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    Managing marketing programs Managing marketing programs Document Transcript

    • IILM Institute for Higher EducationModule Manual: Managing Marketing Programs: - Advertising and Sales Promotion Academic Year: PGP 2010-2012 Sector Job Profiles in this sector Advertising Companies (This Advertising Manager course is very helpful for students Ad. Account Executive specifically wanting to join the Advertising companies/advertising agencies) Research Organizations (This Ad. Researcher course is very helpful for students wanting to join research organizations) Page 1 of 18
    • 1. INTRODUCTION TO THE COURSEAdvertising and Sales Promotion is an applied course that provides an overview ofadvertising and promotion and its role in modern marketing. This course examines thesignificance of advertising and promotion in the overall marketing program, with attentionto various elements of marketing mix and now they interact with advertising andpromotional strategy.This course focuses on the decisions; managers must make to successfully implementmarketing & promotional strategies. Successful marketing implementation requires themanaged introduction of new products, effective setting of prices, persuasivecommunication of product value, and the distribution of the product throughintermediaries or direct sales teams. Students who take this course will learn how to makeeffective decisions regarding two most important aspects of “Communication Mix” –Advertising and Sales promotion, relating it to the “4 P’s of marketing” — product, price,promotions (communication) and place (distribution).At the end of the course students will be able to: • To understand the role of advertising and sales promotion in marketing and the promotional mix. • To understand the structure, processes, techniques and terms used by organizations. • To identify the scientific and creative aspects of advertising as a business discipline. • To understand the relationship between marketing strategy and creative strategy. • To explore the social, economic, and ethical issues surrounding advertising in a free society. Page 2 of 18
    • 2. INTRODUCTION TO THE TUTORS Area Chair: Prof. Sujit Sengupta IILM, Lodhi Road campus # 9811076737 sujit.sengupta@iilm.edu Module Leader: Dr. Anil Vashisht IILM, Lodhi Road Campus # 9810139348 anil.vashisht@iilm.edu2.1.1 Course Tutors Rochika Gulati http://iilm.edu/faculty/profiles/rochika-gulati.html Anil Vashisht http://iilm.edu/faculty/profiles/anil-vashisht.html Monica Mor http://iilm.edu/faculty/profiles/monica-mor.html Deepti Srivastava http://iilm.edu/faculty/profiles/deepti-srivastava.html Page 3 of 18
    • 3. MODULE OVERVIEW Session Topics Day Session 1 Introduction to Advertising and Sales Promotion Day 1 Session 2 Role of AD agencies and other Marketing Day 1 Communication Organizations Session 3 Advertising Agencies- Selection, Compensation & Day 2 Evaluation Session 4 Video: Kevin Roberts – CEO Saatchi & Saatchi Day 2 (discussion on Advertising agencies) Session 5 Perspectives on Consumer Behavior Day 3 Session 6 Case: “How to Win (And Lose) An Advertising Account Day 3 Session 7 Analyzing the Communication Process Day 4 Session 8 Source, Message and Channel Factors Day 4 Session 9 Video: Piyush Pandey - (Chairman & Creative Director Day 5 – Ogilvy and Mather – India) on Indian Consumers and Message strategy Session 10 Establishing objectives for Promotional Programs Day 5 Session 11 Budgeting for Promotional Programs Day 6 Session 12 Case: “ The Auto Advantage” Day 6 Session 13 Creative Strategy Day 7 Session 14 Creative Strategy – Planning and Development Day 8 Session 15 Creative Strategy – Implementation and Evaluation Day 8 Session 16 Case discussion on Creative Strategy “Nike - Just Do Day 9 it” Session 17 Advertising and Sales Promotion Day 9 Session 18 Types of Sales Promotion Day 10 Session 19 Case discussion on Consumer Promotions “Sunny Success” Session 20 Evaluating the Social and ethical aspects of advertising Day 10 and promotions. Session 21 Video - Alyque Padamsee on Social aspects of Day 11 advertising Session 22 Economic aspects of advertising and promotion Day 11 Session 23 & Final assessment Day 12 24 Page 4 of 18
