Copies of the course materials such as the syllabus, major assignment handouts, etc. may be found on my faculty web page accessible through the faculty home page.

Focus is on the design and delivery of marketing messages to targeted audiences. Analysis and planning effort seeks integration of messages delivered through advertising, sales promotion, personal selling, and public relations as well as other communications methods.

Upon successful completion of Bus134b, students should be able to accomplish the following:

• Exhibit competence and comfort with making a sales or persuasive presentation.

• Use an understanding of segmentation, targeting, buyer behavior, hierarchy of effects models, and marketing objectives to develop and plan the positioning, communication objectives, and messages likely to address those communication objectives

• Develop communication methods to deliver these messages to targeted audiences and achieve coordination and consistency in addressing multiple audiences, with multiple messages, using multiple media.

• Understand the importance of internal as well as external marketing efforts and the necessary coordination of all communication.

Clow & Baack, Integrated Advertising, Promotion, and Marketing Communications, 5th Edition, Pearson/Prentice-Hall, Upper Saddle River, NJ, ©2010. ISBN 0-13-607942-3. DO NOT ATTEMPT TO USE THE PREVIOUS EDITION(S) OF THE TEXT.

The Wall Street Journal (particular attention to the 2nd section - "Marketplace"). Student subscription information will be available in class.

You are expected to conform to generally accepted notions of professionalism typically observed in the adult business world. The following is an illustrative list of items to which you explicitly agree upon remaining enrolled in the course. Failure to conform can be grounds for appropriate action, including but not limited to expulsion from the classroom and an “F” in the course.

Please refrain from disruptive conduct, such as carrying on private sidebar conversations with classmates and/or playing computer games, or working on materials not related to the course during class. If you are observed working on other than course materials, you will be asked to leave the room.

Food: Eating/drinking (except water) are prohibited in the BBC. Students with food will be asked to leave the building. Students who disrupt the course by eating and do not leave the building will be referred to the Judicial Affairs Officer (JAO) of the University.

Electronic Devices: Turn off all electronic devices (headsets, MP3 players, pagers, cell phones, etc.), before entering class. If a pager, cell phone, or other such device goes off during class the class may receive an unannounced quiz. Students whose devices disrupt the course and do not stop when requested by the instructor will be referred to the JAO. Use of PDAs, electronic dictionaries, calculators and other personal electronic aids are not allowed during exams and quizzes. Please note that recording of lectures is strictly prohibited.

Computer Use: Computer use in class may be restricted by the instructor at any time. Students may use computers for class-related activities, taking notes on the lecture, following the lecture on slides that the instructor has posted, and finding Web sites to which the instructor directs students during the lecture. Students who use their computers for other activities, distract other students, or who abuse classroom equipment in any way, at a minimum, will be asked to leave the class, and, at a maximum, will be referred to the JAO for disrupting the course.

Assignments: Class Discussion: You are expected to have read before class and be prepared, on the date indicated in the schedule of assignments, to discuss the assigned chapter/s and readings and any additional readings as assigned or required for the full development of classroom discussions.

• During exams, if you have a need to leave the room, you must hand in your exam before leaving. That will conclude your exam session.

• All make-up exams are cumulative, essay format and will be given either at the end of this semester or during the next semester.

• If you arrive late to an exam, you will not be granted additional time beyond the end of the class session and, if a student has finished the exam and left the room before your arrival, you will not be allowed to take the exam.

• Final Exam Sessions: Because of the structure of this course, final exam sessions will be used for the last few group presentations. Note the date and time of these sessions and avoid early holiday departures that may conflict with the schedule.

• Since MySJSU reports grades as soon as available, phone calls and emails requesting grades will not be returned. Students who wish to receive final grades before the University reports them should provide a self-addressed, stamped envelope.

Pre-requisites will be enforced. Grade regulations (A, B, C, D, F, I, W, WU) are as described in the University catalog. The “+/-“ grading alternative will be used.

Office hours: Student visits are always welcomed. You are encouraged to communicate with me on individual matters primarily during scheduled office hours, through email, or by appointment as necessary.

Except in the most urgent of circumstances, please refrain from prematurely preparing to leave class (closing books and notebooks, etc.) before the announced end of class, resulting in the disruption of the end of the class session.

Students should arrive in class on time. Traffic and parking problems are not excuses for being late, only examples of poor planning. If you do arrive after the scheduled start of class, please enter the room by the least intrusive entrance. If necessary to cross the room, do so at the back. Please do not interrupt the entire class by crossing the front of the room or between the instructor and students.

