1. Art and Diseño

CMGT 400 Syllabus
CMGT 400: Marketing Communication Campaigns
Spring 2015
Class: Thursday, 2:00-5:00 in ANN L115
Professor: Andrea Hollingshead
Office: 414L ANN (New Annenberg Building)
Office hours: By appointment
Email: [email protected]
Course description
Successful marketing communication campaigns communicate consumer
benefits in simple, unexpected and compelling ways. This course provides an
overview and application of marketing communication principles and strategies. It
focuses on the steps involved in creating and managing an integrated marketing
communication plan. You will work as a marketing communication consulting
team for a local business or organization and will produce and present a
marketing communication and advertising plan that meets strategic objectives.
I will use a new instructional method called the “flipped classroom”. You will view
multimedia lecture content before class. This means we’ll be able to spend class
time on discussions, class activities and team project meetings rather than
lectures. For this method to work, it is absolutely essential that you come
prepared for class. (See class quizzes and optional exam below.)
Learning objectives
The overall objective of the course is to design, construct, and present an
integrated marketing communication plan for a local business or organization.
These are the specific learning objectives:
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Develop an awareness and appreciation of ethical pitfalls in marketing
communications
Write a compelling brand challenge statement
Perform a situation analysis and competitive analysis
Perform a SWOT analysis
Analyze current integrated communications, outlining suggestions for
improvement and highlighting strengths and weaknesses.
Conduct qualitative interviews & in-store observations
Create a target audience profile and communication objectives for a
campaign
Create actual marketing communications and advertising based on
campaign strategy
Create an integrated media plan that combines traditional and social
media to deliver the intended message
Develop a campaign evaluation plan
Utilize web-based tools to create professional quality marketing
communications
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CMGT 400 Syllabus
Textbooks and materials
Four of the five books are available in Kindle versions on amazon.com. That
seems to be the least expensive option. You can download the kindle cloud
reader for free, install and read the books on any or all of your devices.
Paperbacks are available at the USC Bookstore and via online sellers.
Books:
Barry, P. (2012). The advertising concept book: A complete guide to
creative ideas, strategies, and campaigns. New York: Thames & Hudson.
ISBN: 978-0500290316 (No electronic version. Available at USC
bookstore.)
Coughter, P. (2012). The art of the pitch: Persuasion and presentation
skills that win business. Palgrave Macmillan. ISBN: 978-0230120518
(E-version is available)
Heath, C & Heath, D. (2007).Made to stick: Why some ideas die and
others survive. Random House. ISBN:978-1400064281 (E-version is
available.)
Vaynerchuk, G. (2013) Jab. Jab. Right hook. How to tell your story in a
noisy social world. Harper Collins. ISBN: 978-0062273062 (E-version is
available.)
Young, A. (2010). Brand media strategy: Integrated communications
planning in the digital era. Palgrave Macmillan. ISBN: 978-0230104747.
(E-version is available)
Other Materials:
There are two required video episodes. Amazon tends to be cheaper
than iTunes ($1.99 vs. $2.99).
“The Pitch” Season 1, Episode 1: “Subway”
http://www.amazon.com/Subway-McKinney-WDCW/dp/B009LAHDIC
“The Pitch” Season 2, Episode 4: “Tommy Bahama”
http://www.amazon.com/Tommy-Bahama/dp/B00F0LH6Z6
Articles and Multimedia Presentations:
See the “Weekly Readings” list at the end of this document for a complete
list. The articles and multimedia presentations are free and will be posted
on the Blackboard site.
*Be sure to check our class Blackboard site every day for class
announcements. I post announcements several times a week through out
the semester on class news and other developments. You are
responsible for keeping up to date. https://blackboard.usc.edu/
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CMGT 400 Syllabus
Grading policy
Course components
Component
1. Individual Response Papers
2. Team Marketing Communication Plan
3. What’z Newz
4. Class Participation & Peer Evaluation
5. Class Quizzes and Optional Exam
Total Percentage
Percentage of Final
Grade
30%
40%
10%
10%
10%
100%
Individual Response Papers (30%)
There are three individual response papers based on three of the books in the
course: 1) The Art of the Pitch; 2) Made to Stick; 3) Jab Jab Jab Right Hook.
