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

2. Basic principles Coursework 45% Examination 55%

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 duealiona_andreyeva@gsom.pu.ru –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. 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% Coursework

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 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. City\Country marcom program. Research.

9. 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. Presentation Topics

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

14. 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

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