8/3/2019 ASP BM 2010-12 Outline

1/6

8/3/2019 ASP BM 2010-12 Outline

2/6

Session-3

Case: Cunard Line Ltd: Managing Integrated Marketing Communications

Two groups present and then open discussion

Session-4

Marketing objectives

Profit, sales, market share objectives, and communication objectives

Setting the budget

Read: Ad spending: Maintaining Market

Getting the most out of advertising and promotion

Session-5

Case: Atlas Honda Limited (AHL): Communication Plan for 1993

Two groups present and then open discussion

Discussion Questions:

What factors should AHL management consider in developing themarketing communication plan?

Who are our customers? How do they go about buying a motorbike? (Use the assigned readingto develop a model)

What marketing communication plan would you recommend? Why?Read: Profiling the Decision-Maker (Copies are in the course packet)

Session-6

How Advertising Works?

Read:

1. How Advertising Works: A Planning Model2. Communication Objectives (Chapter-4)

Be prepared to discuss the readings in class. For reading#, 1 bring examples of minimum 4 print ads those youfeel represent each of the quadrants. All the groups haveto make a brief presentation of four minutes each.

Session-7

Library work and preparation of Project proposals followed by discussion

Session-8

Interim Presentation of the Projects. Each groupis expected to make a 6 minute presentation

followed by a brief 3 minutes of discussion on same.

8/3/2019 ASP BM 2010-12 Outline

3/6

Session-9

Positioning

Discussion on TVCs and/or Print Ads on Positioning.

Read: Optimal Marketing

Session-10

Determining ad effectiveness and budget allocation, Public Relations

Read: Public Relations, Publicity, and Corporate Advertising.

: Public relations comes of age

Case: Bioquest

Session-11

Case: Chevron/Heineken

Session-12

Creative Execution Tactics: Brand Awarenessand Low-Involvement PersuasionComparative Advertising

Case: Total CerealRead: Relevant portion from text book

Session- 13, 14, 15

Four sessions by a visiting faculty on media buying,corporate brand building using advertising, databasemarketing, and rural communication

Session-16

Sales Promotion; types of consumer and tradepromotion

Case: Chesebrough-Ponds Inc.: Vaseline Petroleum Jelly

Read: Merchandise to maximize communication

: Better marketing at the point of purchase

: Sales promotion: The emerging alternatives to brand building

Discussion Questions:

What lessons can be learned from the recent history of the brand?

How can Porter achieve the 1978 profit target?

8/3/2019 ASP BM 2010-12 Outline

4/6

What are your recommendations for consumer and trade promotion, and advertising?

Session 17

Case: Hartman/ ITC

Session-18

Social Networking Sites-1

Case: My Space

Read: Is Myspace.com your space?

Session-19

Social Networking Sites-2

Session-20

Final project presentation (Each Group to Make 10 minutes Presentation followed by 5 minutesfor questions and answers)

A course pack and a text book will be prescribed for the course

Evaluation/Grading Policy

Exercises/ Games: 10 %

Case Presentations and Written case analysis : 15 %

Group Project presentation (Interim): 10 %Group Project Submission: 20 %

Individual Project: 20 %

End term exam: 25 %

There will be two projects. One will be an individual project and the other one a group project.

Do original writing and Please take special care while referencing as each and every report will

be put through the ephorus software to check possible plagiarism.

Project-1: Individual project

Please select and send me a para on any communication dilemma/ problem faced by a company.

Then work on it. I will guide you individually on this.

Ex- The communication challenges of Reliance retail in its Reliance Fresh venture. It has to

work on different fronts such as to woo consumers to its stores, to fight the negative sentiments

amongst various pressure groups, managing PR with the respective state governments. Though

the advertising of its brand can bring more customers to its stores, it generates resentment

amongst the owners of small kirana (mom & pop stores) stores selling fruits and vegetables.

Kirana store owners are not target audience of the advertising but they work against the interest

of the stores once the message gets transmitted to them. So how to exactly moderate this?

8/3/2019 ASP BM 2010-12 Outline

5/6

Ex- The communication challenges of an organization like Arvinda Eye Hospital. They are

grappling with the issue of adopting aggressive marketing strategies and increasing their sales

though it is not a typical commercial organization

Ex- How do certain brands like Pierre Cardin manage their integrated marketing communication

which runs round the clock sales promotion campaign in many developed markets? There is lotsof pressure from its brand management team to strengthen the brands and reduce the sales

promotion.

Work on this as we progress. We will be discussing individually about the development of this

component.

Project 2: Group Project (Group size should not be more than 2 in any case)

Stage-1

Proposal to be prepared after library work and presented in the class which will be

evaluated

This is a group assignment. This should be based on a form of communication such as blogging,

radio advertising, television advertising, outdoor advertising, sales promotion, trade promotion,

retail communication, social networking sites, internet advertising, viral marketing, word of

mouth marketing, database marketing, personal selling to name a few. Please follow the

following guidelines to prepare the outline of your report. I do not expect you to make an

exhaustive write-up at this initial stage but certainly hope that you can prepare a 2-3 page write-

up. Please submit your write-ups (2-3 pages) at least 12 hours before your presentations. Yourproposal should include the following points but you are free to make it broad-based.

Who are the users of this particular form of communication? Any profile of the

marketers or firms using this form of communication.

The birth of evolution of this form of communication

Who are the target segments?

Why this form of communication is employed?

Any specific conditions when this form of communication is more effective?

What are the marketing objectives and the communication objectives? How and to

what extent these objectives are achieved by employing this form of

communication?

For example- If you take blogging for your assignment, write on each of the above six points as

well as provide example of one or more firm(s) employing blogging. Write on the first five

points taking the selected firm and industry as the context.

Project 2

8/3/2019 ASP BM 2010-12 Outline

6/6

Stage-2

Submission of the final report and presentation. Please note that the following points may

guide you in the preparation of your final report.

1. You must discuss the concepts and frameworks to explain various phenomena germane toyour form of communication.

For example- you can discuss AIDA, FCB frameworks to explain information processing in

mobile advertising.

2. How Global/ Local is this form of communication? Both may be present and in varying

degrees. So please explain the reason behind this.

3. Effectiveness of this form of communication and how it is measured? This can be known

from some literature review and please suggest if it can be measured in a new way. For

example- you can suggest experimental designs to measure the effectiveness of TVcommercials and so on.

4. Do include the revenue model followed by the companies employing this form of

communication. The models may vary with companies and products. Try to capture this aspect.

5. If possible, try to have data on A & P budget of some companies employing a particular form

of communication predominantly.

6. Study the compatibility between the various forms of communication adopted. For example-

if you have taken sports sponsorship, please study its compatibility with online communication,

TVCs, print ads etc.

P.S. - For people, interested in modeling and more quantitative stuff, I will be discussing some

accepted models in various aspects like advertising budget allocation decision and sales

promotion tools in my office chamber. Interested groups can take project on these and make

interim and final presentation on their chosen field of study using these models. However, this

will be optional for people who will be keen on it. The modeling portion will mostly dwell on

the following topics.

Regression Analysis applied to Sales Promotion (Panel Data Versus Aggregate Data etc.)

Time Series Analysis applied to Sales Promotion ( ARIMA Models etc)

Measurement of Trade Deal Effectiveness (Blattberg-Levin Model. PROMOTER,

Baseline Methods versus Consumer Models)

This course plan is designed by Professor Debasis Pradhan of XLRI, India. The support of a battery of international

professors, particularly Prasad Naik of Univ. of California at Davis and Ehsan Ul Haque of LUMS are gratefully

acknowledged.