MKT 3390 A02 Integrated Marketing Communications

WINTER 2019 539 Drake, M/W, 11:30 – 12:45pm

CONTENTS CONTENTS ............................................................. 1

INSTRUCTOR ......................................................... 1

COURSE DESCRIPTION ........................................... 1

COURSE OBJECTIVES ............................................. 2

COURSE MATERIALS .............................................. 2

COURSE FORMAT .................................................. 2

ASSESSMENT OF LEARNING .................................. 4

MISSED EXAM AND LATE SUBMISSION POLICY .... 4

ATTENDANCE POLICY ............................................ 5

ELECTRONIC DEVICE BANISHMENT POLICY .......... 5

OUT-OF-CLASS COMMUNICATION ....................... 5

CLASS SCHEDULE ................................................... 5

INTENDED LEARNING OUTCOMES ........................ 7

UNDERGRADUATE BONUS CREDIT RESEARCH PARTICIPATION PROGRAM ................................... 8

ACADEMIC INTEGRITY POLICY .............................. 9

STUDENT SERVICES AND SUPPORTS ................... 11

INSTRUCTOR Name: Brock Cordes Office: 666 Drake Centre Phone: 204-474-9179 Email: brock.cordes@umanitoba.ca Office hours: 30 minutes after class or by appointment COURSE DESCRIPTION This course will introduce students to the fast-changing field of advertising and promotions. Increasingly, business firms are approaching advertising and promotion from an integrated marketing communications perspective, which recognizes the importance of coordinating the various promotional mix elements to develop more effective communications programs. In this course, we will examine the roles of advertising, sales promotion, direct marketing and the internet within this broader framework. We will discuss the changes taking place in the advertising and promotions environment as corporations challenge accepted practices with innovative and daring ideas, and the reasons why we need to challenge “conventional thinking” on several advertising and promotional issues. This course will be taught from a practitioner-oriented perspective, with emphasis placed on developing key concepts and theories of marketing communications and the analytical skills needed to apply these concepts to managerial decision making.

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COURSE OBJECTIVES

To familiarize you with the concepts and theories of marketing communications

To develop your abilities to use these concepts to design advertising and promotional strategies and to solve marketing management problems

To aid in the development of effective managerial skills including: individual and group problem solving, communicating both in writing and orally, working with others, and meeting set deadlines.

To familiarize you with the current changes and trends in the marketing environment and its impact on the field of advertising and promotions

COURSE MATERIALS O’Guinn, Allen, and Semenik (2015), Advertising and Integrated Brand Promotion (8th edition)

COURSE FORMAT

The course will incorporate both lecture and discussion, with extensive class participation and preparation of written assignments by you being necessary to maximize learning in this course. Lectures will reinforce and expand upon material in the text. Discussions, cases, and in-class activities are designed both to bring new perspectives to the material and to foster active application of what we learn to solve business problems. Preparation for class will require you to read the text before class, and often completion of a case analysis/reading assignment or written assignment as well. Each Wednesday we will spend the first ten minutes of class informally discussing current advertising topics. You are encouraged to read publications like Advertising Age and Marketing Magazine, view relevant materials online and in social media, and be willing to share ideas and thoughts with the class. Grades will be determined as follows:

Class Participation/Attendance 15% Midterm Exam 20% Case 1 15% Case 2 15% Final Exam 35%

Total 100% Grading Scheme:

95 – 100: A+ 90 – 95: A 85 – 89: B+ 80 – 84: B 72 – 79: C+ 60 – 72: C 50 – 59: D Less than 50: F

Cases: Each student is to complete and submit two (2) cases throughout this semester. The due dates for the cases are as follows:

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Case #1 Due in class on Monday, February 11, 2019 Case #2 Due in class on Monday, March 25, 2019

Titles of the assigned cases will be given out at a later date. Cases must be 4 pages in length excluding the title page.

Format for Case Writing: Instructions ***READ INSTRUCTIONS AND FORMAT CAREFULLY. ALL CASES MUST BE PRESENTED IN THIS FORMAT*** All cases must be in twelve-point type, with 3 cm margins on all sides, double-spaced and NO LONGER than the designated number of pages specified in the course outline excepting the title page. Cases that are “too long” will be docked by 50% of the case’s worth. For example, Case #1 will be marked out of 50% if it’s too long. However, two or three pages would not do justice to a case study of this nature.

1. Situation Analysis

Bold Heading

Two or three paragraphs describing the circumstances and background of the case.

