BUS M&L 846: ADVERTISING & PROMOTION MANAGEMENT, SPRING 2012
Course Theme: Understanding How IMC Can Build and Sustain Powerful Brands
A. COURSE SYLLABUS
Professor:
Office:
Email:
Telephone:
Shashi Matta
554 Fisher Hall
matta_6@fisher.osu.edu
(614) 292 – 2901
Classroom:
Classes:
Office Hours:
GE 375
T R 1:30 – 3:18
T R 4:00 – 6:00
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) managerially relevant journal articles, 3) chapters from a brand management
text book, and 4) current business practice articles from sources including HBR 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 and Promotion are forms 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 & Promotion
Management 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 ‘Live’ IMC Project
Class sessions will include a combination of lectures, case discussions, discussion of assigned
articles, video segments and group exercises. Please refer to the Course Timeline section on page 5
of this document for details on the topic, readings, and deliverables for each session.
A major 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
campaign for its brand. The real time project is an integral learning tool in this course.
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Grade Structure
The following grade structure will be utilized for this course.
1.
2.
3.
4.
5.
6.
Individual Case Assignment
Mid Term Exam I
Mid Term Exam II
Creative Brief Document
Class Participation
IMC Team Project
One of 4 cases
10%
Multiple-choice exam
18%
Multiple-choice exam
18%
A brand from one of 3 categories
10%
Attendance and Participation
10%
IMC Project
34%
__________________
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
•
Individual Case Assignment: 10% of the total number of points
The individual case assignment will constitute 10% of the total course grade. For this
assignment you will be required to analyze and write a report on any one of three cases
(mini-cases are excluded from these assignments). You can choose any one case from Cases
1, 2, and 3. The last three cases (4, 5 & 6) are excluded from the list of choices for this
assignment.
Depending on which case you choose to analyze, your Assignment will be due at 1.00 PM on
the day the case is scheduled to be discussed in class. For example, if you choose Case 2 for
your assignment, the report will be due at 1.00 PM on Tuesday, 4/17 (see Course Timeline on
page 5 of this document). 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.
Assignments must be uploaded on to Carmen by 1.00 PM on the date that the case is
scheduled. Carmen notes the time of upload for every submission. Since you have three
possible dates to submit this assignment, no late assignments will be accepted. Assignments
that are handed in via hard copies or sent via email will not be accepted.
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•
Mid-Term Exams I & II: 18% each, 36% of the total number of points
The two mid-term exams (Tuesday, 4/24, and Thursday, 5/10) are multiple-choice tests,
each consisting of up to 60 questions to be completed in 60 minutes. Mid-Term I will cover
material from sessions 1 to 8, and Mid-Term II will cover material from sessions 10 to 13.
This includes all assigned readings, 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. There are no ‘make up’ exams for those who miss these mid-terms.
•
Creative Brief Document: 10% of the total number of points
Each student 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 sessions 6 and 8.
The Creative Brief Document must be uploaded on to Carmen by 1.00 PM on the due date,
Thursday, 5/3. A penalty of one grade point will be incurred for every day of late
submission. Creative Brief Documents that are handed in via hard copies or sent via email
will not be accepted.
• IMC Team Project (Pitch Presentation and Report): 34% of the total number of points
In this class, students will work in teams of about 5 students (no fewer than 4; no more than
6) to develop an IMC Plan for a real brand that will be announced in class during session # 5
on Tuesday, 4/10. The brief will be given to the class by the top leadership of the
organization. Students are free to pick their own teams but teams must be formed by class
session # 4, Thursday, 4/5. On or before this date, 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 20 minutes to make a comprehensive “pitch” presentation (scheduled
for session # 21 on Friday, 6/1), simulating an actual pitch by an advertising agency to a
client. Executives from the client organization, and I, will evaluate each of these team
presentations. Each team will be required to submit a hard copy of their IMC Presentation
and Notes Document right before they present their work.
•
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.
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.
Please note that grading will be based on relative rather than absolute standards. The
average grade in this course will be a 3.6 or lower.
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BUS M&L 846: ADVERTISING & PROMOTION MANAGEMENT, SPRING 2012
Course Theme: Understanding How IMC Can Build and Sustain Powerful Brands
B. CLASS POLICIES
Class Attendance and Deadlines
1. If you are unable to attend class on any occasion, please notify me via email in advance,
unless it is an unforeseen emergency.
2. A medical reason for absence in 2 or more consecutive class sessions needs to be
supported by a letter from a health care provider.
3. If you miss 3 or more class meetings, points will be deducted from the final grade.
4. There will be no make up Mid-Term exams for any student.
5. Case Assignments will not be accepted after the due date.
Class Etiquette
1. All computers, tablets and smart-phones have to be switched off during class.
2. Please come to class on time. If you are over five minutes late, please don’t attend the
class.
3. Please minimize the consumption of food or drinks (except water) during class.
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.”
