MBA 724 Master Syllabus

MBA 724: Marketing Communications Master Syllabus

Course Instructor:
Office Number:
Office Hours:
Email:
Course Meeting Times:
Course Website: Canvas

Course Description

MBA 724 examines all forms of communication and all sources of brand or company contacts as potential message channels in building a relationship with the intended audience (e.g., potential customers). The course focuses on an integrated planning process for all communication elements, including consumer and trade advertising, public relations, direct and database marketing, sales promotions, personal selling, and new media to achieve synergy in communicating with various audiences. During the semester, we will consider communication channels, messages and audiences as they relate to an organization's strategic marketing plan.

Text and Cases

O'Guinn, Allen, Scheinbaum, and Semenik, Advertising & Integrated Brand Promotion, 8th Ed (Cengage) ISBN: 978-1-337-11036-5.
The course cases are available in an electronic "course pack" that you purchase directly from Harvard Publishing. The casebook is available online and you will need to register on the site prior to purchasing the course pack. Note: we will be using this on our second week of classes.

Class LMS site

The course LMS site will be used for a variety of purposes this semester - e.g., online class delivery, accessing notes and lecture material, distributing class material and course-related announcements.

Course Overview

This hybrid course will be taught with a graduate-level focus, which is to say that with a few exceptions, I will try to streamline the amount of straight lecture presentation. You should keep up with all the materials in the class each week. I will be providing PPT video lectures to supplement the text and the other learning materials. These online lectures will be used primarily to introduce key concepts, clarify difficult topics, and supplement the text. When you come to class you will be expected to have read the assigned material (including cases) and to have watched the online video lectures. Face-to-face class time will focus on clarifying topics, answering questions and case discussions. Each student will have a case for which they are responsible and which will include a written analysis as well as class discussion leadership responsibilities.

Note that a significant part of your grade will be based on class participation. That means you need to read the materials (especially cases!) and be prepared to have something relevant to say. I am interested in a wide variety of points of view, but would like to keep the discussions relatively focused - No points for just talking a lot.

Final Grades for the Course will be Based on the Following

Term Paper Proposal	50
Final Term Paper	300
Case Analysis	150
Canvas Current Events	50
Class Participation	150
Midterm Exam	200
TOTAL	900

Grading in this course is consistent with the graduate academic policies at George Mason University: grades will be assigned according to the following general ranges (pluses and minuses will be used): A (810-900); B (720-809); C (630-719); D (540-629); F (Below 540)

Assignments

Current Event Assignment

A big part of successful marketing in general, and marketing communications specifically, is understanding the context the company is operating in. Part of this is monitoring and connecting marketing communications to relevant current events. During the course, you will be responsible for two (2) short Discussion Forum posts. This assignment involves finding an article relevant to the topics listed below in the academic or mainstream business press (i.e., Wall Street Journal, New York Times, Washington Post, AdvertisingAge, BusinessWeek, etc.) and making a post on the Current Event Discussion Forum on Canvas. You should attach a copy (or link) of your article. Articles must be current, limited to those published in the past 6 months, and from the mainstream press.

** You will need to make your post by noon Friday prior to the class for your topic (see dates below)**

The posts should: summarize the article, discuss any noteworthy issues it references, and relate it to specific relevant course material. The posts will be graded primarily on the appropriateness of the articles selected to the topic and the description of its link to class material. Replies to these posts (that provide a thoughtful critique - this can include reactions, alternative ideas, etc.) will count towards the Class Participation points for your grade. Replies should move the discussion forward, not simply state that you like/dislike the article.

The following are the topics for the semester:

(post by ... noon): Topics addressing regulatory, social responsibility or ethical issues related to marketing communication.
(post by ... noon): Topics related to consumer behavior/consumer psychology or target marketing/positioning as they relate to marketing communications.
(post by ... noon): Topics related to objectives for IMC campaigns, budgets/budget setting, or agencies (marketing intermediaries) involved in IMC (see text and PPT for topic ideas).
(post by ... noon): Topics related to international issues as they relate to marketing communications.
(post by ... noon): Topics focusing on the creative aspects of marketing communications (execution styles; risk-taking; role of creativity, etc.)
(post by ... noon): Topics related to media strategy and planning (see chapter)
(post by ... noon): Topics focused on television, print, radio or digital/interactive specifically as media options for marketing communications.
(post by ... noon): Topics related to sales promotions, support media, sponsorship or branded entertainment as marketing communication tools.
(post by ... noon): Topics addressing PR/publicity in a marketing communications context.

