Marketing 422 Class Schedule

marketing 422.2 class schedule

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class schedule

application moment

class contribution

syllabus (pdf)

News

11/26: Final exam study guide now online

10/15: Media rate card links

****Grades****

Week	Theme and Topics	Class Activity or Assignment Due Readings from Duncan or linked online articles
8/25	Introduction to class and IMC How brands are built using IMC	During class: Strauss ppt - intro to class and branding Form Ad Agency teams Read for 8/27: Read Ch. 1-3 (skim 2) Read Interbrand/BusinessWeek Best Global Brands 2007 (63 pages so just read the introduction and skim the top brands to see what makes them great.) Familiarize yourself with all class pages online and syllabus Complete the roster questionnaire before 9/1 After class: Each designated forum/group administrator: Set up your team Yahoo! Group (instructions) Invite all your team and me to join. Team members, join when you get the invitation (instructions). Be sure to use your real name in the profile if it is not obvious from your e-mail address. This is part of your class contribution grade (item #2). You must join, have your real name in the profile, and post one substantial message by 9/15. Site of the Week: Review articles of interest on Brand Blogger
9/3	(9/1 Labor Day holiday) The IMC Plan	Before class: Read Ch. 6 Review the VTC Strategic Marketing Plan (great example for your work) and compare with Ch. 6 plan format. Review the sample IMC plans done by students in MKT 422 Client for the IMC plan is SPCA of Northern Nevada Research at the website and also the national ASPCA Decide which agency jobs are best for your skills so you can allocate jobs in your team. (Ch. 2 and research online. Review this class page for agency jobs. Site of the Week: "Virginia is for Lovers" During class: Reading quiz on Ch. 1, 3, 6; Strauss ppt
9/8	Meet the client and organize your work	During class 9/8 : Meet with the client at the SPCA: 840 E 5th St map (it is a bit tricky to find) Bring checklist handout to class each week. Extra copy here. During class 9/10: Meet in teams to plan your strategy.
9/15	Consumer behavior and targets	Before class: Read Ch. 4, 5, and 7 Bring checklist handout to class each week. Site of the Week: BusinessBalls for generic SWOT worksheet Marketing Teacher (for SWOT analysis examples) During class: Monday quiz; Strauss ppt Wednesday application moments Reminder: I'll be checking the Yahoo! forums on 9/15 to see if you've posted - for your contribution grade #2.
9/22	Message strategies and creative brief	Before class: Read Ch. 9 and 10 Site of the Week: Google International TV Commercials During class: Monday quiz; Strauss ppt Wednesday application moments
9/29	Photoshop Workshop AB 208 lab both days	Led by Diann Laing, Coordinator Media Services, Teaching and Learning Technology @ UNR
10/6	Monday: Guest speaker Wednesday: no class	The role of customer service and more Ira M. Gostin, MBA Senior Marketing Strategist and Business Advisor RAND & ASSOCIATES, Ltd. Work on Photoshop and MS Publisher project on your own time
10/13	Advertising and Media planning	Before class: Read Ch. 11 and 13 Read The Vanishing Mass Market Sites of the Week: Media Life and Yahoo! Search Marketing Note media math exercise due next week. Due 10/13: find three print, Web, or broadcast ads that each target different consumer segments and bring to class. Attach them (if possible) to a one page maximum description of 1) who is the target, and 2) why they each work, using book concepts. Submit this in class and be prepared for discussion (part of contribution grade - item #3). During class: Monday quiz; Strauss ppt Wednesday application moments
10/20	Media continued Personal Selling	Before class: Read Ch. 16 Site of the Week: SalesForce.com (view product demonstration for sales force automation) Due 10/20: Complete the media math worksheet before class for discussion (contribution grade - item #4) During class: Monday quiz; Strauss ppt Discuss media math worksheet (bring calculator) Wednesday application moments
10/27	Interactive tactics Prepare to meet in teams Wed.	Before class: Read Ch. 12 Read The Future of Advertising (according to Inc.) Quest for the perfect online ad How to sell with smell Site of the Week: Interactive Advertising Bureau Start saving all your direct mail pieces until you get 20 of them that represent you well. See 12/1 for instructions. During class: NO Monday quiz; Strauss ppt
11/3	Interactive tactics continued Prepare to meet in teams Wed.	During class: NO Monday quiz; Strauss ppt Wednesday application moments
11/10	Sales promotion, packaging	Before class: Read Ch. 14 and 15 Read: Fresh Breath, Fresher Packaging Site of the Week: Metaphase Design Group During class: Monday quiz; Strauss ppt Wednesday application moments
11/17	Experiential contact and measurement/metrics	Before class: Read Ch. 19 Read: Measuring customer engagement Site of the Week: Dave Chaffey Due 11/19: Call 1-800 # with compliment or complaint and bring up to a page write up to class (contribution grade - item #5). Call a real 1-800 number with an authentic complaint or compliment. Write one page maximum that tells 1) what company you called and what was your complaint/compliment (the back story of what happened and what motivated you to call), and 2) discuss your satisfaction/dissatisfaction with the experience on the phone. It would be excellent if you related it to the customer service strategies in the reading this week. During class: Monday quiz; Strauss ppt Wednesday application moments
11/24	Marketing PR, publicity	Before class: Read Ch. 17 Site of the Week: Publicity Insider (how to write a press release) During class: Monday quiz; Strauss ppt Monday (this week only) application moments Plan draft due on 11/24. Bring paper copy to class and send electronic copy to Judy
12/1	Direct marketing and databases	Before class: Ch. 8 and 18 Site of the Week: Direct Marketing Association Due 12/3: Direct Mail exercise: Bring your 20 pieces of direct mail to class in a bag. Before bringing, remove all identifying information, then label the bag with a fictitious name - no written component due (contribution grade - item #6) During class: Monday quiz; Strauss ppt Analyze direct mail pieces Wednesday application moments
12/8	Exam (AB 312 computer lab)	Before class: Study Study Guide During class: Final exam
12/15	Final exam period (2:15-4:15) for client presentations	During class: Presentations to client (bring two copies of plan and peer evaluations - also on last page of checklist handout) Attendance mandatory.
Copyright 1999-2008 by Judy Strauss (image source http://scriptorium.lib.duke.edu/adaccess/)