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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320-2"
COURSE NAME: "Integrated Marketing Communications "
SEMESTER & YEAR: Fall 2019
SYLLABUS

INSTRUCTOR: Thomas Aichner
EMAIL: [email protected]
HOURS: MW 1:30-2:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: MW 10:00-11:00 AM

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:
Advertising and promotion are an integral part of our social and economic systems. In our complex society, advertising has evolved into a vital communications system for both consumers and businesses. The ability of advertising and other promotional methods to deliver carefully prepared messages to target audiences has given them a major role in the marketing programs of most organizations. Companies ranging from large multinational corporations to small retailers increasingly rely on advertising and promotion to help them market products and services. In market-based economies, consumers have learned to rely on advertising and other forms of promotion for information they can use in making purchase decisions.
LEARNING OUTCOMES:
• Define advertising, promotion, and integrated marketing communications
• Describe the challenges associated with advertising and promotion and the role of integrated marketing communications in the marketing process
• Recognize the importance of international markets and the role of international advertising and promotion
• Develop an integrated marketing communications plan for a given market and for a given time frame, including the design of several creative executions
• Measure the effectiveness of the promotional program (monitoring, evaluation, and control)
• Improve both interpersonal skills and responsibility as a team member by agreeing on individual deadlines, sharing work equally within the group, and cooperating respectfully
• Develop stronger people skills through joint research and team work
• Monitor, measure, and evaluate the effectiveness of the promotional program (monitoring, evaluation, and control)
• Illustrate campaigns, ideas, and creative executions to clients through a written report and a final presentation (pitch)
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th EditionBelch, G.E. and Belch, M.A. (2018)McGraw-Hill9781259548147  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Group project 5 students per team, IMC plan with presentation, soft and hard copy40
Midterm 11 hour, multiple-choice questions, one essay question20
Midterm 21 hour, multiple-choice questions, one essay question20
Final Exam1 hour, multiple-choice questions, essay questions20

-ASSESSMENT CRITERIA:
A Work 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.
B This 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.
C This is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
D This 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.
F This 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 is required and checked.

Students with absence exceeding 20% should withdraw from the course, or risk having an "F" grade in the course.

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.
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

Assessment

List of topics covered

1

Introduction to integrated marketing communications (IMC)

  • The growth of advertising and promotion
  • The role of marketing
  • The promotional mix: The tools for IMC
  • The IMC planning process

2

The role of IMC in the marketing process

  • Marketing strategy and analysis
  • The target market process
  • Developing a positioning strategy
  • Developing the marketing planning program
  • The role of advertising and promotion

3

Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations

  • Organizing for advertising and promotion in the firm: The client’s role
  • Advertising agencies
  • Agency compensation
  • Evaluating agencies
  • Specialized services
  • Collateral services
  • IMC services

4

The communication process

  • The nature of communication
  • A basic model of communication
  • Analyzing the receiver
  • The response process
  • Cognitive processing of communications
  • Summarizing the response process and the effects of advertising

5

1st midterm exam:

Wednesday

Content:
Everything discussed
in weeks 1, 2, 3, 4

Source, message, and channel factors

  • Promotional planning through the persuasion matrix
  • Source factors
  • Choosing a celebrity endorser
  • Message factors
  • Channel factors

6

Establishing objectives and budgeting for the promotional program

  • The value of objectives
  • Determining IMC objectives
  • Sales versus communications objectives
  • DAGMAR: An approach to setting objectives
  • Problems in setting objectives
  • Establishing and allocating the promotional budget

7

Developing the IMC program (1/5): Creative strategy

  • Advertising creativity
  • Planning creative strategy
  • The creative process
  • Creative strategy development
  • Appeals and execution styles
  • Creative tactics
  • Client evaluation and approval of creative work

8

Developing the IMC program (2/5): Media planning and strategy

  • Developing the media plan
  • Market analysis and target market identification
  • Establishing media objectives
  • Developing and implementing media strategies

9

2nd midterm exam:
Wednesday

Content:
Everything discussed
in weeks 5, 6, 7, 8

Developing the IMC program (3/5): Evaluation of media

  • Television, buying television time
  • Radio
  • Magazines
  • Newspapers

10

Developing the IMC program (4/5): Support media, direct marketing, digital and social media

  • The scope of the support media industry
  • Traditional support media
  • Promotional products marketing
  • Non-traditional support media
  • Direct marketing and direct selling
  • Evaluating the effectiveness of direct marketing
  • The internet and IMC, internet metrics

11

Developing the IMC program (5/5): Sales promotion, public relations, publicity, and corporate advertising

  • The scope, role, and growth of sales promotion
  • Consumer-oriented sales promotion
  • Trade-oriented sales promotion
  •  Coordinating sales promotion with advertising and other IMC tools
  • Public relations
  • Corporate advertising

12

Measuring the effectiveness of the promotional program

  • Arguments for and against measuring effectiveness
  • Conducting research to measure advertising
  • Effectiveness
  • The testing process
  • Establishing a program for measuring advertising effects

13

Deadline for submitting the complete IMC plan

(group project):
Wednesday

International advertising and promotion

  • The importance of international markets
  • The international environment
  • Global versus local advertising
  • Decision areas in international advertising

14

Student presentations

Evaluating the social, ethical, and economic aspects of advertising and promotion

  • Advertising and promotion ethics
  • Social and ethical criticisms of advertising
  • Economic effects of advertising

15

Student presentations