Draft Syllabus: Critiquing Marketing Communications

I'm preparing a brand new class for the fall, an online-only, masters-level course called "Critiquing Marketing Communications." It's part of our new masters program focusing on digital media. 

The basic premise is that marketing communications are one of the most common, and most influential, forms of communication in contemporary society. Yet it's largely sequestered in an academic ghetto. Most of the scholarship surrounding these communications either falls into the how-to category (e.g. Marketing 101) or into the realm of pure cultural criticism (e.g. Intro to Consumer Culture). What I aim to do is combine the practical and the theoretical, giving students a sense of how marketing works as an industry, and also access to some of the primary strains of criticism surrounding this form of expression.

Below is the final version of the syllabus. Whether you're in marketing, academia, or both, I welcome your feedback.

9/1-9/6: Unit 1 – Introduction: What are Marketing Communications?

Readings:

• Kleppner’s Advertising Procedure, Chap. 1 & 2.
• Mark Crispin Miller interview: http://to.pbs.org/qUpfQ1

9/7-9/13: Unit 2 – Marketing History & Landscape

Readings:

• Ogilvy, D. Ogilvy on Advertising, Chap. 18 
• Marchand, “Advertisements as Social Tableaux” in Advertising the American Dream
• Kleppner’s Advertising Procedure, Chap. 5.

9/14-9/20: Unit 3 – Foundations: Branding, Creative and Packaging

Readings:

• Ogilvy, D. Ogilvy on Advertising, Chap. 2
• Doug Atkin interview: http://to.pbs.org/ngHAFs
• Kevin Roberts interview: http://to.pbs.org/qzDF81
• NYT Article on Crispin Porter: http://nyti.ms/pXbEmy
• NYT Article on CP/BK breakup: http://nyti.ms/pr5LLQ

Optional, brief and recommended:

• Aaker on Brands (read 5 most recent blog posts): http://bit.ly/pjzy1G
• Video: Mad Men Carousel Scene: http://bit.ly/rdkbpL

Guest Interview: [name], President, [large advertising agency]

STUDENT BLOGGING BEGINS

9/21-9/27: Unit 4 – Foundations: Media Buying & Selling

Readings:

• Kleppner’s Advertising Procedure, Chap. 7.
• Baron & Sissors, Advertising Media Planning, 7^th Ed. Chap. 4 & 12 (thru p. 368)

Guest Interview:

• [name], Group Director, [large media agency]

STUDENT MODERATION OF DICSUSSION BOARD BEGINS

9/28-10/4: Unit 5 – Foundations: Public Relations

Readings:

• PRSA Code of Ethics: http://bit.ly/pLani3
• Bernays, American Public Relations: A Short History
• Boorstin, D. The image: A guide to pseudo-events in America, Intro & Chap. 1

Optional, brief and recommended:

• Article re: Kenneth Cole Twitter Fail: http://lat.ms/qObjN5
• PRwatch headlines: http://www.prwatch.org/headlines

Guest Interview:

• [name], Veteran PR consultant

10/5-10/11: Unit 6 – Critique: Mass & Consumer Culture

Readings:

• Gailbraith, J. K. The Affluent Society, Chap. 10 & 11.
• Schudson, M. “Historical Roots of Consumer Culture.” In Advertising, the Uneasy Persuasion.
• Ogilvy, D. Ogilvy on Advertising, Chap. 18

 10/12-10/18: Unit 7 – Critique: Branding

Readings:

• Klein, N. No Logo. Intro, Chaps 1-2.
• Quart, A. Branded: The Buying and Selling of Teenagers. Chap. 1.
• Frank, T. The Conquest of Cool, Chap. 11.
• MIDTERM ASSIGNED

10/19-10/25: Unit 8 – Critique: Race, Gender, Sexuality & Identity

Readings:

• Sivulka, “White Soap and Black Consumer Culture”
• Klein, No Logo, Chap. 5
• Ryder, “Talking Vaginas and Football Heroes: Gender, Race and Advertising” http://bit.ly/qIXGFC
• Sinnreich, “‘This Is What We Do’: Why I Hated Chrysler’s Super Bowl Ad” http://bit.ly/pDREqZ
• Article on Nivea ad: http://on.mash.to/p3LbbB
• Video: Colbert on Summer’s Eve http://gaw.kr/pKEaZ4
• MIDTERM DUE 10/25 at 11:30pm

10/26-11/1: Unit 9 – Backlash: Culture Jamming and Ad Busting

Readings:

• Lasn, K. Culture Jam, Introduction & “Spring”
• White, M. Toxic Culture. Adbusters. http://bit.ly/okEuHz
• Article: Ad-Free Sao Paolo: http://buswk.co/qbUUZ3
• Article: Junaio AR AD TAKEOVER: http://bit.ly/pWza3M
• Article: BP Twitter spoof: http://abcn.ws/pcASCt

Optional, brief and recommended:

• Sao Paolo Flickr set: http://bit.ly/pLugJX
• KAWS interview: http://bit.ly/qYg5z4

11/2-11/8: Unit 10 – Internet Marketing, 1995-2005 (Web, Email & Search)

Readings:

• Johnson, M. (1998). Rational Branding: Building Consumer Relationships Through Service. Jupiter Research.
• Mayar & Ramsay, Digital Impact: The Two Secrets to Online Marketing Success. Chapters 4, 5 & 6

Guest Interview:

• [name], co-founder, [interactive media research fim] 

11/9-11/15: Unit 11 – Internet Marketing, 2006-11 (Social, Mobile & Beyond)

Readings:

• The Hectic Schedule of a Social Media Manager: http://bit.ly/qwn64t
• Charlesworth, D. It’s About Good Link, Not Good Ink. Journal of Integrated Marketing Communications. (pp. 38-43 of http://bit.ly/qbkYFY)
• Mayar & Ramsay, Digital Impact: The Two Secrets to Online Marketing Success. Chapters 7 & 8

Guest Interview:

• Guest Interview: [name], Communication Director, [major social media company]
• [name], [principal, boutique communications agency]

11/16-11/22: Unit 12 – Critique: Digital Rights & Privacy

Readings:

• FB Beacon article: http://bit.ly/oNRsAF
• FB Beacon analysis: http://bit.ly/pfgvf3
• Vaidhyanathan, S. The Googlization of Everything. Chap. 3.
• Zittrain, J. The Future of the Internet: And How to Stop It. Chap. 9. http://bit.ly/oOCOGB

11/23-11/29: THANKSGIVING BREAK 

11/30- 12/6: Unit 13 – Epilogue: Ghosts in the Machine?

Readings:

• Lanier, J. You Are Not A Gadget. Chap. 1
• Baym, N. Personal Connections in the Digital Age, Chap. 2
• Video: Ray Kurzweil on the Singularity: http://bit.ly/qM1epu
• FINAL PAPER ASSIGNED 

12/7-12/13: Unit 14 – Conclusion

Comments

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[Nicole Lewis]

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