Faculty of Business and Information Technology

BUSI 3200: Marketing Communications

Course Outline for Fall 2018
1. Course Details & Important Dates*
Term Section Course Type Day/Time
Winter 001 Lectures Monday – Wednesday 3:40-5:00

Last Day to Drop Course Without

Location CRN # Classes Start Classes End Academic Consequence Final Exam Period

ERC1096 40098 Sept 6, 2018 Dec 5, 2018 Sept 19, 2018 Dec 7-16, 2018
* for other important dates go to: www.uoit.ca>Current Students >Important Dates

2. Instructor Contact Information

Instructor Name Office Phone Email
Will Thurber UB2020 Ext 5358 Use blackboard to contact

Office Hours: Friday 11-1, or by appointment

3. Course Description
A revolutionary product or service offering, with a brilliant product design, can easily be ruined if the idea of that product
is not effectively communicated to the target consumers. An effective communication strategy implies that consumers
understand the product/service offering, perceive it as being of value, and builds a desire to purchase it. This course aims
at learning the tools and techniques to translate a given marketing strategy into a persuasive and coherent
communication campaign.
Among the various elements of communication with consumers, the focus of this course would be on Advertising, Sales
Promotions, Direct Marketing and Public Relations. The emphasis would be on employing these elements in a consistent,
coherent and complementary manner to create an integrated marketing communications (IMC) plan. A special emphasis
will be placed on digital communications and the role of Customer Relationship Management (CRM) systems in the
inbound and outbound communication process.
A group project, individual assignments, cases and cases presented by a variety of guest speakers allow you to apply the
concepts learnt in-class and through other content.
4. Learning Outcomes
At the end of the course you should be able to:
a) Understand the connection between the consumer decision process and integrated marketing communications
b) Understand the role of various traditional and digital channels of communication
c) Assess the effectiveness of all parts of the integrated marketing communication strategy
d) Design an integrated marketing communications strategy
e) Be prepared to accept a position in brand management, creative agency, sales or entrepreneurial start-up

5. Course Design
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 a) The course is a standard (non-hybrid) course. Lectures will be dedicated to practical application of the course
concepts through case discussion. Students are encouraged to ask questions in these informal settings.
b) Students are responsible for all of the information in the assigned readings and videos whether it is explicitly
covered in class or not.
c) You are required to actively participate in the class discussions. Being prepared for class by reading the assigned
material, attempting assignments and watching lectures is expected. Speaking up in class and sharing your
thoughts, questions and ideas is a good way to raise your own level of knowledge.
d) It is mandatory that students attend every class session. An important component of the learning process is
group/class interaction and the application of the course theory in in-class case problem solving and discussion.
e) Consideration may be given for considerable improvement in performance during the term.
CLASS SCHEDULE
Class Lectures and Themes Perusall Reading Assignments
Sept 10 Introduction CASE:
Course goals, design and expectations Useful Value Propositions
Marketing Communications: Voice and Story of a Marketing Communications Mix
Brand
The Value Proposition
Sept 12 Strategic Intent: Mission and Market Consumer Decision Journey
Information Processing Model of Consumer Purchasing From Touchpoints to Journeys
Customer Journey 6 Steps in the IMC Process
(Avery and Teixeira pg 2-8)
Sept 17 Strategic Intent: Market Learn How to Focus and Identify Your Target Market
Demographics The Definitive Guide to ABM (pg 3-15)
Account Based Marketing (Avery and Teixeira pg 2-8)
Sept 19 Strategic Intent: Brand Building Brands and Branding
Customer Based Brand Equity Keller’s CBBE Model
Sept 24 Psychological Antecedents and Consequences Guide to Nudging (pg 5-21)
of Marketing Communications The Power of Nudges
Consumer Need and Motivation: MODE Elaboration Likelihood Theory
Attention and Capacity: Elaboration Marketing Psychology
Cognitive and Emotional Responses: Role of Attitudes
Sept 26 Strategic Execution: Message Programmatic vs. Addressable
Strategy to Story Blandvertsiing: How you can Avoid saying Nothing
Creative Appeals The Role of Semiotics
Navigating the Storytelling Arena (Avery and Teixeira pg 18-23)
Oct 1 Strategic Impact: Money 4 Methods for Determining your Next Marketing Budget
Budgeting methods for IMC How to Determine the Perfect Marketing Budget
Optimizing your Ad Budget
Oct 3 Strategic Impact: Calculating Return The 18 Best Analytics Tools…
Message Delivery and Impact How to Calculate the ROI of a Marketing Campaign
Channel-Specific metrics (Avery and Teixeira pg 23-27)

