MBA 532Marketing Communications Strategy

COURSE OUTLINE

MBA 532

Marketing Communications Strategy

May/June 2013

Professor: / Duane Weaver
Telephone: / (250) 753-3245, ext 2601
Office Hours: / Mon. 12:30-1:00 PM and
Wed. 4:30 p.m. to 5:00 p.m.or by appointment
Office: / B250/R448
Email: /
Seminar Time: / Monday 1:00-4:00PM and
Wednesday 5:00-8:00PM.
Seminar Room: / B250 R140

Department of MBA Programs

Faculty of Management

1

MBA 532Marketing Communications Strategy

MBA 532

Marketing Communications Strategy
DIRECTED STUDY

Table of Contents

Purpose of This Course Outline...... 3
What is a learning Outcome?...... 3
Course Description...... 4

Course Objectives...... 4

Learning Outcomes...... 4

Reading List...... 4

Method of Evaluation...... 5

  • Essay Assignment
  • Student Lead Presentation
  • Marketing Communication Plan

Schedule of Activities...... 9

Marketing Journals...... 10

The Purpose of this Course Outline

The purpose of this course outline is to give you information about lecture/seminar/class details, assignment details, contact details for teaching staff and information about learning resources. The aim is to provide sufficient information to enable you to study effectively and to assist you with planning the work involved in assignments so you have adequate time to complete them. You may find that assignment hand-in dates can fall within a few days of each other, or even on the same days, and hence forward planning is all-important. One of the functions of this course outline is to help you plan your workload, by giving you sufficient information at the start of your studies.

It is important to realise that the course outline is just one mechanism to help you with your studies and that you need to utilize the full range of support that is available at Malaspina University-College. You need to read the Student Handbook as well.

Your main lines of support are as follows:

  • Course Professor/Instructor
  • Director, MBA Programs
  • Dean, Faculty of Management
What is a Learning Outcome?

You will note that this outline specifies “learning outcomes” for this course. A learning outcome characterizes what it is that you are expected to have learned at the end of the course, if you have successfully completed it. You will note that the learning outcomes are specified in terms of what knowledge/understanding and skills you will have acquired. This will then tell you beforehand what the course aims to teach you and what it is that you need to learn in order to succeed.

It is important to realize that the assignments for this course are designed to test your achievement of the stated learning outcomes.

Course Description

This course is designed to develop an understanding about the role of communications in the marketing mix. The course covers different types of promotional tools, media and methodologies of integrated marketing communication process. Students will learn an analytical approach to the study of marketing communications including how to integrate all of the marketing communication elements and how this is critical to an organization’s success.

Course Objectives

The major objectives of the course are:

  • To introduce students to the principle and basic concept of marketing communication process in a streamlined integrated marketing strategy.
  • To provide an understanding of integrated marketing communications (IMC)

and its influences on other marketing functions and other promotional activities.

  • To analyze and evaluate the fast-changing field of advertising and promotion which affects global marketing, society and economy.
  • To develop positive communication skills by extending the marketing communication approaches and techniques into effective marketing strategy and programs which are necessary to communicating to target audiences.
Learning Outcomes

(Where: I=Introduced, D=Developed, A=Assessed)

Knowledge and Understanding

Successful students will have a knowledge and understanding of:

  • how to develop and understanding of the function of IMC and analyze the role of the IMC practitioner in an organization by applying logical and strategic thinking to solving communication problems (IDA),

Skills and Attributes

Successful students will be able to:

  • critically evaluate marketing communications concepts and theory (DA),
  • identify and evaluate a range of marketing communications activities (DA), and
  • outline key components, features and processes of marketing promotional plans (DA).
Reading Lists

Suggested/Supplement Readings

Belch, G.E. and Belch, M.A. (2003), Advertising and Promotion: An Integrated Marketing Communications Perspective, New York: McGraw-Hill/Irwin.

Blair, M., Armstrong, R. and Murphy, M. (2003), The 360 Degree Brand in Asia: Creating More Effective Marketing Communications, Singapore: John Wiley &Son.

