COURSE OUTLINE:  course outline

ASSIGNMENTS:

Assignment One Guidelines

Assignment Two Guidelines - ELM CASE and SAMPLE AD

Assignment Three - see handouts in class.

Assignment  Four Guidelines - Student Lead Presentations - EXPERTISE ASSIGNMENT NOTE: topic must be approved by professor September 12th.

Assignment Five - See Course Outline
(Please have your product/service selection approved by your professor by September 25th as every team should have a different product/service). You must have a Canadian Company promoting their product internationally or an international company promoting their product in Canada. No two teams may use the same country.

ROUGH DRAFT evaluation matrix for IMC MARKETING PLAN

RESEARCH QUESTION FOR SEMINAR Sep 09th:  

WHAT IS AFFECTIVE Advertising and how is it different than COGNITIVE Advertising?

Students to bring researched questions to discuss with academic references and/or academic examples to hand in. You should read Journal Publications about affective advertising and cognitive advertising as well as some definitions from published texts. You are then expected to prepare 2 or 3 "questions" for discussion during the seminar. These questions will be used to drive our review of the concepts. Be prepared to answer your own questions with academically referenced answers. As this is a senior MBA seminar class your standard of contributions will drive the standard of learning in the class. Everyone is expected to have the  "highest standard" possible. To this well, find something you are passionate about relative to the subject matter and dig deep to come up with a very insightful question from your point of view.

LECTURE SLIDES:

The Process: Advertising and Integrated Brand Promotions and INTRO

CONSUMER BEHAVIOUR

IMC Plan

Market Segmentation, Positioning and the Value Proposition

The Advertising Plan (and creative brief)

Message Strategy

Media Planning Strategy