Get started early, because late assignments will not be accepted.
Team Marketing Communication Plan (40%)
The course is organized around steps involved in creating and presenting an
effective integrated marketing communication plan for a local business. This is a
semester-long team project.
During finals week at the time when our final exam is scheduled, your team will
present your marketing communication plan (along with sample creative
executions) and will submit a final written report to your client. The final
presentation will be in a video format with a live Q & A session. The video format
has many advantages including the ability for you and your client to share it.
The midterm presentation (video) is worth 5%, the final presentation (video) is
worth 15%; the midterm report is worth 5%, the final report is worth 15%. The
final presentation dress rehearsal on the last day of class is ungraded but there
will be a significant penalty for your team project grade for missing it.
Attendance on dress rehearsal and final presentation days are mandatory.
Missing class, arriving late or leaving early on those days will result in a
one full grade penalty in your class participation grade.
Your team will also make two required checkpoints (ungraded, but points will be
deducted from the team project grade if not completed on time). One will be on
your consumer research observation procedures and interview questions, and
the other will be on your creative big idea.
I expect all members to contribute equally to the team project. The highest
possible individual grade is the group project grade. If you contribute less than
other members, your individual grade will be lower than the group grade. At the
end of the semester, you will have the opportunity to evaluate the performance of
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CMGT 400 Syllabus
your team members, and I will consult those evaluations in determining your
individual grades for the group project.
What’z Newz Presentation (10%)
Every class will begin with “What’z Newz,” an opportunity to present and discuss
current issues and innovations in marketing communication. Each of you will sign
up for a week and will lead a 10-15 min discussion on the topic of your choice,
which must relate in some way to marketing communication. You have two goals:
1) to engage and entertain your audience; and 2) to educate your audience and
examine the topic from multiple perspectives. Ten minutes is not much
time. Spend about 5 min presenting the topic, and the rest on discussion.
In addition to presenting the topic, you will lead a short discussion, and will post
1) your slides and 2) one page overview of your topic, discussion questions and
references under “Assignments” on the course blackboard site by noon on the
day you are presenting. See below for the dress code.
Prepare two or three open-ended questions that will generate an interesting
discussion. The questions should be provocative, and explore the issue in more
detail. Here are a few sites to check out if you need inspiration: Ad Age, Ad
Week, Brandweek, Creativity Ad Critic, Fast Company, iMedia
Connection, Mashable, NYTimes Monday Tech section.
Class Participation and Peer Evaluation (10%)
Much of the class is discussion-based. The quality of our discussion hinges on
your contributions and those of your classmates. I will keep track of the
frequency and quality of your comments, which will count toward your
participation grade. Texting, engaging in social media, or surfing the web during
class is disruptive, which will result in a penalty.
Giving and receiving constructive and useful feedback is an integral part of the
team project. There will be a few opportunities for you to give formal feedback to
other teams: midterm, creative big idea presentations, dress rehearsal. The
quality of your feedback will also play a role in this component of our grade.
Here are two good sources on tips to giving and receiving feedback.
https://uwaterloo.ca/centre-for-teaching-excellence/teaching-resources/teachingtips/assessing-student-work/grading-and-feedback/receiving-and-giving-effectivefeedback
http://www.fastcompany.com/magazine/80/sgodin.html
Class Quizzes and Optional Exam (10%)
To help ensure that the class has viewed the assigned materials, I will give
unannounced short pop quizzes on some days of the semester. The quiz will be
very easy if you are prepared, and is not a big deal. The class will take the quiz
anonymously, and I will calculate a class score. There will be an optional
individual exam at the end of the semester for those who want to improve their
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CMGT 400 Syllabus
grade. I will take whichever score is higher: your individual score or class quiz
score for this component of the grade.
Digital Technologies
One of the most important skills you can gain during your time at USC
Annenberg is the ability to present content effectively in a digital format.
Annenberg’s partnership with Adobe gives you free access to the Adobe Creative
Cloud. The digital lab at Annenberg (301 ANN) offers free workshops on using
Adobe applications, and can answer your digital tech-related questions. I posted
a digital technologies tool box with free innovative applications on course
blackboard. As a USC student, you have free access to Lynda.com, which offers
video tutorials for most digital technologies. http://itservices.usc.edu/lynda/ Take
advantage of these resources!