    • 4 MODULE PREREQUISITESAn understanding of basics of Marketing is critical and its P’s. Also students need to revise their conceptson Consumer Behavior for better understanding of this course.5 MODULE READINGS5.1 Main Text • Advertising and Promotion: An Integrated Marketing Communications Perspective, 7th edition by George E. Belch, Michael Belch & Keyoor Purani, - Special Indian Edition, McGraw Hill publication.5.2 References • Advertising Marketing, by Rajeev Batra, John Myers and David A. Aaker, New Delhi: Prentice Hall of India – (BMA) • Integrated Advertising, promotion and Marketing Communication, 3 rd edition by Clow Baack, Pearson education. • Advertising Excellence by Courtland Bovee, John V Thill, George P Dovel and Marian Burk Wood, McGraw-Hill • Advertising Principles and Practice, 6 th edition by William Wells, John Burnett and Sandra Moriarty, Pearson Education.• Brand Positioning, 2nd edition by Subroto Sengupta, Tata McGraw-Hill5.3 Journals Journal of Interactive Advertising (www.jiad.org)5.4 Websites • Advertising Age: (www.adage.com) • Online Advertising: (www.onlineadvertising.net) • Advertising World: (www.advertising.utexas.edu/world) • Adweek: http:(www.adweek.com) • Advertising Agencies Association of India: (www.aaaindia.org) Page 5 of 18
    • 6 Session Plan6.1- Introduction to Advertising and Sales PromotionThe session introduces Advertising and sales promotion and their importance to marketingcommunication mix. Session also focuses on how advertising and sales promotion are used byorganizations.Essential Reading: Chapter 2, pages 47 – 57, Advertising and Promotion by George E. Belch, MichaelBelch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 2, pages 52-65, Advertising Management, by Rajeev Batra, John Myersand David A. Aaker, New Delhi: Prentice Hall of IndiaLearning Outcomes: This will be an introductory session, after this session students will gain aninsight into advertising and sales promotion and how marketers are using advertising and salespromotion to market their products and services to target segments.6.2 - Role of AD agencies and other Marketing Communication OrganizationsThe session examines the role of Advertising Agencies and other marketing communicationorganizations, also the function and other parameters of specialized marketing communicationorganizations.Essential Reading: Chapter 3, pages 90 – 112, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Discussion on Leo Burnet and FCB ULKA (material on Moodle)Learning Out/comes: Students will get to understand how advertising agencies and othermarketing communication organizations operate and to their roles and responsibilities.6.3 - Advertising Agencies- Selection, Compensation & EvaluationThe session examines method used by organizations for selecting, compensating and evaluatingadvertising agencies.Essential Reading: Chapter 3, pages 112 – 125, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Discussion on Mccann Erickson (Material on Moodle)Learning Outcomes: Students will learn the methods and parameters used by organizations forselecting, compensating and evaluating an advertising agency or else marketing communicationorganizations. Page 6 of 18
    • 6.4 – Video: Kevin Roberts (CEO Saatchi & Saatchi)In this session Kevin Roberts discusses the role and functioning of an advertising agency, whatfactors do organizations consider when they select an advertising agency, pool of services providedby an agency and their compensation.Essential Reading: Chapter 3, pages 90-112, Advertising and Promotion by George E. Belch, MichaelBelch & keyoor purani, McGraw Hill publication, Special Indian EditionLearning Outcomes: Students will learn the different services provided by advertising agencies,they will also be able to understand how does an advertising agency function and the roles theyperform.6.5 – Perspective on Consumer BehaviorThis session examines the role that consumer behavior plays in the development andimplementation of advertising and promotional programs. Also to understand various internalpsychological processes, their influence on consumer decision making, and implications foradvertising and promotion.Essential Reading: Chapter 4, pages 136-145, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionLearning Outcomes: Students will be able to understand how does consumer behave when they areexposed to advertising and promotional programs. Also consumer psychological process and itsimpact on their decision making.6.6 - Case: “How to Win (And Lose) An Advertising AccountKeeping in mind the readings mentioned in Session 6.4, this case will take the discussion furtheras to what considerations do organizations give in screening and selecting an advertising agency.The case talks about an organization Charter Behavioral Systems – largest provider ofalcoholism and depression treatment services, whose goal was to select an agency to handle a $20 million advertising account.Essential Reading: Case: How to Win (And Lose) an Advertising AccountLearning Outcomes: Students will be able to understand how to organizations screen and select anadvertising agency once they handle the following questions w.r.t the case in their presentation:Q.1 Which agency should Charter Behavioral Systems hire and why?Q.2 Should agencies do anything differently the next time their representatives make apresentation? Why or Why not?Q.3 Should variables like trust and confidence be the deciding factor in choosing an advertisingagency? Page 7 of 18
