets / Video Segment
------------------------------Labor Day Holiday: Monday, September 3, 2012-----------------------------Session # 6
Wednesday, September 5, 2012
TARGETING & POSITIONING: 1
1. Reading: None
2. Snippets / Video Segment
Session # 7
Friday, September 7, 2012
TARGETING & POSITIONING: 2
1. Reading: None
2. Snippets / Video Segment
Session # 8
Monday, September 10, 2012
THE COMMUNICATION PROCESS: 1
1. Reading: Chapter 5
2. Snippets / Video Segment
Session # 9
Wednesday, September 12, 2012
THE COMMUNICATION PROCESS: 2
1. Reading: Chapter 5
2. Snippets / Video Segment
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Session # 10
Friday, September 14, 2012
Session # 11
Monday, September 17, 2012
COMMUNICATION OBJECTIVES
1. Reading: Chapter 7
2. Snippets / Video Segment
3. Sample Exam Questions: 1
BUDGETING FOR IMC
1. Reading: Chapter 7
2. Snippets / Video Segment
3. Sample Exam Questions: 2
Session # 12
Wednesday, September 19, 2012
MID-TERM EXAM
1. Covers textbook chapters 1, 2, 3, 4, 5 & 7
2. Covers class sessions 1-11
Session # 13
Friday, September 21, 2012
THE CREATIVE BRIEF: 1
1. Readings: None
2. Snippets / Video Segment
Session # 14
Monday, September 24, 2012
THE CREATIVE BRIEF: 2
1. Readings: None
2. Due date for Registering on Turnitin.com
Session # 15
Wednesday, September 26, 2012
CREATIVE STRATEGY & TACTICS: 1
3. Reading: Chapter 8
4. Snippets / Video Segment
Session # 16
Friday, September 28, 2012
CREATIVE STRATEGY & TACTICS: 2
1. Readings: Chapter 6 & 9
2. Due date for Creative Brief Assignment
Session # 17
Monday, October 1, 2012
MEDIA PLANNING & STRATEGY: 1
1. Reading: Chapter 10
2. Snippets / Video Segment
Session # 18
Wednesday, October 3, 2012
MEDIA PLANNING & STRATEGY: 2
1. Reading: Chapter 11
2. Snippets / Video Segment
Session # 19
Friday, October 5, 2012
INTERNATIONAL ADVERTISING
1. Reading: Chapter 19
2. Snippets / Video Segment
Session # 20
Monday, October 8, 2012
ETHICS, REGULATION & SOCIAL MARKETING
1. Reading: Chapter 21
2. Review of concepts
-------------------- IMC TEAM PROJECT PRESENTATIONS: Date and Time: TBA --------------------
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