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Examining the Current Approaches to Postgraduate Teaching of Integrated Marketing Communications (IMC) in UK Universities Purpose of the Paper – This paper is part of a wider study undertaken within a professional doctorate in Marketing Education with the following aims: 1. To explore how IMC is delivered in the context of Postgraduate Education in the UK and 2. To explore the experiences of Postgraduate students studying IMC in the business school environment. The Conference presentation will present the results of a study undertaken to address aim 2. Theoretical background – Schultz (2004) stated that “Integrated Marketing Communications is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted, relevant external and internal audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value”. Two key issues appear to have been problematic in the development of IMC - definition and theoretical foundations. The debate concerning definitions of IMC still continues in academic circles and there is disagreement as to whether IMC is in the domain of the marketing communications mix (Lee and Park 2007, Eastin and Daugherty 2005, Grove Carlson and Dorsch 2007) or a more strategic organisation wide activity (Kliatchko 2005; 2008, Kitchen 2005, Fill 2005, Schultz 2004). There have been some studies in the field of IMC curriculum development (for example, Farrelly, Luxton and Brace-Govan (2001), Kerr, Patti and Chein (2004), Patti (2005), Kerr, Schultz, Patti and Ilchul (2008), and Kerr (2009)) yet it is an area that has been identified as requiring much further research (Schultz and Patti 2009) particularly as the IMC theory, perspectives and models continue to develop. Design/Methodology/Approach - Secondary research is currently ongoing and includes reviewing various sources such as textbooks and academic journal articles to theoretically underpin the work and various forms of marketing communications materials (provided by Universities) to inform the provision of IMC teaching. Primary research is also ongoing within a qualitative methodology - one to one interviews and focus groups are the selected methods to assist in gaining insight into the student experience. The Conference presentation will focus on the results of interviews and a focus group with PG students studying IMC at a particular business school. Limitations of the study are that it will, at this stage, only be considering Postgraduate study in a UK University and the number of respondents is limited. Findings - This research is currently ongoing and the results will be presented at the Conference. The findings will detail the experiences of Postgraduate students studying IMC including their understanding, experiences and perspectives of the subject matter. Originality/Value/Contribution of Paper As can be seen by the extensive academic literature on IMC there are many different issues within the IMC field – whether it be in the definition, the constructs, measurement or organisational level. The Professional Doctorate will seek to contribute to this discussion by responding to calls for more research on the IMC curriculum i.e. an examination of what current marketing academics think is IMC based on what they teach and what future leaders understand IMC to be. This part of the study will identify good practice in IMC education both in terms of the IMC academic subject and the student experience. References Eastin, M.S. and Daugherty, T. (2005) Past Current and Future Trends in Mass Communication Research. In: New Approaches, Technologies and Styles, Kimmel, Alan J, Oxford University Press, pp.23-41 Farrelly, F, Luxton, S, and Brace-Govan, J (2001) Critical issues to understanding IMC in the future – An Academic and Practitioner Developed IMC Curriculum for the 21st Century, Marketing Bulletin, 2001, 12, Article 2 Fill, C. (2005) Marketing Communications Engagement Strategies and Practice, Fourth Edition, FT Prentice Hall Grove S.J., Carlson L. and Dorsch M.J. (2007) Comparing the application of Integrated Marketing Communication (IMC) in Magazine Ads across Product Type and Time, Journal of Advertising, Volume 36, No1 Kerr, G. (2009) Apples, oranges and fruit salad: A Delphi study of the IMC educational mix, Journal of Marketing Communications, 15:2-3, pp119-137 Kerr, Patti and Chein (2004) “Integrated Marketing Communication: New discipline with an old learning approach: A syllabi analysis” Paper presented at the Conference Proceedings Australia and New Zealand Marketing Academy Conference 2004. Kerr, G., Schultz, D., Patti, C. and Ilchul, K (2008) An inside-out approach to Integrated Marketing Communication: an international analysis, International Journal of Advertising, 27(4), pp511-548 Kilatchko, J (2008) Revising the IMC construct, A revised definition and four pillars, International Journal of Advertising, Volume 27, Issue 1, pp133-160 Kilatchko, J (2005) Towards a New Definition of Integrated Marketing Communications (IMC), International Journal of Advertising, Volume 24, Issue 1, pp.7-34 Lee, D.H. and Park, C.W. (2007) Conceptualisation and Measurement of Multidimensionality of Integrated Marketing Communications, Journal of Advertising Research, Volume 47, Issue3 pp222-236 Patti, C. (2005) IMC: A new discipline with an old learning focus, Journal of Advertising, 34, no.4, pp5-10 Schultz, D.E. (2004) IMC Receives More Appropriate Definition, Marketing News, Volume 38, Issue 15 Schultz, D. and Patti, C. (2009), The evolution of IMC: IMC in a customer-driven marketplace, Journal of Marketing Communications, 15:2-3, pp75-84