    • 6.7 -The Communication ProcessOrganizations use the communication model to provide information to consumers for theirproducts and services. To understand the nature of communication and the basic model ofcommunication. To study the major variables in the communications system and how theyinfluence consumers’ processing of promotional messages.Essential Reading: Chapter 5, pages 180 – 195, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionLearning Outcomes: Students will learn the basic model and nature of communication used by theorganizations and the effect of its variables on consumers.6.8 - Source, Message and Channel FactorsTo examine different types of message structures and appeals that can be used to develop apromotional message. To consider how the channel or medium used to deliver a promotionalmessage influences the communication process.Essential Reading: Chapter 6, pages 217- 230, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 6, pages 184-195, Integrated Advertising, promotion and MarketingCommunication, 3rd edition by Clow Baack, Pearson education.Learning Outcomes: After this Session students will get to understand what combination of source,message and channel factors are used by organizations for communication to consumers.6.9 – Piyush Pandey (Chairman & Creative Director – Ogilvy and Mather – India) on IndianConsumers and Message strategyIn this session Piyush Pandey emphasize on how do Indian consumers. How will Indian consumerbehave when they are exposed to different advertising and promotional programs. And whatmessage strategy should be adopted by the advertisers for themEssential Reading: Chapter 6, pages 217 - 240, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionLearning Outcomes: After this Session students will learn how advertisers decide on their messagestrategy for their products and services, taking into account the consumer behavior.6.10 – Establishing Objectives for Advertising and Promotional ProgramsTo recognize the importance and value of setting specific objectives for advertising and promotion.To understand the role of objectives in the IMC planning process and the relationship ofpromotional objectives to marketing objectives. Page 8 of 18
    • Essential Reading: Chapter 7, pages 254 - 267, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 4, pages 122 - 130, Advertising Management, by Rajeev Batra, John Myersand David A. Aaker, Prentice Hall of IndiaLearning Outcomes: After this Session students will learn how organizations establish theirobjectives for managing their marketing programs and their relationship with the IntegratedMarketing communication process..6.11 - Establishing Budgeting for Advertising and Promotional ProgramsTo understand the process of budgeting used by organizations and the different methods of budgetsetting.Essential Reading: Chapter 7, pages 270 - 278, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 5, pages 170 - 175, Integrated Advertising, promotion and MarketingCommunication, 3rd edition by Clow Baack, Pearson education.Learning Outcomes: After this Session students will learn how organizations establish budget fortheir marketing programs and the different methods used by them for the same.6.12 – Case: The Auto AdvantageKeeping in mind the readings mentioned in Session 6.4, this case will take the discussion further asto what considerations do advertisers give while developing an ad for an organization, how do theygo about combining different appeals and channel factors. The case talks about the organization-The Auto Advantage dealing in selling cars and how with the help of right advertising they havemanaged to keep pace with the changing buyer expectation and the nature of the industry.Essential Reading: Case: The Auto AdvantageLearning Outcomes: Students will be able to understand how advertising with the right mix ofmessage and channel factors can help a business to grow despite growing competition andchanging consumer expectations.6.13 - Creative StrategyTo examine the role of creative strategy in marketing programs and to discuss the importance ofcreativity in advertising and other marketing programsEssential Reading: Chapter 8, page 307- 312, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian Edition Page 9 of 18
