MKTG 3215 Fall 2025 — Comprehensive Study Notes (Markdown) - Syllabus - Week 1 Tuesday

Course Information

  • Course: MKTG 3215 Fall 2025 – Introduction to Marketing Communications and Social Media (Fall 2025)
  • Schedule: Tuesday, 6:00 pm – 8:45 pm; Room: S4035
  • Instructor: Dr. Ke (Christy) Tu
    • Office Hours: by appointment
    • Email: christy.tu@uleth.ca
  • Course Materials
    • Recommended Text: Integrated Advertising, Promotion, and Marketing Communications, 9th Edition, Kenneth E. Clow & Donald E. Baack, Pearson, 2021
    • ISBN-13: 9781292411217
    • Additional materials (assignments, quizzes, slides, videos) available on Moodle
  • Prerequisites / Corequisites / Equivalents
    • Prerequisite: Marketing 2020
    • Corequisite: Management 3210
    • Equivalent: Management 4210 (prior to 2015/2016)
    • Note: Many university-level Marketing courses are considered equivalents; consult an advisor to determine applicability

Overview of Course Content, Focus, and Approach

  • Pedagogy consists of multiple forms:
    • Lectures and readings as basis of knowledge acquisition
    • Lectures, class discussions, classroom activities, reading assignments, and video presentations to learn concepts and theories of marketing topics
    • Emphasis on applying knowledge systematically
  • Student Expectations:
    • Students are expected to contribute to class sessions

Course Learning Objectives

  • Focus: training in the functions of advertising and promotion (online and offline)
  • Two parts:
    • Background knowledge: understanding basic issues, concepts, and terms
    • Critical thinking: applying concepts/tools to develop the best campaign for a product and target audience
  • Outcome: ability to conceptualize and execute an IMC campaign and justify decisions

Assessment Overview

  • Overall assessment components and weights (toward final course grade):
    • HubSpot Social Media Marketing Certification: 10\%
    • Workshop participation (in-class): 5\%
    • Midterm Exam: 20\%
    • Final Exam: 30\%
    • Group Project: 35\%
    • Total: 100\%
  • Additional context: assessments draw from lectures, discussions, cases, and videos; accommodations for deferrals follow course policies

Performance Assessments

A. Workshop participation (5\%)

  • One workshop on IMC strategic planning this term
  • Needs preparation and active contribution to case discussions
  • Benefits: build confidence, articulate personal positions, react to ideas, receive/provide critical feedback
  • Presence is a minimum requirement; contributions should be insightful, propose viable solutions, analyze alternatives, propose implementation strategies, or pose thought-provoking questions

B. Exams (50\% total across Midterm + Final)

  • Exam format may include: multiple-choice, short-answer, and case-application questions
  • Coverage: material from lectures, class discussions, cases, and videos
  • Deferred final exams (if approved) may differ in format (e.g., an assigned research essay)
  • Exam accommodations cannot be made for travel plans

C. Group Project (35\%)

  • Form teams of 4-5 members
  • Objective: apply concepts and methods of marketing research
  • Three-stage project:
    • Stage 1: Analyze marketing situation and identify communication program/opportunity; first group assignment; accounts for 30\% of final project grade
    • Stage 2: Develop an IMC strategic plan for the chosen company and complete a final report; second group assignment; accounts for 40\% of final project grade
    • Stage 3: Presentation; third group assignment; accounts for 30\% of final project grade
  • Detailed guidelines available in separate handout
  • Due dates:
    • Assignment 1 – Worksheet 1: October 17, 2025
    • Assignment 2 – Final report: December 9, 2025
    • Assignment 3 – Presentation: in-class Week 13 & 14

D. HubSpot Social Media Marketing Certification (10\%)

  • HubSpot context: inbound marketing and sales platform; provides educational resources for social media marketing; certification can be listed on resume

  • Certification details:

    • Hosted in HubSpot Academy Learning Center; link: https://academy.hubspot.com/courses/social-media?library=true
    • Modules: 8 modules ( 38 videos )
    • Time to complete: 5-7 hours; complete over consecutive days to avoid burnout
    • Exam: 70 questions (multiple choice, true/false, and check-all-that-apply)
    • Time limit: 3 hours (steady pace; cannot revisit a question after submitting)
    • Passing requirement: at least 53 correct out of 70 (i.e., > 75\%)
    • Retake policy: if failed, must wait 12 hours before attempting again
    • Grading: Pass/Fail (no partial marks for module completion; exact score does not affect grade)
    • Proof of certification due: Friday November 14 before Midnight; submit PDF copy with your completion code on Moodle
    • Certification delivery: you will receive an email from HubSpot with a link to download your certificate

  • Additional guidance:

    • Email professionalism: concise, proper subject, addressed, correct spelling/grammar; avoid asking syllabus questions via email if answered therein; improper emails may affect professionalism marks

Grading Scheme

  • Letter grades correspond to the following percent ranges:
    • 95-100 : A+
    • 90-94 : A
    • 86-89 : A-
    • 82-85 : B+
    • 78-81 : B
    • 74-77 : B-
    • 70-73 : C+
    • 66-69 : C
    • 62-65 : C-
    • 58-61 : D+
    • 50-57 : D
    • 0-49 : F

