Marketing 388- Marketing Communications

MARKETING 388- MARKETING COMMUNICATIONS JACKSONVILLE STATE UNIVERSITY DEPARTMENT OF MANAGEMENT AND MARKETING SPRING TERM, 2014

Instructor: Dr. Ken Day Class: 18:15 – 21:15, WEDNESDAY: 263 Merrill Office: Merrill 222 Office Hours: 2:15 – 3:15 - MTWT Telephone: (256)782-5470 or by appointment E-mail: [email protected]

Prerequisites: Mkt. 301

No Textbook

ORGANIZATION OF THE COURSE

COURSE DESCRIPTION:

The many influences on consumers in forming their decisions concerning purchases are the subject area of Consumer Behavior. This is also the starting point for understanding the complex situation faced by companies in successfully promoting their goods to customers. So, early on we will discuss the tie-in between Consumer Behavior (Marketing) and Marketing Communications.

This course examines in depth one of McCarthy’s four, “P’s,” of Marketing, specifically, the Promotions area, alternately and better named Marketing Communications. There are six major elements by which suppliers of goods and services promote their offerings to their target customers. These include: Personal Selling, Advertising, Sales Promotions, Promotions within the channel, Public Relations and Publicity. The first of these is not covered as there is a separate course in this area at JSU. The other five elements are covered in this course. There will be a term project and a handout will outline the format for this and give instructions. The class will work through a case with me to instruct you in how to proceed before you will be doing your own assigned cases for a grade.

COURSE OBJECTIVES:

1. The student will be able to identify an appropriate set of promotional tools to use to promote a particular product/service to an identified target market.

2. The student will be able to demonstrate the use of promotional tools to deal with a competitive positioning problem.

3. The student will be able to demonstrate the Objective-and-Task and other methods of promotional budgeting. 2

4. The student will be able to demonstrate the use of the media strategy measures and develop a media schedule.

5. The student will be able to use the elements of creative media strategy to reach target customers.

6. To enhance the student’s appreciation of managerial issues in the Marketing/Advertising interface.

7. The student will learn the format for a Marketing Communications case.

CONDUCT OF THE COURSE AND EXPECTATIONS:

1.) Overall Conduct:

The course will be primarily focused in class lectures and notes, cases, videos, and the term project. To prepare for class, students must read any cases assigned with the lecture. The test will reflect this focus.

In line with Departmental Policy: 1.) all personal electronic devices such as cell phone and pagers should be turned off during the class period, 2.) if you arrive late, you are not to cross in front of the class, and, 3.) students coming to a test after any paper has been turned in will receive an “I” in the class.

Academic dishonesty in all forms will be dealt with swiftly and severely. This includes all forms of cheating, plagiarism, and collaboration on individual papers. For group projects, all members are expected to contribute and their contributions should be of quality.

Plagiarism and the Code of Ethics: All students are expected to abide by the rules regarding plagiarism and academic dishonesty found in the JSU Student Handbook. If you have any question or concerns about the policy or the definition of plagiarism, please speak with me.

Each student agrees to the following statements of student behavior:

1.) I agree that I, and only I will be the one competing and submitting class materials (homework, exercises, exams, written projects, etc.) in my name. 2.) I agree that I will not directly copy or plagiarize material from articles, books, publications, the internet, other student’s work or and other source. I am familiar with, and I agree not to violate copyright laws, if small amounts of material from other sources are used as part of my class assignment, I agree to indicate such clearly and to properly cite the source. 3

3.) I agree that I will not share answers to homework assignments, quizzes, exams, or any other materials from fellow classmates. 4.) I acknowledge that failure to comply with any of the above statements may result in a failure for the assignment, removal from the course, failure in the course, and any disciplinary action deemed appropriate by the instructor in his sole discretion and/or policies and procedures set forth by the JSU Academic Honesty Policy found in the Student Handbook under the University Policies link: http://www.jsu.edu/depart/handbook/page17.html#honesty

In terms of the term project this means that no copying will be tolerated. When the Instructor sees the same wording in two projects deemed by him to be an example of duplication, both papers will receive a zero for a grade. No attempt will be made to find the party guilty of plagiarism, both will be deemed equally at fault.

Disability Accommodation Statement: Any individual who qualifies for reasonable accommodations under The Americans with Disabilities Act or Section 504 of the Rehabilitation Act on 1973 should contact the instructor immediately.