Fall Study Week (Oct 8-12)

Oct 15 Mid-term Exam In-class
Short answer + essay exam

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Oct 17 The Creative Brief The Creative Brief
Creative brief Guest: TBA
Alternatives to the Creative Brief Sample Creative Brief

Oct 22 Outbound Marketing Guest: TBA

Trends in traditional media The Biggest Media Trends for 2018
Electronic
Public Relations
Print
(Gupta and Davin pp 1-7)
Out-of-home
Oct 24 Websites - Search Engine Optimization Guest: Matthew Margey, SiteImprove
Outbound: Search and Display Do Search Ads Really Work
(Gupta and Davin pp 7-23)
Oct 29 Content and the Customer Journey. Guest: TBA
If You Want to Lead, Blog
Oct 31 Social Media (Hootsuit) Zoom) Gupta and Davin
Guest: TBApp 7-20
Content 15 Social Media Management Tools
Paid Ads Social Media Update
Earned Media
What makes a Great Tweet
What Marketers Misunderstand about Online Reviews

Nov 5 Database marketing (CRM's) Guest: TBA

(Hubspot, easier to use, analytics, Evites, conversion 6 Steps to Implement an Efficient CRM System
information CRM) The Next Step in Customer Loyalty Predictive Marketing
Unlock he Mysteries of Your Customer Relationships
(Gupta and Davin pp 30-39)
Nov 7 Outbound Email marketing (MAILCHIMP) emails are Guest: ???
created by RO) Email is the Best Way to Reach Millennials

Nov 14 Customer retention Guest: TBA

Big Data and AI 5 In-store Technologies that will save the American Mall
(Gupta and Davin pp 42-44)
Nov 12 Digital analytics (Google Analytics) Guest: TBA
Demographic info 5 Traps of Performance Measurement
Mobile Technology Make these changes to Help Digital Marketing
What’s the Value of a Tweet
(Gupta and Davin pp 23-30; 39-42)
Nov 19 Personal selling Guest: Roger Mittag, and Personal Selling
Start with Why
Simon Sinek Says ‘Start With Why’ But Experts Disagree

Nov 21 Case Presentations (Exam) TBA

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 Nov 26 Case Presentations (Exam) TBA
Nov 28 Case Presentations (Exam) TBA
Dec 3 Case Presentations (Exam) TBA
Dec 5 Case Presentations (Exam) TBA
6. Required Texts/Readings
Course Pack is required and is available at Perusall.com. Please create a Perusall account and enter the access code
XXXXXXXXX (not available as of Sept 10) to enroll in our course. There will be a price to cover the cost of some of the
readings.
The core curriculum readings Marketing Communications (Jill Avery and Thales Teixeira) and Digital Marketing (Sunil Gupta
and Joseph Davin) are intended as “textbook readings” and will serve as important resource materials. These are
recommended, but not required. They are available for download at http://cb.hbsp.harvard.edu/cbmp/access/72899795.
7. Evaluation Method

Individual Perusall (Weekly readings) 25%

Midterm Exam (Oct 15) 25%

Case Preparation Charts / Class Assignments / Participation 10%

Skill Certification 10%

Final Exam Case studies 30%

8. Course Assignments and Tests

Perusall Reading assignments (25%)
Students need to set up an account at Perusall.com. Please create a Perusall account and enter the access code
THURBER-6524 to enroll in your course. You are required to read each of the 36 assigned articles. On the Perusall
platform, make comments, provide examples, ask questions, answer questions posed by others, and respond to the
comments of others.