Course Policies

1. Pre-requisites

  • Students must verify calendar-m mandated prerequisites before registration (Calendar link provided in syllabus)
  • If registered without meeting prerequisites and without prior permission, de-registration may occur; post-deadline deferrals may affect tuition refunds

2. Deferrals: Quiz or Midterm

  • Alternative arrangements for missed quizzes or midterms may be granted at instructor’s discretion for extenuating circumstances

3. Final Examination Deferral

  • If unable to write Registrar-scheduled final exam due to extenuating circumstances, follow Dhillon School of Business process:
    • Read procedures on Calgary Campus: Final Examination Deferral forms and criteria
    • Print and complete sections 1–3 of the form (page 2)
    • Email soft copy of the form plus supporting documentation to the Dhillon School of Business Undergraduate Advising & Academic Support Office (dhillon.advising@uleth.ca) for review
    • Hard copies can be delivered in-person to the Calgary Campus Office during hours (10:00am – 6:00pm, Mon–Fri)

4. Conduct of Examinations

  • Instructor may set regulations for late entry/exit
  • Restrictions on materials allowed during exams (no mobile phones, computers, or other digital devices without prior approval)
  • See University Calendar for additional examination policies

5. Student Conduct

  • Read and comply with university policies on academic and non-academic misconduct (Academic Calendar, Part 4, Sections 4–8, pages 67–75)
  • Students must uphold intellectual integrity and discourage plagiarism; group projects require active participation and honesty

6. Academic Dishonesty and Plagiarism

  • Academic dishonesty and plagiarism result in a zero on the submission; additional sanctions may apply

Class Disruptions and Classroom Etiquette

  • Maintain respectful discussion; disruptive behaviors should be minimized (chatting, whispering, excessive electronic use, leaving early, etc.)
  • If personal circumstances require arriving late or leaving early, inform the instructor ASAP

Grading Appeals (Statute of Limitations)

  • For grade concerns, submit a written appeal within one week of receiving the grade, detailing concerns and supporting evidence
  • Instructor will review and discuss; late or undocumented concerns may not be considered

Liberal Education & How It Applies to This Course

  • Pillars: breadth of knowledge, connections across disciplines, critical thinking, engaged citizenship
  • This course connects theories from economics, psychology, communication, and management to enhance critical thinking and real-world citizenship in business and consumption contexts

AI Policy (Class Policy for Use of AI)

  • Permitted uses:
    • Brainstorming and refining ideas
    • Refining research questions
    • Finding information on topics
    • Drafting an outline and checking grammar/style
  • Not permitted uses:
    • Impersonating you (e.g., drafting discussion prompts or Zoom chat content)
    • Completing group work assigned to you without mutual agreement
    • Writing drafts of writing assignments; writing entire sentences/paragraphs/papers for class tasks
    • AI use for exams
  • AI results can be biased or inaccurate; protect data privacy; consider copyright and originality
  • Seek clarification if unsure about permitted usage

Class Schedule (Tentative)

  • Week 1 (Sept 9): Topic – Course Introduction & Introduction to IMC | Readings/Assignments: Chapter 1
  • Week 2 (Sept 16): Topic – Consumer Behavior | Readings/Assignments: Chapter 3
  • Week 3 (Sept 23): Topic – Consumer Behavior | Readings/Assignments: Chapter 3
  • Week 4 (Sept 30): School closed – No classes
  • Week 5 (Oct 7): Topic – IMC Strategic Planning | Readings/Assignments: Chapter 4
  • Week 6 (Oct 14): Topic – IMC Strategic Planning workshop | Worksheet 1 due
  • Week 7 (Oct 21): Topic – Advertising and Creative Strategy | Readings/Assignments: Chapters 5, 6, 7
  • Week 8 (Oct 28): Midterm Exam
  • Week 9 (Nov 4): Topic – Direct Marketing and Personal Selling | Readings/Assignments: Chapter 11
  • Week 10 (Nov 11): Fall Term Break – No Classes; HubSpot Certification due
  • Week 11 (Nov 18): Topic – Sales Promotion | Readings/Assignments: Chapters 8, 9, 12
  • Week 12 (Nov 25): Topic – Public Relations and Sponsorship Programs | Readings/Assignments: Chapter 13
  • Week 13 (Dec 2): Group Presentations
  • Week 14 (Dec 9): Group Presentations; Final report due; Final Exam period: Dec 11–18

Note to students: In line with Academic Calendar policy, instructors cannot approve changes to the Registrar-scheduled Final Exam date. If you require an alternate final exam date due to extenuating circumstances, follow the official deferral process described in the Course Policies.

Contact & Communication

  • Email etiquette: be concise, use meaningful subject lines, address recipient, avoid excessive urgency wording; proper spelling/grammar; questions answered by the syllabus should not be asked via email to preserve professionalism
  • If you have questions about course policies, HubSpot deadline, or group project expectations, refer to the handouts and Moodle announcements for the most updated details

Reminders & Key Dates (illustrative)

  • HubSpot Certification proof due: Friday, November 14 (before Midnight)
  • Assignment 1 Worksheet 1: October 17, 2025
  • Assignment 2 Final report: December 9, 2025
  • Assignment 3 Presentation: Week 13 & 14, in-class
  • Final Exam period: December 11–18