Topics will be assigned to individuals during the first class session.

Midterm Exam

The midterm (Week of ... , due by Sunday, ... end of day) will consist of a series of essay questions. You will have three required questions and a choice (between 2 options) for the fourth. The midterm will cover the cases, articles, and class and text material up until the midterm. You need to know the cases pretty well - I won't ask very specific detailed questions about them but will ask you to address a more general topic - e.g., "marketing communication objective setting" in the context of one of the cases. Students are expected to adhere to the highest standards of academic integrity in testing and in all assignments. Additional details will be provided

Final project - IMC Audit Term Paper

This project can be done individually or with up to two additional people. You will be required to complete an IMC audit term paper (maximum length: 15 pages, page limit does not include appendices, exhibits), due ... , 12:00 (noon)). Students will suggest a topic for their term paper in a 1-2 page written proposal (due no later than class time ... ). It will be reviewed and if necessary I will provide feedback on issues/problems and/or make suggestions.

This is paper involves both in-depth research and your own analyses/applications of course materials. Research-based information is at the foundation of the project with your own analyses based on this. The paper itself should be a thorough, comprehensive, treatment of the topic, complete with in-text citations and a bibliography.

The IMC Audit topic is an applied research analysis of a recent (within the last five years) marketing communications campaign from a firm that has specifically integrated two or more of its communication tools. The focal company/campaign needs to be one for which you can find sufficient, legitimate information and research. It can be a well-known national firm, the company you work for/used to work for, or a company you are familiar with/have access to through some other means.

The paper must include, but is not limited to:

the overall strategic purpose the company had for the campaign (i.e., the big picture/context)
the specific goals/objectives of the campaign (i.e., the specifics)
a discussion of how this specific campaign fits with the current positioning of the company/brand (e.g., in terms of image, message, theme, consistency, etc.). This is clearly related to (b) and should focus on the fit of the campaign.
a description of the specific marketing communication tools used and the function of each (what role do they each play in the overall IMC campaign?)
a discussion of how well the various communication tools were integrated (consistent, in an IMC sense). Include an analysis/description of the criteria you used to make this assessment (e.g., themes, messages, images, approach, etc.)
an overall assessment of whether the campaign as a whole was successful (including a discussion of the criteria used here as well; i.e., how are you analyzing success?)

Case analysis

Case analyses are useful in presenting actual IMC issues faced by marketers in the "real world." The importance of this type of applied experience is vital in developing a fuller understanding of the development, implementation, and modification of IMC, as "textbook content" does not necessarily completely describe these activities. Therefore a large part of the face-to-face portion of this course will focus on cases. Cases have been selected based on their fit with the relevant topic areas we will cover and marketing communications in general.

Appropriate, graduate-level, preparation is expected for all cases this semester. Additionally, each person will be responsible for completing ONE formal case assignment (case write-up & class leadership) during the semester. Sign-ups for cases will take place during our first class.

For the case you sign up for:

You should be prepared to assist the instructor in leading the discussion of the case in class.
You will need to complete a written analysis for your chosen case. This should not exceed ten (10) pages (double-spaced, 12-point Times-Roman font) of text, plus up to two (2) pages of appendices.

- NOTE: External research is not expected -focus on the information in the case!

Case Expectations: At a minimum, the case reports must include:

a very brief summary of the key facts in the case
a "situation/background" analysis - this section should include a highlighting of information and analyses you feel are relevant and should be closely linked to (c)
description and discussion of the key questions, problems, decisions - this should include why these are the key issues
identification of relevant options/alternative solutions supported by any relevant analysis and rationalizations - these can include ones presented in the case but do not have to!
discussion of chosen alternative and explanation/defense/reasoning in support of choice
any relevant implementation and action considerations facing the firm (if they were to carry out the chosen alternative).

