Marketing Final

We just concluded a class in advertising from an Integrated Marketing Communications perspective. The class, taught by Dr. George Belch, was one of the most enjoyed classes based on class participation. We learned alot about advertising in various mediums: print, TV, internet, mobile communication, etc. We also learned about consumer behavior and the importance of building a solid brand through various media outlets. The final was a three-hour written exam (computers were allowed, thanks Dr. Belch) and we analyzed four different case studies. The questions were much more detailed and focused on specific concepts taught in the course, but here is a paraphrased version:

1. How should Under Armour go about marketing/branding a new line of basketball or running shoes? This is something they are considering, but not on the market yet.

2. There is a shoe company from Italy called Goex shoes. They plan to introduce a new running shoe in the US. Their shoe has thousands of tiny holes in the sole that allows air into the shoe without letting water in. This keeps feet dry and cool while running. Develop a marketing plan for Goex entering the US market with this new technology.

3. Starter wants to endorse Tony Romo. What are the pros and cons for each (Starter and Romo) for this proposed sponsorship? Do you think Starter should pursue this? So you think Romo should agree to a sponsorship from Starter as opposed to Under Armour, Nike, Reebok, etc.

4. An analysis of the US Olympic Team's marketing campaign around the upcoming Olympics.


It was a difficult but fair exam and we had to use knowledge taught from all modules of the course. Fortunately, Dr. Belch is going to be involved in future classes.

After the test was complete, a group of us relaxed on Fiesta Island in Mission Bay by making a bonfire on the beachfront and enjoying a few beverages.