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.