Academic Dishonesty: If I believe and exam has been compromised, I reserve the right to retest the whole class or an individual in the class. Check the Academic Honesty Policy online at http://www.jsu.edu/depart/handbook/page17.htm#honesty . Violations of the University’s academic code include, but are not limited to: possession of or use of unauthorized material during exams, providing information to another student, sharing information on in-class exercises. Violations of this code may result in academic penalties, including receiving an “F” for the course.

Students are expected to adhere to the CCBA Student Code of Conduct which is posted around the Merrill Building as well as the CCBA web site.

2.) Individual Case and Presentation

Your paper must be typed, double-spaced in MS Word, Using Courier New, 14 font and using one inch borders all around. In this way it will be very easy for you to make those changes that you decide to make. The written cases will be due on the day the case is presented to the class. We will adhere strictly to deadlines for the course and that case. Any paper turned in late will be penalized by 10% of the grade for each day late. The case will be assigned on Tuesday, Feb. 18 and will be due when presented on Wednesday, April 12 and April 17.

3.) Tests:

Each test will cover all materials covered since the last test. (The first test will cover all materials since the beginning of the course.) 4

There will be one test and a final. Tests will be short answer/essay questions. Those short answer/essay questions will test material taken equally from your lectures, your notes, in-class exercises, and assigned cases. As the class lectures are not accompanied by a text, it becomes obvious that the main focus for you must be the lectures, in-class exercises, class notes and case material.

If it is felt that the test has been compromised in any way, the instructor reserves the right to retest the class or any individual(s

4.) Missed Tests

Any missed tests can be written only before I return the tests to the rest of the class. Otherwise, you will write the missed test during the day of the final. In both cases you must speak to me and explain why it was missed and provide a written excuse. There will be no scaling of any test written at a time other than the regular scheduled test time as stated in this syllabus. Writing the final and another test at the end of the term amounts to the tested material being comprehensive. Student’s don’t generally do well on comprehensive tests. THE SOLUTION: DON’T MISS CLASS TESTS!

5.) Attendance and Conduct:

Attendance will be taken for each class. Good attendance, being prepared for class and constructive participation are the expected norm. Essay/short answer test questions will reflect material from the text as well as from class not presented in the book. If your attendance is poor, you will be unable to answer these questions completely and your grade will suffer. If you do not attend, you will be unable to respond to the questions which the instructor asks students in rotation mainly about cases. So, poor attendance will cause you to lose points for your absence and by your inability to respond to test questions on material in class but not in the book. The best policy then is to attend regularly. There are five bonus points available based on attendance, on responding to questions I will pose and on good personal conduct and non-disruptive behavior. On the subject of disruptive behavior, I will not put up with students using cell phones or any other personal electronic devices in class. Their use in class would amount to disruption of the class and me and amounts to academic dishonesty. On the first instance of using on of these devices in class you will be warned. On the second instance I will speak openly to you in class and you will lose your bonus points. On the third instance you will be dismissed from the class. You will be able to return to the class for future lectures only after you make arrangements with me to do so which includes apologizing to me in my office and then to the class..

6.) Office Hours:

The College has received accreditation by the American Assembly of Collegiate Schools of Business (AACSB). This necessitates the faculty spending much more time 5 on research, which is extremely time-consuming. The provision of office hours serves two distinct functions. First, these are the hours which faculty members have set aside to help student with academic and other problems. The second function is to allow the faculty member to allocate hours outside of these office hours to research and other academic pursuits. Outside my office hours, I will likely find it difficult to devote my time to you. Please see me during my office hours or set an appointment.

Please be aware of why office hours are set up for you and also be aware of what my office hours are.