Students are responsible for understanding the policies and procedures about add/drops, deadlines, penalties, academic renewal, etc. Information on is available at http://www.sjsu.edu/advising/faq/index.htm#add. Information about late drops is available at http:/www.sjsu.edu/aars/policies/latedrops/. The instructor reserves the right to limit additions to the class based on a pre-determined maximum enrollment, graduation date, or other appropriate parameter. If you decide to drop the course during the drop period, please inform the instructor. Without your cooperation, it may be difficult, depending on enrollment, to add new students to the class.

• Students who miss the first day of classes without a serious and compelling documented reason will be dropped by the instructor.

• If necessary, a waiting list will be developed in class for students wishing to add the class. If the class is full, additions to the class will be made only when there have been drops from the class. The waiting list may be prioritized by parameters deemed appropriate by the instructor, consistent with SJSU policy. Students may be required to show proof of prerequisites and class status before adding.

• Students who drop the course may create an opening for another student. However, the instructor makes no guarantee that the number of students added will equal the number of students dropped or that any individual drop will result in an immediate add.

• Students waiting to add the course will be responsible for the same material as students on the roster.

1. Three exams, 100 points each, tentatively scheduled Feb 23, Mar 20, & Apr 17.	300 points	40%
2. Written IMC Assignments: There will be three IMC assignments during the semester. Points assigned and tentative due dates are as follows: Charter, Prospectus, and Timeline: Mar 8: 50 points Corporate Identity/Branding & Presentation Layout: Apr 10: 100 points Complete IMC Plan: Apr 26: 150 points	300 points	40%
3. IMC Presentation (Presentation Evaluation Sheet)	100 points	13%
4. Class participation and preparation, including, but not limited to • participation in Student Marketing Association (up to 20 points), • class discussions, quizzes, readings and cases that you are expected to have prepared for discussion, • practice presentations. (See schedule, Mar 22, Apr 19, 24), and • other class activities as may be deemed appropriate.	up to 50 points	7%
TOTAL POSSIBLE POINTS	750 points	100%

Writing Format: Note that format will be graded! All written assignments, unless otherwise indicated, must comply with the following guidelines. Assignments that do not follow the noted format may not be accepted for credit or may be subject to at least a one-letter grade penalty.

• Unless otherwise noted, electronic copies of assignments are NOT generally acceptable; however, PowerPoint presentations may be turned in on a CD.

• Assignments should be printed double spaced, on 8.5" X 11" paper with uniform margins-approx 1".

• Papers should be bound in a manner that prevents loss of loose items. Most assignments need only be stapled in the upper left-hand corner and inserted into a portfolio, though you may wish to package IMC 3 in a manner consistent with your overall project image.

• Spelling, grammar, and “typos” are considered in your grade. Papers that evidence a lack of proof reading or professional presentation may be penalized 1 letter grade.

• All assignments require a cover sheet. Included on the cover sheet is due date and actual date handed in, if different, as well as the name (in alpha order by last name) and last four digits of student ID numbers for all contributors to the assignment. Without this information, no credit will be given for the assignment.

• The IMC plan requires an Executive Summary placed before the Table of Contents.

• Assignments are due when collected in class on the date indicated. A late assignment will receive a minimum of a one (1) letter grade penalty, which may be increased for each session and/or if the late period includes weekends or holidays.

• In no circumstance will any written assignment will be accepted after it has been discussed in class.

• If you need course adaptations or accommodations because of a disability, or special arrangements if the building must be evacuated, please see me as soon as possible.

• You are expected to take care of personal needs (restrooms, phone calls, etc.) between classes and are not expected to leave and return to the classroom during class sessions.

The three written group assignments (Requirements & Grading Criteria #2, above) are based on the “Complete IMC Campaign”project, of which additional details will be available in class and online. The three written assignments will, generally, have the following deliverables (requirements) – there may be some deviation depending on the nature of your project.

• The charter/prospectus the agreement with your client. A format will be provided in class or online. This is also a statement of what your deliverables are and how you are going to do it. All of the necessary elements of your IMC plan should be considered. Obviously, as you work over the semester you may develop revisions to this plan – that’s expected.

• The time line is your plan of work – a schedule of your activities over the semester that will lead to successful completion of the IMC plan. The time line is best developed graphically, with consideration for other course/project deadlines.

