MKTG 3660 Management Spring 2018 Online

Instructor: Julie Abdinoor Office: Business Leadership Building, Room 313A Email: [email protected] Twitter: @JulieAbdinoor Office Hours: Thursdays by appointment only

“Make it simple. Make it memorable. Make it inviting to look at.” Leo Burnett

CATALOG DESCRIPTION (FROM UNT CATALOG) Advertising for business executives; creation of primary demand, stimuli, promotional programs, media selection, appropriation, and evaluation. Three (3) credit hours: Prerequisite(s): MKTG 3650

COURSE OBJECTIVES (What you should take away from this course): • Appreciation of how people and organizations think about, buy, and use products and the impact of communications on their decisions. • Appreciation of the role of integrated (IMC) as part of a company’s marketing and branding efforts. • Understanding of the IMC process and knowledge about marketing communications strategies and tactics, customer research, segmentation, execution, measurement, and evaluation. • Awareness of media alternatives and channels (the ) for delivering IMC campaigns.

READING MATERIALS Textbook: Integrated Advertising, and Marketing Communications Kenneth E. Clow and Donald Baack Seventh Edition | Prentice Hall ISBN 978-0133866339

Blackboard Learn: Course materials, assignments, and outside readings will be available on the class web page within Blackboard Learn. Students access the class web page using the Internet at the website www.learn.unt.edu. The site is password protected. You were automatically enrolled when you registered for the class. Learn more by reviewing the on-line student manuals. To login go to https://learn.unt.edu/and enter your EUID and AMS password.

MKTG 3660 Advertising Management – Spring 2018 1 ACADEMIC INTEGRITY NOTICE Students are expected to conduct themselves in a manner consistent with the University’s status as an institution of higher education. As a student-centered public research university, the University of North Texas promotes the integrity of the learning process by establishing and enforcing academic standards. Academic dishonesty breaches the mutual trust necessary in an academic environment and undermines all scholarship. Academic dishonesty includes cheating and plagiarism. For more information on academic dishonesty and academic integrity please see the following link: http://vpaa.unt.edu/academic-integrity.htm.

STUDENT EVALUATION OF TEACHING EFFECTIVENESS: The Student Evaluation of Teaching Effectiveness (SETE) is a requirement for all organized classes at UNT. This short survey will be made available to you at the end of the semester, providing you a chance to comment on how this class is taught. I am very interested in the feedback I get from students, as I work to continually improve my teaching. I consider the SETE to be an important part of your participation in this class. The survey is available through a link on my.unt.edu as well as www.sete.unt.edu.

COMMUNICATIONS As an online course prompt communication with the instructor is vital to your success. Follow these guidelines below and reach out to your instructor if you have any questions at all: • Important announcements and additional information to help you succeed in the course will be posted throughout the week - check Blackboard often • Follow the instructor on Twitter for interesting articles to supplement your learning • Email your instructor directly for all course related correspondence. This provides essential communications between all students and instructor in a closed environment. It is possible to have email forwarded from your Blackboard Inbox to an external email account, which allows you to receive course related communications without logging on to Blackboard. o Your instructor will respond within one business day of your message. o To speak on the phone, email with a phone number and times to reach you.

COURSE STRUCTURE & GRADING CRITERIA This online course has five (5) units (Unit One through Unit Five) that cover the key principles described in the appropriate chapters of your textbook. In each unit you will find: • A brief introduction to the unit. You should read this first. • Chapter presentations for you to review. These may be viewed online, or downloaded and reviewed on your own computer (using Adobe Acrobat Reader). • Supplementary materials including audio, video, and related articles.

1. Chapter Quizzes – 300 points Every chapter has a quiz to evaluate your mastery of the text content of each chapter. This means that there are fifteen (15) online quizzes that open at the beginning of the assigned

MKTG 3660 Advertising Management – Spring 2018 2 week and close at midnight Sunday. Each quiz is worth 20 points x 15 chapters = 300 points.

There is a time limit of 30 minutes for each quiz. If you go past the allotted time, only those questions answered in the time allowed will be graded. If you open the quiz to look at it, the timer will automatically start and you must complete it at that time. If you close it, you cannot go back to it.

