MAR4333 Integrated Marketing Communications: CRN Tuesday: 5:30-8:15pm Lutgert 2208: 3 Credit Hours

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1 Instructor: MAR4333 Integrated Marketing Communications: CRN Tuesday: 5:30-8:15pm Lutgert 2208: 3 Credit Hours Phone: Office Location: 3323 Lutgert Dr. Diana Haytko, Howard Professor of Marketing Canvas ONLY, 9-5 M-F, no weekends, answered within 24 hours All course communication is organized and saved via Canvas Office Hours Monday 3-4:30pm, Tuesday 4-5:30pm Office Hours Detail: M 3-4:30pm, T 4-5:30pm. I am available via Canvas during regular business hours, M-F 9am-5pm. Any changes will be announced on Canvas. Catalog Course Description: Team-oriented approach examines problems of developing a persuasive marketing strategy, promotional objectives, strategies and executions, including advertising, public relations, personal selling, sales promotion, direct marketing, and corporate communications. Prerequisite(s): ADV 3008 (can be taken concurrently) Text: There is no text for this course. However, there will be a number of articles, websites and other materials that must be read. Check for reading assignments each week on Canvas . If a speaker provides a handout, that is subject to testing. Assignments: Reading and/or video assignments are expected to be completed before class. There might be handouts throughout the semester, which should be read and are subject to examination. In addition to the above course requirements, the Federal government and FGCU require verification of your enrollment through Canvas. You will need to complete the Verification of Attendance quiz on Canvas by Friday, 1/19, 11:59 PM. You should read the syllabus before completing this. This is 5 points extra credit towards your total grade.

2 Course Policies: Attendance: Class attendance is essential and expected. Excessive absences (more than 1) will affect your grade by reducing your total points by 25 points for each absence after 1. Attendance will be taken at every class meeting. Select your seat for the semester by week two. We only meet once a week so you cannot miss more than once without penalty. Behavior: Common courtesy and respect require that individuals not distract others around them with idle talk or disruptive behavior. Any person engaged in such behavior will be asked to leave the classroom. You may use a laptop or tablet to take notes on speakers. You will have an exam that covers speakers and if you have NOT taken notes, you will do poorly. NO CELL PHONES ALLOWED AT ANY TIME. Deadlines: NO LATE WORK is accepted. No exceptions. Projects turned in LATE, even by 1 minute, will earn a grade of ZERO for all group members. This is because this is what would happen if your first job (you would be fired). Student Learning Objectives: Per the LCOB undergraduate goals o Understand the business environment o Be effective problem solvers o Be effective communicators o Have interdisciplinary business knowledge Course Student Learning Outcomes: (assessed with exam and project) o Demonstrate an advanced understanding of the major components comprising the integrated marketing communication function, including the vocabulary of the IMC discipline. (Assessed with the Speaker Exam) o Demonstrate the ability to recognize and analyze marketing communication problems. (Assessed with the Speaker Exam and Project) o Understand and appreciate the complexity of planning, designing, implementing, and evaluating a complete integrated marketing communications program by creating an advanced IMC plansbook. (Assessed with the Project) o Prepare effective written reports. (Assessed with the Project) o Deliver effective oral presentations (Assessed with the Project) ADVERTISING CAMPAIGN: A major campaign will be completed during the semester. It will require a written plansbook as well as an oral presentation. You will be in assigned to groups based upon your previous classroom experience and your provided schedule. The written plansbook you submit for grading will NOT be returned as it is part of your graded record and must be retained by the instructor for two years after the end of the semester.

3 GROUP WORK: Past experience has shown that students often don t like group projects. Usually the dislike comes from the fear of getting stuck with someone who doesn t do their job. However, students must realize that the team work environment is crucial to the success of any IMC agency. Therefore, almost all work in this class is team oriented. To make this successful, give careful consideration to the selection of your team members. What strengths/weaknesses do they have? Do they come to class? Do they participate? Is their schedule compatible with yours? After groups are established, schedule meetings and distribute a detailed assignment timeline as soon as possible so you can document/take possible recourse. What this means is that your firm, just like any real ad agency, has the power to hire/fire your own employees. Any student who fails to meet the performance standards or deadlines of the group will be informed by group members as to the problems, and a timetable/plan for remediation in order to remain with the agency. If the student does not act accordingly, he/she can be dismissed from the firm (you re fired!). The last day to fire a group member is March 15 th. Given that this is a team project class, fired students may NOT do the project themselves (the deadline is provided so that fired students may drop the course). There are other penalties available to groups to punish non-performance: 1. Peer evaluation (50 points), 2. Presentation, you may chose as a group NOT to let the person present (50 points), 3. Paper, you may choose as a group NOT to put the person s name on the paper (since they didn t write it). You can combine these options. In summary, YOUR grade is based on your performance in the group. If you do not perform, you can fail the course. Make sure you are aware of your standing in your group throughout the semester so that you can drop the course before the punishment costs you a passing grade. Student Support: CANVAS Learning Management System and Demonstration Site Information on CANVAS is available online at and Library Resources Main page: Tutorials & Handouts: Research Guides: Grading: Your grade is based on points earned for the speaker exam and project. The speaker exam will be closed book and closed note. No outside materials or electronics will be allowed. The speaker exam will be an all essay exam. Make sure that you take good notes during all class meetings. Final grades will be determined by the student s percentage of the total points possible over the semester: Any borderline grading decisions (within 2 points) will be made based upon attendance and participation. Scale Points % = A Speaker Exam = % = B+ Project Paper: = % = B Presentation: = % = C+ Peer Eval: = % = C TOTAL: = % = D Below 60% = F