NOTE: The report should consider the discussion/guide questions I provide for the case, but these questions do not have to be directly answered in the paper and are not meant to limit the extent of your analysis and report.

Class Participation

This is a graduate-level class and therefore it should be your priority to participate in each class session. Case preparation in particular is critical and required- simply reading the case one time is not sufficient. Both quality and quantity of contributions will be considered when assigning grades. Contributions may be made in class and on the discussion forum on Canvas. You will be evaluated on participation including both speaking and listening, demonstrating the ability to evaluate others' comments constructively, demonstrating familiarity with assigned readings.

To earn the full points, you should:

Volunteer examples, insights and responses in class.
Demonstrate having read assignments, thought about the questions, and analyzed materials.
Build on the comments of others - disagreeing where appropriate but also supporting the comments and integrating viewpoints.
Share expertise and experiences relevant to the discussion.
Comment on the substance and topic of the classes demonstrating integration of the materials.

Not everyone likes speaking up in a class situation. If, however, a student does not enter the discussions, there is no way to tell if he or she is learning or understanding the concepts presented. Each student is expected to contribute. You do not have to wait for the instructor to ask a question or provide a comment.

Other Important Course Policies and Expectations

Deadlines: All deadlines are final. Assignments are due by class time on the due date. Assignments handed in after the deadline (anytime after the class meeting time) will be considered late and will be subject to a 20% per day penalty. This penalty may be waived at the instructor's discretion if warranted by special circumstances, and if arrangements are made in advance of the due date.
Documents should be formatted as follows: Double-spacing, Times New Roman 12-point font, with one-inch margins.
You are strongly encouraged to share your previous course and industry knowledge and expertise during class discussions.
You are expected to attend class and login to Canvas regularly, with the understanding that occasionally an absence will be unavoidable. If you miss class, you are responsible for finding out what you missed and catching up.
I will be happy to discuss the course, your progress, or any other issue of concern or interest on an individual basis by appointment. Please feel free to e-mail me for any clarification that you might need during the semester on any administrative or substantive issue. I will try my best to respond within a day.

Schedule

** IMPORTANT: This syllabus and schedule are subject to change. Changes will be announced in class and/or on Canvas and students are responsible for these changes. ** Unless otherwise stated, all assignments are due by the end of the week in which they are assigned. For the purposes of this course, a week is defined as beginning at 12:01 am each Monday, and ending at 11:59 pm on the following Sunday. However, Chapters and related videos should be looked at prior to Monday's class).

Date	Reading/Topic	Assignments
Week 1	Introduction to course. Review of marketing principles. What is IMC and IBP? What part does communication play in marketing?	"The New Pitch" article (posted on Canvas) Chapters 1 and 2
Week 2	Social, regulatory and ethical issues. Consumer behavior, persuasion and STP in IMC Personal Selling	Chapter 4 Chapters 5 and 6, 17 (371-374) Case: Magellan Boatworks
Week 3	The Planning Process	Chapter 8 Case: Old Spice: Repeating Success in the Face of Competitive Threat Term paper proposal due
Week 4	International Marketing Communications The message: Strategy & Creativity	Chapter 8 and New Yorker article Chapter 9, 10 & 11 Case: Harmonie Water
	Midterm Exam (due ..)	(details to be provided)
Week 5	Media strategy and planning	Chapter 12 Case: Reinventing Officer's Choice Whisky
Week 6	Media: print, television, radio, and digital/interactive media	Chapters 13 and 14 Case: The Ford Fiesta
Week 7	Sales promotions & support media; Sponsorship & branded entertainment	Chapters 15 and 16 Case: Racing Santander & Fl
Week 8	PR and corporate communications	Chapter 18 Case: Bosch in India

***Final report due: ... (noon)***

To print: Right-click and choose “Print,” then follow your browser’s print settings.
To download: Right-click and choose “Print,” then select “Save as PDF.”