MKG4140 Marketing Communications Course Syllabus Background: This course examines the concepts of marketing communications from the perspective of consumer behavior. We will study how advertising and promotions are strategically developed and executed in light of useful consumer insights. In this course you will not only prepare strategic communication plans but also learn how to deeply understand consumer emotions, needs and desires. This course aims to provide the following skills for the participants: An end-to-end sense of (i) how to develop a well-structured marketing

communications plan (ii) how to conduct qualitative research (iii) how to generate new brand messages driven by consumer insights

Course Format: • Sessions start with 45 minutes long lecture in which I will go over the topic that

is indicated in the course schedule. The presentations will be provided in the course folder and you are strongly encouraged to review them before coming to class. Since this is a condensed course, it is crucial to review the PowerPoints in advance and have them ready with you in order to keep up with the pace of the class.

• In each session, you will be asked to solve a mini marketing problem as a small group (3-4 people) project. This process is expected to take 45 minutes (10 minutes/reading understanding, 20/minutes group discussion, 15 minutes review with the class). The mini cases will be provided in class.

Course Materials: • Readings: Readings will be available in the class folder. Grading: Class Participation 30% Assignment 1 20% Assignment 2 25% Assignment 3 25% Class Participation: Students are expected to actively participate in class and case discussions. Class discussions will be based on mini cases and lecture topics. I will evaluate class participation of each student after every session according to the following scheme: outstanding contribution (2 points), adequate contribution (1 point), no contribution or non-attendance (0 point). There will be a total of 15 sessions to earn a maximum of 30 class participation points. Assignment 1: You are asked to write a one-page summary for each of the assigned readings that are available in the class folder. Make sure you understand the article thoroughly and a) summarize key learnings b) critique and mention the weaknesses of the article. Total length should be at least 5 pages (double spaced; 1 page for each article) and this paper is due January 22nd.

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Assignment 2: For “qualitative research” assignment, you are required to conduct a focus group or ethnographic research about the use of a brand of your choice. You will be provided the details in class. Assignment 3: For “Digital Chocolate” case, you are required to submit a write-up 1 week after the final week of the lectures. Please try to make your write-up concise, crisp, and well-organized. Brief Schedule: Week Class Due Dates Jan. 17 (Sat) 10:30-12:00

Introduction to the Course

Jan. 17 (Sat) 13:00-14:30

Qualitative Research

Jan. 17 (Sat) 14:40-16:10

Consumer Ethnography

Jan. 24 (Sat) 10:30-12:00

Advertising Methods Assignment 1

Jan. 24 (Sat) 13:00-14:30

Promotional Methods

Jan. 24 (Sat) 14:40-16:10

Social Marketing Campaigns

Jan. 31 (Sat) 10:30-12:00

Brand Communications in Social Media I

Assignment 2

Jan. 31 (Sat) 13:00-14:30

Brand Communications in Social Media II

Jan. 31 (Sat) 14:40-16:10

ROI and Measurement

Jan. 31 (Sat) 16:20-17:50

Overview Assignment 3

Assigned Cases Sephora Direct: Investing in Social Media, Video, and Mobile by Elie Ofek; Alison Berkley Wagonfeld (Product number: 511137-PDF-ENG) Assigned Readings Storytelling in management, marketing and advertising By Rolf Jensen, Chief Imagination Officer, Dream Company Inc.

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Goldenberg, Jacob, David Mazursky, and Sorin Solomon. "Templates in Creative Sparks." Keller, Kevin Lane. "Conceptualizing, measuring, and managing customer-based brand equity." The Journal of Marketing (1993): 1-22. Elliott, Richard, and Nick Jankel-Elliott. "Using ethnography in strategic consumer research." Qualitative market research: An international journal 6.4 (2003): 215-223. Russell W. Belk, Gnliz Ger, and S°ren Askegaard (1997) ,"Consumer Desire in Three Cultures: Results From Projective Research", in NA - Advances in Consumer Research Volume 24, eds. Merrie Brucks and Deborah J. MacInnis, Provo, UT : Association for Consumer Research, Pages: 24-28. http://70-40-221-61.bluehost.com/media/1995%20Journal%20of%20Advertising%20Research.pdf

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