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SBNM 5630, Babb

School of Business and Nonprofit Management

Course Syllabus

Course: SBNM 5630 – Integrated Marketing Communications Academic Year: 2016-17 Semester/Quad: Spring Quad A Credit Hours: 2SH Prerequisites: None

Instructor: Jacqueline Babb

Office Phone: 773-244-4598

Email: [email protected]

Availability: By appointment.

Course Description: This course will study Integrated Marketing Communications (IMC) for traditional consumer goods. Reading and discussions will explore the marketing process, consumer behavior, creative strategy, media, advertising, sales promotion, direct marketing, and digital strategies.

Introductory Comments: The term ‘marketing’ encompasses a broad spectrum of topics. At the macro‐level, marketing comprises the set of activities necessary to create customer value, deliver customer value, and communicate customer value. The activities associated with creating value and delivering value (e.g., product definition, market analysis, strategy formulation, channel management, etc.) can be internal to the company or perhaps may only be visible to the company’s business partners. But certainly, the aspect of marketing which is most visible to those beyond this small circle are those activities associated with communicating value to the outside world. Integrated Marketing Communications (IMC) is the discipline that studies the process of communicating the value of a company’s goods and services through deliberate customer-focused messages and select, relevant media.

As management science evolves, business practices change to embrace the new understanding. Previously, marketing’s communication focus was viewed as one-way messages to the customer via advertising and public relations. The creative team was unleashed to produce something to dazzle the world. Now, it is recognized that the best practice takes an integrated view of communications. Instead of focusing simply on advertising and promotion, a fully integrated communication strategy examines all forms of communication, across all mediums, ensuring cohesiveness across the full set of marketing activities and alignment with the overall marketing plan.

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Course Materials: REQUIRED Textbook:

Advertising and Promotion (McGraw Hill, 10th Edition, 2014) Belch & Belch ISBN‐13 9780078028977

Cases from the textbook will be utilized in class

Articles: Articles from various business publications will be assigned via Moodle. Either a copy of the article, or a link to the article, will be posted.

Student Learning Objectives North Park University uses the IDEA course rating system to measure student progress towards learning objectives and to measure student satisfaction with their overall learning experience. These course evaluations are administered at the end of the term, and you will be notified by email when they are ready for you to complete. The results of these evaluations are very important to us and we use them for ongoing efforts to improve the quality of our online courses.

The overarching IDEA objectives for this course are the following:

1. Learning fundamental principles, generalizations, or theories. 2. Learning to apply course material (to improve thinking, problem solving, and decisions). 3. Learning to analyze and critically evaluate ideas, arguments, and points of view.

Specific Learning Objectives

By the completion of the course, students will increase knowledge in the following areas:

1. The role of IMC within modern marketing 2. Consumer decision making and the impact of marketing within that process 3. Establishing marketing objectives 4. Creative planning, development, implementation, and evaluation 5. Media planning and the pros/cons of various media types 6. Engaging customers in direct, sales promotion, digital, and social media 7. Measuring marketing outcomes against stated objectives

Course Methodology: The goal of this class is to give students the opportunity to study and practice the application of IMC principles. This course stresses the application of IMC principles via the use of discussions, readings, and assignments. Students will have the opportunity to apply all the various marketing principles studied using a real‐world situation. Computer Requirements: In order to effectively participate in and successfully complete this course, each participant will need to have access to a computer and a high-speed internet connection. Please visit http://www.northpark.edu/Campus-Life-and-Services/Information-Technology/Network/Minimum-Requirements for information on computer requirements. Technical Skills: All students are required to take the Moodle online orientation. Students should be proficient with Word, PowerPoint and Excel. Student Responsibilities:

1. Students should take the Moodle orientation course, prior to the start of the course. Students should have a strong knowledge of the information covered in the orientation.

2. Attendance, presence, and full participation are required for this class. You cannot successfully complete this course without completing the weekly readings and assignment. Students are expected to submit assignments (postings, deliverables, etc.) on time to Moodle. This allows peers to have adequate time to respond to your postings. Late policies for the course apply to the discussion forum.