    • Desired Reading: Chapter 12, pages 403 - 415, Advertising Management, by Rajeev Batra, JohnMyers and David A. Aaker, Prentice Hall of IndiaLearning Outcomes: After this Session students will learn the importance of creativity w.r.tmarketing programs and how marketers use creative strategy for their marketing programs tomarket their products and services.6.14- Creative Strategy – Planning and DevelopmentTo examine the process that guides the creation of messages and the various research inputs intothe stages of the creative process. And to examine various approaches used for determining majorselling ideas that form the basis of an advertising campaign.Essential Reading: Chapter 8, page 312 - 325, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 13, pages 428 - 435, Advertising Management, by Rajeev Batra, JohnMyers and David A. Aaker, Prentice Hall of IndiaLearning Outcomes: Students will get to understand how organizations plan and develop creativestrategies for marketing programs and the various approaches used by them to develop creativeideas to be used for advertising campaign.6.15 - Creative Strategy – Implementation and EvaluationTo analyze various types of appeals and creative execution styles that can be used in thedevelopment and implementation of creative strategy by advertisers and also how they evaluatethe creative work.Essential Reading: Chapter 9, page 346 - 360, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 14, pages 476 - 485, Advertising Management, by Rajeev Batra, JohnMyers and David A. Aaker, Prentice Hall of IndiaLearning Outcomes: After this Session students will get to know the types of appeals and thedifferent creative execution styles used by advertisers for creative strategy implementation and itsevaluation.6.16 - Case - Nike’s “Just Dot it” Advertising CampaignThe Nike brand has become so strong as to place it in the rarified air of recession-proof consumerbranded giants, in the company of Coca- Cola, Gillette and Proctor & Gamble. Brand management isone of Nike’s many strengths. Consumers are willing to pay more for brands that they judge to besuperior in quality, style and reliability. A strong brand allows its owner to expand market share,command higher prices and generate more revenue than its competitors. The case focuses on How Page 10 of 18
    • Nike successfully launched their campaign and were able to gain significant consumer attention andincrease their profits over a period of time.Essential Reading: Case - Nike’s “Just Dot it” Advertising CampaignLearning Outcomes: The case discussion will help the students understand what do organizationsconsider while planning and designing an Ad campaign, how to they go about it, what factors areconsidered by them while designing a campaign and the creativity aspects taken into consideration.6.17 – Sales PromotionThe objective of the session is to understand the role of sales promotion in an organization’sintegrated marketing communications program and to examine why it is increasingly important. Toalso examine the various objectives of sales promotion program.Essential Reading: Chapter 16, page 640 - 650, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 9, pages 296- 310, Integrated Advertising, promotion and MarketingCommunication, 3rd edition by Clow Baack, Pearson educationLearning Outcomes: Students will learn about the role of sales promotion in an IMC program and itsimportance to organization. They will also learn about the various objectives of sales promotionprogram.6.18 – Types of Sales PromotionThis session examine the types of consumer- and trade-oriented sales promotion tools used byorganizations and the factors to consider while using them. Session also focuses on the potentialproblems and abuse by companies in their use of sales promotion.Essential Reading: Chapter 16, page 650 - 665, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 10, pages 328- 335, Integrated Advertising, promotion and MarketingCommunication, 3rd edition by Clow Baack, Pearson educationLearning Outcomes: This session will enable the students to understand the consumer and tradeoriented sales promotion tools used by organizations and the problems they face while using salespromotion programs.6.19 – Case: Sunny SuccessSunny success is the case about the organization Sun Products, Inc. Sun Products sells itemsprimarily oriented toward beach-related activities, the most successful of which is the companysline of sunscreen products. The tanning industry faces a unique set of challenges as a newgeneration of consumers emerges. First, more than ever consumers are aware of the dangerous Page 11 of 18
    • long-term effects of tanning. These include more wrinkles along with vastly increased chances ofdeveloping skin cancer in later life. More importantly, however, .is a potential shift in culturalvalues regarding appearance. The case focuses on how did Sun Products using a combination of diff.consumer trade promotions were successful in reaching out to their consumers and created animpact on them.Essential Reading: Case – Sunny SuccessLearning Outcomes: The case discussion will help the students understand the various consumertrade promotions used by organizations to promote their products and services. The case will alsohelp in identifying the right mix of advertising and sales promotion techniques to be used.6.20 – Evaluating the social and ethical aspects of advertising and promotionThis session considers