BADM 2030 - Burge Week 1 Winter 2025

Welcome

• BADM-2030 (01/02/03/04)

• Winter 2025

• Week 1 - Jan 8, '25

Course Overview

• Burge Biography:

  • Course Context: Overview of curriculum, evaluation, and deliverables.

  • Advertising Context: Differentiates between Marketing and Sales, introduces the 4P's of Marketing, discusses the Promotion Mix and IMC.

• Today's Topics:

  • Objectives depend on class progression.

Course Structure

Week Initial Topics

• Week 1: Introduction, Course Overview, Evaluation, Rules of Engagement, Optimizing the Learning Experience.

  • Focus on Sales vs. Marketing, Introduction to 4P’s of Marketing.

  • Include case studies and class discussions.

Weekly Breakdown

• Week 1 - Jan 8, 2025:

  • Introduction and Course Overview.

• Week 2 - Jan 15, 2025:

  • Review of week 1, discuss advertising definitions and misconceptions.

• Week 3 - Jan 22, 2025:

  • History and effectiveness of TV Advertising.

  • Measurements and pros/cons.

• Week 4 - Jan 29, 2025:

  • Review print advertising fundamentals.

• Mid Term and Assignments:

  • Mid Term Exam on Feb 26.

  • Individual Assignment due on Mar 5.

  • Group Assignments presentations on Mar 26 and Apr 2.

Evaluation Criteria

• Assessment Breakdown:

  • Engagement: 10% (ongoing participation).

  • Quizzes: 15% (scheduled dates).

  • Midterm Exam: 25% (in-class).

  • Individual Assignment: 20% (due date).

  • Group Project: 30% (presentation dates).

• Total: 100%

• Note: No final exam.

Objectives

1. Understand advertising agency operations and personnel responsibilities.

2. Explore the relationship between sales and creative teams in advertising.

3. Analyze brand strategy components and market segmentation.

4. Critique advertising campaigns for target effectiveness.

5. Acknowledge social media's role in modern advertising strategies.

6. Collaborate effectively in team projects.

7. Recognize ethical standards in advertising creation.

8. Plan persuasive advertising campaigns.

Integrated Marketing Communication (IMC)

• Definition:

  • Melding of all marketing communications into a cohesive consumer experience.

• Key Elements:

  • Advertising, Sales Promotion, Public Relations, Direct Marketing, and Social Media.

4P's of Marketing

Core Components

• Product: Bundle of attributes including features and uses.

• Price: Formal ratio indicating monetary value for products/services.

• Place (Distribution): Marketing and distribution channels to reach consumers.

• Promotion: Activities to increase awareness and engage customers.

Expanded P's

• Packaging: Visual presentation affects customer perception.

• Positioning: Brand perception in consumers' minds.

• People: Role of personnel in executing marketing strategies.

Marketing vs. Sales

• Definition:

  • Marketing generates demand; Sales converts it to revenue.

Examples of Concepts

• Advertising: Communicate offers through various channels.

• Promotion: Strategies to enhance product visibility and desirability.

Real-World Application

Case Studies - Domino's "AnyWare"

• Campaign Overview:

  • Uses technology for convenience in food ordering (tweets, smart devices).

  • Achievements: Significant media impressions, sales growth, and digital order increases.

Engagement Strategies

• Attend lectures, complete quizzes on scheduled dates, participate actively in class discussions.

• Submission deadlines for assignments are strict; late submissions are not accepted.

Final Notes

• Encourage question-asking for clarity on content and engagement with corporate terms, buzz phrases, and acronyms.