3. You are expected to post a substantive contribution to the discussion at least 3 times per week which means you will need to log in a minimum of two times per week (at any time during the week). Simply saying “hello” or “I agree” is not considered a substantive contribution. You must support your position or begin a new topic or add somehow to the discussion when logging on. In order to receive the maximum points available for each week’s discussion forum, students should make a minimum of one original post and two responses to other students’ posts during a week. Remember the golden rule for online posting: The quality of comments is more important than the quantity. Your post should never be longer than 200 words.

4. Some assignments will be posted online for others to see. You will be asked to comment and provide feedback to one another on your work.

5. I normally advise participants to plan on spending 10-12 hours total on course responsibilities (readings, assignments, online discussions).

6. Use good “Netiquette” (see A Guide to Netiquette in Course Information folder on Moodle). Be aware that there is zero tolerance for inappropriate netiquette.

This course is being taught in an intensive format. Therefore, it is very important for students to keep up with readings, assignments and online discussions. The course facilitator will post questions weekly to begin the discussion. Responses need not be directed to the course facilitator but can and should be in response to the thoughts and ideas of other students as well. Some assignments may be posted online for class member review and comments. The course facilitator expects that each student will provide constructive and timely feedback to other class members on assignments as required. While the course facilitator may also provide online feedback on assignments, grades for each course assignment will be given privately.

http://www.northpark.edu/Campus-Life-and-Services/Information-Technology/Network/Minimum-Requirements

http://www.northpark.edu/Campus-Life-and-Services/Information-Technology/Network/Minimum-Requirements

Instructor Responsibilities:

1. The course facilitator will design the course and learning modules in such a way that

students have every opportunity to achieve the learning objectives.

2. The course facilitator will provide reactions to student responses and discussion as

appropriate in order to clarify important ideas and concepts.

3. The course facilitator will provide opportunities for group work that will include

discussion.

4. The course facilitator will read and critically assess students’ assignments and provide

feedback within seven days of receipt.

5. The course facilitator will respond to all student e-mails within 24 hours of receipt. Please

do not use Moodle messaging; rather send an email to [email protected].

Schedule of Weekly Topics:

Week Topics Assignment(s) to be completed before class

1 Introduction to IMC Read: Ch. 1-2, Moodle Articles

Participate in discussion forum

Under Armour Case Study

2 Consumer Behavior and Developing Objectives

Read: Ch, 4&7, Moodle Articles


3 Creative Strategy Read: Ch. 8-9, Moodle Articles


California Milk Advisory Board Case

4 Media Strategy Read: Ch. 10-12, Moodle Articles


5 Direct Marketing, Public Relations, and Sales Promotion

Read: Ch. 14, 16, 17, Moodle Articles


6 Digital and Social Media Read: Ch 15, Moodle Articles


IMC Critique Assignment

7 Monitoring and Evaluation Read: Ch. 18, Moodle Articles


The course week begins on Monday morning and runs through Sunday at midnight.

Your initial post to the discussion board should be completed by Wednesday at noon and

peer responses to the discussion board are due Friday at midnight.

Assignments are due by midnight on Sunday.

All deadlines assume Central Standard Time.

Grading:

Assignment Points Grade %

Class/Discussion Forum Participation (15 pts/week) 105 38%

IMC Critique Assignment 80 29%

Under Armour Case 45 16%

California Milk Advisory Board Case 45 16%

Total 275 100%

Grade Mapping:

Numeric

Grade

Letter Grade Numeric

Grade

Letter Grade

262 A (95-100%) 220 B- (80-82%)

248 A- (90-94%) 212 C+ (77-79%)

239 B+ (87-89%) 201 C (73-76%)

228 B (83-86%) 193 C- (70-72%)

Assignment Grading Policies: All late assignments will be penalized 10%. If you are unable to complete an assignment on time

due to circumstances beyond your control, please let the instructor know in advance of the deadline

and request an extension. Extensions will be granted on a case-by-case basis, in the instructor’s sole

discretion. Any assignment that is submitted more than a week late without an extension having

been granted in advance will not be accepted and will receive no credit.

Coursework is intended to be a reflection of your individual effort. Therefore, unless specified by

the instructor, all work is to be completed individually. Plagiarism and cheating in the course will

result in an “F” and is defined by the University’s Academic Policy Statement.

ASSIGNMENT SPECIFICATIONS

The University has adopted the APA style for its students. Please utilize APA format in your papers.

Assignments will be submitted on Moodle and should be submitted prior to class on the due date.

