MKTG 380: Fall Semester, 2016 DIRECT MARKETING / DIRECT RESPONSE
Course Description & Key Info
Instructor: Steven F. Osinski E-mail: [email protected]
Office Hours: Tuesday, 12:30-1:30 PM At the Lavin Entrepreneurship Center Or else by appointment
Sched. # 22320 – 4 Units Classroom: GMCS - 324 Tuesdays & Thursdays (10:00 AM – 11:50 AM)
Sched. # 22321 – 4 Units Classroom: M - 245 Tuesdays & Thursdays (2:00 PM – 3:50 PM)
Textbooks: SUCCESSFUL DIRECT MARKETING METHODS Eighth Edition (2008) – McGraw Hill, New York, NY Authors: Bob Stone and Ron Jacobs ISBN # 978-0-07-145829-0
IMPORTANT: This textbook provides an effective and useful Direct Marketing “foundation” for our class; but since advertising is consistently evolving, it is out of date.
For that reason, I strongly encourage you to purchase a used copy of this textbook, rent it or else utilize a library copy. The key benefits of this textbook have already been incorporated into my lectures and class notes.
BSBA (Bachelor of Science in Business Administration) Goals: BSBA students will graduate being: • Effective communicators • Critical thinkers • Able to analyze ethical problems • Global in their perspective • Knowledgeable about the essentials of business
Course Mission: To educate and inspire students to consider pursuing a career in Direct Marketing or Advertising by demonstrating how exciting the profession is and how it impacts their lives, the economy and the world.
Course Description: Each student will be introduced to the use of Direct Marketing as a part of an organization’s overall marketing / advertising program. You will examine a wide range of direct marketing media including (but not limited to) Broadcast, Print, Digital and Direct Mail. You will also participate in the development of your own direct marketing campaign for a “real” business.
This course will be taught through a combination of in-class lectures, readings, case studies, and the vast experience of your Professor. You will also be exposed to Guest Lecturers, who are experts in their field and employed within the Direct Marketing, Advertising and Sales Industries.
Student Learning Outcomes: MKTG 380 contributes towards the BSBA goals previously listed through its student learning outcomes. At the end of this course, students will be able to:
1) Identify the significant range of media options available within the sphere of direct marketing and describe the advantages, disadvantages and limitations of each one. 2) Think and speak like Marketing Executives and communicate with clients using important direct marketing industry terms and jargon. 3) Discuss the main elements that go into developing a successful direct marketing program or campaign including strategic development, market research, creative analysis, program implementation and measurement. 4) Evaluate and communicate the overall effectiveness of a direct marketing campaign via return-on-investment (ROI) analysis and other quantifiable measurements. 5) Enhance their abilities to “brainstorm” and solve marketing challenges more effectively via direct interaction with their professor and other local marketing experts. 6) Develop and execute their own “mini” Direct Marketing program from “soup to nuts” for a real company’s product or service and then present their campaign strategy and creative to the client and to their fellow classmates. 7) Improve upon their oral and written skills via in-class presentations that will combine the various marketing elements listed in item 3.
Assignments, Projects & Exams: 1. You are strongly encouraged to regularly attend class. Poor attendance will negatively impact students’ grades since the vast amount of materials covered in the exams derives from in-class lectures and assignments. Further, three unexcused absences will result in your grade being lowered one level (example: from an A to a B.) 2. Be courteous to your fellow classmates and to me. Laptops are to be used for note taking only (for this class,) not homework, web surfing, shopping, Tweeting, Instagram, Snapchat, Tumblr or Facebook. Keep cell phones silenced and texting is not permitted during class. 3. Honesty, integrity and ethical behavior are paramount, both in this class and in life. Cheating, plagiarism, the use of any unauthorized materials, bullying or any other form of academic misconduct will not be tolerated and will result in a severe penalty. 4. All materials submitted for grading are to be printed, spell-checked and proofed. Points will be deducted for excessive typos / spelling errors or missing / incomplete information. (I AM YOUR CLIENT.) Assignments and projects are due on the assigned date and will be docked1/2 grade for every day late. 5. There will be occasional homework assignments based upon articles and information covered in class. 6. Always check BLACKBOARD before each class to ensure that no changes have been made to the course schedule. 7. In addition to my assessment, confidential peer evaluations will be provided for Direct Marketing group projects, which could result in members of the same team receiving different grades. 8. During the semester, you will be taking two Exams and will be participating in a Group Direct Marketing project. Each exam counts for 35% of your grade (70% for both exams.) The exams will consist of primarily multiple-choice questions. The Group Direct Marketing group project represents 25% of your grade, while your homework, classroom participation, additional class projects; effort and initiative will combine for the remaining 5%.
