Applied Marketing Execution

COURSE: MKT 443-Applied Marketing Execution

- Spring 2011

MW 3:40 to 5:10. INS RUC OR: A.J. t!en "#one: $40%& %5'-1%53 $(o)e %*+-434' -- +:00-+:00 onl,& --ice: . / *0% (our0: MW 1:30 *:30 or 1, appoint)ent E-Mail: aot!en2)0u1illing0.edu COURSE MA ERIA! O" IONA! ext: ext #ook $or %tudent% continuing $ro& M' ()( appro*ed and+or Conte&porar, Ad*erti%ing #, Aren%-

"rere.ui%ite%: Ad)i00ion to upper di3i0ion 0tanding $MKT4 3405 or in0tructor per)i00ion&

IN RO/UC ION: T#e Applied Marketing .o))unication0 cour0e pro3ide0 0tudent0 6it# real 6orld co))unication0 plan0 and to execute in an ad3erti0ing agenc, like 0etting. Tea)0 6ork interdi0ciplinar, acro00 t#e ca)pu0 to execute all a0pect0 o- integrated )arketing co))unication0 plan05 pri)aril, de3eloped t#e prior 0e)e0ter in t#e Marketing 343 cla00. 7peci-icall,5 t#e cour0e introduce0 t#e )anage)ent and execution o- and deci0ion )aking actuall, nece00ar, in t#e proce00 o- execution o- )arketing and ad3erti0ing. T#e 0tudent )u0t de3elop in0ig#t into appropriate 1udgeting5 client inter-ace5 0upplier inter-ace5 creati3e deci0ion )aking and deli3er, o- on ti)e pro!ect0. T#e cla00 i0 1a0ed on t#e pre)i0e t#at t#e )ore acti3el, 0tudent0 participate in t#e learning proce005 t#e )ore t#e, 6ill retain. T#e in0tructor80 role i0 to -acilitate t#e learning proce00 in an interacti3e cla00. T#e cla00 a0 a 6#ole5 or in tea)05 6ill di0cu00 client0 and 6ill appl, 6#at t#e, learn in co)pleting real 6orld pro!ect0. 7ucce00-ul 0tudent0 co)e to cla00 prepared5 energetic to participate in tea)0 and to appl, 6#at t#e, learn out0ide o- cla00 6it# energ, and tea)6ork. O01EC I2ES: T#e pri)ar, o1!ecti3e i0 to de3elop t#e 0tudent80 kno6ledge and 0kill0 o- integrated )arketing co))unication0. T#e a00ociated cour0e content o1!ecti3e0 identi-, t#e topic0 0tudent0 are expected to under0tand and appl,. T#e per-or)ance o1!ecti3e0 identi-, t#e 0kill0 0tudent0 are expected to de)on0trate. T#e )i00ion )andated 0tudent co)petencie090kill0 addre00 t#e expected outco)e0 relati3e to t#e )i00ion o- t#e .ollege o- /u0ine00. Cour%e Content O#3ecti*e% T#e cour0e 6ill pre0ent a 1a0ic 1od, o- kno6ledge. At 0e)e0ter80 end5 t#e :A; 0tudent 6ill #a3e de)on0trated an under0tanding o- t#e language o- )arketing co))unication0 and t#e -ollo6ing concept0 and topic0:

Applied Marketing Co&&unication% a% a critical ele&ent in Marketing <nder0tanding )arket 0eg)entation05 t#e 3alue propo0ition5 co)petiti3e ad3antage5 t#e o3erall )arketing )ix5 and #o6 co))unication0 execution i0 critical in t#e -inal deli3er, o- t#e 0trateg,. <nder0tanding 6#ere and #o6 t#e )e00age i0 deli3ered to t#e )arket. .u0to)er touc# point0 are p#,0ical and ti)e oriented in t#e li-e o- t#e cu0to)er and t#e organi=ation $pro!ect planning&5 pla,ing a critical -inancial role in t#e 0ucce00 o- t#e co)pan,. T#e co0t o- co))unication0 i0 u0uall, t#e )o0t expen0i3e ele)ent in t#e )arketing 1udget5 o-ten in t#e entire co0t o- ac>ui0ition. T#e 0tudent learn0 to deli3er on 1udget and on ti)e. 7eg)enting )arket0 and 0ati0-,ing need0 t#roug# under0tanding de)ograp#ic and ot#er di)en0ion0 o- t#e glo1al con0u)er )arket5 t#e 1e#a3ioral -eature0 o- t#e con0u)er i0 )ore 0cienti-ic t#an arti0tic. <nder0tanding #o6 to 1lend 0cience and art i0 t#e -oundation o- integrated )arketing co))unication0. .reati3e de3elop)ent and production #appen0 in t#i0 cla00. Execution i0 6#ere 0cience 1eco)e0 art. 7ucce00 )u0t 1e )ea0ured and t#e -inancial in3e0t)ent !u0ti-ied in ter)0 o- i- t#e 0trategic )e00age i0 on target and in line 6it# t#e o3erall place in t#e )arket 3er0u0 t#e co)petition. Execution )u0t include an ele)ent o- )ea0ure)ent.