various perspectives concerning the social and ethical aspects of advertisingand promotion and also the social criticisms for advertising. The session also examines theeconomic role of advertising and its effects on consumer choice, competition, and product costs andprices.Essential Reading: Chapter 22, page 925 - 935, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionDesired Reading: Chapter 19, pages 682 - 690, Advertising Management, by Rajeev Batra, JohnMyers and David A. Aaker, Prentice Hall of IndiaLearning Outcomes: Students will understand the social and ethical aspects of advertising andpromotions. The session will also help the students understand the social criticisms of advertising6.21 – Alyque Padamsee on Social Aspects of AdvertisingIn this session Alyque Padamsee shares his views on the social aspects of advertising. How does itimpact the society at large and the consumer. He has also emphasized the advantages anddisadvantages to organizations in being socially responsible to their target markets.Essential Reading: Chapter 22, page 925 - 935, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian EditionLearning Outcomes: Students will understand the social implication of advertising and its impact onconsumers. The session will also help the students understand the social criticisms of advertising6.22 – Evaluating the economic aspects of advertising and promotionThe session examines the economic role of advertising and its effects on consumer choice,competition, and product costs and prices.Essential Reading: Chapter 22, page 950 - 955, Advertising and Promotion by George E. Belch,Michael Belch & keyoor purani, McGraw Hill publication, Special Indian Edition Page 12 of 18
    • Desired Reading: Chapter 19, pages 693- 705, Advertising Management, by Rajeev Batra, JohnMyers and David A. Aaker, Prentice Hall of IndiaLearning Outcomes: This session will enable the students to understand the economic aspects ofadvertising and how do these economic changes effects consumers choice, competitors, andproducts costs & prices.7 Assessments PlanCase Analysis 20%Individual Assessment 20%Final Assessment 60%7.1 Case AnalysisCase analysis in this module would require the students to thoroughly read the case and identify the SituationalProblems. The solution of the case would involve designing a suitable analysis for solving the problems identifiedin the case.The cases will be analysed in pre-decided groups by students, and the analysis will be presented in class.Feedback on the same will be provided by the instructor after the presentation of analysis. Assuming that in aclass of 60-75 there are 10 groups, all through the block since there are 4 cases being analysed and which would alsobe presented by the predecided groups, this implies that Case 1 would be analysed by 3 groups, Case 2 would beanalyzed by the other 3 groups, Case 3 will be analyzed by the other 2 groups and Case 4 will be analyzed by the last2 groups.7.1.1 Case Assessment Rubrics – Annexure I7.2 Individual ProjectThe project’s purpose is to provide the students with an opportunity to integrate and apply theconcepts of Advertising and Sales Promotion to the development of a real-world servicingexperience. The students are required to identify an organization/Brand of their choice and carryout a detailed analysis on the marketing programs used for the same.Report: A report to be submitted on the last teaching day of the course. • Brief Introduction: 150 words • Main Body: 500 words Page 13 of 18
    • • Conclusion: 150The Project has to be designed keeping in mind the following aspects:• Advertising and Sales Promotion tools used by the organization for the Product/Service under consideration• Advertising Agency - its format, size, services.• Consumers• Source, Message and Channel Factors• Advertising Objectives and Advertising Budget• Creative Aspect• Media Strategies• Social and Ethical issuesPlagiarism Policy :Management education is concerned with learning and understanding as a basis for functioningeffectively and developing and extending knowledge. The appropriate way of enhancing learningand understanding is to interpret information within your own knowledge base and in your ownwords. Each year cases of plagiarism are uncovered and dealt severely.Attaching one’s name to a project/case write-up that one has not participated in writing violatesSOM’s honor code.A coursework shall be considered plagiarized for following reasons: • Copying sections of text from books, dissertation journals, internet without acknowledgement. Brief statements may be used in assessed coursework from these sources but they should be fully referenced including the page number. • Paraphrasing ideas from texts without stating their origins. The use of phrases such as "According to Mc Donald (1995) ." is acceptable • Colluding with other students and submitting identical work • Copy the work of another student with or without the students consent To avoid anyone copying you are advised to ensure that you delete any word-processed coursework on Institutes PCs after you have copied the work on a pen drive.Policy for Plagiarism and Copying 1. Minor Cases or the inclusion of unacknowledged material accounting less than 20% of the assignment - This would result in a reduction of marks by 20% Page 14 of 18