Other sources of information on academic misconduct (integrity) to which you can refer include:
•
The Committee on Academic Misconduct http://oaa.osu.edu/coam/home.html
•
Preserving Academic Integrity http://oaa.osu.edu/coam/ten-suggestions.html
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BUS M&L 846: ADVERTISING & PROMOTION MANAGEMENT, SPRING 2012
Course Theme: Understanding How IMC Can Build and Sustain Powerful Brands
C. COURSE TIMELINE
Session / Day / Date
Topic / Class Activity
Session # 1
Tuesday, 3/27/12
Introduction to IMC &
IMC Organizations
1. Introductions
2. Overview: Objectives and
Expectations
3. Lecture
Readings / Cases / Deliverables
Readings:
1. Integrating Marketing
Communications to Build Brand
Equity (Keller)
2. Being a Mad Man Without Losing the
Plot (Rottman)
Deliverable:
Personal Profile Form
Session # 2
Thursday, 3/29/12
Consumer Insights for IMC
1. Snippets
2. Lecture
3. Mini-cases
Reading:
From Market Segments to Strategic
Segments (HBR)
Session # 3
Tuesday, 4/3/13
Targeting & Positioning for IMC
1. Snippets
2. Lecture
3. Case Discussion
Case 1:
Saxonville Sausage Company (HBS)
Session # 4
Thursday, 4/5/12
Communication Process
1. Snippets
2. Lecture 1: Models
3. Video Segment
4. Lecture 2: FCB Grid
5. Mini-Case Discussion
Reading:
Marketing and the Science of Persuasion:
Does Advertising Promote Well-Being?
(HBS)
Session # 5
Tuesday, 4/10/12
IMC Team Project: THE BRIEF
Session # 6
Thursday, 4/12/12
IMC Objectives
1. Snippets
2. Lecture
3. Discussion: Articles
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Deliverable:
Team Name and Email
Readings:
1. If Brands are Built Over years, Why are
they Managed Over Quarters? (HBR)
2. Ad Spending: Growing Market Share
(HBR)
3. Ad Spending: Maintaining Market
Share (HBR)
Session # 7
Tuesday, 4/17/12
The Creative Brief
1. Snippets
2. Lecture
3. Case Discussion
Case 2:
Capital One: Launching a Mass Media
Campaign (Ivey)
Session # 8
Thursday, 4/19/12
Creative Strategy & Tactics: 1
1. Snippets
2. Lecture
3. Video Segment
Case 3:
Dove: Evolution of a Brand (HBS)
Session # 9
Tuesday, 4/24/12
Deliverable:
Last date for Case Assignment
Mid-Term Exam I:
1.30 – 2.30
In-class Group Exercise: 2.30 – 3.15
Session # 10
Thursday, 4/26/12
Creative Strategy & Tactics: 2
1. Snippets
2. Lecture
3. Case Discussion
Reading:
1. Leveraging Sec Brand Associations to
Build Brand Equity (Keller)
Session # 11
Tuesday, 5/1/12
Creative Strategy & Tactics: 3
1. Snippets
2. Lecture
3. Video Segment
Readings:
1. The Long-Term Impact of Promotion
and Advertising on Consumer Brand
Choice (JMR)
2. How Advertising Works: What Do We
Really Know? (JM)
Session # 12
Thursday, 5/3/12
Media Strategy & Planning
1. Snippets
2. Lecture
3. Case Discussion
Case 4:
Maria Sharapova: Marketing a Champion
A&B (HBS)
Deliverable:
Due date for Creative Brief Document
Session # 13
Tuesday, 5/8/12
Session # 14
Thursday, 5/10/12
Media: Broadcast & Print
1. Snippets
2. Lecture 1: Broadcast
3. Video Segment
4. Lecture 2: Print
Readings:
1. How T.V. Advertising Works: A metaAnalysis of 389 Real World Split Cable
T.V. Advertising Experiments (JMR)
2. What to Say When: Advertising
Appeals in Evolving Markets (JMR)
Mid-Term Exam II:
1.30 – 2.30
IMC Team Project Discussion: 2.30 – 3.15
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Session # 15
Tuesday, 5/15/12
New and Emerging Media
1. Snippets
2. Lecture
Buzz Marketing
1. Lecture
2. Video Segment
Readings:
1. How Media Choices are Changing
Online Advertising (HBS)
2. The Buzz on Buzz (HBR)
Session # 16
Thursday, 5/17/12
Corporate Advertising and CSR
1. Snippets
2. Lecture
3. Case Discussion
Case 5:
(Product) Red A & B (HBS)
Session # 17
Tuesday, 5/22/12
Ethics, Regulation &
Social Marketing in IMC
1. Snippets
2. Lecture
3. Case Discussion
Readings:
1. A Defense of Direct-To-Consumer
Prescription Drug Advertising (BH)
2. Where’s the Fine Print? Advertising
and the Mortgage Market Crisis (CMR)
Session # 18
Thursday, 5/24/12
International Advertising
1. Snippets
2. Global Advg Campaigns
Readings:
1. The Lure of Global Branding (HBR)
2. How Global Brands Compete (HBR)
Session # 19
Tuesday, 5/29/12
IMC Effectiveness and
Measurement
1. Snippets
2. Lecture
3. Case Discussion
Case 6:
Advertising Experiments at the Ohio Art
Company (Darden)
Session # 20
Thursday, 5/31/12
Wrap-Up & Review of Concepts
1. Snippets
2. Lecture
3. Discussion: Articles
Reading:
The Continuing Power of Mass
Advertising (Sloan)
Session # 21
Friday, 6/1/12
IMC Pitch Presentations
Presentations and Certificates
Deliverable:
IMC Presentation Document with Notes
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