Marketing Communications

                                           BUSN 1020

                                                                    FALL 2006

 

 

Lee M. Chartier                                                        

Assistant Professor of Business                            

Community College of Rhode Island                                 

(401) 825 - 2252/2324                                            

Office Hours: M, W, F – 9-10am, 1-2pm

Office Location: Third Floor, 3086

email: lchartier@cox.net

Text: Advertising, Promotion and other Aspects of Integrated Marketing Communications, 7th Edition, Terrance A. Shimp                                                      

 

Course Objectives / (“What will I Learn?”)

 

·        Describe and discuss the four components of effective communication as they relate to marketing: source, medium, message, audience

·        Analyze marketing communications problems and develop proactive and / or reactive solutions

·        Identify and explain issues involved in international communication.  Conduct necessary research to address these issues.

·        Describe and develop effective Integrated Marketing Communications (IMC) strategies and materials

·        Collect and analyze information by using technological resources – including online databases

·        Communicate effectively through both oral and written presentations.

·        Work effectively as a team member through group projects, case studies, and problem analysis

·        Examine and reflect upon their own career interests as they relate to the field of advertising.

 

Course Outline:      The following is an outline of topics to be covered during this course. Weeks allocated for each topic may vary as some subject matter and activities may require more or less time based on class understanding and interest.

 

Week 1                      Introduction

                                    Overview of Marketing / Promotional Strategies

                                    Where Marketing Communications “Fits”

                                    “Integrated” Marketing Communications

                                    Text:  Chapter 1

                                   

Weeks 2 - 3               Components of the IMC Process

                                    Analyzing and Targeting Your Audience

                                    Understanding Diversity and Cultural Differences

                                    Text: Chapter 4

                                                 

Weeks 4, 5                Test 1

                                    Components of the IMC Process (continued)

                                    Selecting Appropriate Communications Channels and Media

                                    Text: Chapters 8 & 9

 

Weeks 5, 6                Creating Effective Messages

                                    Message Appeals

                                    Selection of Product and Brand Endorsers

                                    Visual Messages

                                    Assessing Message Effectiveness

                                    Text: Chapters 10, 11, 12

 

Week 7                      Project Assignment Given

                                    Groups Formed, Work Begins

                                    Test 2

 

Weeks 8, 9                Sales Promotion Strategies

                                    Sampling, Couponing

                                    Premiums and Other Methods

                                    Text: Chapters 17, 18, 19

                                    Test 3

 

Week 10, 11, 12       Reactive Public Relations

                                    Methods of Handling a Crisis Effectively-

                                    Case Studies

 

                                    Proactive Public Relations

                                    Importance of Good PR; Public Relations Planning

                                    How to Receive Publicity / What's Considered Newsworthy

                                    Writing and Disseminating News Releases and PSAs

                                    Text: Chapter 20

                                    Related Articles Distributed

 

Week 13                    Presenting Thoughts and Ideas Effectively

                                    Developing Audience-Centered Business Presentations          

                                   

Week 14                    Project Presentations

                                                                       

Week  15                    Wrap Up, Review, Test #4, All Make-up Tests Given                       

 

Course Requirements:

 

Attendance at class lectures and participation in discussions and activities are essential for success in this class.  Punctuality expected of all students. Students who must miss class are responsible for catching up on work missed by borrowing classmates' notes and requesting copies of any handouts or assignments. Students are required to read and be familiar with assigned text chapters and materials distributed in class and through email.

 

Students will be required to complete four (4) tests, 3 group mini-projects, and a comprehensive group project presentation (which takes the place of a final exam).  More information and specific dates will be given during the semester. 

 

Students who miss a test will be required to complete a make-up essay test during the last week of the semester.  Failure to do so will result in a grade of "0".  THIS IS THE ONLY TIME WHEN MAKE-UP TESTS WILL BE GIVEN.  If you miss a presentation, your grade will be reduced by one full letter (e.g.  B becomes C)

 

Classroom Courtesy:  Students are required to treat each other and the instructor with respect at all times and will be asked to leave the class if they fail to do so.  CELL PHONES MUST BE TURNED OFF DURING CLASS.

 

Accommodations: Students who have or believe they have a disability and
require accommodations to meet course requirements, are encouraged to
meet with me to work out an equitable method for evaluating your class
performance.   Contact:        Ms. Alda McMahon.  825-2164, amcmahon@ccri.edu               

Grading:

 

3 Mini-Group Projects                      30% (10% each)

Comprehensive group Project        20%

Tests                                                   40% (10% each)

Participation                                      10% (Includes attendance, cooperation)