Marketing 458 – Communication Strategy & New Media –Advertising – 3 credit hours

Advertising Marketing 458-001 CRN 11111

Fall 2018 M-6 to 8:45 PM
Professor Tim Hartge
Office: FCS – 121B - 313-583-6465
thartge@umich.edu – preferred method of contact
Office hours: by appointment
COURSE DESCRIPTION
Prerequisite: Marketing 352
Marketing 458
Welcome to Marketing 458. This course is a survey of the principles of integrated brand
advertising/communication and promotion, with an emphasis on digital media. We examine
the issues, particularly brand, the current state of the business and problems related to
advertising and management in the 21st Century. Topics include the advertising business,
determination of objectives, strategy formulation, creating effective digital advertising
programs, media planning, roles of client and agency, establishing the advertising budget,
advertising research and the social and legal aspects of integrated brand promotion.
College of Business BBA Goals
Students will be:

 Knowledgeable about the business discipline

 Effective communicators
 Effective team members
 Competent in the application of technology
 Knowledgeable about global business practice and managing a diverse workforce
 Knowledgeable about ethical principles and their application
 Able to apply critical thinking skills to business situations

Dearborn Discovery Core Goals: Undergraduate Learning Goals at UM-Dearborn

The campus-wide general education program (known as the Dearborn Discovery Core) at the
University of Michigan-Dearborn is designed to complement work in a student’s chosen area of

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study. These classes serve as a means of discovery for students, providing a foundation for
learning, connecting to potential new areas of interest and building tools for success in
whatever field a student pursues. Learning outcomes are guided by the qualities every student
should develop as they move toward graduating with a University of Michigan-Dearborn
degree. The six goals for undergraduate student learning and experiences at UM-Dearborn are:

 Core Knowledge - Communication

 Cultural Understanding - Critical and Creative Thinking
 Collaboration - Citizenship

Course Objectives: The students will be able to:

 Understand the fundamentals of advertising communication

 Understand advertising ethics
 Understand the roles of advertising people
o Media buying & planning
o Account work
o Creative people
 Understand how to design an advertising campaign, including the use of:
o Traditional Media- broadcast and print
o Digital Media – social and mainstream digital
o Out of Home Media
 Use the tools of advertising to design an advertising campaign effectively
o Traditional including digital and
o Design an organic digital campaign
 Understand how to design advertising budgets
 Understand how to evaluate advertising campaigns

Textbook: ISBN 9780134450636 - Advertising, Promotion, and Marketing Communications, 8/E

by Clow & Baack
Class Format: A typical class will mix lecture, open discussion, and in-class exercises to
accomplish three objectives: 1) clarify and reinforce the key concepts from the text
assignments; 2) apply the concepts through discussion of questions, incidents, exercises, or
cases; and 3) extend beyond the text material by examining selected concepts in more detail.
The expectation is that each student is prepared for class daily, questions and participates in
the class discussions. You handle all the material in the syllabus.
Quizzes & Exams: Exams are a combination of multiple choice, fill in the blank, short
answer/identification and essay questions. The domain of testable material will consist of any
material covered in the text, whether covered in class AND any material covered in class. Final
Report and Presentation: An advertising plan for a set marketing plan. Required: Group
Activities and Function: The group work is designed to replicate real-world teams that
effectively communicate and interact with the work environment. Once in your assigned group,
each group selects a group, leader.

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Groups, class work and case studies - Class preparation, participation, and assessments: The
instructor assesses student preparation for the class and quality contribution to class
discussions. Instructors determine the quality, not necessarily the number of your comments
and questions. Your classroom attendance and participation influence your final grade. We will
use Canvas for course quizzes, tests, archives, and homework.
Also, students will gather in groups for an in-class exercise during the term at specified times.
These are graded assignments and may or may not be announced ahead of time. There can be
no make-up for a missing in-class exercise.

 Email submissions, as well as late submissions, will not be accepted.

 Always, keep a copy or record of the graded papers.

Final Presentation- DIGITAL Promotions/Advertising Proposal Devise a digital marketing,

advertising/promotions plan with a budget, based on an existing marketing plan, the instructor
will provide options.

Branding - Write a Promotions/Advertising Plan - a proposal with the expressed goal of

meeting media objectives – 15 to 20-minute class presentation and 10-20-page proposal.
This project requires an understanding of marketing basics, promotion and the writing of a
media plan.

 Basic understanding of marketing research

 Devise an ad plan/promotion or media plan using digital and some traditional media
sources

Evaluation of Assignments: Homework or in-class writing assignments are graded with a

numerical grade, corresponding to a letter grade.

 Assignments – A three strike and return policy is enforced. Three errors in English grammar
and proper usage I enforced. Your paper may be returned for poor use of the English
language.
 All papers are to be submitted via Canvas.
 If you become ill and miss a class, please email your colleague for class assignments or class
coverage that day. This also means email your paper to a classmate whom you can count on
to hand in your paper or submit via Canvas. This requires you to consider a backup plan in
case you are ill, and computer or printer fails.
 Late assignments are not accepted

Evaluation of Learning - Please read carefully.