Case assignments should answer all of the questions listed in sections that indicate which question

is being addressed. Case assignments should include an introduction and conclusion. Maximum

page limit is seven pages.

CASE #1: UNDER ARMOUR

In this assignment, students will be asked to explore how brands enter new markets. Students

should read and analyze the case, providing original insight based upon his/her marketing

knowledge to answer the following questions:

1. What are the reasons for the success of Under Armour since its founding by Kevin Plank? What do you view the most important factors that have contributed to the growth of the company?

2. What are the key components of Under Armour’s integrated marketing communications program? Discuss the role IMC has played in helping build the Under Armour brand.

3. Evaluate Under Armour’s decision to enter the mainstream athletic shoe market and compete in product/market segments such as cross training, running and basketball shoes?

4. Evaluate the strategy used by Under Armour to enter the basketball shoe market and compete against Nike as well as Adidas and Reebok. Discuss the pros and cons of the company’s decision to use Brandon Jennings as their primary endorser for its new basketball shoe line.

5. Do you think Under Armour will be successful in entering the basketball shoe market? Why or why not?

Criteria 45-41 Points 40-36 Points 35-32 Points <31 Points

Paper Analysis

Effectively references

course content and

appropriately applies

principles; fully

addresses all of the

questions with a

thorough and

insightful response;

justifies answers;

discussions,

conclusions and

recommendations

demonstrate a strong

understanding of

course content.

Effectively

references course

content, but does

not appropriately

apply principles;

fully addresses all

of the questions

with an adequate

response; justifies

answers;

discussions,

conclusions and

recommendations

demonstrate a

good

understanding of

course content.

References course

content but does not

apply principles

correctly; addresses

most of the questions

without detail; justifies

answers; discussions,

conclusions and

recommendations are

unclear or incorrect.

Does not reference

course content or

appropriately apply

principles; does not

address all of the

questions discussions,

poor analysis,

insufficient depth or

questionable rationale.

Format

Appropriate syntax;

terminology was

accurate and

appropriate; language

was understandable

and concise; had no

more than one

spelling error; and

logical organization.

Generally

appropriate syntax

with no more than

two errors;

accurate

terminology and

appropriate;

language;

understandable

and concise; two to

three spelling

errors; and logical

organization.

Generally appropriate

syntax with no more

than four errors;

accurate and

appropriate

terminology;

understandable and

concise; language;

three to four spelling

errors; logical

organization.

Poor syntax with five or

more errors; writing

style was difficult to

understand as it lacked

conciseness, clarity, and

organization; and five or

more spelling errors.

APA Style

Demonstrated an

understanding of the

APA guidelines.

Correctly cited and/or

referenced two or

more appropriate

Demonstrated an understanding of the APA guidelines. Correctly cited and/or referenced one the class readings, class

Attempted to

demonstrate an


APA guidelines.

Incorrectly cited

and/or referenced one

Failed to demonstrate

an understanding of the

APA guidelines, and/or

did not cite and/or

reference any sources of

CASE #2: CALIFORNIA MILK ADVISORY BOARD

In this assignment, students will be asked to explore the role of creative and media strategy in

revitalizing a brand. Students should read and analyze the case, providing original insight based

upon his/her marketing knowledge to answer the following questions:

1. Analyze the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful?

2. What was the role and importance of the Real California Cheese certification mark in implementing the positioning and IMC program elements? How and where was it implemented? Do you think it made a difference to the program?

3. What was the role of advertising, consumer promotion, and public relations in the campaign? How did the California Milk Advisory Board balance the strategies? Which did they rely on most and why?

4. What has been the role of the Real California Cheese website? How does it reinforce or support the other “legs” of the integrated marketing communications program?

5. Which marketing metrics did the CMAB use to evaluate their programs? Are there any others you feel they should focus on? Which do you feel are most important?

6. In light of consumer trends (demographics, food trends, and media “consumption”), are there other advertising or promotion opportunities that should be pursued by the California Cheese industry?

class readings, class

notes, and/or outside

sources to support

your analysis.

notes, or outside sources to support your analysis.

or more the class

readings, class notes, or

outside sources to

support your analysis.

information.

Paper Analysis


course content and


principles; fully


questions with a

thorough and


justifies answers;

discussions,

conclusions and

recommendations


understanding of

course content.

