Download MKTG3030 Integrated Marketing Communications 2016

1
MKTG3030IntegratedMarketingCommunications
2016-2017TermI
Professor:LeileiGao OfficeLocation:
Telephone:
Email:
OfficeHours:
F/11,Rm1109,CYT
39437637
[email protected]
Byappointment
TA:YunqingChen
F/11,Rm1149,CYT
39437808
[email protected]
Byappointment
TimeandVenue:
• SessionA:Tuesdays9:30AM-12:15PM,CKBUG03
CourseOverview:
MKTG3030 is organized around the marketing communication decisions that must be made in
sevenmainareas:1)TargetMarketSelection;2)CommunicationObjectives;3)MessageStrategies;
4) Creative Strategies; 5) Media Strategies; 6) Budgeting; and 7) Research Strategies. The first
session is intended to lay the foundation for the course. The next several sessions deal with
marketingcommunicationdecisionsbyaddressing“who,what,when,where,how,andwhy”types
ofquestions.Whoarethetargetsofthecommunicationprogram?Whataretheobjectivesofthe
communication program? What is to be communicated? How should it be communicated? How
muchcommunicationwillbenecessary?Whichmeansofcommunicationaretobeused?Whatare
the roles of advertising, sales promotions, and public relations? What is the impact of the
communications program? Across the various sessions, we will strive to answer these questions
andconsidersocial,legal,andglobalissues,aswellasthefutureofmarketingcommunications.In
this course, students will form a group consisting of 5-7 members. Some of the exercises will be
doneasagroup.Studentsarefreetodecidewhowillformpartoftheirgroup.
LearningOutcomes:
MKTG3030 is designed to provide a general introduction of the basic concepts and practices of
“integratedmarketingcommunications”(IMC)intoday’sbusinessenvironment.Thecourseaimsto
increasestudents’understandingofthekeyissues,theories,strategiesandtacticsassociatedwith
marketing communication decisions, and to provide analytical skills useful for the planning,
implementation,andevaluationofvariouselementsofthepromotionalmix,includingadvertising,
sales promotions, public relations, and online marketing. Strong emphasis is placed on
understandingthestrategicandpsychologicalprinciplesinconsumerbehaviorwhichfacilitatethe
developmentandimplementationofmarketingcommunicationprograms.
AListofTopics:
• TheIMCPlanningProcess
2
• TheCommunicationProcess
• PerspectivesonConsumerBehavior
• MediaPlanning
• Advertising
• InternetMarketing
• SalesandPromotion
• PublicRelations
• AlternativeMarketing
LearningActivities:
You are expected to spend about 5-9 hours a week on work associated with the 3-credit-point
course.Onlyasmallnumberofthesehoursmightbeinclass.Thelearningactivitiesschedulemay
assistyouinplanningyourwork.Thehoursaremappedforthemainteachingweeksonly.Towards
theendofterm,youwillobviouslyspendmoretimeinfinishingyourindividualassignment,group
project,andstudyingforexaminations.
GroupProject
Lecture
IndividualAssignment
Preparation
Outof
Outof
Outof
Inclass
Inclass
Inclass
class
class
class
2-3
1-2
1-2
1-2
hrs
hrs
hr
hr
M
M/O
M
M
***M:MandatoryactivityinthecourseO:OptionalactivityNA:Notapplicable
AssessmentScheme:
Finalgradeswillbebasedonmyassessmentofyourperformanceforthefourmainrequirements,
accordingtothefollowingweights:
ClassParticipation
10% GroupTasks 20%
FinalProject 35%
Presentation (10%)
WrittenReport
(25%) FinalExam
35%
________________________________________________________
Total: 100%
***Notes:
ClassParticipation:
3
Adequate preparation for, regular attendance of, and full involvement in class sessions including
classdiscussionsandgroupactivitiesarerequired.Classparticipationandinvolvementisworth10%
ofthegradeandwillbebasedonmyperceptionofyourperformanceandattendancelist.
GroupTasks:
Therewillbeanumberofsmallgrouptasks,eitherintheformofin-classminiprojectsorgroup
assignments, worth 20% of the final grade. Students are expected to complete these tasks on a
groupbasis.Nolateassignmentwillbeaccepted.Thegrouptaskdetailswillbeannouncedinclass.
FinalExam:
It will be a closed book, cumulative final exam consisting of multiple-choice questions and essay
questions.Thetestwillcovermaterialsfromthelecturesandthetextbook.Pleaserefertopage6
(courseschedule)forthefinalexamreadingscope.
RecommendedLearningResources:
RequiredTextbook:
• George Belch and Michael A. Belch, Advertising and Promotion: An Integrated Marketing
CommunicationsPerspective(10thEd.)McGraw-Hill.
OnlineSupport:
Courseslices,announcements,andotherimportantcoursematerialswillbepostedonthe
blackboardsystem(https://elearn.cuhk.edu.hk)andupdatedeveryweek.Youcanloginwithyour
studentIDnumberandCWEMpasswordtoaccesstheinformation.