Clow, K. E., and Baack, D. (2004), Integrated Advertising, Promotion, and Marketing Communications, 2nd edition, New Jersey: Pearson Prentice Hall

Hulbert, J.M., Capon, N. and Piercy, N. (2003), Total Integrated Marketing: Breaking the Bounds of the Function, New York: Free Press.

O’Guinn, T.C., Allen, C.T. and Semenik, R.J. (2006), Advertising and Integrated Brand Promotion,

4th edition, Thomson South-Western, Ohio.

Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications, London: Pearson Education.

Schultz, D.E., Tannenbaum, S.I. and Lauterborn, R.F. (1993), Integrated Marketing Communications, Chicago: NTC Publishing Group.

Semenik, R.J. (2002), Promotion and integrated Marketing Communications, Ohio: South-Western Thomson Learning.

Smith, P.R. and Tylor, J. (2002), Marketing Communications: An Integrated Approach, London: Kogan Page.

Tuckwell, K.J. (2005), Integrated Marketing Communications: Strategic Planning Perspectives, Toronto: Pearson Prentice Hall

In order to find practical examples to help develop strategies and creative communication tactics for the group project and exercises, students should also pay regular attention to additional sources, such as The Wall Street Journal, Business Week, Fortune, Forbes, Advertising Age, and television news. Valuable information regarding segmentation and market research search can also be found via the GMID (Global Management Information Database) and Euromonitor from the VIU library. In addition, a list of peer reviewed journals will be made available for the expertise assignment.

Grading Scheme

A+90 – 100%B+76 – 79.99%C+64 – 67.99%DReferrals

A85 – 89.99%B72 – 75.99%C60 – 63.99% F<55 Failure

A-80 – 84.99%B-68 – 71.99%C-55 – 59.99%

Method of Evaluation

Instrument & Weighting

  1. Essay Assignment – 30%
  2. Revised Print Ad – 5%
  3. ELM Case and sample ad – 5%
  4. Student Lead Presentation – 15%
  5. Marketing Communications Plan – 45%
  1. Essay Assignment (30%)

To assess students’ understanding of fundamental communications theory, each student is required to complete one essay assignment, in approximately 1,000 words, on integrated marketing communications (IMC). In the essay, students should be able to demonstrate a thorough understanding of a recent revolution from an IMC perspective to an integrated brand promotion (IBP) perspective. The distinction between IMC and IBP must be addressed in a written essay report. The report will include a summary of events and issues related to the IMC program, target audiences, and the analysis of advertising and promotional activities that would impact on buyer behaviour.

Due Date: May 15, 2013, before 4:00pm

  1. ELM Case and Sample Ad

The project teams will review and analyze the ELM Case. The final output will be the presentation of their solution (as a print advertisement)

Due Date: May 29, 2013, before 4:00pm

  1. Revised Print Ad

To enable studentsto demonstrate their ability to apply theory in practice. Students are expected to take the feedback from the sample worst case print ads and develop a revised mock-up of an appropriate print ad using an appropriate form of appeal and message strategy to meet the anticipated target audience needs. To effectively develop the mock up, students are expected to consider elements of an effective message strategy and utilize ELM or some other executional strategy found in advertising research. Either approach will require research into the needs of the target market and the benefits of the product/company. When presenting the advertisement a creative brief should be provided. Fellow students and the professor will assess the ads.

Due Date: June 3, 2013, before 1:00pm

  1. Expertise Assignment: Student Lead Presentation (15%)

To challenge students to demonstrate critical thinking skills based on the concept of marketing communications approaches each student will be assigned to select from a list of topics to lead a seminar and presentation (15 minutes max.). Seminar outlines must be submitted one week prior to presentation for review and feedback. This assignment aims to improve your ability of critical thinking and is also designed to specifically address: your ability to integrate basic knowledge and skills into marketing communications strategies, your ability to think critically in your discussion of the advertisement or a promotional campaign you choose, and your ability to think creatively in design your presentation and deliver the message to the audiences. You are expected to demonstrate focused "expertise" in one area of marketing communications demonstrating both historical context and up to date recent research discussions/issues.

