MAR 3326 Syllabus 2013 Sumer C

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He will not respond to email when the message pertains to personal issues or graded assignments. Post questions and concerns about graded assignments on the appropriate discussion board and Dr. Smith will provide a response. Use email only to submit a graded assignment after experiencing technical difficulty in submitting it through Blackboard. Place the identifier “MAR 3326” in the subject box when 11
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sending e-mail. Send a complete and clear message using standard English grammar. Course Outline/Schedule of Classes Module and Date Topics Reading Assignments Responsibilities and Due Dates Orientation May 11 –May 27 1. Course Information 2. Blackboard Basics 3. Library Tutorials Information posted in the Orientation Module Self-selected article from FAU Library’s electronic journals 1. Agency Discussion Board Due: 5-21 by 11:59 p.m. 2. Article Wiki Due: 5-26 by 11:59 p.m. 3. Orientation Quiz Due: 5-26 by 11:59 p.m. Leaning Unit 1: Situation Analysis May 23-June 10 1. Background research 2. Branding, marketing, and advertising 3. Elements of brand strategy 5. Environmental analysis 6. Competitive analysis 7. Market segmentation 8. Target Marketing 9. Advertising research Chapters : 2, 4, 5, and 6 Class Notes : A. Background Research B. Integrated Brand Strategy D. How Marketing Communication Works E. Segmenting and Targeting the Audience F. Strategic Research 1. Campaign Quiz Due: 5-30 by 11:59 p.m. 2. Macro Discussion Board Due: 6-3 by 11:59 p.m. 3. Phase I: Situation Analysis Due: 6-10 by 11:59 p.m. Learning Unit 2: Strategic Campaign Planning June 18-July 7 1. SWOT Diagram 2. Target Market Profile 3. Campaign Problem 4. Persuasion Concepts 5. Campaign Goals 6. Desired Effects Chapter : 7 Class Notes : G. Strategic Planning 1. Desired Effects Exercise Due: 6-22 by 11:59 p.m. 2. Broad Goals Exercise Due: 6-24 by 11:59 p.m. 3. Phase II: Strategic Campaign Planning Due: 7-1 by 11:59 p.m. 12
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Module and Date Topics Reading Assignments Responsibilities and Due Dates Learning Unit 3: Message Strategy and Creative Component July 7-July 23 1. Executional Elements and Message Strategy 2. Creative Brief 3. Blueprint Statement 4. Creative Thinking Techniques 5. Creative Concept 6. Copywriting Principles 7. Technical execution of print ads, broadcast commercials, and You Tube Viral Videos Chapter : 8 Class Notes : H. The Creative Side I. Creative Thinking techniques J. Technical Execution 1. Copywriting Exercise Due 7-8 by 11:59 P.M. 2. Creative Ad Exercise Due by 7-15 Phase III: Message Strategy and Creative Component Due: 7-22 by 11:59 p.m. Learning Unit 4: Media Plan July 23-August 6 1. Measured Media and Impressions 2. Target Market Incentive Statement 3. Media Effectiveness 4. Media Efficiency 5. Intensity and Intensity Range 6. Reach versus Frequency 7. Media Planning Process 8. Media Strategy 9. Media Buying Chapters : 11 and 19 Class Notes : Media Planning and Buying Phase IV: Media Plan Due: 8-1 by 11:59 p.m. 13
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