SupplementaryReadingMaterials:
1. Keller,KevinLane,BrianSternthal,andAliceTybout(2002),“ThreeQuestionsYouNeedtoAsk
aboutYourBrand,”HarvardBusinessReview,80(9),80-86.http://hbr.org/2002/09/threequestions-you-need-to-ask-about-your-brand/ar/1
2. Shiv,Baba,ZivCarmon,andDanAriely(2005),“PlaceboEffectsofMarketingActions:
ConsumersMayGetWhatTheyPayFor,”JournalofMarketingResearch,42(4),383-93.
http://www.jstor.org/stable/10.2307/30162386
3. Levin,IrwinP.andGaryJ.Gaeth(1988),“HowConsumersareAffectedbytheFramingof
AttributeInformationBeforeandAfterConsumingtheProduct,”JournalofConsumerResearch,
15(3),374-78.http://www.jstor.org/stable/10.2307/2489471
4. Nunes,PaulF.andJeffreyMerrihue(2007),“TheContinuingPowerofMassAdvertising,”MIT
SloanManagementReview,48(2),63-69.http://sloanreview.mit.edu/the-magazine/2007winter/48213/the-continuing-power-of-mass-advertising/
5. Robinson,David(2006),“PublicRelationsComesofAge,”BusinessHorizons,49(3),247–56.
http://www.sciencedirect.com/science/article/pii/S0007681305001345
UsefulOnlineResources:
4
•
•
•
•
Ad101Blog:http://ad101hk.blogspot.hk/
WiseNews:http://www.cuhk.edu.hk/soc/courses/soc2204/skill/eclip/wisenews/wisenews.htm
AdsoftheWorld:http://adsoftheworld.com/
CampaignAsia.com:http://www.campaignasia.com/advertising/news/439,101.aspx
MKTG3030FINALPROJECT
ProjectOutline
Thepurposeofthisprojectistoprovidealearningopportunityforstudentstoputtogetherallyou
havelearnedinthiscourseinoneexercise.Theprojectshouldbedoneingroupsof5-7students.
EachgroupisrequestedtocreateanintegratedmarketingcommunicationcampaignforHongKong
Tourism Board, with a goal to consolidate the image of Hong Kong as a world-class travel
destination and showcase unique Hong Kong experiences. The detailed requirements will be
announcedlaterinclass.
FinalWrite-up(25%)
The final write-up should be 10-15 pages in length, single-spaced in 12 point font (Times New
Roman), excluding appendix and references. No late project will be accepted. I strongly
encourageyoutoaimatfinishingthefinalwrite-uponeweekbeforethedeadline.
FinalPresentation(10%)
As part of the term project, you are required to present your project in front of the class. Each
memberofthegroupshouldparticipate.Presentingtheprojectinfrontoftheclasswillgiveyouan
opportunity to practice your presentation skills in a friendly and supporting environment. This
wouldalsogiveyouanopportunitytoviewthevariousprojectsdonebyyourfellowclassmembers.
AcademicHonestyandPlagiarism:
Attention is drawn to University policy and regulations on honesty in academic work, and to the
disciplinary guidelines and procedures applicable to breaches of such policy and regulations.
Detailsmaybefoundathttp://www.cuhk.edu.hk/policy/academichonesty/.
Witheachassignment,studentswillberequiredtosubmitasigneddeclarationthattheyareaware
ofthesepolicies,regulations,guidelinesandprocedures.
• In the case of group projects, all students of the same group should be asked to sign the
declaration,eachofwhomisresponsibleandliabletodisciplinaryactionsshouldtherebe
anyplagiarizedcontentsinthegroupproject,irrespectiveofwhetherhe/shehassignedthe
declaration and whether he/she has contributed directly or indirectly to the plagiarized
contents.
• For assignments in the form of a computer-generated document that is principally textbasedandsubmittedviaVeriGuide,thestatement,intheformofareceipt,willbeissuedby
thesystemuponstudents'uploadingofthesoftcopyoftheassignment.
5
Assignmentswithouttheproperlysigneddeclarationwillnotbegradedbyteachers.
OnlythefinalversionoftheassignmentshouldbesubmittedviaVeriGuide.
Thesubmissionofapieceofwork,orapartofapieceofwork,formorethanonepurpose(e.g.to
satisfy the requirements in two different courses) without declaration to this effect shall be
regarded as having committed undeclared multiple submission. It is common and acceptable to
reuse a turn of phrase or a sentence or two from one’s own work; but wholesale reuse is
problematic.Inanycase,agreementfromthecourseteacher(s)concernedshouldbeobtainedprior
tothesubmissionofthepieceofwork.
6
MKTG3030CourseSchedule
Week Date
Activity
Topic
CorrespondingReading
Materials
1
Sept6
Lecture
IMC:TheBigPicture
Ch1
2
Sept13
Lecture
TargetMarketSelection
Budgeting
Ch2(pp.46-55)
Ch7(pp.235-259)**
3
Sept20
Lecture
MessageStrategy
Ch2(pp.55-58)
4
Sept27
Lecture
CommunicationObjective
Ch5
Ch7(pp.219-235)
4
Sept30
Lecture
TalkbyHKTB
5
Oct4
Lecture
MediaStrategy
Ch10(338-343;347-358)
6
Oct11
Lecture
CreativeStrategy
ResearchStrategy
7
Oct18
NoClass
8
Oct25
Lecture
Advertising
Ch9
9
Nov1
NoClass
10
Nov8
Lecture
Advertising
InternetMarketing
Ch15
11
Nov15
Lecture
SalesPromotion
Ch16
12
Nov22
Lecture
PublicRelations
AlternativeMarketing
Ch17(579-594)
13
Nov29
Group
Presentation
FinalProjectPresentation
14
Dec9
FinalExam
LocationTBD
**ThecontentcoveredinCh7(pp.235-259)willnotbetestedintheexam.