Midterm Exam (25%) The midterm exam will be held in class on February 8th. The exam will cover the basic theories of
Marketing Communication, i.e. all material up to and including the February 6th class.
Case Preparation Charts/Class Assignments / Participation (10%)
Each class from September 12 (Class 2) to October 3 (Class 8) will be an in-class discussion. You will be assessed based
upon your preparation (Case Preparation Chart) and in-class contribution to the discussions each week.

Skill Certification (10%)

In the course Blackboard certification page there are links to free online courses in Hubspot CRM (Customer Relationship
Management) software and Advanced Google analytics. Complete any one course and earn 10%

Final Exam (30%) The final exam will be in the form of case studies. Each of the last 5 classes (Nov 21- Dec 5) will be a
guest speaker from an organization. Before class you will be provided with a standardized case history of the
organization and its marketing communication objectives. You will then provide a proposed marketing communications
strategic plan for the organization, prior to the start of each class. Your final exam mark will be based upon the 4 out of a
possible 5 case studies that you prepare. Students with a perfect attendance record will be permitted to submit a 5th
case study and drop the lowest mark. Each case study will be due to be uploaded in BlackBoard before the start of the
class where the organization will be discussed.
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9. Missed Course Work
Coursework missed for medical or serious personal reasons must be documented and reported to the instructor within
three (3) working days of the missed work. Medical absences must be accompanied by a UOIT Medical Statement form
completed by the student and physician within 24 hours of the missed course work. Coursework includes, but is not
limited to, quizzes; written assignments; participation; case studies; etc… If missed coursework totals more than 20% of
the final grade, this must be documented through the FBIT Academic Advising office. The weight of the missed course
component will be reweighted to the final exam. If you miss coursework and do not notify the instructor within the five
(5) working day deadline, you will receive a score of zero on the missed component.
Appeals: Appeals of any mark will only be considered within 2 weeks of the returned mark being posted in Blackboard.
10. Accessibility
Students with disabilities may request to be considered for formal academic accommodation in accordance with the
Ontario Human Rights Code. Students seeking accommodation must make their requests through Student Accessibility
Services. Requests must be made in a timely manner, and students must provide relevant and recent documentation to
verify the effect of their disability and to allow the university to determine appropriate accommodations.
Accommodation decisions will be made in accordance with the Ontario Human Rights Code. Accommodations will be
consistent with and supportive of the essential requirements of courses and programs, and provided in a way that
respects the dignity of students with disabilities and encourages integration and equality of opportunity. Reasonable
academic accommodation may require instructors to exercise creativity and flexibility in responding to the needs of
students with disabilities while maintaining academic integrity.
11. Academic Integrity
Students and faculty at UOIT share an important responsibility to maintain the integrity of the teaching and learning
relationship. This relationship is characterized by honesty, fairness and mutual respect for the aim and principles of the
pursuit of education. Academic misconduct impedes the activities of the university community and is punishable by
appropriate disciplinary action.
Students are expected to be familiar with and abide by UOIT’s regulations on Academic Conduct (Section 5.15 of the
Academic Calendar) which sets out the kinds of actions that constitute academic misconduct, including plagiarism,
copying or allowing one’s own work to copied, use of unauthorized aids in examinations and tests, submitting work
prepared in collaboration with another student when such collaboration has not been authorized, among other academic
offences. The regulations also describe the procedures for dealing with allegations, and the sanctions for any finding of
academic misconduct, which can range from a resubmission of work to a failing grade to permanent expulsion from the
university. A lack of familiarity with UOIT’s regulations on academic conduct does not constitute a defense against its
application.
Further information about academic misconduct can be found in the Academic Integrity link on your laptop. Extra
support services are available to all UOIT students in academic development, study skills, counseling, and peer
mentorship. More information on student support services can be found in the Academic Calendar (Section 8).
12. Turnitin

