COURSE NUMBER: MBA265.1

 

COURSE TITLE: Advertising Strategy (Integrated Marketing Communications)

 

UNITS OF CREDIT: 3 units

 

INSTRUCTOR: Clayton Critcher

 

E-MAIL ADDRESS: ClaytonCritcher@haas.berkeley.edu

 

CLASS WEB PAGE LOCATION: http://bspace.berkeley.edu

 

MEETING DAYS/TIME: Mondays and Wednesdays, 2:00-3:30PM

 

PREREQUISITES: MBA206

 

CLASS FORMAT: Lectures, cases, discussions, student presentations

 

REQUIRED READINGS: No text book will be required, but one will be recommended for those with an interest in pursuing the subject in more detail. Cases and supplemental readings will be required.

 

BASIS FOR FINAL GRADE: 20% class participation, 20% case presentations, 20% assignments, 40% final project

 

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

Students will learn about the components of effective integrated marketing communications campaigns. The core of the course will be advertising strategy, with a focus on both traditional and new media. The course will balance practical applications with empirically-supported tools, frameworks, and principles. Class sessions will be characterized by discussion, debate, and a heavy use of examples. Students will learn through lectures, exercises, and cases. Furthermore, the class will partner with a major brand. Representatives from the company’s marketing team will visit the class early in the semester to present  the current challenges the brand is facing. Over the course of the semester, students will develop their own integrated marketing communications plan and ultimately pitch it to brand representatives.

BIOGRAPHICAL SKETCH: Clayton Critcher is an Assistant Professor of Marketing at Berkeley—Haas. He received his Ph.D. in psychology from Cornell University. His research focuses on biases in consumer judgment and decision making, determinants of consumer well-being and satisfaction, how consumers forecast and misforecast the future, and determinants of persuasion.