    • 2. Moderate cases or the inclusion of unacknowledged material accounting for 20% -30%of the assignment - This would result in a reduction of marks by 50%. 3. Severe Cases or the inclusion of unacknowledged material accounting for over 30% of the assignment - The student will be awarded a mark of zero. 4. In the absence of the references, 10% marks will be deducted. 5. Copying of answers/ assignments/ reports among friends‟ results in awarding zero to all similar copies.Format of Submission of Project workProject work must be submitted according to the deadlines specified by the instructor at the beginning of themodule. The documents must be submitted to the instructor before 5 pm on the day of submission. Failure tosubmit without good cause (illness supported by a medical certificate or similar) will result in a zero mark..Submissions are to be made in soft copy.When submitting Project work, you must include a cover page which specifies: • The Title of the project • Your name • Student ID number (s) • Your section • The Module title • The name of the module instructor7.2.1 Individual Project Rubrics – Annexure II8 LEARNING MAP8.1 CURRICULUM MAP: Managing Marketing Programs Programme Learning Outcomes Module L1 L2 L3 L4 L5 L6 L7 L8 L9 MMP * * * * * * *L1: An understanding of organizations, their external context and their management.L2: An awareness of current issues in business & management which is informed by research & practice in the field.L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues.L4: The ability to acquire & analyze data and information.L5: The ability to apply relevant knowledge to practical situation.L6: The ability to work & lead effectively in a team based environment.L7: An improvement in both oral & written communication skills.L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices.L9: Be sensitive to the social economic and environmental responsibilities of business. Page 15 of 18
    • 8.2 TEACHING MAP: Managing Marketing Programs TEACHING MAP Module T1 T2 T3 T4 T5 T6 MMP * * *T1: LecturesT2: Seminars/TutorialsT3: Projects & PresentationT4: Case DiscussionT5: Guest Lectures/Industrial VisitsT6: Lab Sessions8.3 ASSESSMENT MAP: Managing Marketing Programs ASSESSMENT MAP Module A1 A2 A3 A4 A5 MMP * * *A1- Individual assignment/case studyA2- Group assignment/ project/business planA3- Open book examinations/ case studyA4- Closed book examinationsA5- Group Presentation Page 16 of 18
    • Annexure - I Rubric for Case Analysis Module : Managing Marketing Programs Topic Description 5 - Excellent 4 - V. Good 3 - Good 2 -Average 1 - Unsatisfactory 0 - FailContent Students must Recommendation is Recommendation Recommendation There is a great Issues are not Issues not at allKnowledge provide their analysis authoritatively is appropriate. is somewhat deal of clearly identified; clear, Information of the case which presented. The Sufficient appropriate. The information that information provided is not includes a good listener is not only information is listener can is not clearly included that does correct and discussion of the aware of the presented that extrapolate the related to the not support the irrelevant background for the students relates to the students position recommendation recommendation case, identification of recommendation, recommendation; and support is in any way. important issues or but feels compelled many good points fair. lessons learned, and by the supporting made. recommendations or evidence. suggestions.Coherence & The presentation is Organization and Organization and Organization and Organization and Presentation is Presentation isOrganization expected to be well transitions are transitions are transitions are transitions are choppy and not correct and organized. Speakers outstanding. The appropriate. The fairly appropriate; somewhat disjointed; does there is no co should provide listener can easily presentation can the listener may inappropriate; not flow; relation. Content connections between follow the students be understood have to make a the listener is Organization is in appropriate points. The content and never with little effort; few connections, required to guess and/or transitions presentation should has to fill in the when listening, but doesnt feel intent and are awkward to flow together well blanks or guess ideas connect. lost. sometimes feels the point of with good transitions. how one thing