Download marketing management - imc

INTEGRATED MARKETING COMMUNICATION
MIBP
March-April 2008
Instructor:
Francis Piron, Ph.D.
e-mail:
[email protected]
Class website: http://fpimc.weebly.com
Welcome to my IMC class! To be successful in this class, you should expect to spend time on
reading, preparation for class discussion and participation, cases, and projects. You are
expected to read the chapters before class, as well as the professional business magazines and
reviews.
Course Description: This course is designed to introduce you the field of advertising and
promotion.
The emphasis in this course will be on the role of advertising and other
promotional mix elements in the integrated marketing communications program (IMC) of an
organization. The development of an integrated marketing communications programs requires
an understanding of the overall marketing process, how companies organize for advertising and
other promotional functions, customer behavior, communications theory, and how to set goals,
objectives and budgets. Attention will be given to the various IMC tools used in contemporary
marketing including advertising, direct marketing, Internet and interactive marketing, sales
promotion, publicity and public relations, and personal selling. We will examine the process by
which integrated marketing communications programs are planned, developed and executed as
wells as the various factors and considerations that influence this process. We will also discuss
the environment in which adverting and promotion takes place and the various regulatory,
social and economic factors that affect an organizations IMC program.
Altogether, I will try to bring a pragmatic approach to the class, through examples, short cases
and assignments.
Course Objectives: The prime objective of this course is to help you acquire the skills to
understand the dynamics and complexities of the international/global business environment.
In spite of such complexities, the recipe for success is quite simple: focus on understanding
the market(s) (i.e., the consumer) and profitability. Yet, most enterprises fail to focus on these
simple objectives and embark on “sophisticated” and often disastrous strategies.
Specific Objectives- Learning Outcomes:
1. Acquire an overview and understanding of IMC,
2. Acquire proper, professional IMC vocabulary,
3. Become familiar with the elements of IMC,
4. Understand how IMC elements can be integrated to deliver a customer-focused message
and communication strategy,
5. Become familiar with the process of measuring communication effectiveness.
PLEASE, NOTE THAT ALL READINGS ASSIGNED BELOW FOR DISCUSSION
DURING CLASS ARE AVAILABLE FOR DOWNLOAD FROM THE WEBSITE
SCHEDULE
SESSION
TOPIC(S)
READINGS
1
Introduction, How Brands Are Built
Chs. 1-3
2
Basic MC Strategies for Building Brands (Part 1)
Chs. 4-8
Prepare: Customers Love the Starbucks Experience
3
Basic MC Strategies for Building Brands (Part 2)
Chs. 4-8
Prepare: Insights from Everywhere, p. 208.
* TURN IN 1st SELF-EVALUATION
4
Creating, Sending, and Receiving Brand Messages (Part 1)
Chs. 9-13
Prepare: Mastercard’s Priceless Campaign Is Priceless
5
Creating, Sending, and Receiving Brand Messages (Part 2)
Chs. 9-13
Prepare: Jumbo, Large, Small, Mini
6
The Marketing Communication Functions (Part 1)
Chs.14-19
Prepare: Snapple’s Goofy Bottles …
* TURN IN 2dt SELF-EVALUATION
7
The Marketing Communication Functions (Part 2)
Chs.14-19
Prepare: Avon’s Mark Mixes Brains & Beauty
8
The Marketing Communication Functions (Part 3)
Prepare: How Infomercials Helped Orange Glo Grow
Chs.14-19
9
The Big Picture
Prepare
10
Chs. 20-22
Do Advertisers Have the Right to … p. 634
Final Exam
* TURN IN 3D SELF-EVALUATION
SELECTED READINGS
Below, you will find a list of articles that should be read in conjunction with identified
chapters. You should read the material prior to attending class since it will be embedded in the
discussion. (You can download the articles from the class website).