Grade Ranges
Grade
A
AB+
B
BC+
C
CD
F
Range
93.0% or higher
90.0%-92.9%
87.0%-89.9%
83.0%-86.9%
80.0%-82.9%
77.0%-79.9%
73.0%-76.9%
70.0%-72.9%
60.0%-69.9%
59.9% or lower
Paper General Guidelines
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All documents should be in pdf format.
All page length requirements are for double-spaced pages, with 1-inch
margins, in 12-point Times New Roman font.
Make sure you keep a copy of all submitted papers.
Use APA style. Refer to the APA manual (6th Edition).
Poor grammar, typos and other writing errors will be penalized.
Presentation Dress Code
The dress code when you are making a formal presentation (i.e., What’z newz,
midterm, dress rehearsal, final client presentation) is business casual. That
means no shorts, short skirts, low cut tops or dresses, t-shirts, jeans, flip flops, or
sneakers. Not adhering to this code will result in a penalty in your grade.
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CMGT 400 Syllabus
Laptop policy
Effective fall 2014, all undergraduate and graduate Annenberg majors and
minors will be required to have a PC or Apple laptop that can be used in
Annenberg classes. Please refer to the Annenberg Virtual Commons for more
information. To connect to USC’s Secure Wireless network, please visit USC’s
Information Technology Services website.
Academic integrity policy
USC School of Communication Policy on Academic Integrity
The following is the USC Annenberg School of Communication’s policy on
academic integrity and repeated in the syllabus for every course in the school:
USC seeks to maintain an optimal learning environment. General principles of
academic honesty include the concept of respect for the intellectual property of
others, the expectation that individual work will be submitted unless otherwise
allowed by an instructor, and the obligations both to protect one’s own academic
work from misuse by others as well as to avoid using another’s work as one’s
own. All students are expected to understand and abide by these principles.
SCampus, the Student Guidebook, (www.usc.edu/scampus or
http://scampus.usc.edu) contains the University Student Conduct Code (see
University Governance, Section 11.00), while the recommended sanctions are
located in Appendix A.
All academic integrity violations will be reported to the office of Student Judicial
Affairs & Community Standards (SJACS), as per university policy, as well as
Communication school administrators.
In addition, it is assumed that the work you submit for this course is work you
have produced entirely by yourself, and has not been previously produced by you
for submission in another course or Learning Lab, without the instructor’s prior
approval.
It is particularly important that you are aware of and avoid plagiarism, cheating on
exams, fabricating data for a project, submitting a paper to more than one
professor, or submitting a paper authored by anyone other than yourself. If you
have doubts about any of these practices, confer with a faculty member.
Resources on academic honesty can be found on the Student Judicial Affairs
Web site (http://www.usc.edu/student-affairs/SJACS ): You are responsible for
knowing about and abiding by university guidelines.
All submitted work for this course may be subject to an originality review as
performed by TurnItIn technologies (http://www.turnitin.com) to find textual
similarities with other Internet content or previously submitted student work.
Students of this course retain the copyright of their own original work, and
TurnItIn is not permitted to use student-submitted work for any other purpose
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CMGT 400 Syllabus
than (a) performing an originality review of the work, and (b) including that work
in the database against which it checks other student-submitted work.
IMPORTANT! Any team or individual assignment that receives a high plagiarism
score will receive a failing grade of 0. Any student who receives a high plagiarism
score on two assignments will receive an F grade in the course.
B. Statement for Students with Disabilities
Any student requesting academic accommodations based on a disability is
required to register with Disability Services and Programs (DSP) each semester.
A letter of verification for approved accommodations can be obtained from DSP.
Please be sure the letter is delivered to me (or to TA) as early in the semester as
possible. DSP is located in STU 301 and is open 8:30 a.m.–5:00 p.m., Monday
through Friday. Website and contact information for DSP:
http://sait.usc.edu/academicsupport/centerprograms/dsp/home_index.html, (213)
740-0776 (Phone), (213) 740-6948 (TDD only), [email protected].