Effectively

references course

content, but does

not appropriately

apply principles;

fully addresses all

of the questions

with an adequate

response; justifies

answers;

discussions,

conclusions and

recommendations

demonstrate a

good

understanding of

course content.

References course


apply principles





conclusions and

recommendations are


Does not reference

course content or

appropriately apply


address all of the


poor analysis,



Format

Appropriate syntax;

terminology was

accurate and

appropriate; language

was understandable

and concise; had no

more than one

spelling error; and

logical organization.

Generally

appropriate syntax

with no more than

two errors;

accurate

terminology and

appropriate;

language;

understandable

and concise; two to

three spelling

errors; and logical

organization.

Generally appropriate

syntax with no more

than four errors;

accurate and

appropriate

terminology;

understandable and

concise; language;

three to four spelling

errors; logical

organization.

Poor syntax with five or

more errors; writing

style was difficult to

understand as it lacked

conciseness, clarity, and

organization; and five or

more spelling errors.

APA Style

Demonstrated an


APA guidelines.

Correctly cited and/or

referenced two or

more appropriate

class readings, class

notes, and/or outside

sources to support

your analysis.

Demonstrated an understanding of the APA guidelines. Correctly cited and/or referenced one the class readings, class notes, or outside sources to support your analysis.

Attempted to

demonstrate an


APA guidelines.

Incorrectly cited

and/or referenced one

or more the class

readings, class notes, or

outside sources to

support your analysis.




did not cite and/or


information.


IMC Critique

This assignment gives students the opportunity to explore current applications of Integrated

Marketing Communications principles. Students will select a consumer product brand of their

choosing to follow throughout the quad. Once students have selected a product, they are to find at least three current ads for that product (e.g., from TV, a magazine, newspaper, radio, online banner, direct mail or promotional stuffer, etc.). Be sure to cover at least two different media in your ad selections. An electronic version of the ad should be provided (e.g., scan it, provide an MPEG, MP3, etc., or a web link). Students will then prepare a paper that analyzes the product’s communication strategy. The paper should provide a general analysis of the overall communication strategy that the company is using and also address the following topics:

Briefly and succinctly describes the overall objective of the IMC strategy and the specific ad campaign. Profile (identify and describe) the customer market segment to which this campaign is targeted. Describe the key behavioral characteristics of the targeted segment.

Discuss whether the product serves the intended target well. What are the particular strengths and weaknesses of this product?

Discuss the overall communication strategy the company is using for this ad campaign. What is (are) the primary message(s)? How is the company utilizing different communication medium? Does the company have a cohesive, well‐integrated communication strategy? Is the campaign is/was effective? Does their IMC strategy work well?

Discuss how this ad campaign might be improved and how the IMC strategy could be enhanced to increase effectiveness. Discuss what changes you would propose and why. Be specific.

Please adhere to APA format. Maximum page limit is eight pages.


Paper Analysis


course content and


principles; fully


questions with a

thorough and


justifies answers;

discussions,

conclusions and

recommendations


understanding of

course content.

Effectively

references course

content, but does

not appropriately

apply principles;

fully addresses all

of the questions

with an adequate

response; justifies

answers;

discussions,

conclusions and

recommendations

demonstrate a

good

understanding of

course content.

References course


apply principles





conclusions and

recommendations are


Does not reference

course content or

appropriately apply


address all of the


poor analysis,



Overall Course

Understanding

Demonstrates a

strong understanding

of IMC concepts and

how they are utilized

in concert to create an

effective campaign.

Can identify the

strengths and

weaknesses of

campaign elements.

Demonstrates a

good

understanding of

IMC concepts and

how they are

utilized in concert

to create an

effective campaign.

Can identify the

strengths and

weaknesses of

campaign

elements.

Student can report on

IMC activities, but does

not demonstrate a

strong understanding

of how IMC elements

are utilized to create an

effective campaign.

Student does not

demonstrate an

understanding of IMC

concepts.

Writing and APA Style

Demonstrated an


APA guidelines.

Writing style is

readable with no

grammatical errors.

Demonstrated an understanding of the APA guidelines. Writing style is appropriate and contains few grammatical errors.

Attempted to

demonstrate an


APA guidelines.