4 Academic Behavior Standards and Academic Dishonesty: Common courtesy and respect require that individuals not distract others around them with idle talk or disruptive behavior. Any person engaged in such behavior will be asked to leave the classroom. It is extremely disrespectful of both the instructor and your fellow students. ALL Cell Phones must be TURNED OFF AND PUT AWAY (out of sight). Students caught texting in class will be asked to leave the room. We will have several guest speakers over the course of the semester. It is disrespectful to the speakers to arrive late. The door will be locked when the speaker begins. If you are late, you will be locked out until break and considered absent. Make sure you are a few minutes early to class each night. All students are expected to demonstrate honesty in their academic pursuits. The university policies regarding issues of honesty can be found in the FGCU Student Guidebook under the Student Code of Conduct and Policies and Procedures sections. All students are expected to study this document which outlines their responsibilities and consequences for violations of the policy. The FGCU Student Guidebook is available online at University Nondiscrimination Statement Florida Gulf Coast University is committed to ensuring equity and fairness for all University employees, students, visitors, vendors, contractors and other third parties. As such, the University prohibits discrimination on the bases of race, color, national origin, ethnicity, religion, age, disability, sex (including sexual harassment/assault), gender identity/expression, marital status, sexual orientation, veteran status or genetic predisposition with regard to admissions, employment, programs or other activities operated by the University. This prohibition extends to enforcement of Title IX of the Education Amendments of Questions or complaints should be directed to the Office of Institutional Equity and Compliance (OIEC). The OIEC s phone number is (239) ; the OIEC address is OIEC@fgcu.edu. Disability Accommodations: Florida Gulf Coast University, in accordance with the Americans with Disabilities Act and the university s guiding principles, will provide classroom and academic accommodations to students with documented disabilities. If you need to request an accommodation in this class due to a disability, or you suspect that your academic performance is affected by a disability, please contact the Office of Adaptive Services. The Office of Adaptive Services is located in Howard Hall 137. The phone number is or TTY Student Observance of Religious Holidays: All students at Florida Gulf Coast University have a right to expect that the University will reasonably accommodate their religious observances, practices, and beliefs. Students, upon prior notification to their instructors, shall be excused from class or other scheduled academic activity to observe a religious holy day of their faith. Students shall be permitted a reasonable amount of time to make up the material or activities covered in their absence. Students shall not be penalized due to absence from class or other scheduled academic activity because of religious observances. Where practicable, major examinations, major assignments, and University ceremonies will not be scheduled on a major religious holy day. A student who is to be excused from class for a religious observance is not required to provide a second party certification of the reason for the absence.

5 Disclaimer: The syllabus may be modified at the instructor s discretion. The information contained in this course syllabus is subject to change in the event of extenuating circumstances or class progress. Any changes that take place will be announced.

6 MKT 4333 Integrated Marketing Communication Spring 2018 Weekly Schedule* *Subject to change, watch Canvas for announcements (Given we have guests, we accommodate their schedules, so topics may move around often) WEEK OF January 9 January 16 January 23 January 30 February 6 February 13 February 20 February 27 March 6 March 13 March 20 March 27 April 3 April 10 April 17 April 24 Final: TOPIC Intro and Project How to do the plansbook Grading Guidelines and Expectations Library Databases and Research Advertising and its relationship to Marketing, Agency organization: Dr. H Research Work Week: Super Bowl Ad Discussion 2/4 Required. Account Service David Grant, Parr Moto Creative: Copywriting and Art Direction: Tom Calabrese, MER Social Media: Vanessa Fernandez, Pushing the Envelope Project Work Week SPRING BREAK Media Sales (TV and Digital): Waterman Broadcasting Other options: Traditional/New Communication options: Nick Wiegner, DyGen LAST DAY TO FIRE A GROUP MEMBER FOR NON-PERFORMANCE SO THAT THEY MAY DROP Media Planning: Planning, Buying: Karen Cardona, Caldwell and Kerr Project Work Week SPEAKER EXAM PLANSBOOK DUE IN CLASS 5:30 pm, NO LATE PROJECTS (5:31 is late) Presentations Project Evaluations and Final Evaluations