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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR: Spring 2022
SYLLABUS

INSTRUCTOR: Michele Favorite
EMAIL: [email protected]
 HOURS: MW 11:30 AM 12:45 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 solid understanding and hands-on experience of marketing communication theories and tools. Two major areas of focus are ESG (Environment, Social responsibility and Governance) and Storytelling.  The theme of ESG will be weaved into the course systematically, as it is a key factor influencing society, organizations and communication. Storytelling strategies and techniques will also be analyzed throughout, as they are crucial success elements in marketing. Finally, students will learn how to manage a real client and produce an effective newsletter.

Specifically, students will be expected to: 

1.   Develop a solid understanding of integrated marketing communication and its increasing value in today's world.

2.   Gain a good knowledge of the key issues relating to ESG, and how it has become a crucial societal theme and driver of individual and organizational behavior. 

3.   Understand what makes a good story and how to use storytelling effectively in marketing, and how to create an engaging story.

4.   Learn how to work with a real client; specifically, how to create an effective newsletter for John Cabot's Institute for Entrepreneurship. This project falls under JCU's Learn-Do-Share projects.

5.    Understand how to define customers and prospects according to their behavior 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.   Learn what makes good secondary research and how to use it in marketing.

4.   Gain proficiency in successfully pitching oneself (through the Elevator Pitch Competition) and other's ideas.
LEARNING OUTCOMES:

Students will be able to:

1.  Understand the value of integrated marketing communication 

2.  Demonstrate an ability to identify customers' brand expectations and estimate their value

3.  Plan message content and delivery

4.  Understand the concept of marketer-consumer relationships

5.  Appreciate the importance that ESG plays in today's marketing landscape and identify drivers of efefctive ESG performance

6.  Know what makes a good story and how to write one

7.  Understand what makes an effective newsletter and how to produce one

7.  Understand the challenges of managing a real client
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Advertising and Promotion ELEVENTH INTERNATIONAL EDITIONBelch and BelchMcGraw Hill9781259921698     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance and participationActive regular participation10%
Group Project: NewsletterCreating a newsletter for the Institute for Entrepreneurship of JCU40%
MidtermMajor group project for which detailed guidance and assistance will be provided15%
Final 20%
   
Storytelling Project 15%

-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

Marketing 320 Schedule, Spring 2022

 

Week 1: Jan 17: Welcome and introduction to the course

17 January: Course and class introduction; focus on key topics: ESG and Storytelling workshop

17 January: Tortoise Thinkin Is Instagram Bad for You? Join this online discussion at 5:30 pm for an hour to earn an absence credit (please also write a one page summary of the event and your thoughts on it). The link to join is: Is Instagram bad for you? - Tortoise (tortoisemedia.com)

19 January: discussion of Chapter 1 of textbook

Week 2: Jan 24: Group Project 1 & The Role of IMC in the Marketing Process

24 January: Kick off of group project 1: Creating a Newsletter for the institute of Entrepreneurship (IFE). Interview with Prof. Riccardo Maiolini, Q&A on project. The project presentations are due on April 11th.

What is ESG and why is it important to Marketing?

26 January: discussion of Chapter 2 of textbook and other material on Moodle

Week 3: Jan 31: The Role of Ad Agencies and other Mkting/Communication Agencies

31 January: discussion of Chapter 3 of textbook and other material on Moodle

2 February:  discussion of Chapter 19: the international perspective of advertising

Week 4: Feb 7: Group Project 2 & Consumer Behavior

7 February:  Kick off of group project 2, the topic of which is to determined

Discussion of Chapter 4 of the textbook and material on Moodle

9 February:  “”  “”

MAKE-UP DAY: FEBRUARY 11

Week 5: Feb 14: The Communication Process

14 February: Discussion of Chapter 5 of textbook and other material on Moodle

16 February: “”  “”

First Storytelling Workshop assignment due

MAKE-UP DAY: FEBRUARY 18

Week 6: Feb 21:  Source, Message and Channels

21 February: Discussion of Chapter 6 of textbook and other material on Moodle

23 February:  “” “”

Week 7:  Feb 28: Establishing Objectives & Budgeting for an IMC Program

28 February:  Discussion of Chapter 7 of textbook and other material on Moodle

2 March:  Group project mid-advancement reviews

Week 8:  Mar 7:  Creative Strategy

Discussion of Chapters 8 and 9 of textbook and other material on Moodle

Discussion on ESG

Week 9:  Mar 14:  Public Speaking & Media, TV and Radio vs. Magazines and Newspapers

Discussion of Chapters 11 and 12 of textbook

Review of Public Speaking and elevator pitch presentations

Midterm

Week 10: Mar 21: Spring Break

Week 11: Mar 28: The Elevator Pitch and Social Media Advertising

28 March: the Elevator Pitch is due

Review of group projects 1 and 2

Discussion of Chapter 15 in textbook

Week 12: Apr 4: Review of group projects and Public Relations

4 April: Discussion of Chapter 17 of textbook

Review of group projects

Week 13:  Apr 11:  Presentation of group project 1

Group project 1 Presentations

Week 14:  Storytelling Workshop

Presentation of Storytelling work

Week 15:  Apr 25: Review for final exam

Week 16:  May 2: Final exam