Incorrectly cited

and/or referenced

material, contained

grammatical and

spelling errors.




did not cite and/or


information. Contained

grammatical and

spelling errors. Writing

is not at a graduate

level.

POLICY STATEMENTS

Academic Honesty In keeping with our Christian heritage and commitment, North Park University and the School of Business and Nonprofit Management are committed to the highest possible ethical and moral standards. Just as we will constantly strive to live up to these high standards, we expect our students to do the same. To that end, cheating of any sort will not be tolerated. Students who are discovered cheating are subject to discipline up to and including failure of a course and expulsion.

Our definition of cheating includes but is not limited to:

1. Plagiarism – the use of another’s work as one’s own without giving credit to the individual. This includes using materials from the

internet. 2. Copying another’s answers on an examination. 3. Deliberately allowing another to copy one’s answers or work. 4. Signing an attendance roster for another who is not present.

In the special instance of group work, the instructor will make clear his/her expectations with respect to individual vs. collaborative work. A violation of these expectations may be considered cheating as well. For further information on this subject you may refer to the Academic Dishonesty section of the University’s online catalog.

In conclusion, it is our mission to prepare each student for a life of significance and service. Honesty and ethical behavior are the foundation upon which such lives are built. We therefore expect the highest standards of each student in this regard.

Attendance Policy for Graduate Courses The graduate courses in the SBNM are all 7 weeks in length. Missing one class session is allowed without penalty as long as all readings and assignments are made up by the student within a reasonable time period (the following week). Failing to log into an online course site for an entire week is allowed, but a penalty may be applied at the instructor’s discretion. Missing a second class session is allowed only in unusual circumstances by prior arrangement with the instructor. Since this represents almost 30% of the engagement time for the course, the student runs the risk of receiving a lower overall grade for the class. Faculty are encouraged to drop the course grade by a full letter grade in this situation. A student who misses three classes (or the equivalent for an online class) will automatically fail the course, unless the student drops the course before the seventh week of class. Students who drop a course will be held responsible for tuition, based upon the current North Park University policy outlined in the University Catalog (found on the NPU website).

Attendance Policy for Undergraduate Courses Attendance and participation are vital. Thus, students are expected to attend every class session, and to arrive on time – tardiness is undesirable and disruptive to your fellow classmates. This course has a strict requirement of documented, advance notification. If you are unable to attend any class session, you are to inform me (preferably by email) prior to that session. You need to provide a reason for your absence. Failure to provide advance notification will result in an unexcused absence. Be advised that poor attendance can affect your grade adversely

APA Requirement

The School of Business and Nonprofit Management (SBNM) has adopted the Publication Manual of the American Psychological Association (APA) as the standard and required format for all written assignments in SBNM courses.

Our goal in adopting the APA Manual is to enhance student learning by:

1) Improving student’s writing skills. 2) Standardizing the required format of all written assignments in all SBNM courses. 3) Emphasizing the importance of paper mechanics, grammatical constructs, and the

necessity of proper citations. 4) Holding students accountable for high quality written work.

If you are unfamiliar with the requirements of the APA Manual, we recommend that you purchase the reference manual and/or that you consult one or more of the suggested resources as listed on the Student Resources section of the SBNM website. It is your responsibility to learn and ensure that all written work is formatted according to the standards of the APA Manual.

Students with Disabilities

Students with disabilities who believe that they may need accommodations in this class are encouraged to contact your program's office (Business: 773‐244‐6270). Please do so as soon as possible to better ensure that such accommodations are implemented in a timely manner. For further information please review the following website: http://www.northpark.edu/Campus-Life-and-Services/Disability-Resources

Title IX

Students who believe they have been harassed, discriminated against, or involved in sexual violence should contact the Dean of Students (773-244-5565) or Director of Human Resources (773-244-5599) who can provide you resources and options to address your concern. I am happy to discuss with you any concerns you may have, however please keep in mind that I am a responsible employee and will need to pass along what you share with me to a Title IX coordinator. There are confidential employees on campus for you to share your experience. Please refer to the Safe Community site for contact information and further details. http://www.northpark.edu/Campus-Life-and-Services/Safe-Community

http://www.northpark.edu/Campus-Life-and-Services/Disability-Resources

http://www.northpark.edu/Campus-Life-and-Services/Disability-Resources

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