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MARKETING COMMUNICATIONS. ASSESSMENT . Aliona N.Andreyeva, Ass.Prof. Dept. of Marketing. Basic principles. Coursework 4 5 % Examination 55 %. Coursework. Home Tasks (5) Essays

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Marketing communications

MARKETING COMMUNICATIONS

ASSESSMENT

Aliona N.Andreyeva, Ass.Prof. Dept. of Marketing


Basic principles

Basic principles

  • Coursework45%

  • Examination55%


Coursework

Coursework

  • Home Tasks (5)

    • Essays

    • The essays are to be handed in during the lecture in the week they are due or in the postbox [email protected] by 6 pm on the day they are due

    • Weighting of each essay is 5%

    • Max weighting of total essays is 25%


Coursework1

Coursework

  • Article presentation (1)

  • Max weighting of presentation is 5%

  • Schedule –TBD on September 23


Article presentation requirements

Article presentation: requirements

  • Based on the article listed as additional reading

  • Authors presentation

  • Relations with theory & practice of MarCom

  • Pros & Contras to implementation and usage (expertise)

  • To read or not read!

  • Weighted personal opinion is considered as significant plus


Coursework2

Coursework

  • Group Presentation (1)

    • 30 min maximum

    • Power point

    • Questions & Answers (Defense)

    • Schedule will be discussed on September 23

    • Groups list will be decided on September 9 and 16

    • Max weighting of presentation is 10%


Group presentation requirements

Group Presentation: Requirements

  • Objectives formulation

  • Clear and understandable structure

  • Relevant theory review

  • Relevant illustrating examples

  • High narrative dynamics

  • Design & navigation

  • Time limits

  • Good team spirit

  • Interactions with audience is a PLUS


Presentation topics

Presentation Topics

  • Sex Sells! Using sexual connotations in marcom programs. Review.

  • Love as advertising persuasion. Review.

  • Usage of fairy-tales in marcom programs. Review.

  • Color is everything! Marketing of colors in promotions. Project.

  • Geographic promotions. City\Country marcom program. Research.


Presentation topics1

Presentation Topics

  • Special for kids. Marcom programs for children. Review.

  • Contemporary women as we see them in advertising. Research.

  • Contemporary men as we see them in advertising. Research.

  • Copywriting and plagiarism.Project.

  • Zoo marketing. Do animals know what people are doing? Research.


September 30

September 30

  • Exercises: To be prepared

  • Each class the short presentations based on this exercise will be executed.

  • Individual Work:

  • Creative Strategies: Rational and Projective Types.

  • Each student should find in Internet an ad copy (s/he likes or dislikes) and bring it in appropriate format to present at class.

    • Major task during the class is

    • to discuss and classify the copy with creative strategy based on Charles Fraser classification.


Mid term exam

MID-TERM EXAM

  • The past and the future of marketing communications in (country of your choice):

    lessons to be learned and challenges to meet

    • Presentation (Power Point) in class for 15 min

    • Find examples illustrating your point of view

    • Written essay: 10 pages is a maximum

      • Return of written essays will be scheduled on September 23

      • Presentations Schedule will be announced on September 23


Final exam

Final Exam

  • Weighting is 55%

  • An individual written examination will be in the take home format

  • Includes

    • Case Study Analysis

    • 3-5 questions (depends on Case Study).


Presentation schedule

Presentation Schedule


Presentation schedule1

Presentation Schedule


Presentation evaluation criteria

Presentation Evaluation: Criteria

  • Structure & Logic

  • Balance of Verbal & Visual Contents

  • Links to Theory & Practice

  • Design & Creative Approach

  • Clear Conclusion

  • Personal Opinion is a PLUS


Written works basics

Written Works: basics

  • Standards required by GSoM (title page, margins, references etc)

  • 12 pt, 1.5 I

  • Structure

  • Composition

  • Conclusion


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