Advertising & Promotion Management


Advertising & Promotion Management Syllabus


Instructor: Dr. Randall S. Hansen
Office (LBC 414D) Phone: 822-7495
Office Hours: T/Th, 4:00-6:00; and by appointment


Objective:

An applied course with a complete immersion into the study and practice of advertising and promotion management within the context of the integrated marketing communications paradigm, where students develop and write a complete promotion plan, utilizing skills from previous marketing courses (such as market research and consumer behavior), as well as developing new ones related to promotion techniques. Topics covered include research and analysis of market situations and consumer behavior; positioning strategies; budget planning; promotion tools development and creation; event planning and promotion, and measuring promotion effectiveness.

Furthermore, because communications skills -- both oral and written -- are required of successful businesspeople, one of the purposes of the course is to sensitize you to the importance of good communication skills. As part of the course, therefore, you will do a variety of written and oral communication exercises, which are discussed in more detail below.

Texts:

Principles of Advertiisng & IMC, Tom Duncan, Irwin/McGraw-Hill.

Also, in an effort to better follow marketing and promotion trends, it is required that you subscribe to Fortune Magazine or some other instructor-approved business or advertising-related publication.

Grading:

Grading will be done on a numerical scale during the semester, with a final letter grade determined at the end of the course. Each graded item has been given a point value, and the percentage of points to total points will determine grade. E.g., 850 points (out of total 1,000) is an 85-- a 'B.'

Plus/Minus grading will apply: 93-100 A; 90-92 = A-; 87-89 = B+; 83-86 = B; 80-82 = B-; 77-79 = C+; 73-76 = C; 70-72 = C-; 67-69 = D+; 63-66 = D; 60-62 = D-; under 60 = F.

  • Integrated Marketing Communications Program (IMCP) -- 500 pts.
    Broken down as follows:
    • Client Presentation (including all components) -- 150 pts.
    • IMC Report (and all components) -- 350 pts.
  • Attendance & Participation -- 100 pts.
  • Advertising Journal -- 240 pts.
  • Advertising Journal Presentations (2 @30 pts each) -- 60 pts.
  • Promotion Analysis Final Exam -- 100 pts.
  • Total Possible Points -- 1,000 pts.

See the Advertising & Promotion Calendar for class assignments, readings, and due dates.

Integrated Marketing Communications Program (IMCP):

The Integrated Marketing Communications Program (IMCP) is a semester-long project where students develop, organize, and manage a student-run advertising and promotions agency that develops a detailed marketing audit and integrated marketing plan for a client organization.

The details. This semester the client is: MainStreet DeLand Association

The process. The class will be divided into five or six IMC agencies for the entire semester, with each agency focusing its efforts on analyzing the client. (Agencies will be competing against each other.) Each agency will conduct a thorough marketing and promotion audit and develop a detailed integrated marketing communications plan, as outlined in the IMCP Online Handbook (see below).

Everyone is expected to participate fully in all aspects of this project; individual grades will be raised or lowered based on the professor's determination of the quality and quantity of work within the group(s).

The specifics: Details of the complete assignment can be found in the Online Handbook of the IMCP.

Agency Organization Chart:

Within the first two weeks, each agency must develop an organization chart, showing the name of the agency and the key personnel and their responsibilities. The IMCP Online Handbook provides tips on organizing your agency. Typically these departments include: account executive(s), creative team, research department, presentation team, and published reports department.

Each agency will also have a president, who will oversee the entire operations.

Dr. Hansen retains the position of CEO of the entire operation and has final say in all personnel matters.

Client Pitch/Oral Presentation:

A formal oral presentation (20-30 minutes) will be presented to the client at the end of the semester. Each group will be graded on the degree of professionalism and quality of the entire group's presentation, thus your focus should be on the strength and quality of the entire presentation. Please plan ahead and practice your presentations; any distractions or technical problems will detract from your grade.

Part of your grade will also be determined by the quality of the written presentation materials that you present to the client (and one copy to the professor) -- what we call the leave-behind. These materials should include the highlights and key points of your presentation, as well as any support material to support your claims and recommendations.