Presentation Schedule: To be announced in class (either June 5, 10, 12, or 17)

  1. Marketing Communications Plan (45%)

Students will be assigned (to teams of 3 or 4) to select a product or service and develop a marketing communications plan for it. The plan, in approximately 2,500 words, should consist of five sections: first, a brief but thorough overview of the current market situation. Second, the current segmentation, targeting, and positioning strategies. Third, the recommendations to the media strategy and plan. Fourth, students should elaborate in the creative strategy which is in line with the communication plan. Finally, students should provide a financial plan for their strategy showing the expected variance growth in customers, unit sales per customer, contribution margin per unit and a summary total profit less new expenses demonstrating the overall ROI (Return on Investment) over a specified period of time reflecting the APR (Annual Percentage Rate). These forecasts must be based on researched evidence to support your educated guess. Before you start working on the assignment, the chosen product or service must be approved by the instructor.

Due Date: June 20, 2013, before 1:00 PM – to be sent as a digital file
(WORDdocument please) via email
NOTE: it must be received before 1PM….a good idea is to send it at least the day before due to internet technical difficulties that no doubt will occur – 1 minute early is early…1 second late is late and will receive a 10% penalty per day up to 3 days max. (then 0%).

Team Project Guidelines

The purpose of team project assignments is to develop and test your analytical application and synthesis skills within the context of a particular marketing/business situation. Thoroughness and insight will generate strong answers to the tasks you need to address. To substantiate your discussion and justification, you must include a minimum of two other “hard” published sources of reference in addition to your text. It is strongly recommended that you use “peer reviewed” literature as much as possible (whether sourced digitally or in hard bound print form).

NOTE: Your assignment should be presented to conform to both the Course Outline (i.e. plagiarism and deadlines) and the guidelines below. Please read these guidelines, as marks will be deducted for inferior presentation. In addition, the professor reserves the right to discuss issues and ask questions pertaining to the assignment with group members. Thus, each student within the group should ensure that he / she is familiar with the entire assignment.

  • Keep in mind that the project is designed to develop and test not only your knowledge but also how you apply that knowledge in a practical way. Therefore, you must develop the ability to discuss issues in case-specific terms, rather than general and theoretical terms.
  • Another purpose of project is to develop your insight and discernment. Satisfactory answers to case questions often depend on your ability to infer or conclude from the case, and then to consider and discuss potentially significant issues that may not necessarily be explicitly stated in the case. In other words, be prepared to look beyond what is immediately obvious, to consider inter-relationships of data, and to think about and comment on the pertinent implications arising from the case data and your analysis of it. Sometimes assumptions may be required. These should be logical and explained clearly and concisely. Be careful not to make unnecessary or indefensible assumptions, or assumptions, which are contrary to facts already given in the case.
  • Both the project and case work require time to digest the data, to consider and reflect upon it thoughtfully, and then to prepare thoroughly considered and well argued answers to the question with which you are faced. Do not try to do this at the last minute. Allow time over several days/weeks to read and re-read each case carefully, making sure that you understand the key issues and their marketing implications as well as deciphering the external research conducted.
  • Construct your answers in a logical manner, avoiding sweeping generalities, and support them with a thorough and sound discussion or argument. Your discussion should always be supported with referenced theory. Do not be afraid to use references. Referencing prevents plagiarism and assists in substantiating an effective line of argument. Where appropriate to do so, always provide reasons for what you can conclude, propose or recommend.
  • An executive summary is not required, but can be very useful for the team assignment.
  • A contents page must be included and should demonstrate an ability to organize and structure your work suitably (use headings in your assignment).
  • A reference page must be included at the end of your assignment. Make sure all in-text references are listed on the reference page.
  • Marks will be awarded or deducted for overall structure, organization and presentation, as well as for literary style and quality of argument.
  • Figures and exhibits can contribute beneficially to work of this nature. Look for opportunities to use them sparingly, but thoughtfully as a means of adding substance to your work and giving it a professional look.
  • Please DOUBLE SPACE and use ARIAL 12 pt. font.
  • Document should be long enough to answer all the questions thoroughly and succinctly, but not too long that the reader loses interest. The key is to provide focus and depth of analysis.

