Overview/Objectives/Assignments
> MKTG 534-301 – Spring 2007 – Exec MBA Program
Integrated Market Communications and Brand Management
Dr. Ralph Oliva
Professor Ralph Oliva
(814) 863-2782 office
(814) 777-4111 Cell
www.ralpholiva.com
Course Overview:
Through your Executive MBA class, you’ve had a chance to learn quite a bit about how business works, and how to make it work better. An essential part of any business is connecting to its customers and markets in effective ways.
In today’s markets communications takes many forms including advertising, merchandising, Web pages, direct mail, telemarketing, teleweb, “buzz agents,” viral approaches and a host of others. The various audiences we need to connect with to achieve our objectives are bombarded with literally thousands of messages of all sorts every day. We practice our craft in an ever noisy environment. Precise, accurate, creative, and hard-hitting communications can spell the difference between success and failure – whether you’re marketing from Business-to-Business (B-to-B) or from Business-to-Consumer (B-to-C).
Course Objectives:
Students who successfully complete this course will be better able to:
- Understand Brands – how they work, what they do, their importance in Integrated Market Communications
- Understand and use the basic language and lexicon of branding, market communications and advertising
- Coach your teams in developing effective Integrated Market Communications Programs to drive sales, build brand equity, and achieve marketing objectives, using a proven, 8-step process
- More effectively work with advertising and marketing agencies in getting better business results
- Be able to use special tools to more effectively target, time and execute communications programs with more measurable ROI…
Grading:
Four components will go into a grade for this course –each will be explained in class and other handouts.
1. “BrandScape Team Presentations” – 40%
Team selects a Brand of their choice.
Survey media, web, print ads, mailers, other artifacts, etc. Use the BrandScape template covered in class to analyze and present the:
1. Brand Footprint*
2. Brand Positioning*
3. Brand Capsule*
4. Brand Elements*
5. How well is this brand used as “The Key Integrating Element?”
· 20 – 25 Minute presentation to class
· Word or Powerpoint supporting documents sent to roliva@psu.edu
2. Four “Case Insights” – Individual Assignments – 40%
Each of you should read and study all 7 of the cases assigned…
For four of the seven cases, send a SHORT “Case Insight” email with a summary of:
• The Key Insight/consideration in the case?
• A Key Question you would have for the management team in the case?
Send to roliva@psu.edu – about one page –bring to class…
This gives you the option of writing one insight per weekend if you like – but PLEASE READ all of the cases.
3. “Creative Critique”—Individual Assignment – 20%
For this exercise, each student should:
· Select a “piece” of Market Communications (Ad, Brochure, Web Page, Mailer, etc…) Important: Bring/hand in with assignment – or work with me on how I might view it if it’s a TV Ad.
· Give it a “Focus*” Score (*Focus Process and Scoring Covered in Class), and use the “*Creative Filters Framework” (*also covered) to analyze the piece.
· Make concrete suggestions on how to make it stronger/improve effectiveness
· Answer this question: How does the particular piece you’ve selected factor into an Integrated Market Communications Program? What other elements would you suggest?
· Send a (2-3 page) summary of your insights to roliva@psu.edu
4. Class Participation +/- 20%
• Share/Learn: Bring your expertise to class
• Insight vs. Airtime
• Will factor in on top of other elements…
This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003