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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.