IMC #2: Create the corporate identity for your group and for your client – really two identities! Get creative!

• Your group should create your own corporate image as an IMC consultant. Deliverable materials are a logo, tagline, letterhead and envelope, and business card.

• For your client your deliverables for this assignment include a corporate logo, tag line, stationery and matching envelope design, business card design, plus one other piece of collateral material specific to your client (such as a menu of a restaurant, a bid proposal for a consultant or contractor, a brochure, etc.).

• Included in this assignment is the 1 powerpoint slide – the master layout of your powerpoint presentation, including colors, fonts, and incorporation of your logo design and the logo design for your client.

IMC #3: Your completed IMC plan. You are expected to present and provide a copy of your plan to your client. It is encouraged, though not mandatory, that your client attend the presentation class session. Additional details will be provided in class.

Group Size: The number of students in each group will vary with class size. The number of groups per class section is based on available presentation sessions. Generally, no groups larger than five (5) are allowed. Each group will submit one of each of the above IMC assignments.

Each student will make an individual presentation of a portion of the group IMC. Specific portions and timing will be discussed in class. Note in the schedule that “presentation days” occur toward the end of the course as well as during the final exam time period. If your group elects to make your presentations on the 1^st or 2^nd presentation day, you will receive consideration in the presentation evaluation. As we move through the presentations, the “benchmark” for the presentations gets higher, since groups that present later will have benefitted from the feedback provided to earlier presentations.

Students should know the University’s Academic Integrity Policy that is available at

Your own commitment to learning, as evidenced by your enrollment at San Jose State University and the University’s integrity policy, require you to be honest in all your academic course work. Faculty members are required to report all infractions to the office of Student Conduct and Ethical Development.

Instances of academic dishonesty will not be tolerated. Cheating on exams or plagiarism (presenting the work of another as your own, or the use of another person’s ideas without giving proper credit) will result in a failing grade and sanctions by the University. For this class, all assignments are to be completed by the individual student unless otherwise specified. If you would like to include in your assignment any material you have submitted, or plan to submit for another class, please note that SJSU’s Academic Policy F06-1 requires approval of instructors.

If you need course adaptations or accommodations because of a disability, or if you need to make special arrangements in case the building must be evacuated, please make an appointment with me as soon as possible, or see me during office hours. Presidential Directive 97-03 requires that students with disabilities requesting accommodations must register with the DRC (Disability Resource Center) to establish a record of their disability.

The Learning Assistance Resource Center (LARC) is located in Room 600 in the Student Services Center. It is designed to assist students in the development of their full academic potential and to motivate them to become self-directed learners. The center provides support services, such as skills assessment, individual or group tutorials, subject advising, learning assistance, summer academic preparation and basic skills development. The LARC website is located at http:/www.sjsu.edu/larc/

The SJSU Writing Center is located in Room 126 in Clark Hall. It is staffed by professional instructors and upper-division or graduate-level writing specialists from each of the seven SJSU colleges. Our writing specialists have met a rigorous GPA requirement, and they are well trained to assist all students at all levels within all disciplines to become better writers. The Writing Center website is located at http://www.sjsu.edu/writingcenter/

The Peer Mentor Center is located on the 1st floor of Clark Hall in the Academic Success Center. The Peer Mentor Center is staffed with Peer Mentors who excel in helping students manage university life, tackling problems that range from academic challenges to interpersonal struggles. On the road to graduation, Peer Mentors are navigators, offering “roadside assistance” to peers who feel a bit lost or simply need help mapping out the locations of campus resources. Peer Mentor services are free and available on a drop –in basis, no reservation required. The Peer Mentor Center website is located at http://www.sjsu.edu/muse/peermentor/ .

Schedule of Assignments: Power point slides will be linked to chapter numbers throughout the semester.

