Introduction to Marketing Communication

AJOU International Summer School 2016

Instructor: Won Yong Jang, Ph.D.
Professor, Department of Communication & Journalism
University of Wisconsin at Eau Claire
E-mail: jangwy@uwec.edu / Skype: won.anselmo

Introduction to the Instructor

Dr. Won Yong Jang has taught strategic communication and conducted global
communication research in the Department of Communication and Journalism at the
University of Wisconsin—Eau Claire since 2003. He holds a bachelor’s and master’s
degrees in political science from Sogang University, South Korea; a master’s degree in
mass communication from Marquette University; and a doctorate in communication from
University at Buffalo, SUNY. He has continued his research about Global
Communication Issues, Relationships between Media and Society in East Asian Societies,
Advertising/Health Communication across Borders, and Political Communication.
Specifically, he is an active scholar in researching public views on climate change in U.S.,
China, and South Korea. He most recently has published in Journal of Environmental
Studies and Sciences, International Journal of Health, Wellness, & Society, and
International Communication Gazette. In addition to research, he teaches advertising,
strategic media planning, media law, global communication, and research methods.

Course Description

This course is designed to introduce students the nature, role and environment of
advertising, the creative and media processes used in the field, and the variety of career
opportunities in advertising and related fields. We will focus specifically on marketing
communications of a brand. We’ll also explore how marketing communication is being
transformed by digital technology. Thus, this course challenges students to consider the
evolving roles and definitions of marketing, advertising, promotion and marketing public
relations in a media-saturated world.

Course Objectives

For students majoring in advertising, marketing and strategic communication, this course
offers the opportunity to acquire a strong, basic framework from which to excel in the
more advanced marketing communication courses. For the non-major, this course
provides an understanding of how persuasive communication tools are used in the
marketplace.

Specific objectives include the following:

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 • To introduce students to major areas of specialization and proficiency in
advertising: Research, Marketing, Creative, Media and Promotion;
• To be knowledgeable of the language, history, current events, industry structure,
regulation, and social and economic effects of advertising;
• To understand the differences paid, owned and earned media, describe the impact
of earned media on traditional marketing strategy, and integrate paid, earned and
owned media into effective marketing communication campaigns; and
• To learn how advertising relates to marketing and to other forms of marketing
communication, such as promotions and public relations

Course Format

Learning activities will be handled in the following way to help improve comprehension
of the subject matter in a large classroom environment:

• Lectures will lean heavily toward elaborating on basic information found in the
text and in discussing important material not fully covered in the book—material
the instructor feels should be explained in more detail.
• Lectures will frequently use examples of current or recent advertising campaigns
to illustrate concepts described in the text.
• Audio-visual aids will be used wherever possible to show examples or concepts
that are difficult to describe via lectures.
• Class discussion is encouraged in order to ensure understanding of point made in
either the readings or lectures.

Course Materials

There is no textbook for the class. Instead, readings from a variety of sources have been
complied into an electronic course packet. In the course we will use a variety of readings
and watch a large number of actual ads. The readings are designed to introduce
advertising and marketing communication concepts and principles. Cases will allow us
to examine, in detail, the application of particular concepts and principles.

• Advertising/Marketing Communication (IMC) Analysis – This manual includes

detailed instructions for the class project.
• Harvard Business School cases – Mountain Dew (9-502-040) and BBVA (9-511-
096)
• Lecture Slides – These provide a summary of important information presented in
class and in the readings, though not every important detail discussed in class or
found in the readings will appear in the class notes. Lecture slides for each class
will be emailed prior to that session.
• Advertising Age Magazine – http://adage.com

• Adweek Magazine – http://www.adweek.com

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 Course Requirements

The requirements for the course have been designed to provide students with concepts
and experiences needed to meet the above-stated objectives and to measure the amount of
success toward reaching these objectives.