"er$or&ance O#3ecti*e% ?n addition5 1, t#e end o- t#e 0e)e0ter5 t#e :A; 0tudent 6ill #a3e de)on0trated t#e -ollo6ing 0kill0: 1. *. 3. 4. Ac.ui%ition: T#e 0tudent 6ill #a3e learned concept05 -act05 )et#od05 ter)0 and t#eorie0 a0 de)on0trated in 0ucce00-ul execution. Co&pre4en%ion: T#e 0tudent 6ill #a3e de)on0trated under0tanding o- t#e -act05 )et#od05 ter)0 t#roug# real 6orld execution. S,nt4e%i%: T#e 0tudent 6ill 1e a1le to actual 0ituation0. T#e re0pon0e0 6ill 1e 6ell organi=ed5 clearl, co))unicated5 and in t#e 0e)e0ter long pro!ect. Anal,%i%: T#e 0tudent 6ill 1e a1le to cla00i-, or di0a00e)1le in-or)ation into it0 co)ponent05 under0tand t#e relation0#ip 1et6een co)ponent05 and identi-, t#e principle$0& t#at organi=e 0tructure0 or 0,0te)0. Anal,0i05 a0 a )ore ad3anced 0tage oco)pre#en0ion5 i0 al0o called critical or logical t#inking. T#i0 0kill 6ill 1e de)on0trated in t#e 0e)e0ter long pro!ect. S,nt4e%i%: T#e 0tudent 6ill 1e a1le to utili=e accu)ulated kno6ledge@ di0a00e)1le9rea00e)1le@to de3elop ne6 in0ig#t0 a0 de)on0trated in cla00 and in t#e 0e)e0ter long pro!ect. E*aluation: T#e 0tudent 6ill 1e a1le to create and e--ecti3el, u0e co)pre#en0i3e5 logical proce00e0 o- anal,0i0A to identi-, option0A to pre0ent argu)ent0 and counter argu)ent0A to

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6eig# option0A to )ake reco))endation0A and to de3elop action plan0 a0 de)on0trated in t#e 0e)e0ter long pro!ect. CO0 Mi%%ion Mandated Student Co&petencie%+Skill% MKT 4B* Applied Marketing .o))unication0 6ill contri1ute to de3elop)ent o- . / 0tudent co)petencie0 t#roug# place)ent o- t#e -ollo6ing relati3e e)p#a0i0 on eac# o- t#e co)petencie0: $7cale - 10 Clo6 e)p#a0i0D to 50 C#ig# e)p#a0i0D& Critical Thinking (40) t#e 0tudent 6ill de3elop and en#ance #i0 or #er a1ilit, to e3aluate )odel05 anal,=e 0ituation05 and appl, appropriate concept0 in di0cu00ing )arketing i00ue0 and actual execution. Communication (30) 5 t#e 0tudent 6ill i)pro3e #i0 or #er oral co))unication 0kill0 t#roug# interaction 6it# real 6orld pro1le)0 and t#e 0tudent 6ill i)pro3e #i0 or #er 6riting co)petenc, t#roug# de3elop)ent o- alternati3e0 in creati3e 0trateg,. Technology (30) t#e 0tudent 6ill i)pro3e #i0 or #er pro!ect )anage)ent 0kill0 t#roug# u0e o0o-t6are to )anage t#e 0e)e0ter long pro!ect. Quantitative (30) E t#e 0tudent 6ill i)pro3e #i0 or #er >uantitati3e 0kill0 t#roug# 1udget anal,0i0 -or t#e 0e)e0ter long pro!ect. Ethics(30)-t#e 0tudent 6ill i)pro3e #i0 or #er et#ic0 t#roug# 6orking in a group 0etting o- lack o0tructure and contri1uting 6it# #onor and 0el- e0tee).