Class #	Date		Bus 134B - Topics, Cases, and Reading Assignments
1	JAN 26 Th	1	Introduction, Integrated Marketing Communications
2	JAN 31 T	2	Corporate Image and Brand Management
3 4	FEB 2 Th FEB 7 T	3	Buyer Behavior (last day to drop - Feb 6)
5 6	FEB 9 Th FEB 14 T	4	The IMC Planning Process (last day to add - Feb 13th.)
7 8	FEB 16 Th FEB 21 T	12	Sales Promotions
9	FEB 23 Th		First Exam: Chapters 1-4, 12; 100 points
10	FEB 28 T		Presentation Skills and Project Workshop Session
11	MAR 1 Th	5	Advertising Management
12 13	MAR 6 T MAR 8 Th	6,7,8	Advertising Design and Media Selection 1^st Written IMC Assignment Due - Mar 8; 50 points
14 15	MAR 13 T MAR 15 Th	9, 10	E-Active Marketing, Alternative Marketing
16	MAR 20 T		Second Exam: Chapters 5-10; 100 points (plus most missed)
17	MAR 22 Th		Presentation Development and Practice: Students should note that they can earn up to 20 participation points by making a practice presentation during this class session.
Spring Break Mar 26- Mar 30
18	APR 3 T	11	Database & Direct Response Marketing
19	APR 5 Th	13	Public Relations, Regulations, and Sponsorship Programs
20	APR 10 T	14	Regulations and Ethical Concerns 2^nd Written IMC Assignment Due - Apr 10; 100 points
21	APR 12 Th	15	Evaluating an Integrated Marketing Communications Plan
22	APR 17 T	15	Evaluating an Integrated Marketing Communications Plan
23	APR 19 Th		Third Exam: Chapters 11, 13 - 15; 100 points (plus most missed)
24	APR24 T		Presentation Development and Practice: Students who did not make presentations on March 22 can earn up to 15 participation points by presenting during this class session.
25	APR 26 Th		Presentation Development and Practice: Students who did not make presentations on Mar 22 or Apr 24 can earn up to 15 participation points by presenting during this class.
26	MAY 1 T		Final, Complete Written IMC Plan Due. First Day of Final Presentations (1-2 Groups)
27	MAY 3 Th		Final Presentations
28	MAY 8 T		Final Presentations
29	MAY 10 Th		Final Presentations
30	MAY 15 T		Final Presentations
	MAY 22 T		Section 3 Presentation Day: 1215-1430 (Regular Final Exam Day)
	MAY 23 W		Section 2 Presentation Day: 0945-1200 (Regular Final Exam Day)

A. Students are responsible for creating their own groups, within the guidelines and limits described in this syllabus.

A. As soon as possible. Several group meetings (real meetings - not email, with each group member fully prepared to work on the project) are necessary for the full development of the IMC plan. The schedule is designed to “force” you to get an early start. Waiting to the end of the semester just will not work in this course.

A. Whatever it takes, but the main body of the report should not exceed 20 pages (not including cover sheets, executive summary, table of contents, and appendices that contain charts and power points). Your understanding of what is necessary in a successful IMC Plan will govern the length of the final project.

• Businesses that are interested in the COB and will work with students in a real-life learning process,

A. Sometimes, depending on what is planned for the semester. ALL clients must agree to the project and be approved by the instructor.

Q. What happens if someone in our group doesn’t carry their weight or freeloads?

A. Students will have an opportunity to evaluate their peers at the end of the semester. Note also that different parts of the project (presentations) are individual grades while others (written assignments) are group grades. If a problem does occur, it is the responsibility of the students in the group to bring it to the attention of faculty as soon as possible. Putting someone’s name on an assignment that did not contribute is a form of academic dishonesty.

In extreme situations and only after a meeting with the entire group and the instructor, a group may “outplace” a group member. The outplaced group member may join another group (if one will accept him/her) or, will complete the project alone, with a one-letter grade penalty. In this instance, a new client must be found.

A. Every student must present a substantial part of the project – enough to demonstrate their presentation skills. Effective presentation skills are a major objective of this course. The presentation carries as much weight as a full session exam.

A. This varies depending on semester scheduling. Generally, assume 5-minutes of set up, 30-40 minute presentation, and time for feedback and questions and answers is about standard. Groups that present during final week will split the exam period – about one hour for each group.

A. Each group is responsible for understanding the operation of the presentation equipment. Failure to understand the operation of equipment can impact your grade if it detracts from your presentation.

A. Not specifically. Exams for this course are scantron-graded multiple choice. Each exam will be analyzed and the most missed questions from each exam are likely to appear again on following exams. The complete IMC plan and presentation serves as a culminating experience in the course.

A. No, but highly recommended. You should view them as opportunities to get needed practice. Previous students have found the presentations helpful – particularly to get relaxed with the class.

As noted above, the final presentation and IMC plan serve as a culminating experience for this course. The regularly scheduled exam time will be used for some of the final presentations.