The quizzes are open book so you may use your materials to take the quizzes. However, due to the time constraint, you may not have time to look up every answer so prepare.

Quizzes are completed on your own time. Quizzes open at the beginning of the week assigned and close at 11.59 p.m. CT on the Sunday of the week specified (as indicated in the Course Timetable). These quizzes are both for your benefit and an indicator as to how you are assimilating the course material. Quizzes will not be re-opened after their close times, so it is up to you to stay on top of your study schedule and complete the quizzes in a timely fashion.

2. Discussion – 200 points Discussion board activities enable students to apply and share their knowledge with other students. Students are assigned to discussion board groups and are expected to participate in the discussion board for their designated week. Each group will be assigned to 4 different discussion boards throughout the semester. Check Blackboard for your group discussion schedule and note your calendar. A discussion board rubric is included in Blackboard. For your appointed discussion, your initial post must be posted by midnight Thursday night, with responses to at least 2 of your classmates by midnight Sunday. Each discussion is worth 50 points x 4 = 200 points.

3. Team Project – 200 points Teamwork is incredibly important in the advertising world. Every student is assigned into a Project Team consisting of 5 classmates. As a team, they and are expected to collaborate and create an advertising campaign utilizing elements designated in the rubric and assignment instructions. You are expected to reach out to your teammates using communication tools of your choice and coordinate a meeting time whether online or in person, and learn how to work together to create a sharp, smart, integrated campaign. Students are encouraged to use an online application such as Padlet, Blog, or Website in order to access the project during and after the semester. This will be a portfolio piece, so make it shine. A final copy will be submitted via Blackboard. Updates will be required throughout the semester. Check Blackboard for your assigned Team, project instructions, and grading rubric. The team project is worth 200 points, and a peer evaluation will determine % of points awarded.

4. Idea File – 100 points An Idea File or “Tickler File” is an industry standard and something you can utilize throughout your career. Students are expected to create, maintain, and grow their file throughout the course starting in Week 1. Prompts will be given at the beginning of every

MKTG 3660 Advertising Management – Spring 2018 3 week on what type of ads to find and include in their file. Students are free to use any online tool they wish for their idea file, such as Padlet, Blog, or Website, as long as it is easily accessible to the instructor during the course. Students are expected to post the link to their Idea File in the assignment page of Blackboard by the end of the first week. Although this will be graded at the end of the semester, the instructor will check progress periodically. Ultimately this is a personal file for your use, so feel free to add more as you move through the course. Note: Many students prefer to mark their files as “private” until after the course and then open it for the public. Make sure the instructor has access to the file throughout the course.

Course Timing Class Week Chapter Topic Discussion Week Start* Board End* Group Part One: The IMC Foundation 1 1/16 1 Integrated Marketing Communications Green 1/21 2 1/22 2 Management Red 1/28 3 1/29 3 Buyer Behaviors Blue 2/4 4 2/5 4 The IMC Planning Process Yellow 2/11 Part Two: IMC Advertising Tools 5 2/12 5 Advertising Campaign Management Green 2/18 6 2/19 6 Advertising Design Red 2/25 7 2/26 7 Traditional Media Channels Blue 3/4 Part Three: Digital and Alternative Marketing 8 3/5 8 Yellow 3/11 9 3/12 9 Social Media Green 3/18 10 3/19 10 Alternative Marketing Red 3/25 Part Four: IMC Promotional Tools 11 3/26 11 Database and Direct Response Marketing Blue 4/1 12 4/2 12 Sales Promotions Yellow 4/8 13 4/9 13 and Sponsorship Programs Green 4/15 Part Five: IMC Ethics, Regulation, and Evaluation 14 4/16 14 Regulations and Ethical Concerns Red 4/22 15 4/23 15 Evaluating an Integrated Marketing Program Blue 4/29 16 4/30 Finalize Team Project – Ad Campaign Yellow 5/6

*Weeks open at 12:05 AM CT and close at 11:59 PM CT

Course Assessments Percent Assessment Points 37.5% Chapter quizzes (15 x 20) 300 Grade Breakdown Letter Percent Points 25% Team Project 200 A 90 – 100% 720+ B 80 – 89% 640-719 25% Discussion Activities (4 x 50) 200 C 70 – 79% 560-639 D 60 – 69% 480-559 12.5% Idea File 100 F Below 60% <480

100% TOTAL 800

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My thoughts on teaching: As a 25+ year marketing and advertising professional, my personal goal is for you to find advertising as fascinating as I do. Or at the very least, for you to master the course so that you receive the foundation of knowledge you need to further your studies successfully.

