COMM428A

Main Content

Schedule

Lesson 1: Introduction to Modern Strategic Communications
Readings	Course Syllabus. Chapter 1, all pages.
Assignments	Introduce yourself to the class. Exercise 1.1: Self-Check Promotional Mix Analysis. Lesson 1 4A's SmartBrief/PND discussion.

Lesson 2: Brands and Brand Equity
Readings	Cakebox Academy: Branding 101, An Introduction to the Concept of Branding.
Assignments	Lesson 2 4A's SmartBrief/PND discussion.

Lesson 3: The Role of IMC in the Marketing Process
Readings	Chapter 2, all pages.
Assignments	Watch the PBS documentary The Persuaders. Exercise 3.1: Segmentation Strategies. Lesson 3 4A's SmartBrief/PND discussion.

Lesson 4: The Communications Process: Message and Channel Factors
Readings	Chapter 5, all pages.
Assignments	Exercise 4.1: The Communications Model. Exercise 4.2: Consumer Decision Journey/AID Model Comparison. Lesson 4 4A's SmartBrief/PND discussion.

Lesson 5: Exam 1 and Discussion
Readings	None
Assignments	Complete Exam 1. Lesson 5 4A's SmartBrief/PND discussion.

Lesson 6: Consumer Psychology and Persuasion Response Models
Readings	Chapter 4, all pages.
Assignments	Watch Brains Are Automatic. Watch Your Storytelling Brain. Exercise 6.1: Commercial Message Short Answer Activity. Lesson 6 4A's SmartBrief/PND discussion.

Lesson 7: The Creative Process
Readings	Chapter 8, pgs. 256-283. Chapter 9, pgs. 288-305 and pgs. 317-321.
Assignments	Exercise 7.1: Crosstabs Self-Check Activity. Lesson 7 4A's SmartBrief/PND discussion. Submit Campaign Analysis.

Lesson 8: Broadcast Media
Readings	Chapter 11, all pages.
Assignments	Exercise 8.1: Computing Ratings and Shares. Lesson 8 4A's SmartBrief/PND discussion.

Lesson 9: Print Media
Readings	Chapters 12, all pages. Jurkowitz, M., & Mitchell, A. (2013). Pew Research Center report: Newspapers turning ideas into dollars. Pew Research Journalism Project. http://www.journalism.org/2013/02/11/newspapers-turning-ideas-dollars/
Assignments	Exercise 9.1: Coverage, Composition and COM Calculation. Lesson 9 4A's SmartBrief/PND discussion.

Lesson 10: Exam 2 and Discussion
Readings	None
Assignments	Complete Exam 2. Lesson 10 4A's SmartBrief/PND discussion.

Lesson 11: Digital Media
Readings	Chapter 15, all pages. Videos: Search advertising with Google AdWords; ads quality basics; and three videos on YouTube advertising.
Assignments	Exercise 11.1: Using Google AdWords. Watch How Google Ads Works. Watch Google AdWords Quality Score and Ad Rank Explained. Watch videos on promoting YouTube advertisements: Watch YouTube Video Ads – Only Pay When People Watch. Watch Google Ads Help: How to Create a Video Campaign. Watch How to Get Started With Google AdWords. Lesson 11 4A's SmartBrief/PND discussion.

Lesson 12: Elements of the Marketing Mix
Readings	Chapter 14, pgs. 461-475. Chapter 16, pgs. 516-527 and pgs. 553-557.
Assignments	Exercise 12.1: Basic cost per order (CPO) and return on investment (ROI) calculations. Exercise 12.2: Direct Marketing Matching Activity. Exercise 12.3: Sales Promotion Matching Activity. Lesson 12 4A's SmartBrief/PND discussion.

Lesson 13: Campaign Measurement
Readings	Chapter 18, all pages. Nielsen EVP McKinley on the Gross Rating Point. comScore SVP Winfield discusses AdXpose.
Assignments	Lesson 13 4A's SmartBrief/PND discussion. Submit Situation Analysis/SWOT.

Lesson 14: Communication Regulation and Ethical Considerations
Readings	Chapter 20, pgs. 669-707. Chapter 21, pgs. 713-733. Digital Advertising Alliance—About the Self-Regulatory Principles for Online Behavioral Advertising.
Assignments	Lesson 14 4A's SmartBrief/PND discussion.

Lesson 15: Exam 3 and Discussion
Readings	None
Assignments	Complete Exam 3. Lesson 15 4A's SmartBrief/PND discussion.