S U/EN "AR ICI"A ION: 7ucce00-ul 0tudent0 co)e to e3er, cla00 and contri1ute to t#e learning proce00. Experience indicate0 0tudent 0ucce00 i0 1a0ed on keeping current through reading completing all assignments !hen due participating in class activities and "eing a productive team mem"er# "ER6ORMANCE E2A!UA ION AN/ 7RA/IN7 "O!ICIES 1. 7ee grade0 on calendar attac#ed. T#i0 i0 a 1rain0tor)ing cla00 and lack o- attendance 6ill a--ect ,our grade 1, at lea0t one letter grade. 7rade% Four -inal grade in t#e cour0e i0 deter)ined on a 0tandard acade)ic 0cale and recorded a0 -ollo60: A - 809: / - >09 - >89 0 5 ;09 - ;89< 6 - !e%% t4an >09 C - =09 - =89

7ENERA! "O!ICIES: Go t#e rig#t t#ing. 7a3or t#e experience. .ellular p#one0 are o-- during t#e cla00 period. ut o- re0pect -or ot#er05 do not plan to eat lunc# or 0nack during t#e cla00 period. Grinking co--ee5 6ater5 etc. during cla00 i0 accepta1le. ?nco)plete0 in t#e cour0e 6ill -ollo6 t#e uni3er0it, polic, a0 pu1li0#ed in t#e general catalog:
Inco&plete ?I@ 7rade: An ?nco)plete i0 gi3en onl, 6#en a 0tudent #a0 1een in attendance -or at lea0t t#ree-ourt#0 o- t#e 0e)e0ter 1ut #a0 1een pre3ented 1, circu)0tance0 1e,ond #i09#er control -ro) co)pleting all ot#e re>uire)ent0 o- t#e cour0e. A 0tudent )u0t pro3ide ade>uate e3idence to t#e in0tructor a0 to t#e rea0on 6#, #e90#e 6a0 una1le to co)plete t#e re>uire)ent0 -or t#e cour0e. ?- a grade o- :?; ?nco)plete #a0 1een gi3en5 t#e in0tructor 0#all ad3i0e t#e --ice o- Ad)i00ion0 and Hecord0 in 6riting 6#at t#e 0tudent )u0t do to re)o3e t#e de-icienc,. An ?nco)plete )u0t 1e )ade up 6it#in one calendar ,ear. An :?; grade i0 not included in t#e co)putation ot#e 4"A. An ?nco)plete grade not )ade up in t#e pre0cri1ed lengt# o- ti)e auto)aticall, 1eco)e0 an :I; grade. nce t#e grade o- ?nco)plete #a0 1een con3erted to an :I; grade5 t#e cour0e )u0t 1e repeated in order -or t#e grade to 1e c#anged.

Acade)ic )i0conduct 6ill 1e #andled according to Student Affairs Policies and Procedures5 Part IX B.1. $7tudent (and1ook5 page 13%.& 7tudent0 6it# docu)ented di0a1ilitie05 6#o need acade)ic acco))odation05 0#ould )ake an appoint)ent 6it# t#e in0tructor a0 0oon a0 po00i1le. All Iield Trip0 are MAJGAT HF ATTEJGAJ.E. "lea0e contact t#e in0tructor to di0cu00 an, ot#er i00ue0 o- concern. Appoint)ent0 )a, 1e 0c#eduled out0ide o- regular o--ice #our0.

M' ))( Applied Marketing Co&&unication% 5Spring 2011 MKT 443 Applied Marketing Communications READ /A E CLASS Jan ?ntroduction9He3ie6 A00ign)ent0 12 W rgani=e t6o pro!ect0 19 W Internet or text associated with assignments 24 M 26 W Media Buy Due 31 M FEB 2 W Final Creative Concepts Due 7M Budget Due 9W Focus Groups 14 M 16 W Execution begins 21 M 23W Mar 1-4 7M 9W 14 M 16 W 21 M 23 W 28 M 30 W April 5 M 7W 12 M 14 W 19 M 21 W Final Week Final Execution HOLIDAY Spring Break

Grade

10% 10% 10% 20% 30%

Reflective Note Books Due 20% of Grade