COURSE OUTLINE: Spring 2000
(Instructor reserves right to change dates and assignments)
MATERIALS: Black Pen, Red Pen, Course Pack.
January 11: Introductions and Concept of Integrated Communication (P)
January 13: Historical Perspectives (G)
Read Chapter One
January 18 Global Perspective and Convergence (P)
Assignment: Read from http://sriconsulting.com on gaps in ≥haves≤ and ≥have-nots≤. Also good examples of high tech case-studies. Write a half page summary of one case of your choosing or interest.
January 20: Information resources. Information resources. Sue Lerdal and Jeff Kushkowski, Business Reference and Collections Librarian at Parks Library
Read Chapter Two
January 25: Sue Lerdal, 301 Information Consultant and JoAnn Pearson, Manager of Information Services, CMF&Z Advertising and PR.
January 27: Sue Lerdal, Greenlee School information resources. Using MRI or Simmons Data. (G)
Assignment: Information retrieval. Topic to be determined.
Read Chapter Three
February 1: Audience Analysis: Demographics & Psychographics (VALS)(G)
February 3: Geodemographics (PRIZM system) (G)
Read Chapter 4 and pages 40-50 in course pack. Skim PRIZM Clusters.
Assignment: Take an assigned PRIZM group and develop a position for an assigned product to appeal to your PRIZM audience.
February 8: Primary Research. Focus Groups and Delphi. (P)
February 10: Primary Research. Surveys, Projective Techniques, and other. (G&P)
Assignment: In class research examples.
February 15: Short exam over material to date (must use black ink pen)
February 17: Evaluate Exam (must bring red pen to class)
February 22: Group Work Day to determine final project.
February 24 : Communication Objectives, Strategies and Tactics (P)
February 29 FCB Grid for Products and Attitudes(G)
March 2: Group Work Day
March 7: Group Application of Audience, Objectives, Strategy and Tactics in class. (G&P)
March 9: Short exam over material to date (must use black ink pen)
March 14:Spring Break
March 16: Spring Break
March 21 Public Relations (P)
March 23 Public Relations
March 28 Advertising (G)
March 30 Advertising
April 4 Promotions
April 6 Database and Interactive Marketing (G)
April 11 Media
April 13 Campaign Evaluation (P)
April 18 Exam
April 20 Presentations
April 25 Presentations
April 27 Presentations
May 2 Finals Week