lost. making content relates to another. difficult to understandRequired Addressing the issues Student included Student included Student included Student included Student included Student includedElements and/or questions more information all information sufficient most information less information incorrect posted for the case. than was required. that was information that that was than was information required. was required. required. required.Speaking Skills Student should be Poised, clear Clear articulation Somewhat clear Some mumbling; Inaudible or too Student not clearly heard articulation; proper but not as articulation; some little eye contact; loud; no eye prepared at all, throughout the volume; steady rate; polished eye contact; uneven rate; contact; rate too student not presentation. Volume good posture and appropriate little or no slow/fast; speaker confident should be varied to eye contact; volume. expression seemed add style. enthusiasm; uninterested and confidence used monotoneProfessionalism Student should be Students Students Students Students Students Student professionally appearance is appearance is appearance is appearance is appearance is appearance is dressed. Student is highly professional. appropriate and generally somewhat inappropriate. inappropriate. expected to maintain Note Pads not used. professional. appropriate; it inappropriate. Student is reading Student is unclear eye contact with the Student maintaining Student is relying meets a minimum Student has very directly from Note and not prepared audience throughout constant eye very little on standard. Student little eye contact. Pads or has presentation. Use of contact with panel. Note Pads. Eye is using Note Pads, Note Pads are almost no eye note pads is not contact is almost but more eye overused. contact. allowed. constant. contact is on panel than on note cards. Page 17 of 18
    • Annexure - II Rubrics for Assessing Individual Project MODULE: Managing Marketing Programs CRITERIA 5 - Excellent 4 - V. Good 3- Good 2 -Average 1 - Unsatisfactory 0- FailKnowledge & Demonstrates well Well informed. Shows grasp of basic Shows a bare Fails to demonstrate No understandingunderstanding – coordinated, Demonstrates issues/theory. understanding of understanding of of theory. IncorrectComprehensively grounded and sound basic issues/theory. topic/area. informationassesses all Marketing reasoned understanding.Programs and IMC understanding.associated withorganization Identification & Provides concise Accurate & detailed Some evidence of Overly descriptive – Little or no analysis. Incorrect analysis ofAnalysis of issues- analysis of all coverage of obvious understanding. identifies obvious Fails to identify key issues underComprehensively relevant issues/theory. Coverage of obvious issues. Misses more issues/theory. consideration.explores and issues/theory. Presented in issues/theory only. subtleexamines the IMC logically reasoned, issues/theory.tools coherent and evaluative manner.Subject relevance- Thoroughly Relevant material Some documentation Minimally Does not documents Irrelevant andDocuments and documents used. done. material documents outcomes. Irrelevant incorrect materialevaluates the efficacy outcomes .All repeated/overused. outcomes. Some or repetitiveof marketing material relevant to irrelevant or material.programs in an subject. repetitive material.organizationConclusion – Excellent concluding Cogent and Conclusion Conclusion No proper Conclusion is wrong.problem solving- section drawing intelligent attempted but some repetitive, thin in concluding section. Fail to identify keyAnalysis is sufficient to together the various conclusion. Good points missing. content. Weak but Poor or no attempt issuesreach reasonable points made and application of Reasonable satisfactory at application ofconclusions and adding an original knowledge to all application of application of knowledge.recommendations. perspective. issues/theory. knowledge to main issues/theory. issues/theory.Structure , i) Articulate & i) Grammar/spelling i) Language good. i) Language proper. i) Language, i) Purpose andpresentation & persuasive use of accurate and Structure coherent. Problems with grammar & spelling meaning unclear.referencing language. Excellent language fluent. Presentation structure and poor. Structure Spelling and i) Written referencing & Evidence of detailed satisfactory. Evidence presentation. Weak unclear. No grammar incorrect.communication – research research. of some research referencing. evidence of reading ii)spelling & grammar & ii)concepts used ii)concepts clearly ii) ii) concepts arereferencing and explained defined concepts used concepts very basic ii) incorrect ii) Writing appropriately correctly but no concepts not useddemonstrates ability details correctlyto clearly andaccuratelycommunicate issues .General Comments: Page 18 of 18