Please reach out to me if you have any issues with the course. I am here to help you succeed.

Department and University General Policies: Academic Misconduct All work performed in this class must be your own. Violation of this policy will result in a grade of "F" for the course and notification of appropriate university officials for disciplinary action. Academic misconduct consists of, but is not limited to, the use of notes or other memory aids during exams, obtaining/passing answers or other information from/to others during exams, plagiarism, passing copies of exams to others, and obtaining copies of exams from others. You should familiarize yourself with the University’s disciplinary rules and regulations available in - http://vpaa.unt.edu/academic- integrity.htm. I intend to follow the policies outlined on this web site.

Americans with Disabilities Act The College of Business Administration complies with the Americans with Disabilities Act in making reasonable accommodation for qualified students with disabilities. If you have an established disability as defined in the Act and would like to request accommodation, please see me as soon as possible. My office hours and office number are shown on the first page of this syllabus. Please note: University policy requires that students notify their instructor within the first week of class that an accommodation will be needed. Please do not hesitate to contact me now or in the future if you have a question or if I can be of assistance.

Grade Appeals Any student who believes a grade has been inequitably awarded should first contact the instructor who awarded the grade to discuss the issue and attempt to resolve the differences. Any instructor no longer associated with UNT at the time of the appeal will be represented in these proceedings by the chair of the department in question. A student not in residence the semester following the awarding of the grade or a resident student who is unable to resolve the differences with the instructor has 30 days following the first day of the succeeding semester to file a written appeal with the chair of the instructor’s department, or the equivalent administrative unit. Refer to the 2006-2007 Undergraduate Catalogue for further details.

Grade Changes No grade except 'I' may be removed from a student’s record once properly recorded. Changes are not permitted after grades have been filed except to correct documented clerical errors. Requests for error corrections must be initiated immediately after the close of the semester for which the grade was recorded. A faculty member who believes an error

MKTG 3660 Advertising Management – Spring 2018 5 has been made in calculating or recording a grade may submit in person a request with a detailed justification for a grade change to the department chair and the appropriate dean. The Registrar accepts requests for grade changes only from the academic deans.

Awarding and Removal of Incomplete (I) The grade of I is a non-punitive grade given only during the last one-fourth of a semester. This grade can be awarded only if a student: (1) is passing the course; (2) has reasons beyond the control of the student why the work cannot be completed on schedule; and (3) arranges with the instructor to finish the course at a later date by completing specific requirements that the instructor must list on the grade sheet. A student may remove a grade of I within one year by completing the stipulated work, paying a fee at the Bursar’s Office and returning the permit form to the instructor. Obtain the Student Request to Remove Grade of I from the departmental secretary. The instructor then files the permit form in the Registrar’s Office along with the grade, and the grade point average is adjusted accordingly. If a student does not complete the stipulated work within the time specified (not to exceed one year after taking the course), the instructor may change the grade of I to a grade that carries credit or assign a grade of F if appropriate. The GPA is adjusted accordingly. A student who could not complete final examinations because of illness may remove a grade of I without payment of the fee. The academic dean is authorized to waive the fee upon certification of illness signed by the attending physician.

FINAL NOTE All final grades are just that-FINAL. Please don’t wait until the end of the semester to contact me if you have trouble. If you need help, or cannot complete work due to a personal difficulty, please contact me immediately so that we can accommodate your needs.

Due dates for completing various tasks and projects have been indicated in the ‘Course Timetable’ section. I reserve the right to deduct points for late submission. Every 24-hour delay beyond the assigned due date and time will result in a deduction of 25% in the grade for that submission only.

This is not a legal contract. It is only an outline for this course in terms of its objectives, expectations, tasks and activities, schedule of classes, and assessment and evaluation criteria. We will try to adhere to this as far as possible. However, depending upon the need of the class, the instructor reserves the right to change these.

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