Download syllabus-comm-148-summer_c_2017r1

Course Syllabus: COMM ST 148 INTEGRATED MARKETING COMMUNICATIONS
Summer C:
Schedule:
Location:
8/8/17 – 9/14/17
Tues & Thurs, 3:15-5:20
Royce 162
Instructor:
Celia Feramisco, MBA
Contact:
[email protected]
Office Hours: Tues, 2:00-3:00, Rolfe 2314
COURSE OVERVIEW
This course is an exploration of advertising from an integrated marketing communications perspective.
Focus is on general principles and broad perspectives with particular emphasis on strategy and the role
of advertising in an integrated program. Students will examine consumer motivation, planning and
development, the creative process and campaign execution and evaluation.
Marketing a product or service to people is complex, because no two people, or consumers, are the
same. Gone are the Mad Men days of putting an on TV, lingering over a 3-martini lunch, and waiting
for the sales to trickle in. In this course, we will explore marketing, advertising, and human nature, and
provide an understanding of the key concepts and methods of integrated marketing communications
for both traditional and digital media. This course provides students with a foundation in the
development and execution of marketing communication strategies. Primary emphasis is placed on
consumer insight, branding, market segmentation and positioning, message strategy, promotion and
the execution of marketing communications through appropriate media technologies. Students will
develop an understanding of marketing communications practice through readings, lectures, case
analysis and discussions, and will demonstrate effective decision-making in ambiguous marketing
environments, using financial and market analysis, and considering legal and ethical concerns. The
course will develop students’ ability to think analytically and strategically by assessing examples and
case studies of marketing communications problems and opportunities.
COURSE OBJECTIVES
Students will be able to demonstrate and apply concepts and methods to address marketing and
communications challenges in order to analyze how integrated marketing plays a role in improving
business decisions. At the end of the course students will be able to:
 Demonstrate effective integrated marketing communications within a marketing environment
that includes segmentation and audience centric marketing
 Distinguish different types of marketing in the integrated marketing communications mix
 Prove they can rationalize marketing decisions, considering financial, legal and ethical concerns
 Be capable of prioritizing the role of marketing communications in digital and traditional media
 Show how strategic communications and persuasive messaging builds business results.
REQUIRED COURSE MATERIAL (available at the UCLA bookstore)
Integrated Advertising, Promotion and Marketing Communications (7th ed.), K. Clow & D.E.
Baack, Pearson, ISBN-13: 978-0-13-386633-9.
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LETTER GRADE VALUES
A = 1000-940 B = 869-830 C = 769-730 D = 669-630
A- = 939-900 B- = 829-800 C- = 729-700 D- = 629-600
B+ = 899-870 C+ = 799-770 D+ = 699-670 F = 599-0
ASSIGNMENTS AND GRADING (1000 points)
100 Individual Participation
700 Team Written IMC Plan
100 SWOT
100 Marketing Objectives
100 Survey Questionnaire, Results and Insights
100 Target Market
100 Positioning Statement
200 Final Plan
200 Team Oral Presentation IMC Plan
Class Participation (100): Advertising / Integrated Marketing Communication is a very interactive career,
and for this reason, participation is worth 10% of your overall course grade. You are expected to attend
each class session in full; to proactively participate and add value to class discussion, to actively
participate in classroom activities, and to collaborate well with your team. Arriving late and leaving early
will impact your participation points. Specifically, you may earn up to 8 participation points per each of
the 11 class sessions, and you may earn 0-12 points based on team member feedback. For full assignment
details, go to Appendix A within this syllabus.
Team Written IMC Plan (700 points): You and your team will write an integrated marketing
communications plan for a product/service/organization of your choosing. Key (draft) sections of the
plan will be due on specific dates through the semester. Minimum length is 16 pages. For full
assignment details, go to Appendix B within this syllabus.
Team Oral IMC Plan Presentation (200 points): You and your team will give a 15-20 minute oral
presentation of your IMC plan. For full assignment details, go to Appendix C within this syllabus.
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Course Schedule*
WEEK
DAY
DATE
READ BEFORE CLASS / IN-CLASS
FOCUS
Ch. 1 Integrated Marketing
Communications
ASSIGNMENTS DUE
Week 1
Tues
8/8
Week 1
Thurs
8/10
Ch. 2 Brand Management
Product Overview & SWOT Due
Week 2
Tues
8/15
Week 2
Thurs
8/17
Ch. 2 Brand Management,
continued
Ch. 3 Buyer Behaviors
Marketing Objectives Due
Week 3
Tues
8/22
Ch. 4 The IMC Planning Process
Survey Questionnaire Due
Week 3
Thurs
8/24
Ch. 5 Advertising Campaign
Management
Week 4
Tues
8/29
Ch. 6 Advertising Design
Target Market Due
Week 4
Thurs
8/31
Ch. 7-10 Marketing Tactics
Positioning Statement Due
Week 5
Tues
9/5
Ch. 11-13 Marketing Tactics
Week 5
Thurs
9/7
Ch. 15 Evaluating an IMC Program
Week 6
Tues
9/12
Ch 14: Ethics
Week 6
Thurs
9/14
Survey Results and Insights Due
IMC Written Plans Due
IMC Oral Presentations
Team Member Feedback Forms Due
*subject to change at instructor discretion
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Appendix A: Participation Details (100 points)

