OUTLINE
     Introductions
     Course Overview: outline, assignments, site
     Advertising and Integrated Brand Promotion
        What is Advertising?
        Definitions?
        Advertising a Communication Process
        Audiences
        Brand Promotion
        Brand Loyalty
        Brand Equity
        Inelasticity of Demand
         Types of Advertising
        From Ads to IMC to IBP
       Introductions - Instructor
        Duane Weaver
         B.Comm., M.D.E., IESNA
         Chair of Marketing, Faculty of Managment, VIU
         Director of Marketing, ABSEL (Assoc. of Business Simulation and 
          Experiential Learning)
         CEO 2Birds1Stone
         Marketing, Mgmt. and Computer Applications Instructor
         20+ years management experience (marketing)
         Industry experience: High-tech, Artificial Intelligence, 
          Telecommunications, Computing, Lighting, Automotive, Fashion, 
          Distance Education, B2B, B2C, E-Commerce, E-Learning, Grocery, 
          Floral., Education, and Consulting
         Manufacturing, Wholesale and Retail experience.
         Family, small business, and multi-national corporations
         Positions: Board of Directors, CEO,  General Manager, International 
          Sales Manager, Business Development Manager, Regional Sales 
          Manager, Product Manager, Market Manager, Service Manager, 
          Parts Manager, Acct. Manager, Marketing/Business Consultant, 
          Instructor
         Enjoy sailing, soccer, badminton, golf and camping
  Introductions - Students
  Your name?
  What do you expect to get out of 
    learning MBA 532 (Marketing 
    Communications Strategy)?
    What is your personal learning GOAL?
  Provide an example of one company 
    that in your opinion, manages brand 
    promotion effectively. Why? 
  Assignments and Outline Overview
  Essay – 30%
    (Individual)due Sep. 11 before 1:00 PM
  ELM Case and Sample Ad – 5%
    (Team) Due Sep 23 before 1:00PM
  Revised Print Ad – 10%
    (Individual) due Sep. 25, before 1:00PM
  Expertise (Student Lead Instruction) – 15%
    (Individual) due Sep. 30, or Oct. 2, 7, 9, or 14
  Marketing Communication Plan – 40%
    (Team) Due Oct 2nd rough draft/Oct 16 final draft
       The Process:
  Advertising and Integrated Brand
  Promotion in Business & Society 
      with Duane Weaver
      with Duane Weaver