BUSML 7203: ADVERTISING STRATEGY AND MANAGEMENT
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:
275 Gerlach Hall
Th 6:00 – 9:15 PM
Tu 3:30 – 5:30 PM
or by appointment
Required Course Materials
Course Pack. I have developed a custom course packet for this class and it is available for purchase
from Harvard Business Publishing (link on Carmen). This course pack includes articles,
background notes, and cases.
Carmen Articles. There are several assigned articles (required reading) that are available free of
charge. These articles are available on Carmen. Please refer to the detailed course timeline (p. 4-7)
Other Course Materials. All other course materials such as class slides, case questions, other
assignments questions, discussion topics, etc., will be made available on Carmen.
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,
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. Understanding how consumer insight drives IMC strategy and tactics, 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.
3. Learning key advertising media terms and metrics.
Class Format, Live Team-based IMC Project, Guest Speakers, and Media Workshop
Class sessions will include a combination of lectures, discussion of assigned articles and cases,
video segments and in-class group exercises. A key course highlight and deliverable is the Teambased IMC Project, which consists of a ‘live’ seven-week project in partnership with an
organization that is seeking to solve an IMC problem. The course will also feature brand and
agency guest speakers with case learning and a media workshop conducted by a large media
house.
Page 1 of 7
Evaluation: Graded Components, Grading Scale, and Instructor Expectations
Grade Structure
1.
2.
3.
4.
Class Participation and Contribution
10%
Team-based Case Analyses (Case # 2 and # 3, 15% each)
30%
Creative Brief Assignment
20%
Team-based IMC Project
40%
__________________
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
class or failing to participate in class discussions will adversely affect your learning and
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 welcome throughout the duration of the course.
Page 2 of 7
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 - insightful comments, sharp analysis, active
listening, and respectful and constructive participation. Needless to say, merely using up airtime
does not translate into a higher contribution grade.
Team-based Case Analyses
30% of the Final Grade
For this team-based case assignment, each team will be required to analyze and write a report on
two cases (Case # 2, and Case # 3) during this seven-week course. Cases analyses will be due at
11:59 PM the night before class (in which we’re scheduled to discuss the case). For example, for
Case # 2, the report will be due at 11.59 PM on Wednesday, September 9. Assignments must be a
maximum of 7 pages long, 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. All team
member names should be listed on the assignment. Tables and figures can take up an extra 3
pages. Assignments must be uploaded on to the Carmen drop box. A penalty of one grade point
will be incurred for every 6 hours of late submission.
Creative Brief Assignment
20% of the Final Grade; Due at 11.59 PM on Wednesday, September 30
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 hospitality service, 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.
Apart from a typical creative brief, this assignment will require you to provide strategic
background and context to the IMC problem, and make detailed recommendations on execution of
the advertising campaign for which the brief is being written. Page limit and formatting guidelines
are same as those for the case analyses. Assignments must be uploaded on to the Carmen dropbox.
A penalty of one grade point will be incurred for every 6 hours of of late submission.
Team-based IMC Project
40% of the Final Grade; Final Presentations on Thursday, October 8
Students will work in teams of five to develop an IMC Plan for a real brand that will be announced
in class during session # 1 on Thursday, August 27. Students are free to pick their own teams but
teams must be formed during the class break in the first class session. Each team will have 15
minutes to make their final presentation, plus 5 minutes of Q&A, on Thursday, October 8.
Executives from the client organization, and I, will evaluate the presentations.
Page 3 of 7
Week 1: Course Introduction to IMC and IMC Organizations
August 27
Session # 1
6:00 – 7.35
Introduction to IMC and IMC Organizations
Course Pack Article:
Conceptual Models of How Advertising Works to Persuade
Individuals (Darden)
Carmen Article:
Global Trust in Advertising and Brand Messages (Nielsen)
August 27
Session # 2
7:45 – 9:15
IMC Organizations (45 min)
Client Brief for the Team-based IMC Project (45 min)
Carmen Article:
The Future of Advertising (Fast Company)
Project Brief and Q&A session. This begins the seven-week live IMC project.
Week 2: Consumer Insights, Targeting and Positioning in IMC
September 3
Session # 3
Consumer Insights for IMC
6:00 – 7:35
Course Pack Article:
Better Consumer Insight in Real Time (HBR)
Carmen Article:
Advertising and Audiences (Nielsen)
September 3
Session # 4
7.45 – 9.15
Targeting and Positioning for IMC
Case # 1 (Course Pack):
Saxonville Sausage Company (HBS)
Page 4 of 7
Week 3: Communication Processes and Building Value through IMC
September 10
Session # 5
The Communication Process
Course Pack Articles:
6:00 – 7.35
1. If Brands are Built Over Years, Why are they Managed Over
Quarters? (HBR)
2. Ad Spending: Growing Market Share (HBR)
September 10
Session # 6
Building Value Through IMC
Case # 2 (Course Pack):
7.45 – 9.15
Incredible India: Evolution of Brand India (Ivey Publishing)
Team Case Analysis Due by 11:59 PM on Wednesday, September 9
Week 4: The Creative Brief and The Creative Process in IMC
September 17
Session # 7
6:00 – 7.35
The Creative Brief
Carmen Articles:
1. The Creative Brief and the Client’s Role (Forbes)
2. What’s in your Creative Brief (Ad Age)
September 17
Session # 8
7:45 – 9.15
Creative Strategy & Tactics: Part 1
Course Pack Article:
Creativity in Advertising: When it Works and When it Doesn’t
(HBR)
Page 5 of 7
Week 5: Creative Strategy & Tactics in IMC
September 24
Session # 9
6:00 – 7.35
Creative Strategy & Tactics: Part 2 (45 min)
Course Pack Article:
Creative that Cracks the Code (HBR)
September 24
Session # 10
7:45 – 9:15
Creative Strategy & Tactics: Part 3
Case # 3 (Course Pack):
Dumb Ways to Die: Advertising Train Safety (A), (B), (C) (HBS)
Team Case Analysis Due by 11:59 PM on Wednesday, September 23
Week 6: Traditional and New Media in IMC
October 1
Session # 11
Traditional Media
6:00 – 7.35
Course Pack Article:
1. From TV to Web: Content Strategies for Ads that Drive
Online Sales (IESE Insight)
Carmen Articles:
1. Television’s Role in Driving Sales (MarketShare)
2. Screen Wars: The Battle for Eye Space (Nielsen)
3. Common Media Terms (Evok)
October 1
New Media
Session # 12
Course Pack Articles:
7:45 – 9:15
1. Advertising Analytics 2.0 (HBR)
2. Using Social Media Data to Track the Effectiveness of a
Communications Campaign (Columbia)
Creative Brief Assignment Due by 11:59 PM on Wednesday, September 30
Page 6 of 7
Week 7: Media Workshop and Advertising ROI
October 8
Session # 13
Media Workshop
6:00 – 7.00
Executives from a well-known media conglomerate will conduct a media workshop on
media consumption habits of consumers in a major DMA (Designated Market Area)
October 8
Session # 14
7:15 – 9:15
Team-based IMC Project Presentations
Course Pack Articles:
1. Advertising Analytics 2.0 (HBR)
2. Increasing the ROI of Social Media Marketing (MIT Sloan)
3. Linking Advertising and Brand Value (Business Horizons)
Page 7 of 7