IMC Report:

The IMC Report is the key planning tool and utilizes all aspects of marketing and promotion management. Specific details of the report, can be found in the IMCP Online Handbook.

Professional quality work is expected. Grading criteria includes: thoroughness of primary and secondary research, appropriate use of analytical tools and techniques, quality of analysis, comprehensiveness and originality of recommendations, writing clarity and form, and quality of printed material.

Attendance/Participation:

It is expected. You will lose points for being absent from any class, especially if you miss any in-class projects, quizzes, etc.

Your participation is essential to the success of the class.

Nothing can be made up unless arranged with the instructor prior to class.

Advertising Journal:

Students are required to develop an Advertising Journal, which should focus on your interest and understanding of various advertising and promotion issues, strategies, trends, etc. Be creative, yet thorough with your journal. Have fun, but make sure your understanding of advertising and promotion management shines through. Be sure to present your journal in a professional manner in a binder or folder (so the pages don't get lost).

The Advertising Journal has two components: Chapter Assignments and Advertising & Promotion Analyses.

Chapter Assignments. You are to complete specific exercises related to the chapters we cover this semester. Here are the entire set of exercises.

Assignments will be graded on the basis of your understanding of the topic, the thoroughness of your answer, and the quality of the research and writing.

Specific assignments and due dates can be found in the Advertising & Promotion Calendar.

Advertising & Promotion Analyses. You are expected to have about an equal number of critiques and analyses of various promotional materials, trends, etc. For example, you see a billboard on the side of I-4 that you think is either extremely effective or ineffective. Take a picture of it, paste it in your journal, and then write a detailed analysis of your thoughts about the ad.

You will be graded on the timely completion of assignments, the level of understanding of each topic, the creativity of the journal, and your analytical and writing abilities.

All elements of the journal must be typed.

Advertising Journal Presentations:

Twice during the semester students will be called upon to discuss their responses to a specific homework assignment from the Advertising Journal.

Grading will be based on the student's preparation, professionalism, and presentation skills.

Promotion Analysis Final Exam:

A final exam covering the entire contents of the course and the text will be given at the end of the semester.

The format will de determined at the time of the exam.

Classroom Etiquette: Please do not hold conversations with classmates whenever the professor or another student is speaking. Your undivided attention in class is a must. An atmosphere of mutual respect is in order.

Please note: The professor reserves the right to request a student to leave if his or her behavior seems inappropriate and disrespectful.

Please turn your cell phones to off or silent... and, please, no texting during class.

Class will begin and end as directed by the professor. Please do not shuffle papers, close books, or offer other hints as to the time.

Useful Tools/Advice:

You need to have good access to the Web and an e-mail account. Your e-mail account can be your free Stetson account, or any other of your choosing -- as long as you check it on a regular basis.

Please always do your best work -- and make sure that it is your work only -- and support the group in the most competent and professional way that you can. It is expected that all work you do in this class be original and prepared for this class only.

Some useful Websites related to advertising:

  • Advertising World -- from the University of Texas, a great collection of advertising-related links.
  • AdCritic.com -- a great site to see great collections of current (and some classic) television ads.
  • Ad*Access -- more than 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955.
  • AdAge -- leading professional journal, with news, trends, and more of advertising industry.
  • Adweek -- another leading professional journal, with news, trends, and more of advertising industry.

Etc.:

Times and dates are subject to change -- check the IMC Course Calendar for the most current due dates. Be prepared.

Please do not ever utter these words when trying to make a valid point: "I saw it on Fox News." Fox News is an oxymoron -- and certainly not news but opinion; and if you watch it, you should supplement it with one or more real news programs, such as CNN, BBC News, MSNBC, or the Newshour with Jim Lehrer (PBS).

I am always willing to see my students and will go out of my way to schedule meetings. Please make sure that if you make an appointment, that you keep it.

Finally, as will quickly become apparent, email is by far the easiest and most reliable method to reach me.


Go back to Dr. Randall Hansen's Courses Page.