Exams and graded projects will be weighted as follows:
Table 1: Grading Weight A 93% to 100% A- 90% to 92% B+ 87% – 89% B 83% – 86% B- 80% – 82% C+ 77% to 79% C 73% to 76% C- 70% to 72% D 65% to 69% F < 65%
FINALLY & MOST IMPORTANT! The primary purpose of this class is to help you develop the vital skills necessary to pursue a career involving Direct Marketing, Advertising or Advertising / Media Sales.
The more you put into this course, the more you’ll get back. It is my mission to teach you, but more importantly, to INSPIRE you.
If you are ill or need special consideration due to some unplanned hardship, I will do my best to accommodate you.
FOR STUDENTS WITH DISABILITIES If you are a student with a disability and believe you will need accommodations for this class, it is your responsibility to contact Student Disability Services at (619) 594-6473. To avoid any delay in the receipt of your accommodations, you should contact Student Disability Services as soon as possible. Please note that accommodations are not retroactive, and that accommodations based upon disability cannot be provided until you have presented your instructor with an accommodation letter from Student Disability Services. Your cooperation is appreciated.
COURSE SCHEDULE, READING OUTLINE & IMPORTANT NOTES 1. Reading assignments should be completed PRIOR to their in-class review and lecture 2. It is my objective to make this course as interesting, informative and as timely as possible. For that reason, there will be some modifications to this Syllabus as the semester progresses. Any changes will certainly be addressed in class or else via Blackboard.
3. Several Guest Lecturers / Marketing Experts will be meeting with us throughout the entire semester. When they visit, it will cause an adjustment to our schedule. Assignments and Exam dates may be pushed backwards. Rest assured you will always receive advance notice regarding these schedule changes and modifications. 4. Each week listed below starts with its respective Tuesday date 5. Although a textbook is not required for this class, limited info from the lecture is included in the chapter highlighted
Table 2: Class Schedule Week of August 30 Tuesday Course Overview Thursday Your Favorite Ads and WHY
Week of September 6 Tuesday The Scope of Direct Marketing (Chapter 1) Thursday Business, Strategic & DM Planning (Chapter 2)
Week of September 13 Tuesday The Impact of Databases (Chapter 3) Thursday Consumer & Business Mailing Lists (Chapter 4)
Week of September 20 Tuesday The Offer (Chapter 5) Thursday Building Customer Relationships (Chapter 6)
Week of September 27 Tuesday EXAM # 1 Thursday Introduction to Media & Its Changing Landscape
Week October 4 Tuesday Ethics of Advertising & Marketing (Part A) Thursday Ethics of Advertising & Marketing (Part B)
Week of October 11 Tuesday Direct Response TV / Radio (Chapter 12) Thursday Direct Response TV / Radio
Week of October 18 Tuesday Group Direct Marketing Project – Client Introductions Thursday Infomercial Project
Week of October 25 Tuesday Internet Direct Marketing (Chapter 15) Thursday Mobile and Social Media / Direct Marketing
Week of November 1 Tuesday E-Communications (Chapter 16) & E-Commerce (Chapter 17) Thursday Political Advertising & Marketing – Pre-Election Day
Week of November 8 Tuesday Creating Direct Mail Packages (Chapter 18) Thursday Creating DR Print Advertising (Chapter 20) DR TV Infomercial Project – Student Presentations
Week of November 15 Tuesday Magazines (Chapter 10) Thursday Newspapers (Chapter 11)
Week of November 22 NO CLASS – THANKSGIVING BREAK
Week of November 29 Tuesday EXAM 2 Thursday Group Direct Marketing Project - Agency Presentations
Week of December 6 Tuesday Group Direct Marketing Project - Agency Presentations Thursday Group Direct Marketing Project - Agency Presentation
Week of December 13 Tuesday Group Direct Marketing Project - Agency Presentations
FINAL EXAM There is not a scheduled Final Exam for this course. However, if scheduling requires it, our last day of Group Direct Marketing Project – Agency Presentations may occur during our Finals’ time slot.