Standards and Academic Conduct

  • Assignments must be submitted by the allocated due dates. Extensions will only be granted on medical or compassionate grounds and will not be granted because of work or other commitments. Requests for extensions must be made in writing to the professor prior to the due date. Medical certificates or other evidence must be attached and must contain information that justifies the extension sought. Late assignments that have not been granted an extension will, at the professor’s discretion, be penalized by ten per cent (10%) of total marks from the mark that would otherwise be awarded for each full day overdue. Assignments more than 3 days late will not be accepted (this includes weekends and holidays).
  • Assignments must be free of spelling, punctuation and grammatical errors. Assignments containing such errors will receive penalties (i.e. mark deductions).
  • Use a title page for assignments – staple – no folders please.
  • Plagiarism refers to the practice of presenting the words of another author (it may be a text writer or another student) as your own. This is not permitted. At times you will be asked to learn about and discuss the views or theories of others. This should be done with appropriate acknowledgement of source materials. In other words, you must reference your work. Acknowledge your sources – both direct and indirect quotes – with in-text citations. Refer to the Referencing section contained in this course outline.
  • “Free riders” are individuals who coast on or use the efforts of others. It can be a problem in academic settings when teamwork is submitted for credit. Therefore, it is important that each group member makes effective contributions to the assignment.
    “Firing” a group member is permissible. However, the group must apply a fair disciplinary process before dismissal is allowed. This process includes presenting two written warnings explaining the unacceptable behaviour to the group member.
    If, after two warnings have been presented to the group member, that member’s behaviour is still unacceptable, the professor must be notified of the group’s intent to dismiss the group member and present an explanation why the member is being “fired”. The discussion with the professor must be made at least one week prior to the assignment due date. The “fired” group member will receive a significant penalty in relation to the assignment’s grade.

Academic Misconduct

Academic misconduct will not be tolerated. Academic misconduct includes, but is not limited to: giving or receiving information during any quiz, test or exam; using unauthorized sources of information during any test or exam; and plagiarizing the work of another person. More details on this topic are set out in the Student Conduct Policy inVancouver IslandUniversity’s Calendar and a full version of this policy can be viewed on the internet at .

Schedule of Activities

Date / Activity / Resource
May06 / Introduction and course overview
Discussion about Communications / Course Outline
Worst Print Ad example
May 08 / Seminar Discussion about IMC/ABP / Students to bring research questions to discuss
May 13 / Lecture/SeminarDiscussion:Consumer Behaviour
(hand in one typed question each at start of class) / Students to bring researched questions to discuss
May 15 / Essay Assignment Due (30%)
Expertise Outline Due
Discuss Expertise Assignment
Assign Marketing Plan Teams (select product)
Students to bring questions regarding areas of expertise
May 20 / Victoria Day – University Closed
May 22 / Lecture/Seminar Discussion: Market Segmentation, Positioning and the Value Proposition
(hand in one typed question each at start of class) / Students to bring researched questions to discuss
May 27 / Lecture/Seminar Discussion: The Advertising Plan
Team work/planning time
May 29 / Lecture/Seminar Discussion: Message Strategy
ELM Case due (bring sample ads) (5%)
June 03 / Lecture/Seminar Discussion: Media Planning Strategy
Revised Print Ads DUE (5%) / Students to bring revised Print Ads (mock ups)
June 05 / Student Lead Presentation (9) 15%
Mktg. Pln. Discussion / Seminar lesson plan/outline
June 10 / Student Lead Presentation (9) 15%
Mktg. Pln. Discussion / Seminar lesson plan/outline
June 12 / Student Lead Presentation (9) 15%
Mktg. Pln. Discussion / Seminar lesson plan/outline
June 17 / Student Lead Presentation (2) 15%
Mktg. Pln. ROUGH DRAFT DUE and review / Seminar lesson plan/outline
June 19 / Working Session complete Mktg. Plan
_ NO CLASS_
June 20 / Marketing Communications Plan Due
before 1PM (digital copy via email)(45%)

On the following page is a listing of marketing journals you may find useful for your assignments: