UMUC-Europe Syllabus

An in-depth study of promotional activities such as advertising, personal selling, sales promotions, and direct marketing (including use of the Internet). Emphasis is on strategic planning of promotional activities to communicate with customers to achieve marketing objectives. The relationship of integrated marketing communications to other elements of promotional activities is also explored. Students may receive credit for only one of the following courses: BMGT 354 or MRKT 354.

Course Goals/Objectives:

Upon successful completion of this course, students should be able to: Discuss the role of integrated marketing communications (IMC) in the global economic, business, and governmental environments Explain why good ethics and social responsibility of modern marketing practices are important in current companies Discuss the functional role of integrated marketing communications within the organization and how IMC relates. Explain the processes underlying promotion decisions. Discuss the positive relationship between a firm and its customer(s) This course is designed to offer the student an understanding of both the theory behind, and the practical application of, promotional principles and techniques. It begins with a foundation in consumer behavior and then investigates the overall promotional mix including advertising, sales promotion, personal selling and other communication tools. A comprehensive treatment of the subject will include its historical development; its function and role in the firm and in the economy; its impact upon society; and the processes of its planning, production and implementation. Emphasis will be placed on the role of progressive promotion management in increasing the satisfaction of both consumers and sellers. Cross Curricular Initiatives In addition to these learning objectives, this course also concentrates on UMUC's cross-curriculum initiatives, detailed below, designed to help UMUC students build business skills to enhance their careers and overall effectiveness in their employment. Effective writing There are numerous writing assignments throughout the semester. Those assignments are expected to reflect appropriate professional writing skills. That is, they will be evaluated on the basis of grammar, sentence structure, spelling, and overall sound writing principles. Students should demonstrate effective written (online discussions/group interrelationships as appropriate) communications consistent with the professional marketing environment. Information literacy Students will be expected to demonstrate proficiency at research activity through the library and use of online sources. Globalization. While this course will focus on domestic markets, an important outcome will be the realization that the marketing principles apply to global marketing situations, as well. Different cultures domestically can be interpreted globally. Fluency in technology.Students should demonstrate proficiency in using the computer for marketing tasks (include charts/graphs in written assignments) Since the computer has virtually altered the way marketing is conducted, this course will emphasize its increasing importance. Historical Perspective. This course will integrate the historical development of theory to provide the student with a context for current theories and practices. Civic Responsibility. Positive and negative ethical behavior and role of marketing in society will be explored in this course.

Course Introduction:

Communication is one of the fundamental aspects of marketing. Without adequate communication with its various publics, an organization can have the best product, with the perfect price and distribution yet still fail in the competitive market. Therefore, the focus of this course is important to marketers in both the business and non-profit sectors. Additionally, due to its kinship with the creative arts, communication is also considered by some to be the most interesting and engaging aspect of marketing. This course builds on learning from the basic marketing course and from learning in economics. It emphasizes a part of the marketing mix involving promotion or rather integrated marketing communications (IMC). The concepts of IMC enhance the equity of brands and show how advertising, promotion, packaging and branding strategies, point-of-purchase communications, marketing-oriented public relations, event- and cause-oriented sponsorships can affect the marketing of products, goods, services, or ideas. The course is organized into six (6) sections; role in brand equity enhancement, IMC from the customer perspective, communication regarding new products, advertising management, sales promotion management and external sales promotion pressures on IMC. Case studies supplement these sections with real world examples of IMC across a variety of business situations.

Grading Information and Criteria:

A = 90-100%; B = 80-89%; C = 70-79%; D = 60-69%; F below 60% Examinations: 50% Case Study Analyses: 20% Journal submission: 20% Instructor Grade: 10% Total: 100%

Other Information:

Any other information the instructor wishes to add. This might include: * General expectations of students, such as hours per week students should expect to devote to the class. * Turnaround time for faculty to respond to email and return papers. * Unique class procedures or activities (such as cooperative learning exercises, panel presentations, case study methods, class journals or learning logs). * Supplemental objectives (such as development of skills like teamwork, writing, oral presentation; integration of knowledge on focus topics). * Optional activities such as study groups.

