MARKETING
COMMUNICATIONS
ASSESSMENT
Aliona N.Andreyeva, Ass.Prof. Dept. of Marketing
Basic principles
• Coursework 45%
• Examination 55%
Coursework
• Home Tasks (5)
– Essays
– The essays are to be handed in during the
lecture in the week they are due or in the
postbox aliona_andreyeva@gsom.pu.ru by 6
pm on the day they are due
– Weighting of each essay is 5%
– Max weighting of total essays is 25%
Coursework
• Article presentation (1)
• Max weighting of presentation is 5%
• Schedule –TBD on September 23
Article presentation: requirements
– Based on the article listed as additional
reading
– Authors presentation
– Relations with theory & practice of MarCom
– Pros & Contras to implementation and usage
(expertise)
– To read or not read!
– Weighted personal opinion is considered as
significant plus
Coursework
• Group Presentation (1)
– 30 min maximum
– Power point
– Questions & Answers (Defense)
– Schedule will be discussed on September 23
– Groups list will be decided on September 9
and 16
– Max weighting of presentation is 10%
Group Presentation: Requirements
•
•
•
•
•
•
•
•
•
Objectives formulation
Clear and understandable structure
Relevant theory review
Relevant illustrating examples
High narrative dynamics
Design & navigation
Time limits
Good team spirit
Interactions with audience is a PLUS
Presentation Topics
1. Sex Sells! Using sexual connotations in
marcom programs. Review.
2. Love as advertising persuasion. Review.
3. Usage of fairy-tales in marcom
programs. Review.
4. Color is everything! Marketing of colors
in promotions. Project.
5. Geographic promotions. City\Country
marcom program. Research.
Presentation Topics
6. Special for kids. Marcom programs for
children. Review.
7. Contemporary women as we see them in
advertising. Research.
8. Contemporary men as we see them in
advertising. Research.
9. Copywriting and plagiarism. Project.
10. Zoo marketing. Do animals know what
people are doing? Research.
September 30
• Exercises: To be prepared
• Each class the short presentations based on this exercise will be
executed.
• Individual Work:
• Creative Strategies: Rational and Projective
Types.
• Each student should find in Internet an ad copy
(s/he likes or dislikes) and bring it in appropriate
format to present at class.
– Major task during the class is
– to discuss and classify the copy with creative strategy
based on Charles Fraser classification.
MID-TERM EXAM
• The past and the future of marketing
communications in (country of your choice):
lessons to be learned and challenges to meet
– Presentation (Power Point) in class for 15 min
– Find examples illustrating your point of view
– Written essay: 10 pages is a maximum
• Return of written essays will be scheduled on September
23
• Presentations Schedule will be announced on September
23
Final Exam
• Weighting is 55%
• An individual written examination will be in
the take home format
• Includes
– Case Study Analysis
– 3-5 questions (depends on Case Study).
Presentation Schedule
October 7
Usage of fairy-tales in marcom programs
October 7
Geographic promotions. City\Country marcom
program
October 14 Color is everything! Marketing of colors in
promotions
September Sex Sells! Using sexual connotations in
30
marcom programs
September Love as advertising persuasion
30
October 7
Copywriting and plagiarism
Presentation Schedule
October 14 Special for kids. Marcom programs for
children
October 14 Zoo marketing. Do animals know what
people are doing?
October 28 Contemporary women as we see them
in advertising
October 28 Contemporary men as we see them in
advertising
Presentation Evaluation: Criteria
•
•
•
•
•
•
Structure & Logic
Balance of Verbal & Visual Contents
Links to Theory & Practice
Design & Creative Approach
Clear Conclusion
Personal Opinion is a PLUS
Written Works: basics
• Standards required by GSoM (title page,
margins, references etc)
• 12 pt, 1.5 I
• Structure
• Composition
• Conclusion