Examination (20%)

Exam (100pts.): You will have one exam in this course. Exam date is listed on the
syllabus.
• The exam will cover material from assigned readings, lectures, class discussions,
exercises, and workshops. So you will be responsible for all the reading materials,
even that which is not covered in lecture. The format of the exam will include
some combination of true/false and multiple-choice.

Advertising/IMC Analysis (60%)

Team Project (300pts.): You will complete a project with a group of other students. The
project consists of an advertising case analysis that requires library research. The goals of
this project are to gain additional skill 1) detecting marketing strategy and creative
strategy in finished ads; 2) inferring the decisions that went into making the kinds of
strategic choices apparent in ad campaigns; 3) understanding how the brand identity of a
product, service, or cause is created through advertising; and 4) working productively as
part of a team to reach a common goal. Your individual grade on the team project will be
based on your team grade, weighted by your peers’ evaluations. At the end of the
semester each group member will provide me with a confidential evaluation of the other
members of the group – participation in team events, sharing of workload, quality of
work, and contribution to team process (e.g., constructive handling of conflict, good
communication skills). Detail on the form and the content of the final research
presentation will be discussed. The criteria for evaluation will be discussed and
distributed in class.

Targeting Specific Racial, Ethnic and Age Group (20%)

Collaborative Assignment (100pts.): You will be assigned to a team to complete ONE

assignment. In this assignment, you will learn about and analyze the development of and
responses to culturally diverse populations in one or more social (marketing) contexts.
Your individual grade on the team project will be based on your team grade, weighted by
your peers’ evaluations. Details of this assignment will be discussed in class.

Course Evaluation

Your final grade in the course will be determined based on the following:

In-class exam (Open Book Test): 100 points

Exam 100

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 Collaborative Projects (Presentations Only): 400 points
Advertising/IMC Analysis
One-page proposal 20
Oral Presentation 180
Peer Evaluation 100

Targeting Specific Racial, Ethnic and Age Group

Oral Presentation 80
Peer Evaluation 20

500 points

Grades are recorded permanently at the Office of International Affairs using the grade
system of Ajou University. Excessive absences will result in an automatic failure. Upon
your request, your grades will be sent to your home and your school about four weeks
after completion of the summer session. The scale I will use in calculating your final
grade is:

Letter Grade Grade Point Evaluation

A+ 4.5 Excellent

Ao 4.0 Outstanding

B+ 3.5 Very Good

Bo 3.0 Good

C+ 2.5 Satisfactory

Co 2.0 Fair

D+ 1.5 Poor

Do 1.0 Minimum Acceptable

F 0.0 Failure (no credit)

Course Policies and Miscellaneous

Late or Absent Assignments and Missed Exams

• All assignments are due at the beginning of class. No late assignment is accepted
unless the absence is excused. Deadlines are critical.

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 • Exam is given only once at the time scheduled in the syllabus. If you miss an
exam, you receive a zero. Once an examination is underway, you may not leave
the room until you are finished. If you talk during the exam with another student,
I will assume that your discussion is about the exam itself, and this will be treated
as academic misconduct. No make-up is available unless the absence is excused.

Attendance policy

• You are expected to attend all classes, and you are expected to arrive on time.
Announcements and reminders are typically made at the beginning of class. If you
are late or miss class, it is your responsibility to find out what you missed in class
by obtaining news and notes from other students. After you "catch up," please see
me if you have questions and to obtain any handouts.

Academic Misconduct

• I consider any academic misconduct in this course as a serious offense, and I will
pursue the strongest possible academic penalties for such behavior.

Special Needs

• If you need an accommodation based on the impact of a disability, you should

contact me to arrange an appointment at the beginning of the semester. At the
appointment we can discuss the course format, anticipate your needs, and explore
potential accommodations.

Tentative Schedule — Readings, Assignments, and Exams

This syllabus represents a contract in the works. In the event I need to modify the
syllabus, I will announce the modification in class or on the course web site. Ultimately it
is your responsibility to keep up with any such modifications and be aware of current
policies, deadlines, etc.