C. Stress Management
Students are under a lot of pressure. If you start to feel overwhelmed, it is
important that you reach out for help. A good place to start is the USC Student
Counseling Services office at 213-740-7711. The service is confidential, and
there is no charge.
D. Sexual Assault Resource Center
The Center for Women & Men and the Sexual Assault Resource Center are one
and the same. Student Counseling Services is a separate place that also offers
confidential counseling and support groups on a variety of other topics. To
schedule an appointment with Student Counseling Services, call (213) 740-7711
between 8:30 a.m. and 5 p.m. weekdays or visit the Engemann Student Health
Center on the University Park Campus.
E. Emergency Preparedness/Course Continuity in a Crisis
In case of a declared emergency if travel to campus is not feasible, USC
executive leadership will announce an electronic way for instructors to teach
students in their residence halls or homes using a combination of Blackboard,
teleconferencing, and other technologies.
Library access
As a USC student, you have access to all the library resources and the
Annenberg Librarian, Chimene Tucker ([email protected]), is available to assist
you with any inquiry you may have.
http://libguides.usc.edu/communication/
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CMGT 400 Syllabus
Course Schedule and Topics
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Week 1: Course Introduction
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Week 2: Marketing Communication Ethics
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Week 3: Pitching Ideas & Team Projects
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Week 4: Branding and Situation Analysis
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Week 5: Consumer Research
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Week 6: Consumer Research
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Week 7: Communication Objectives
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Week 8: Team Midterm Presentation and Report
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Week 9: Creative Strategy
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Week 10: SPRING BREAK – NO CLASS
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Week 11: Creative Strategy
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Week 12: Big Idea Creative Pitches
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Week 13: Media Strategy
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Week 14: Media Strategy & Promotions
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Week 15: Marketing Communication Campaign Evaluation
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Week 16: Last Day and Dress Rehearsal for Client Presentations
(Mandatory Class)
Final Client Presentations & Reports Due: Thursday, May 7 from 2:00-4:00pm
Weekly Readings & Assignments
Week 1
(Jan 15)
Course Introduction
Week 2
(Jan 22)
Multimedia presentations on blackboard
*Young, A. (2010). Brand media strategy: Integrated communications
planning in the digital era. Chapters 1. (TEXT)
*Barry, P. (2012). The advertising concept book: A complete guide to
creative ideas, strategies, and campaigns. Chapters Introduction, 1,12,
15 (TEXT)
*Spirizzi, M. Online advertising ethics.
.http://advertising.about.com/od/onlineadvertising/a/guestethicalads.htm
*Elliot, S. & Vega, T. (2013). Trying to be hip, ads become offensive.
http://www.nytimes.com/2013/05/11/business/media/trying-to-be hipand-edgy-ads-become-offensive.html?smid=pl-share
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CMGT 400 Syllabus
Week 3
(Jan 29)
*Coughter,P. (2012). The art of the pitch: Persuasion and presentation skills
that win business. Palgrave Macmillan.
*"'The Pitch" episodes: Subway and Tommy Bahama
Paper 1 due: January 28 by 11:59pm (Submit via blackboard)
Week 4
(Feb 5)
*Multimedia presentations on blackboard
*Young, A. (2010). Brand media strategy: Integrated communications
planning in the digital era. New York: Palgrave Macmillan. Chapters 5, 6.
*Igor Naming Guide (2005)
*Whitfill, A. (2009). Burts Bees, Tom's of Maine, Naked Juice. Your favorite
brands -- take a look again. They aren't what they seem. Alternet.org. (Mar
17). Retrieved from http://www.alternet.org/ story/131910/
*Segal, D. (2014, July 27) . For coconut waters, A street fight for shelf space.
New York Times. Retrieved from: http://nyti.ms/1nHvMyb
*O’Brien, K. (2012, May 4). How McDonald’s came back bigger than ever.
New York Times. Retrieved from
http://www.nytimes.com/2012/05/06/magazine/how-mcdonalds-came-backbigger-than-ever.html?smid=pl-share
Week 5
(Feb 12)
*Multimedia presentations in this folder
*Young, A. (2010). Brand media strategy: Integrated communications
planning in the digital era. New York: Palgrave Macmillan. Chapter 5-6.