2. SWOT Analysis

Bold heading

Use 2 columns to list SWOT elements

Strengths (Bold this subheading) Weaknesses (Bold this subheading)

- Single space

- Point form (at least 2 points)

- Describe the INTERNAL STRENGTHS

- Single space

- Point form (at least 2 points)

- the INTERNAL WEAKNESSES

Opportunities (Bold this subheading) Threats (Bold this subheading)

- Single space

- Point form (at least 2 points)

- Describe the EXTERNAL

OPPORTUNITIES

- Single space

- Point form (at least 2 points)

- Describe the EXTERNAL THREATS

3. Problem Statement

Bold heading

Two or three paragraphs on the problem and/or the situation the organization is facing

4. Alternatives

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Bold heading

Summarize the alternatives in one or two sentences

List three or four alternatives

List more than one “pro” and “con: associated with each alternative

Use point form in a vertical format (two columns) for the pros and cons under each alternative as follows:

Alternative #1: (State the alternative in bold). Describe the bold statement in 1 -2 sentences (not bold).

Pros: - bold this subheading Cons: - bold this subheading - List pros in VERTICAL point form - List pros in VERTICAL point form - Single space - Single space

Recommendation:

Bold heading

State the ONE alternative you are recommending in paragraph form.

Avoid “I” statements when writing the case. Use the third person singular form.

In two or three paragraphs defend why you chose this alternative and how it will assist the company 1. Clearly outline specific steps of implementation 2. Explain how all cons will be overcome for the alternative you chose

Additional Notes:

Ensure that there is a cover sheet containing the case name, course name, number and section, your name, the professor’s name and the date

Number the pages

Conduct a spellcheck

Spell the professor’s name correctly

Follow the guidelines set out in the course outline with regards to proper case writing. USE HEADINGS!!!

ASSESSMENT OF LEARNING

Examinations Two examinations will be given. These exams will consist of multiple choice, essay questions and problem-solving applications, covering both assigned reading and lecture material. Make-up exams will not be given unless you furnish proof of exceptional circumstances (illness, hospitalization). MISSED EXAM AND LATE SUBMISSION POLICY If you miss an exam for medical reasons, I can give you a make-up exam only if you provide a doctor’s

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note that certifies you were unfit to come to class on the day of the exam. In some cases, I may call the doctor’s office to verify the validity of the doctor’s note. The Asper School also has a list of events for which accommodations will be made for a missed term exam (not final exam). Make-up exams will not be given for any other reason. I cannot guarantee that the difficulty level of the makeup exam will be the same as the one the rest of the class got received. Do not make travel plans before the Final Exam. I cannot give a make-up because you booked a flight ticket for a date earlier than the scheduled Final Exam. In the event you have to miss the Final Exam for a valid reason as noted above, a request for a deferred exam must be made at your home Faculty’s Undergraduate Program Office (268 Drake, if you are an Asper student). As explained earlier, late submissions or assignments may lose marks. ATTENDANCE POLICY You are allowed to miss a maximum of 3 classes without a valid excuse. Excused absences include a medical reason (with doctor’s note), travel for an approved academic event as per this Faculty-approved list of events, death of a close family member, or religious observation. In each of the above cases, documentation will be required. No other reason is considered a valid excuse.

If a student has over 3 unexcused absences, this will result in an automatic grade reduction of one mark per excess absence in the course. There will be no exceptions to this rule. Attendance will be taken daily starting Day 1. Marking attendance for a friend who is absent is Academic Dishonesty and will be dealt with severely. Students are not permitted to exit the class during lecture period. ELECTRONIC DEVICE BANISHMENT POLICY You may not use a laptop or tablet for note-taking. You are not allowed to use a cell phone in class, even if it were to access UM Learn or take notes. Switch your phone to airplane mode or turn it off before class begins. You may not audio/video record any lectures. OUT-OF-CLASS COMMUNICATION PowerPoint files, assignment/project guidelines and other class-related files may be posted on UM Learn. Moreover, any announcements outside of class may be sent by e-mail from UM Learn. It is your responsibility to check your U of M e-mail account frequently so that you don’t miss these emails. There are many questions that cannot be answered succinctly over email. If you email me a question, please consider whether it can be easily and effectively answered by email. If it cannot, please talk to me at the beginning of class. If I receive a question that is difficulty to answer electronically or will require a lengthy response, I will ask you to discuss the topic in class instead.

