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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 320"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR:
Summer Session I 2018
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SYLLABUS
INSTRUCTOR:
Susan Jones
EMAIL: [email protected]
HOURS:
MTWTH 1:40 PM-3:30 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
By Appointment
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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.
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SUMMARY OF COURSE CONTENT:
Principles of Advertising and Integrated Marketing Communications -- also covering sales promotion, public relations and direct/interactive marketing. The IMC Foundation, IMC Advertising Tools, Digital and Alternative Marketing, IMC Promotional Tools, IMC Ethics, Regulation and Evaluation. The course includes many hands-on activities and evaluation of current advertising and Integrated Marketing Communications campaigns by global and local brands.
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LEARNING OUTCOMES:
· Understand the components and applications of an integrated marketing communications (IMC) campaign
· Apply the principles of effective brand management
· Demonstrate an understanding of consumer behavior
· Exhibit ability to articulate the IMC planning process and campaign management including research and budgeting
· Articulate the importance of advertising design and writing in campaign development and implementation
· Embrace the applications of a range of online and offline advertising media, including social media
· Show mastery of the applications of each element of IMC and how they apply to an overall campaign
· Recognize the importance of privacy and regulatory environments in the 21st century
· Be able to develop and implement an effective evaluation methodology for IMC campaigns
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Integrated Advertising, Promotion, and Marketing Communications | Clow and Baack | Pearson | ISBN-13: 978-0134485164 ISBN-10: 0134485165 | | Loose-Leaf Version. Online materials not necessary. | | | |
| Integrated Advertising, Promotion, and Marketing Communications | Clow and Baack | Pearson | ISBN-13: 978-0134485164 ISBN-10: 0134485165 | | Loose leaf version; online materials not necessary. | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class Participation | Quizzes, Group Work, Attendance, Positive and Constructive Participation in Class Activities | 30 |
| Short Essay Test #1 | One Question Each on Chapters 1-5 | 18 |
| Short Essay Test #2 | One Question Each on Chapters 6-10 | 18 |
| Short Essay Test #3 | One Question Each on Chapters 11-15 | 18 |
| Final Project | Each student will choose an advertising campaign to profile and critique (according to guidelines shared in class) for a final in-class presentation on June 21 | 16 |
-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until June 22, 2018.
Students are expected to come to class and to arrive on time. Absences: students are allowed up to 2 absences during the term.
Tardiness: students arriving more than 5 minutes late for class will be marked as absent (though they may stay and follow the lesson).
Persistent absence or tardiness usually precludes satisfactory performance in the course, and will result in a lower class participation grade. In any case, students are responsible for all material covered by the syllabus and/or discussed in class, whether or not they are actually present.
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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.
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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.
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SCHEDULE
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Each day’s class will be a combination of interactive discussion of the course material, student group work and report-out, short quizzes done open-book in class, and more formal student presentations. Out-of-class work will include assigned reading from the text, periodic written assignments, and a final presentation.
Suggestion: Answer your test questions as we go along each class period so you don’t have to do all five the night before the tests.
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CLASS
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DATE
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TOPIC(S)
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PREPARATION
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1
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21/5/17
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Introduction to Integrated Marketing Communications
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Read Chapters 1 and 2 of Text
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2
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22/5/17
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Brand Management
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Read Chapter 3 of Text
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3
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23/5/17
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Buyer Behaviors
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Read Chapter 4 of Text
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4
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24/5/17
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The IMC Planning Process
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Read Chapter 5 of Text
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5
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28/5/17
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Advertising Campaign Management
Introduction to Final Project; Review
of Chapters 1-5
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Short Essay Test I Due 29/5/17
Read Chapter 6
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6
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29/5/17
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Advertising Design
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Read Chapter 7 of Text
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7
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30/5/17
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Traditional Media Channels
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Read Chapter 8 of Text
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8
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31/5/17
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Digital Marketing
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Read Chapter 9 of Text
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9
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4/6/17
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Social Media
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10
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5/6/17
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In-Class Work on Final Project;
Review of Chapters 6-10
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Short Essay II Test Due 6/6/17
Read Chapter 10 of Text
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11
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6/6/17
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Alternative Marketing
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Read Chapter 11 of Text
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12
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7/6/17
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Database and Direct Response Marketing and Personal Selling
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Read Chapter 12 of Text
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13
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11/6/17
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Sales Promotions
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Read Chapter 13 of Text
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14
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12/6/17
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Public Relations and Sponsorship Programs
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Read Chapter 14 of Text
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15
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13/6/17
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Regulations and Ethical Concerns
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Read Chapter 15 of Text
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16
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14/6/17
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Evaluating an Integrated Marketing Program
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Work on Essay Test and Final Project
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17
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18/6/17
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In-Class Work on Final Project;
Review of Chapters 11-15
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Short Essay Test III Due 19/6/17
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18
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19/6/17
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Enrichment Activities with student input
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Prepare Final Project Presentations
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19
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20/6/17
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Enrichment Activities with student input
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Prepare Final Project Presentations
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20
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21/6/17
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Final Presentations and Wrap-up; Coffee and Croissants – My Treat
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Enjoy the rest of your summer!
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