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:
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:
Optional, brief and recommended:
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, 7th 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:
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:
10/26-11/1: Unit 9 – Backlash: Culture Jamming and Ad Busting
Readings:
Optional, brief and recommended:
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:
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
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