MARKETING COMMUNICATIONS ASSESSMENT Aliona N Andreyeva Ass Prof

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

Basic principles • Coursework 45% • Examination 55%

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%

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

Article presentation: requirements – Based on the article listed as additional reading – Authors presentation – Relations with theory & practice of Mar. Com – Pros & Contras to implementation and usage (expertise) – To read or not read! – Weighted personal opinion is considered as significant plus

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 • • • 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 1. Sex Sells! Using sexual connotations in marcom programs. Review. 2. Love as advertising persuasion. Review. 3. Usage of fairy-tales in marcom programs. Review. 4. Color is everything! Marketing of colors in promotions. Project. 5. Geographic promotions. CityCountry marcom program. Research.

Presentation Topics 6. Special for kids. Marcom programs for children. Review. 7. Contemporary women as we see them in advertising. Research. 8. Contemporary men as we see them in advertising. Research. 9. Copywriting and plagiarism. Project. 10. Zoo marketing. Do animals know what people are doing? Research.

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 • 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 • 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 October 7 Usage of fairy-tales in marcom programs October 7 Geographic promotions. CityCountry marcom program October 14 Color is everything! Marketing of colors in promotions September 30 October 7 Sex Sells! Using sexual connotations in marcom programs Love as advertising persuasion Copywriting and plagiarism

Presentation Schedule October 14 Special for kids. Marcom programs for children October 14 Zoo marketing. Do animals know what people are doing? October 28 Contemporary women as we see them in advertising October 28 Contemporary men as we see them in advertising

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 • Standards required by GSo. M (title page, margins, references etc) • 12 pt, 1. 5 I • Structure • Composition • Conclusion