*Fowler, F. (1997). Chapter 2: Designing survey questions to gather factual
data. Improving survey questions: Design and Evaluation. (Optional)
Week 6
(Feb 19)
*Multimedia presentations in this folder
*Clifford, S. (2012). Social media as focus groups. (July
30). http://www.nytimes.com/2012/07/31/technology/facebook-twitter-andfoursquare-as-corporate-focus-groups.html?_r=1&hpw
*Duhigg, C. (2012) How companies learn your secrets. New York Times.
(Feb 19.) Retrieved
fromhttp://www.nytimes.com/2012/02/19/magazine/shopping-habits.html
*Goel, V. (2014). How Facebook sold you krill oil. New York Times. (Aug
2) http://nyti.ms/1ojcY4c
*Young, A. (2010). Brand media strategy: Integrated communications
planning in the digital era. New York: Palgrave Macmillan. Chapter 6.
Week 7
(Feb 26)
Schwartzapfel, S. (2012). Real “Mad Men” Pitched Safety to Sell Volvos.(Apr
23) http://www.nytimes.com/2012/03/25/automobiles/real-mad-men-pitchedsafety-to-sell-volvos.html
Week 8
(Mar 5)
Midterm presentations and reports. No reading. (Mandatory class)
Week 9
(Mar 12)
*Heath, C & Heath, D. (2007).Made to stick: Why some ideas die and others
survive. Random House
*Barry, P. (2012). The advertising concept book: A complete guide to
creative ideas, strategies, and campaigns. New York: Thames & Hudson.
Chapter 8. (text)
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CMGT 400 Syllabus
*Paper 2 due: Mar 11 by 11:59pm
Week 10
(Mar 19)
SPRING BREAK – NO CLASS
Week 11
(Mar 26)
*Multimedia presentations on blackboard.
*The Whopper Freakout Case Study on blackboard
* View the video on creative briefs from the perspective of famous creative
executives: http://bassett.tv/briefly/search
Week 12
(Apr 2)
*Pitch your “big creative ideas” for feedback.
*For inspiration, watch how different agencies present their creative ideas on
“The Pitch” http://www.amctv.com/full-episodes/the-pitch
*Young, A. (2010). Brand media strategy: Integrated communications
planning in the digital era.. Chapters 8, 10, 11, 12.
*Barry, P. (2012). The advertising concept book: A complete guide to
creative ideas, strategies, and campaigns. Chapter 8, 9.
Week 13
(Apr 9)
*Vaynerchuk, G. (2013). Jab. Jab. Jab. Right hook. How to tell your story in
a noisy social world. (Text)
*Paper 3 Due: April 8 by 11:59pm
Week 14
(Apr 16)
*Mutlimedia presentations on blackboard
*Young, A. (2010). Brand media strategy: Integrated communications
planning in the digital era. Chapters 8, 10, 11, 12. (Text)
*Barry, P. (2012). The advertising concept book: A complete guide to
creative ideas, strategies, and campaigns. Chapter 9. (text)
*Steinberg, B. (2009). The future of tv. Advertising Age. (Nov 30). Retrieved
from http://adage.com/article/mediaworks/future-tv/140751/
*Wikipedia page on online advertising (click and read the links on specific
types of online advertising.) Retrieved
fromhttp://en.wikipedia.org/wiki/Online_advertising
*Shaoolian, G. (2011) Why a mediocre website is so dangerous. New York
Times. (Nov 29). Retrieved fromhttp://boss.blogs.nytimes.com/
2011/11/29/why-a-mediocre-web-site-is-so-dangerous
*Hagen, J. (2011). Tweet science. New York Magazine. (Oct 2). Retrieved
from http://nymag.com/news/media/twitter-2011-10/
*Native advertising with John Oliver. http://youtu.be/E_F5GxCwizc
*On facebook ad types: http://socialfresh.com/facebook-ad-types/
Week 15
(Apr 23)
Multimedia presentations on blackboard
Week 16
(Apr 30)
Last Day Dress rehearsal videos + Q & A (Mandatory class)
No reading
Final Client Presentations and Reports are due on May 7 2:99-4:00pm
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