JCU Logo

JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320"
COURSE NAME: "Integrated Marketing Communications "
SEMESTER & YEAR: Fall 2017
SYLLABUS

INSTRUCTOR: Colin Biggs
EMAIL: @johncabot.edu
HOURS: TTH 4:30-5:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: By appointment

COURSE DESCRIPTION:
This course first examines the basic principles underlying consumer information processing and how marketing can influence this process. It then addresses the design, coordination, and management of marketing communications, focusing on the role of integrated marketing communications in the marketing process, particularly as it relates to branding. The second part of the course may take the form of an extended case study/IMC plan or may address special topics: for example, the relationship between public relations (PR) and marketing, the history and development of advertising and public relations, public opinion and its role in IMC planning, media relations, research for campaign design, global communication, and crisis management.
SUMMARY OF COURSE CONTENT:

The purpose of this course is to provide students with a basic understanding of marketing communication theories and tools.  Specifically to: 

1.   Develop an improved understanding and working knowledge of the theory and practice of value-based integrated marketing promotion.

2.   Develop an ability to define customers and prospects according to their behaviour and apply the marketing communication concepts and tools to market segmentation, product positioning, brand evaluation, stakeholder analysis, product life cycle and marketing mix strategies.

3.   Develop proficiency in designing, implementing and reporting on secondary research.

4.   Develop an ability to design, implement, analyse and report on primary research into the opportunities to develop and improve marketer-customer reciprocal relationships.

5.   Develop an ability to estimate the value of customers and prospects.

LEARNING OUTCOMES:

Students will be able to:

1 Understand the role of integrated marketing communications within organisations
2.     Justify the guiding principles of IMC
3.     Demonstrate an ability to identify customers’ brand expectations and estimate their value
4.     Plan message content and delivery
5.     Apply the notion of reciprocal marketer-consumer relationships
6.     Describe and discuss challenges faced by IMC integration in organisations.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Advertising and Promotion: An Integrated Marketing Communications Perspective, Tenth (Global) EditionBelch and BelchMcGraw Hill9789814575119  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance and participationActive regular participation10%
Individual projectResearch project on IMC30%
Group assignmentGroup research project30%
Final exam Final written exam 30%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

-ATTENDANCE REQUIREMENTS:
Regular attendance is required.  Absences should be cleared with the instructor in advance.
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

 

Week

Topic

Reading *

Principal activities

1

Introduction to IMC

Chapter 1 of textbook

Pair work

Video ‘Il corpo delle donne’                                

2

Definition of IMC.  Blockers and enablers.  Focus on brands.  Marketing to millenials.

Chapter 2

Video ‘The Crazy Ones’

3

Organising for advertising and promotion

Chapter 3

Video by Simon Sinek

First assignment to be set

4

Consumer behaviour Behavioural profiling      Five key themes

Chapter 4

Video

5

The communication process: five steps

Chapter 5

First assignment due

6

Source, message, and channel factors

Chapter 6

Videos

7

Establishing objectives and budgeting for the promotional programme

Chapter 7

Second assignment to be set                       Tacori case

8

Creative strategy: planning and development

Chapter 8

Aflac Duck and J C Penney videos

9

Creative strategy: implementation and evaluation

Chapter 9

Taco Bell case      Video: pitching to a VC Second assignment due

10

Media planning and strategy

Chapter 10

Third assignment to be set

Videos

11

Evaluation of media: television and radio

Chapter 11

 

Subaru video

12

Evaluation of media: magazines and newspapers

Chapter 12

Videos

13

Thematic review of course

Review of slides

14

Group presentations

Third assignment due: group project and presentation

* The assigned textbook for this course is:

Belch and Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Global Edition, McGraw-Hill Education.

Additional learning materials will include articles, cases, and video and other digital media.

There will be a very strong emphasis on building students’ skills in marketing, using an IMC perspective.