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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 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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