Date Topics Readings / Deadlines

6/26-27 Dormitory Opening
6/28 Orientation

6/29-7/1 Event: Trip to Jeju Island

Week 1 Course Overview

7/4 (M) First Day:

Introduction to class Syllabus

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 Preparing Your Assignments: Group Instructions for Collaborative
Formation (7/5) Projects

Complete questionnaire in class

(7/4).

Part 1: Perspectives, Process, History, &

Development

Introduction to Marketing Moriarty et al Chapter 1: The

Communications New World of Marketing
Communication

Week 1 Advertising Industry

Advertising and Communication Roles Moriarty et al Chapter 2:

in the Marketplace; Advertising’s Role Integrated Brand
in the Marketing: Relationship Communication
Marketing & Marketing Communication

The Structure of the Advertising

Industry

Part 2: Crafting Marketing and

Advertising Strategies

Week 1 Account/Brand Planning and Research Moriarty et al, Chapter 6:

Strategic Research/Moriarty et
al, Chapter 4: How Marketing
Communication Works

Marketing and Consumer Behavior O’Guinn et al, Chapter 5:

Advertising and Consumer
Behavior

Market Segmentation and the Marketing Moriarty et al, Chapter 5:

Mix Segmenting and Targeting the
Audience
Preparing Your Projects

Week 2 Campaign Strategy

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7/11 (M) Advertising Management, Account Moriarty et al Chapter 7:
Planning, & Evaluating an Integrated Strategic Planning
Marketing Program

Marketing and Advertising Planning Hiebing & Cooper, Chapters

7 (Marketing Strategies) & 8
(Communication Goals)

Week 2 Media Planning

Part 3: Media Strategy and Planning

Planning Media Strategy Burcher, Chapter 1: How the

world of paid, owned, earned
works

Week 2 Using Advertising Media

Print Media Katz Chapters 4-7: Exploring

media (Paid, Owned, Earned,
and Terms)
Electronic Media

Preparing Your Projects

Week 3 Using Advertising Media (Cont’d)

7/18 (M) Interactive Digital Media Clow & Baack, Chapter 13:
Internet Marketing
Social Media

Out-of-Home and Supplementary Media

TEAM PROJECT (Advertising/IMC

Analysis): ONE-PAGE PROPOSAL
DUE (7/19)

July 21-22 Midterm Break

Part 4: Creative Development and

Execution

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Week 4 The Creative Process

7/25 (M) Creative Strategy and the Creative O’Guinn et al Chapter 11:
Process Message Strategy

Felton, Chapter 6: Developing

the Creative Brief

Felton, Chapters 7-14

(additional reading)

HBS case: Mountain Dew

(additional reading)

Part 5: Integrating Marketing

Communication

Week 4 IMC One: Direct Marketing & Sales

Promotion

Sales Promotion and Buzz Marketing Clow & Baack, Chapters 9 &
10: Promotions

Exam (7/29, Open Book Test, 100

points, Parts 1-4)

Week 5 IMC Two: Public Relations

8/1 (M) Public Relations: Planning & Execution Clow & Baack, Chapter 12:
Public Relations

Gehrt & Moffitt, Chapters 3-

7: Strategic Public Relations
(additional readings)

HBS case: BBVA (additional

reading)

Part 6: Impact and Social Roles

Week 5 Advertising in Contemporary Society O’Guinn et al. Chapter 4:

Social, Ethical, Regulatory
Aspects of Advertising

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Week 5 Group Project Presentations

8/3 (W) Out-of-class Workday: Get ready for Instructions for Collaborative
your group projects Project presentations

8/4 -5 Presentation One: Advertising/IMC Analysis

Advertising/IMC Analysis • Peer Evaluation

Presentation Two: Targeting Specific Racial,

Targeting Specific Racial, Ethnic and Ethnic and Age Group
Age Group • Peer Evaluation

8/5 (F) Closing Ceremony

8/7 (S) Dormitory Closing