BADM 2030 - Burge Week 1 Winter 2025

Page 1: Welcome

• Course Code: BADM-2030

• Term: Winter 2025

• Week 1 Date: January 8, '25

Page 2: Before We Get Started

• Clamato: A tomato cocktail made from concentrate.

• Clamatoto: A product feature.

Page 3: Course Overview

• Burge Biography: Introduction to the course context, curriculum, evaluation, and deliverables.

• Advertising Context: Discussion on marketing vs. sales, 4P’s of Marketing, and the Promotion Mix.

• Today's Topics: Outline of focus areas for the session.

Page 4: Financial References

• Reference to Canadian currency with mentions of Banque du Canada and five-dollar notes.

Page 5: Company Focus

• Mention of Jack In The Box in relation to course materials.

Page 6: Instructor Biography

• Ian Burge Background: Former Divisional President of Treasury Wines Estates Canada. Experience includes roles in various companies related to sales and marketing. Co-founder of NavBev Inc.

• Notable Experience: 16 years with Cadbury Beverages and wines, understanding both domestic and international markets.

Page 7: Educational Journey

• University: Attended University of Waterloo.

Page 8: Professional Experience

• Experience: 30+ years in leadership roles across multiple sectors, focusing on executive functions from corporate to startups.

Page 9: Recognizable Brands

• Brands associated with Ian Burge: Nestle, Mott’s, Vincor, Constellation Brands, Treasury Wine Estates, and more.

• Examples of products include Carnation evaporated milk and various wines.

Page 10: IMB Unplugged: Movies

• Featured Movie: "The Zone of Interest".

Page 11: IMB Unplugged: Music

• Featured Artist: Greta Van Fleet, Album: "From The Fires".

Page 12: Cool Factoid

• Quote on "The Last Man on The Moon" highlighting its critical reception highlighting its emotional impact.

Page 13: Course Context Overview

• Week 1: Introduction, Course Overview, Sales vs. Marketing, 4P’s of Marketing. Class discussions and slides.

• Week 2: Review Week 1, Advertising techniques and misconceptions.

• Assessment: Quiz scheduled for Weeks 1 & 2.

Page 14: Continuation of Course Overview

• Week 3: Review of TV Advertising. Discussion of historical effectiveness. Quiz scheduled.

• Week 4-12: Introduction to various advertising topics including print and outdoor advertising, mid-term exam, group assignments.

Page 15: Evaluation Criteria

• Engagement: 10% (ongoing).

• Quizzes: 15% (3 quizzes).

• Mid-Term Exam: 25%.

• Individual Assignment: 20%.

• Group Project: 30%.

• Total grade: 100% with no final exam.

Page 16: Course Deliverables

• Learning outcomes include understanding advertising agency operations, sales and creative relationship, brand strategy, and market segmentation.

• Emphasis on social media's role in campaigns and teamwork in assignments.

Page 17: Course Context - Delivery Vehicles

• Textbook Reference: Advertising & Promotion by Guolla, McGraw-Hill Ryerson, 7th Edition.

Page 18: Course Information

• Reiteration of course code and weeks.

Page 19: Learning Style Overview

• Graph indicating percentage of engagement (Visual vs. Tone).

Page 20: Learning Style: Tone

• Emphasizes the importance of visual interpretation in learning.

Page 21: Individual Learning

• Continues emphasizing the significance of tone in understanding.

Page 22: Learning Zones

• Zones: Comfort Zone, Panic Zone, Learning Zone; implications on student experience.

Page 23: Tips for Success

• Attend lectures, participate, and utilize course material efficiently. Assignments must be submitted on time, no late submissions allowed.

Page 24: Rules of Engagement

• IMB Rules: Participation and respect are crucial for success in the course.

Page 25: Grading Policies

• Strict rules on attendance for assessments and group assignments.

Page 26: Seeking Clarity

• Encouragement to ask for clarification if confused about course content or processes.

Page 27: Corporate Buzzwords

• Highlighted terms that may come up during the course discussions.

Page 28: Marketing vs. Sales

• Visual metaphor of a circus to illustrate different approaches.

Page 29: Differentiation Definition

• Clarifies the roles of marketing in creating demand and sales in fulfilling that demand.

Page 30: Advertising Explained

• Distinction between advertising and promotion illustrated with a circus analogy.

Page 31: The Role of Sales

• Description of what sales entails in an experiential context.

Page 32: The 4P's of Marketing

• Key Elements: Product, Price, Place, Promotion.

Page 33: Understanding the 4P’s

• Breakdown of marketing elements: product, target market, price, promotion, place.

Page 34: Expansion of 4P’s to 7P’s

• Discussion suggesting additional components such as packaging and positioning.

Page 35: Case Study Introduction

• Comparison of two wine brands as part of the 4P’s discussion.

Page 36: Detailed 4P Product Insights

• Description focused on product attributes and characteristics.

Page 37: 4P’s Product Definition

• Comprehensive overview of what constitutes a product across various forms.

Page 38: Price as an Element

• Insight into how pricing functions within the marketing framework.

Page 39: Pricing Explanation

• Defines price and its significance in product acquisition.

Page 40: Distribution's Role

• Understanding distribution in marketing and its broad impact.

Page 41: Place Explained

• Role of distribution channels in market coverage for products.

Page 42: Promotion Insights

• Overview of promotion methods as per the Association of National Advertisers.

Page 43: Promotion Tools

• Explains various tools for marketing promotion, including coupons and rebates.

Page 44: Packaging as a Marketing Tool

• The importance of packaging in customer perception and experience.

Page 45: Importance of Packaging

• Discussion on how packaging can influence consumer behavior and build confidence.

Page 46: Positioning Definition

• Significance of effective positioning in marketing strategies.

Page 47: Positioning Strategies

• Exploration of how brands are perceived and the implications of this on pricing.

Page 48: Role of People in Marketing

• Emphasizes the importance of personnel in executing marketing strategies.

Page 49: People and Strategy

• Discussion on the importance of hiring and retaining qualified personnel.

Page 50: Integrated Marketing Communication (IMC)

• Introduction to IMC and its purpose.

Page 51: Purpose of IMC

• Unified marketing experience aiming for consistent brand communication.

Page 52: IMC Structure

• Details how IMC integrates various marketing methods and communication channels.

Page 53: Promotion Mix Overview

• Breakdown of various components of IMC focused on the upcoming topics in class.

Page 54: Case Study on Domino's AnyWare

• Introduction to the campaign focusing on convenient ordering methods.

Page 55: Campaign Success Metrics

• Achievements of the AnyWare campaign backed by various statistics and public recognition.

Page 56: Analyst Comments on Domino's

• Commentary reflecting on Domino’s evolving brand identity as a tech-driven company.

Page 57: Promotion Mix Categories

• Recap of the different components of the promotion mix.

Page 58: Promotion Examples

• Practical examples of advertising across different channels including TV, print, and social media.

Page 59: Direct Marketing Examples

• Various direct marketing tactics illustrated.

Page 60: Sales Promotion Tactics

• Description of promotional strategies utilizing coupons and loyalty programs.

Page 61: Personal Selling Insights

• Discusses dimensions of personal selling in the marketing landscape.

Page 62: Public Relations Elements

• Overview of how public relations fit into the promotion mix.

Page 63: Internet/Social Media Marketing

• Highlights the significance of digital marketing within the promotion frameworks.

Page 64: Class Discussion Prompt

• Introductory prompt for class discussions surrounding marketing themes.

Page 65: Video Discussion Link

• Suggested video link for additional context and engagement.

Page 66: Social Media Discussion

• Analysis of social media commentary on Peloton's advertising strategy.