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 Non-cumulative chapter exams – 360 points
 Homework and Class Activities – 255 points (may be able to rewrite some homework for
10% improvement in grade).
o Case Studies, if assigned, homework, all written assignments & participation grade. This
grade is assessed in three parts. 1) Homework grade 2) Class participation and
attendance (sticky notes). 3) End of term individual/ team assessment. 60-75
points. NOTE: Instructor may deduct from this grade for violations of class preparation,
participation, and assessments (see above)
 Final Written Report and Presentation – 500 points
o The Final Grade is based on a composite score calculated using the weights shown
above. The scale below will serve as the standard for determining course grades.

Grade Points

A 1045-1100
A- 990 - 1044
B+ 935-989
B 880-934
B- 858-879
C+ 825-857
C 803-824
C- 770-802
D+ 742-769
D 715-741
D- 688-714
E 649-687

UM-Dearborn COB Commitment to Learning, PLEASE READ

The UM-Dearborn COB learning experience transforms students by developing the ability to
think rigorously, work collaboratively, and lead effectively. The classroom and course work are
the foundational components of the UM-Dearborn COB learning and growth
process. Classroom activities are central to each student’s experience—an experience they
share with their classmates and faculty to develop each student’s knowledge and personal
growth and that of the student body. Due to the importance of this shared experience,
students should attend all classes, arrive on time, stay in class throughout and be prepared to
contribute to the learning process for all. The expected level of engagement goes far beyond a
mere physical presence in class. Rather, students should come to each class having read all
material, prepared all assignments, and ready to share their insights, thoughts and
intellectual struggles with their classmates. Students should remain engaged and attentive
throughout the class, both for their learning and in respect to the rest of the UM-Dearborn COB
community. Violations of these expectations will be reflected in reductions in the class
participation grade as well as other penalties the faculty may view as appropriate.

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Exams and Quizzes: Are scheduled and may be a combination of true/false, multiple choice,
and short essay questions. The domain of testable material will consist of any material covered
in the text and class. All quizzes are taken online during a specified time frame. Exams are given
online, Canvas, however, there may be pop quizzes.
Success in this experiential learning course depends upon attendance and class participation.
The instructor considers attendance a crucial factor in the final grade. Make-up tests and X's
and I's are not given unless due to illness, accompanied by a doctor's note. Please, turn-off all
cell phones while in class, please do not use active laptops unless you are taking notes.
Transgressors may be asked to leave the classroom. Guides for the development of assignments
will be distributed and discussed during the early weeks of the term.
College of Business Statement on Academic
Integrity Statement: http://www.umd.umich.edu/351001/
The University of Michigan -Dearborn values academic honesty and integrity. Each student has
a responsibility to understand, accept, and comply with the University's standards of academic
conduct as set forth by the Code of Academic Conduct, as well as policies established by the
schools and colleges. Cheating, collusion, misconduct, fabrication, and plagiarism are
considered serious offenses. Violations will not be tolerated and may result in penalties up to
and include expulsion from the University.
Accommodations for Students with Disabilities Statement:
http://www.umd.umich.edu/cs_disability
The University will make reasonable accommodations for persons with documented
disabilities. Students need to register with Disability Services (DS) every semester they are
enrolled for classes. DS is in Counseling & Disability Services, 2157 UC. To be assured of having
services when they are needed, students should register no later than the end of the add/drop
deadline for each term.
INCLEMENT WEATHER TELEPHONE NUMBER (313) 436-9157
Information on whether the campus is open or closed due to inclement weather or for any
other emergency is always available by calling the Campus Closure Information

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Wk. Date CH Subject Lecture Content Assignments
Intro IBP/IMC - Relationship
10-
1 1 the Marketing Plan and the
Sep
Advertising Plan

17-
2 2 Brand Management Assign. #1 Team Start-Up
Sep
Questions- due
The final ad plan project
discussion

24-
3 3 Consumer Behavior &
Sep
IMC Planning - The
4
Communication Process

Advertising Management
1- Source and Channel &
4 5
Oct Establishing Advertising &
Media Objectives

8- Assign. #2 Media Objectives

5 Midterm Exam
Oct Assignment- due

October 15 Fall Break

Ad-Spender & Nielsen

22- Training Assign. #3 Meeting Report
6 7
Oct Intro Media Buying & with Joan Martin -due
Planning Guest Lecturer

Traditional Media Channels -

29- Media Tools- Broadcast, TV, Assign #4 Competitive
7
Oct Radio, Media Tools - Spending Analysis due
Magazines & Newspaper

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 Digital and Social Media -
8& Guest John Cerne Media Assign. #5 Target Audience
5-
8 9,10,11 Director- Agency 720 Analysis and
Nov
& 12 Direct Response, Sales Recommendations- due
Promo

PR & Publicity & Sales

12- Promotion Guest Lecturer:
9 13
Nov Terry Radigan General
Motors Corp

Creative & Creative Strategy

Guest Lecturer: Creative
19-
10 6 Director Jerry Burton
Nov
Universal McCann
Worldwide

Assign #6 Creative Brief - due

26- Evaluating the IMC AD
11 15 Assign #7 Media Plan
Nov Program
Strategy- due

3-
12 Mock Presentations Assign #8 Media Budget -due
Dec

Assign #9 Peer Evaluation

10- Final Plan Details & Pres &
13 Final Presentations
Dec Deadlines
Promotion Plan & Pres Due
17-
Final Exam
Dec
The instructor reserves the right to change the syllabus at any time