GRADING: Term Test I 25 Final Test 25 Project: Paper (20 pts.) and Presentation (5 pts.) 50 Total 100 Possible Bonus Points 5

GRADING SCALE:

A= 90% and more B= 80% to 90% C= 70% to 80% D= 60% to 70% F= below 60%

DATE: MATERIAL:

WED., JAN. 8: LECTURE 1: INTRODUCTION CONCEPTS AND ELEMENTS ADVERTISING IS TRANSFORMING ITSELF THE FIVE ELEMENTS OF MARKETING STRATEGY ADVERTISING AGENCY STRUCTURE VIDEO: AVON SKIN SO SOFT READ: A PETTY PROBLEM FOR THE NEXT CLASS

WED., JAN. 22: LECTURE 2: SOCIAL, ETHICAL & REGULATORY ASPECTS ETHICS WORKSHEET VIDEOS: THE AD COUNCIL: FINDING SOLUTIONS: THE CASE FOR SELF-REGULATION TEENAGE ANGST: JORDACHE BASICS SKIN SAVERS 6

EXXON VALDEZ DATE: MATERIAL: LECTURE 3: CONSUMER BEHAVIOR & COMMUNICATIONS: INFORMATION PROCESSING ATTITUDE AND CHANGING ATTITUDE DECISION-MAKING LEARNING THEORIES CASE: VICARY

WED., JAN. 29: CONTINUE WITH LECTURE 3

WED., FEB. 5: TEST 1 (LECTURES 1, 2, and 3)

LECTURE 4: SEGMENTATION, TARGETING AND POSITIONING SEGMENTING YOUR MARKET TARGETING YOUR CUSTOMER POSITIONING YOUR PRODUCT SEGMENTING IN FOREIGN COUNTRIES VIDEO: SNEAKER WARS

WED., FEB. 12: LECTURE 5: MEASURING ADVERTISING EFFECTIVENESS MEASURES OF EXPOSURE MEASURES OF ATTENTION (DIRECT) MEASURES OF ATTENTION (INDIRECT) MEASURES OF INTERPRETATION

LECTURE 6: BUDGETING FOR MARKETING COMMUNICATIONS BUDGETING METHODS SHARE OF VOICE; ROI; MANAGING BUDGETS

WED., FEB 19: LECTURE 9: MARKETING RESEARCH IN MARKETING COMMUNICATIONS PRIMARY DATA SECONDARY DATA PSYSIOLOGICAL DATA

LECTURE 7: BUSINESS VS. COMMUNICATIONS OBJECTIVES DAGMAR AIDA FRAMEWORK, A HIERARCHY OF EFFECTS 7

DATE: MATERIAL: WED., FEB. 26: TEST 2 (Lectures 4, 5, 6, 7, 9)

LECTURE 8: INTRODUCTION OF TERM PROJECT PROJECT AND PRESENTATION GUIDELINES

WED., MAR. 5: LECTURE 12: IMC: TRADITIONAL COMPONENT INTEGRATED MARKETING COMMUNICATIONS TRADITIONAL ELEMENTS OF MKT. COMM. VIDEOS: OLDSMOBILE CAP’N. CRUNCH WELLSTONE FOR SENATE BAMBI

LECTURE 11: E-ACTIVE MARKETING WEB 1 VS. WEB 2 E-ACTIVE MARKETING E-COMMERCE E-COMMERCE COMPONENTS INTERACTIVE MARKETING

WED., Mar. 12: LECTURE 10: IMC: SUPPORT COMPONENTS, EVENT SPONSORSHIP AND BRANDED ENTERTAIN’T. SUPPORT ELEMENTS OF PROMOTIONS EVENT SPONSORSHIP BRANDED ENTERTAINMENT THE COORDINATING CHALLENGE VIDEO: YELLOW PAGE ADVERTISEMENT WED., Mar. 19:

* MON., MAR 24 TO SAT., MAR. 29: MID-TERM BREAK - NO CLASSES *

WED., APR., 9: LECTURE 17: IMC: PR FUNCTION AND MEDIA STRATEGY AND PLANNING BUZZ IMC PUBLIC RELATIONS MEDIA STRATEGY AND PLANNING CASE: FISHING UPSTREAM ( HANDOUT)

LECTURE 14: AGENCY EXERCISE

WED., APR. 16: CASE PRESENTATIONS

WED., APR. 10: CASE PRESENTATIONS

WED., APR. 17: CASE PRESENTATION

MON., APR. 21 SAT., APR. 26 FINAL EXAMS: 8

DATE: MATERIAL:

WEDNESDAY, APR. 23:

FINAL (Lectures 10, 11, 12, 14 & 17): 6:00 – 6:00 PM

(For students who have not missed any previous tests, this one will cover material covered since the last test. For those students who have missed a previous test, this one will cover this same new untested material plus the materials covered in any previously missed test(s).) There will be no scaling when you have missed a previous test.