CLASS SCHEDULE

Dates Topics Text Chapters

Jan 7 Introduction and Course Overview

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Jan 9 The World of Advertising & Integrated Brand Promotion

Chapter 1

Jan 14 The Structure of the Advertising & Promotion Industry: Advertisers, Agencies, Media, and Support Organizers

Chapter 2

Jan 16 The History of Advertising and Brand Promotion

Chapter 3

Jan 21 Social, Ethical, and Regulatory Aspects of Advertising & Promotion

Chapter 4

Jan 23 Advertising, Integrated Brand Promotion, and Consumer Behaviour

Chapter 5

Jan 28 Market Segmentation, Positioning, and the Value Proposition

Chapter 6

Jan 30 Market Segmentation, Positioning, and the Value Proposition

Chapter 6

Feb 4 Advertising Research Chapter 7

Feb 6 Planning Advertising and Integrated Brand Promotion

Chapter 8

Feb 11 Midterm Exam (Chapters 1 – 8)

Feb 13 Case and Exam Prep

Feb 18 Louis Riel Day, University Closed

Feb 20 Winter Term Break, No Class

Feb 25 Managing Creativity in Advertising and IBP Chapter 9

Feb 27 Case #1 Due

Mar 4 Creative Message Strategy Chapter 10

Mar 6 Executing the Creative Chapter 11

Mar 11 Media Planning Essentials Chapter 12

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Mar 13 Media Planning: Newspapers, Magazines, TV, and Radio

Chapter 13

Mar 18 Media Planning: Advertising and IBP in Digital and Social Media

Chapter 14

Mar 20 Sales Promotion, Point-of-Purchase Advertising, and Support Media

Chapter 15

Mar 25 Case #2 Due

Mar 27 Event Sponsorship, Product Placements, and Branded Entertainment

Chapter 16

Apr 1 Integrating Direct Marketing and Personal Selling

Chapter 17

Apr 3 Public Relations, Influencer Marketing, and Corporate Advertising

Chapter 18

Apr 8 Final Exam Review

INTENDED LEARNING OUTCOMES

AACSB Assurance of Learning Goals and Objectives The Asper School of Business is proudly accredited by AACSB. Accreditation requires a process of continuous improvement of the School and our students. Part of “student improvement” is ensuring that students graduate with the knowledge and skills they need to succeed in their careers. To do so, the Asper School has set the learning goals and objectives listed below for the Undergraduate Program. The checked goal(s) and objective(s) will be addressed in this course and done so by means of the items listed next to the checkmark.

Goals and Objectives in the Undergraduate Program

Goals and Objectives

Addressed in this Course

Course Item(s) Relevant to these

Goals and Objectives

1 Quantitative Reasoning

A. Determine which quantitative analysis technique is appropriate for solving a specific problem.

B. Use the appropriate quantitative method in a technically correct way to solve a business problem.

C. Analyze quantitative output and arrive at a conclusion.

2 Written Communication

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A. Use correct English grammar and mechanics in their written work.

√ Term paper

Assignments

Exams

B. Communicate in a coherent and logical manner √

Term paper

Assignments

Exams

C. Present ideas in a clear and organized fashion. √ Term paper

Assignments

Exams

3 Ethical Thinking

A. Identify ethical issues in a problem or case situation

√ Entire course

B. Identify the stakeholders in the situation. √ Entire course

C. Analyze the consequences of alternatives from an ethical standpoint.

√ Entire course

D. Discuss the ethical implications of the decision. √ Entire course

4 Core Business Knowledge √ Entire course

UNDERGRADUATE BONUS CREDIT RESEARCH PARTICIPATION PROGRAM Students can participate in up to four online research studies this term to earn bonus credit. Each study takes approximately 15 minutes to complete, and provides a 0.5% bonus to your course grade. There is a maximum bonus of 2% per course. Please note that each study can only be completed once for extra credit: completing the same study more than once will not provide additional course credit. Benefits of the Program: This program is designed to give students a glimpse into how marketing theory is developed through participation in marketing research studies conducted by faculty here at the Asper School of Business. Participation in academic research studies also enhances the value of the degrees from Asper. University reputations are affected by the quality of research conducted by their faculty: participating in these studies helps Asper professors publish in scholarly journals, consequently improving the school’s reputation. Procedure: You will be notified via email prior to each study so that you may participate online. At the end of each study, you can choose a course to which you assign the bonus credit. Please take a screen shot of the page where you assign the bonus credit, for your records. At the end of each study session, you will be debriefed, i.e., you will be informed as to what was being studied in each study. This debriefing will allow you to see how marketing theory is developed through academic research.