UOIT and faculty members reserve the right to use electronic means to detect and help prevent plagiarism. Students
agree that by taking this course all assignments are subject to submission for textual similarity review by Turnitin.com.
Assignments submitted to Turnitin.com will be included as source documents in Turnitin.com's restricted access database
solely for the purpose of detecting plagiarism in such documents for five academic years. The instructor may require
students to submit their assignments electronically to Turnitin.com or the instructor may submit questionable text on
behalf of a student. The terms that apply to UOIT's use of the Turnitin.com service are described on the Turnitin.com
website.

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Students who do not wish to have their work submitted to Turnitin.com must provide with their assignment at the time
of submission to the instructor a signed Turnitin.com Assignment Cover sheet:
http://www.uoit.ca/assets/Academic~Integrity~Site/Forms/Assignment%20Cover%20sheet.pdf
Further information about Turnitin can be found on the Academic Integrity link on your laptop.
13. Professional Conduct
Professional preparation is vital to your success after graduation. Your attendance requirements in class are consistent
with professional standards in most offices. Mere attendance is not good enough. Every class after the mid-term exam
will be hosted by a guest speaker. You will be expected to arrive on-time and to be prepared with your machine
produced (i.e. NOT hand drawn) place card with your name and sit in your assigned seat. You are also expected to dress
according to some minimal professional norms: collared shirt or a clean t-shirt (graphic T’s are not professional
managerial wear), pants without rips or tears, no hats, no visible underwear, no visible belly buttons. Denim is fine, as
long as it is not ripped and/or full of holes, “hoodies” are not considered professional office wear.
14. Final Examinations
Final examinations are held during the final examination period at the end of the semester and may take place in a
different room and on a different day from the regularly scheduled class. Check the published Examination Schedule for a
complete list of days and times.
Students are advised to obtain their Student ID Card well in advance of the examination period as they will not be able to
write their examinations without it. Student ID cards can be obtained at the Campus ID Services, in G1004 in the
Campus Recreation and Wellness Centre.
Students who are unable to write a final examination when scheduled due to religious publications may make
arrangements to write a deferred examination. These students are required to submit a Request for Accommodation for
Religious Obligations to the Faculty concerned as soon as possible and no later than three week prior to the first day of
the final examination period.
Further information on final examinations can be found in Section 5.24 of the Academic Calendar.
15. Freedom of Information and Protection of Privacy Act
The following is an important notice regarding the process for submitting course assignments, quizzes and other
evaluative material in your courses in the Faculty of Business and Information Technology.
As you may know, UOIT is governed by the Freedom of Information and Protection of Privacy Act (“FIPPA”). In addition to
providing a mechanism for requesting records held by the university, this legislation also requires that UOIT not disclose
the personal information of its students without their consent.
FIPPA’s definition of “personal information” includes, among other things, documents that contain both your name and
your Banner ID. For example, this could include graded test papers or assignments. To ensure that your rights to privacy
are protected, the Faculty of Business and Information Technology encourages you to use only your Banner ID on
assignments or test papers being submitted for grading. This policy is intended to prevent the inadvertent disclosure of
your information where graded papers are returned to groups of students at the same time. If you still wish to write both
your name and your Banner ID on your tests and assignments, please be advised that UOIT will interpret this as an
implied consent to the disclosure of your personal information in the normal course of returning graded materials to
students.
If you have any questions or concerns relating to the new policy or the issue of implied consent addressed above, please
contact the UOIT Chief Privacy Officer at [email protected]

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16. Course Evaluations
Student evaluation of teaching is a highly valued and helpful mechanism for monitoring the quality of UOIT’s programs
and instructional effectiveness. To that end, course evaluations are administered by an external company in an online,
anonymous process during the last few weeks of classes. Students are encouraged to participate actively in this process
and will be notified of the dates. Notifications about course evaluations will be sent via e-mail, and posted on
Blackboard, Weekly News and signage around the campus.