SESSION
READINGS
1
a. Gucci Chief Peddles “Power of the Dream” (for a practical discussion on
branding)
2
a. How Values Embraced by a Company May Enhance That
Company's
Value (for a discussion on “Everything Communicates.”)
b. Marketers hail the mobile phone as advertising’s promised land (for a
discussion on ‘Media Channels: Connecting Companies &Customers’).
c. Starbucks, PepsiCo Bring 'Subopera' to Shanghai (for a discussion on
Unexpected Touch Points).
d. Seeking a Cure for Automotive Ennui (for a discussion on ‘What Impacts
Decision Making?’)
e. Grab viewers' attention with the right content and context (for a discussion
on ‘What Impacts Decision Making?’)
f. Avoiding the Impulse (for a discussion on ‘Evaluating the Purchase
Decision’)
g. No Satisfaction: Why What You Have Is Never Enough (for a discussion
on ‘Evaluating the Purchase Decision’)
3
a. As Web Ads Grow, Sites Get Trickier About Targeting You (for a
discussion on ‘What’s The Point of Segmenting and Targeting?’)
b. Banks Court a New Client – The Low-Income Earner (for a discussion on
‘What’s The Point of Segmenting and Targeting?’)
c. The Gatekeeper: How Posh Hotel Sizes up Guests (for a discussion on
‘Data-Driven Communication’)
d. Search Engines Seek to Get Inside Your Head (for a discussion on
‘Data-Driven Communication’)
4
a. Toy Stories: Show-and-Tell Blog Hooks Customers (for a discussion on
‘Determining Communication Objectives’)
b. You’ve Played the Videogame, Now Buy the Car (for a discussion on
‘Product Placement)
5
a. Web Network Offers Reebok Flexibility (for a discussion on
‘Different Nets for Different Uses)
6
a. Companies Tolerate Ads to Get Free Software (for a discussion on
‘Trade Promotion & Co-Marketing’)
7
a. Why Coke Aims to Slake Global Thirst for Safe Water (for a discussion on
‘PR & Brand Publicity’)
b. Marketing Deals with Celebrities Grow More Complex (for a discussion
on ‘PR & Brand Publicity’)
8
a. How Valuable is Word-of-Mouth (for a discussion on ‘Experiential
Contacts’)
9
a. Google to Work with Nielsen on TV Data (for a discussion on
Measurement, Evaluation and Effectiveness’)
In-Class Participation:
I like to run my classes in an interactive format, and you are expected to participate. Class
participation is different from attendance. Class participation implies involvement on the
students’ part. Involvement can take the form of questions, answers, sharing of experiences,
readings, active participation in email/chat exchanges, etc.
Please note that 20% of your
final grade consists of participation assessment. In other words, it will be very difficult to
pass this course if you decide to be passive.
You will turn in THREE self-evaluations of your participation. For the second and third self
evaluations, you will specifically describe how you addressed the weaknesses of your
previous participation, as observed by yourself in the previous assessment, and remedied.
As you can read from the list of articles available for reading before class, you will have
plenty of opportunities to participate in discussions.
The textbook for this course is:

Principles of Advertising & IMC, by Tom Duncan, McGraw-Hill/Irwin (2d
ed.)
Studying the assigned textbook is critical to your success in this course. You may also
use this textbook as a desk reference once you complete this course. Therefore, you
are required to purchase the textbook.
Final Examination: As per GIMPA’s policies and traditions.
Grading:
1. Final Exam:
40%
2. Oral Project Presentation:
40%
3. In-class participation:
20%
TOTAL
100%
ACKNOWLEDGEMENT
I, _______________________________________________________, have read and
understand this course's stipulations concerning in-class participation and its grade.
Specifically, I understand that class participation implies involvement on my part. My
involvement can take the form of questions, answers, sharing of experiences, readings, etc.
Further, I understand that 20% of my final grade will consist of participation assessment. In
other words, it will be very difficult for me to pass this course if I decide to be passive.
__________ _____________________________________________________
(Date)
(Signature)