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All studies that you participate in are approved by the Psychology/Sociology Research Ethics Board, University of Manitoba. If you have any questions, please feel free to contact the subject pool administrator at mktg_research@umanitoba.ca. Alternative Assignment: Should you wish to earn bonus credit, but not wish to participate in research, the following option is offered as an alternative assignment for bonus credit. This alternative assignment is designed to take approximately 15 minutes of time, the same time that would be spent if you were participating in the research program. Students are to find one short research report in the Journal of Consumer Psychology or Psychological Science and will be required to read the article and submit a one page summary of the main findings to mktg_research@umanitoba.ca by the end of the particular study period a student chooses not to participate in (i.e. if the study period is from Feb 1 – 15, this is the period in which the alternative assignment has to be done and submitted). Credit will be given to the student as if they participated in the research study. Any questions about the assignment or suggestions for articles should be directed to mktg_research@umanitoba.ca. ACADEMIC INTEGRITY POLICY It is critical to the reputation of the Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading “Plagiarism and Cheating.” Specifically, acts of academic dishonesty include, but are not limited to:

using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words

duplicating a table, graph or diagram, in whole or in part, without referencing the source paraphrasing the conceptual framework, research design, interpretation, or any other ideas of

another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source

copying the answers of another student in any test, examination, or take-home assignment providing answers to another student in any test, examination, or take-home assignment taking any unauthorized materials into an examination or term test (crib notes) impersonating another student or allowing another person to impersonate oneself for the purpose

of submitting academic work or writing any test or examination stealing or mutilating library materials accessing test prior to the time and date of the sitting changing name or answer(s) on a test after that test has been graded and returned submitting the same paper or portions thereof for more than one assignment, without discussions

with the instructors involved Group Projects and Group Work

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Many courses in the Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic integrity. All group members should exercise special care to ensure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to specific individuals. Some courses, while not requiring group projects, encourage students to work together in groups before submitting individual assignments. If it’s unclear whether it is allowed, students are encouraged to seek clarification from the instructor to avoid violating the academic integrity policy. In the Asper School of Business, all suspected cases of academic dishonesty in undergraduate courses are reported to the Dean's office and follow the approved disciplinary process. See following table for typical penalties for academic dishonesty in the Asper School.

Typical Penalties for Academic Dishonesty in the Asper School

If the student is from another Faculty and the academic dishonesty is committed in an Asper course, the student’s Faculty could match or add penalties beyond the Asper School’s. F-DISC on transcript indicates the F is for disciplinary reasons.

ACADEMIC DISHONESTY PENALTY

Cheating on exam (copying from or providing answers to another student)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Sharing exam questions electronically during exam

F-DISC in course Suspension from taking Asper courses for 2 years Notation of academic dishonesty in transcript

Possession of unauthorized material during exam (e.g., cheat notes)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Altering answer on returned exam and asking for re-grading

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Plagiarism on assignment F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Submitting paper bought online F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

Inappropriate Collaboration (collaborating with individuals not explicitly authorized by instructor)

F-DISC in course Suspension from taking Asper courses for 1 year Notation of academic dishonesty in transcript

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STUDENT SERVICES AND SUPPORTS The University of Manitoba provides many different services that can enhance learning and provide support for a variety of academic and personal concerns. You are encouraged to visit the below websites to learn more about these services and supports. If you have any questions or concerns, please do not hesitate to contact your instructor or the Undergraduate Program Office.

For Information on… …follow this link

Admission, Registration, Tuition Fees, Important Dates, Final Exams, Graduation, and Transcripts

Registrar’s Office

Academic policies & procedures, regulations, Faculty-specific information, degree and major requirements

Academic Calendar

Help with research needs such as books, journals, sources of data, how to cite, and writing

Library Resources

Tutors, workshops, and resources to help you improve your learning, writing, time management, and test-taking skills

Writing and Learning Support

Support and advocacy for students with disabilities to help them in their academic work and progress

Student Accessibility Services

Copyright-related questions and resources to help you avoid plagiarism or intellectual property violations

Copyright Office

Student discipline bylaws, policies and procedures on academic integrity and misconduct, appeal procedures

Academic Integrity

Policies & procedures with respect to student discipline or misconduct, including academic integrity violations

Student Discipline

Students’ rights & responsibilities, policies & procedures, and support services for academic or discipline concerns

Student Advocacy

Your rights and responsibilities as a student, in both academic and non-academic contexts

Your rights and responsibilities

Full range of medical services for any physical or mental health issues

University Health Service

Information on health topics, including physical/mental health, alcohol/substance use harms, and sexual assault

Health and Wellness

Any aspect of mental health, including anxiety, stress, depression, help with relationships or other life concerns, crisis services, and counselling.

Student Counselling Centre

Group member had knowledge of inappropriate collaboration or plagiarism and played along

F-DISC in course Notation of academic dishonesty in transcript

Signing Attendance Sheet for classmate

F-DISC in course Notation of academic dishonesty in transcript

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Support services available for help regarding any aspect of student and campus life, especially safety issues

Student Support Case Management

Resources available on campus, for environmental, mental, physical, socio-cultural, and spiritual well-being

Live Well @ UofM

Help with any concerns of harassment, discrimination, or sexual assault

Respectful Work and Learning Environment

Concerns involving violence or threats, protocols for reporting, and how the university addresses them

Violent or Threatening Behaviour