Appendix 1: Other Policies and Expectations for the Learning Environment

1. Effective Learning in the Classroom

The following are suggestions on how to carry out effective learning in your daily studying:

•Pre-Class Preparation:
Before you go to your classroom, you should allow enough time for commuting, and eat a healthy meal or snack. Also, you
should ask yourself the following questions:
• Have you previewed the reading assignments?
• Have you noted down key insights and questions from your reading?

* Rule of thumb: every ½ credit course requires approximately nine hours of class time and preparation.

• In-Class Attitude:
In order to get the most out of your lectures, you need to:
• Arrive to class On Time
• Concentrate (be curious and be motivated)
• Be Active: in class discussion, group activities and in creative and critical thinking
And you should AVOID the following:
• Eating 'strong smelling' or 'noisy' food
• Getting involved in side conversions
• Sending signs that scheduled class time is up, i.e. closing up your laptop or standing
• Answering cellular phones in class
•After class
• Review lecture notes; highlight key points
• Consult instructors or TA for unresolved questions
• Seek help when necessary
• Finish assignments on time
2. The use of your laptop in the classroom
The use of laptops often enhances the learning experience. However, there are circumstances when it can be obstructive.
Instructors have the right and the responsibility to determine appropriate classroom protocols for student use of laptops.
Students refusing to comply with such requests may be requested to remove themselves from the classroom. Students
refusing to comply may also be considered to be in violation of our University code of conduct and disciplinary action may
result. Section 5:15 of the undergraduate calendar provide additional information on these matters.
• Examples of appropriate use of laptops: • Examples of Inappropriate Use of Laptop
- Taking lecture notes - Watching movies
- Course related computing - Playing computer games
- Limited messaging for learning purposes - Social messaging
- Download course material from WebCT
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3. Effective team management
The following are suggestions on how to effectively manage your teamwork:
 Setting clear objectives  Conducting effective meetings
 Signing the team contract  Assigning roles to members
 Meeting regularly  Staying in touch: meeting; emails; phones
 Managing conflicts effectively
4. Managing Conflict

The following are suggestions on how to resolve conflict that could possibly happen during your studying:

• Have a team contract to guide conflict resolution.

• The team "leader" might send an e-mail to the absent member, and copy all members, asking why he or she missed the
meeting.
• Keep an attendance log and use this as part of your peer review process.
• Try to avoid making any decisions that are known to be an issue for an absent member until that person can be reached.

5. In the event of the illness

In the event of illness, you are suggested to:

• Please stay home so as not to spread it to others

• Contact your Academic Advisor by email or phone right away – not your instructor.

The Academic Advisors will organize any assignment, test or lab adjustments if needed.
You can find your academic advisor contact information at: http://businessandit.uoit.ca/EN/main/35922/142644.html

• Also check the following website http://www.cdc.gov for further health and wellness information.

6. Academic Planning and General Information

Please follow the link below to view our academic resources and calendar. This link will provide you with information pertaining
to Grade point average (GPA), Academic Standing Requirements, Internship Programs, Graduation Information, etc.
http://uoit.ca/main/current-students/academics-and-programs/programs-and-resources/index.php

Other links of interest include:

http://www.uoit.ca/EN/main/11258/231915/academic_advising.html for information on Academic Advising

http://businessandit.uoit.ca/EN/main/96618.html for information pertaining to FBIT Undergraduate Programs
http://www.gradstudies.uoit.ca/ for information on Graduate Programs
http://www.uoit.ca/EN/main/11258/campus_services.html for information on Campus Services
http://businessandit.uoit.ca/EN/main/96624.html for information pertaining to Student Clubs