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MARKETING COMMUNICATIONS

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

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  1. MARKETING COMMUNICATIONS ASSESSMENT Aliona N.Andreyeva, Ass.Prof. Dept. of Marketing

  2. Basic principles • Coursework45% • Examination55%

  3. 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 aliona_andreyeva@gsom.pu.ru by 6 pm on the day they are due • Weighting of each essay is 5% • Max weighting of total essays is 25%

  4. Coursework • Article presentation (1) • Max weighting of presentation is 5% • Schedule –TBD on September 23

  5. 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

  6. 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%

  7. 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

  8. 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.

  9. 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.

  10. 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.

  11. 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

  12. 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).

  13. Presentation Schedule

  14. Presentation Schedule

  15. Presentation Evaluation: Criteria • Structure & Logic • Balance of Verbal & Visual Contents • Links to Theory & Practice • Design & Creative Approach • Clear Conclusion • Personal Opinion is a PLUS

  16. Written Works: basics • Standards required by GSoM (title page, margins, references etc) • 12 pt, 1.5 I • Structure • Composition • Conclusion

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