Project Descriptions:

Alternative projects are offered for this course. Instructors will select the one that best fits with his/her objectives for this course. Project #1 The project for this course will be an Advertising Analysis. The student is expected to compare at least three different advertisements from one product category. Students will use magazine advertisements. The target market for each of the ads should be specified along with substantiating data. The communication strategy should be delineated and the success of the attempt evaluated. Discuss the creative strategies used. Students should also include an analysis of the layout and visuals. Finally, students should comment on the overall effectiveness of the ad and how it compares to the other ads being analyzed. Include the advertisements with the final paper. Project #2 Students are to develop annotated bibliographies of seven (7) articles reflecting real-world practice of IMC. The annotation will consist of (1) identification of customer or prospect (2) form of contact (3) synergy present (4) what relationship is being built (5) how the behavior of the audience is to be affected. Case studies are analyzed in the same manner. Completed journals are turned in at the end of the term after a brief presentation (3-6 minutes) to the class. 50% of the completed case studies are turned in at the mid-term and the final 50% at the end of the term along with the final examination at the end of the final examination. The development of an annotated bibliography of seven (7) articles reflecting outside readings in integrated marketing communications is developed as followed: 1. Article is selected from print media 2. Article is copied for use in journal 3. Annotation of bibliographic entry is as follows: SAMPLE ANNOTATED BIBLIOGRAPHY ENTRY FOR A JOURNAL ARTICLE The following example uses the APA format for the journal citation: Goldschneider, F. K., Waite, L. J., & Witsberger, C. (1986). Nonfamily living and the erosion of traditional family orientations among young adults. American Sociological Review, 51, 541-554. The authors, researchers at the Rand Corporation and Brown University, use data from the National Longitudinal Surveys of Young Women and Young Men to test their hypothesis that nonfamily living by young adults alters their attitudes, values, plans, and expectations, moving them away from their belief in traditional sex roles. They find their hypothesis strongly supported in young females, while the effects were fewer in studies of young males. Increasing the time away from parents before marrying increased individualism, self-sufficiency, and changes in attitudes about families. In contrast, an earlier study by Williams cited below shows no significant gender differences in sex role attitudes as a result of nonfamily living. This example uses the MLA format for the journal citation: Waite, Linda J., Frances Kobrin Goldscheider, and Christina Witsberger. "Nonfamily Living and the Erosion of Traditional Family Orientations Among Young Adults." American Sociological Review 51 (1986): 541-554. The authors, researchers at the Rand Corporation and Brown University, use data from the National Longitudinal Surveys of Young Women and Young Men to test their hypothesis that nonfamily living by young adults alters their attitudes, values, plans, and expectations, moving them away from their belief in traditional sex roles. They find their hypothesis strongly supported in young females, while the effects were fewer in studies of young males. Increasing the time away from parents before marrying increased individualism, self-sufficiency, and changes in attitudes about families. In contrast, an earlier study by Williams cited below shows no significant gender differences in sex role attitudes as a result of nonfamily living. 4. Within the annotation will be (1) identification of the customer or prospect (2) the form of contact (3) synergy present (4) what relationship is being built (5) how the behavior of the audience is to be affected 5. Each journal entry consists of a copy of the article and the written annotated bibliography consisting of the information in section 4. 6. These journals are turned in at the end of the term with the final examination 7. Case study analyses are based on the same criteria (see course schedule) One-half (50%) of the studies are turned in at the mid-term examination. The final 50% are turned in at the end of the term.

Academic Policies:

Cases of plagiarism are handled consistent with current UMUC guidelines. See the UMUC policies at the following URL: http://www.umuc.edu/policy/

Course Schedule:

Week 1 Chapter 1, Case Study, Page 11 Chapter 2, Case Study, Page 25 Week 2 Chapter 3, Case Study, Page 65 Chapter 4, Case Study, Page 86 Chapter 5, Case Study, Page 124 Week 3 Chapter 6, Case Study, Page 158 Chapter 7, Case Study, Page 184 Week 4 Review, examination Week 5 Chapter 8, Case Study, Page 245 Chapter 9, Case Study, Page 265 Chapter 10, Case Study, Page 304 Chapter 11, Case Study, Page 325 Chapter 12, Case Study, Page 377 Chapter 13, Case Study, Page 389 Chapter 14, Case Study, Page 411 Chapter 15, Case Study, Page 443 Week 6 Chapter 16, Case Study, Page 472 Chapter 17 Chapter 18, Case Study, Page 532 Chapter 19, Case Study, Page 577 Week 7 Chapter 20, Case Study, Page 603 Projects Due Week 8 Review, Final Examination