Participation (100 points): Advertising / Integrated Marketing Communication is a very
interactive career, and for this reason, participation is worth 10% of your overall course grade.
You are expected to attend each class session in full; to proactively participate and add value to
class discussion, to actively participate in classroom activities, and to collaborate well with your
team. Arriving late and leaving early will impact your participation points. Specifically:
 You may earn up to 8 participation points per each of the 10 class sessions (0-80 points)
 You may earn 0-20 points based on team member feedback.

Team Member Feedback:
On the last day of class, each student is to complete a Team Member Feedback form, and
include the following information:
1. Your Name
2. Team Member 1 Name
3. Team Member 1 Contributions and Strengths
4. Team Member 1 Areas for Development:
5. Score Based on 0-20 scale:
1. 0 = did not contribute at all
2. 20 = outstanding contribution
3. Any additional notes to help explain the score you have assigned
4. Repeat for all additional team members
The form will be uploaded to the class portal.
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Appendix B: Written IMC Plan Assignment Details (700 points)
Team Written IMC Plan: You and your team will write an integrated marketing communications plan
for a product/service/organization of your choosing.
Five key (draft) sections of the plan will be due on specific dates through the semester. Those
assignments are worth a total of 500 points, as follows:
o 0-100 points
SWOT
o 0-100 points
Marketing Objectives
o 0-100 points
Survey Questionnaire, Results and Insights
o 0-100 points
Target Market
o 0-100 points
Positioning Statement
The final written plan is due on the last day of class. This is worth a total of 200 points, as follows:
o 0-10 points
Executive Summary
o 0-20 points
Situational Analysis
o 0-10 points
SWOT Analysis
o 0-20 points
Marketing Objectives
o 0-30 points
Target Market
o 0-30 points
Marketing Strategies
o 0-30 points
Marketing Tactics
o 0-20 points
Implementation
o 0-20 points
Evaluation of Performance
o 0-10 points
References, Appendix, Logistics (survey questionnaire and results)
All work is to be typed in 12-point font, and double spaced. The minimum length of the final written
plan is 16 pages. Each team should hand in one printed plan at the beginning of the last day of class,
and email one PDF of the plan to [email protected] before 3:00 pm on the last day of class.
The most important part of this integrated marketing communication plan is your strategic analysis
and critical thinking. Explain why you made each decision. Your use of textbook/lecture terms and
ideas from class should be obvious and woven strategically into your report. Your written report
should include the sections listed below.

Executive Summary: 1 page. Typically written once your plan is complete, this section provides a
high-level summary of each section of the plan. Busy executives sometimes only read the
executive summary and need to gain a full understanding of your plan.

Situational Analysis: Minimum 2 pages. Examine your product’s ongoing market situation.
Explain the first 3 P’s of the marketing mix – Product, Price, and Place. Save the 4th P (Promotion)
for later, as that will make up the bulk of your plan. Analyze what is going on with customers in this
market. Explain competitors’ perceived strengths and benefits. Incorporate key environmental
trends such as the economy, technology, social and cultural. Do not try to solve anything yet. Do
not introduce new ideas. Just explain the landscape. Include and cite secondary research.
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Appendix B: Written IMC Plan Assignment Details (continued)

SWOT Analysis: 1 page. Identify internal strengths and weaknesses, and external opportunities
and threats for your product. Aim to include at least three bullets for each, if not more.

