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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. 1 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. 2 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 3 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. 4 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. 5 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. 6 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 7 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) 8