Marketing Objectives: Minimum 1 page. Explain WHAT you want to accomplish (e.g., “achieve 10
percent market share in the cat food market within 12 months of product introduction”). Establish
several objectives for your product, and explain your rationale. Be sure your objectives are
realistic, measurable, time specific and compared to a benchmark. Every element of your plan is
put in place to help you achieve your marketing objectives.

Target Market: Minimum 2 pages. Explains WHO you plan to target in order to best achieve your
objectives. Explain the buying behavior and consumer decision making process that your desired
customer tends to follow. Elaborate on relevant segmentation information such as demographic,
psychographic (attitudes, values), geographic, benefit and usage.
Create and “field” a primary market research survey to help identify your best target market. Use
this survey to learn what will motivate them to purchase your product, how much they would be
willing to spend, etc. (e.g., surveymonkey.com). Weave insights and findings into your written and
oral plans. Include survey questionnaire and results in an appendix.

Marketing Strategies: Minimum 3 pages. Explains HOW you plan to motivate your target to take
action, and ultimately help you achieve your marketing objectives. It should include the following
three elements with clear rationale throughout:
o Positioning Statement: Explain how you will position your product to be different and
unique in the minds of your target market, using the following template:
To:
Healthy proactive preventers, 25-40, who want to do as much for health as they can
(Target market)
Gray’s is the:
Tasty low fat cookie
(Single most important thing to communicate)
That:
Gives you the best tasting guilt-free pleasure so you can stay in control of your health
(The emotional benefit/promise that will best motivate your target market)
That’s because:
In taste tests, Grays matched Oreo on taste, but only has 100 calories and 2g fat
In a 12-week study, consumers eating Grays once a night lost 5 pounds
Grays uses all natural ingredients
(Supporting rationale)
o Message Strategies: Explain what messages strategies you will employ to best capture your
target market’s attention and motivate them to take action. Consider cognitive, affective
and conative strategies, various types of appeals, various executional frameworks.
o Signature Creative Piece: Design an “ad” that demonstrates how you plan to bring your
positioning and message strategies to life. Explain the brand image, message and means of
delivery to be used as the platform for the campaign. Include rationale supporting the
proposed creative development and explain the brand image you hope to achieve.
Consider tangible and intangible elements.
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Appendix B: Written IMC Plan Assignment Details (continued)

Marketing Tactics: Minimum 2 pages. Explain the specific promotional elements (tactics) you will
employ to communicate your message to your target audience. (chapters 7-13).

Implementation: Minimum 2 pages. Develop a media plan that includes a timeline for the launch
of the campaign and its specific elements (media flowchart). Include an accounting for how the
budget will be allocated (similar to pie chart on page 213, Fig. 7.16).

Evaluation of Performance: Minimum 1 page. How will you know if your campaign was success?
Include measurement metrics, anticipated results, and means for evaluating the proposed
campaign.

References: In addition to citing sources throughout your plan, include a full bibliography using the
American Psychological Association (APA) format. Instruction can be found online:
http://owl.english.purdue.edu/owl/resource/560/01/.

Appendix, Logistics: Include survey questionnaire and results, and a Division of Labor page to
clearly list each team member who was primarily responsible for each section
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Appendix C: Team Oral IMC Plan Assignment Details (200 points)


Email one PowerPoint or PDF of the plan to [email protected] before 3:00 pm on the
last day of class (no links to GoogleDocs accepted).
Email the presentation to yourself ahead of time, and put it on a USB drive, so you access it
quickly and easily when it is time to present.
As a team, you will need to give a 15-20 minute oral presentation of your IMC plan during the last class.
This should not be a straight-forward reading of your written plan. Think about how you would “pitch”
your plan to senior management if this were a real-world situation. Rehearse in order to be prepared,
dynamic, confident, and convincing.
Grading Rubric:
Your oral presentation will be graded based on the following rubric (100 points):
 Content (There is no need to verbalize the executive summary)
o 0-10 points
Situational Analysis & SWOT
o 0-10 points
Marketing Objectives
o 0-10 points
Target Market
o 0-10 points
Marketing Strategies
o 0-10 points
Marketing Tactics
o 0-10 points
Implementation
o 0-10 points
Evaluation of Performance
 Slides
o 0-40 points
Organization, flow, visual appeal, readability, and citations
o 0-40 points
Verbal communication(tone, pitch, rate, volume, articulation)
o 0-40 points
Nonverbal communication(eye contact, gestures, expression, movement)
o 0-40 points
Logistics (15-20 minutes, correct format, cohesive team)
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