Course Syllabus

JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320-1"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR: Fall 2022

SYLLABUS

INSTRUCTOR: Michele Favorite
EMAIL: [email protected]
HOURS: TTH 3:00 PM 4:15 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.

The course will touch on key concepts like: brands, consumer behavior, persuasion, objective setting and budgeting, advertising, sales promotion, public relations, content marketing, viral marketing, packaging, point of purchase marketing, trust, storytelling.

Two major areas of focus this semester will be:

1. environmental sustainability (readings, discussions/forums, lectures, activities and projects) will help students further their environmental literacy;

2. a Learn-Do-Share project with a winery based in the Lazio region, which will pose the class the challenge of how to raise its international visibility and awareness.

Specifically, students will be expected to:

1. Develop a solid understanding of integrated marketing communication: challenges and value

2. Gain a good knowledge of the key issues relating to ESG, and how it is increasingly becoming a crucial societal theme and driver in all aspects of society, including marketing communication

3. Understand the power of storytelling

4. Learn how to work with a real client and, specifically, a CEO, and how the wine business works

5. Gain proficiency in successful pitching (through the Elevator Pitch Competition)

LEARNING OUTCOMES:

Students will be able to:

1. Understand how the world of marketing communication works

2. Identify and create effective integrated marketing communication

2. Demonstrate an ability to identify customers needs and respond to them through the most suitable marketing communication

3. Plan message content, creativity and delivery

4. Understand the changes in marketer-consumer relationships

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

6. Know what makes a good story

7. Understand the priorities of a CEO, the fundamentals of the wine business, the marketing challenges associated with wine

7. Understand the challenges of managing a real client

TEXTBOOK:

Book Title	Author	Publisher	ISBN number	Library Call Number	Comments	Format	Local Bookstore	Online Purchase
Advertising, Promotion and other Aspects of Integrated Marketing Communication, 10th ed.	Craig Andrews, Terence Shimp	Cengage	ISBN: 978-1-337-28265-9

REQUIRED RESERVED READING:

Book Title	Author	Publisher	ISBN number	Library Call Number	Comments
A Life on our Planet	David Attenborough	Grand Central Publishing	ISBN: 978-1-337-28265-9

RECOMMENDED RESERVED READING:

NONE

GRADING POLICY
-ASSESSMENT METHODS:

Assignment	Guidelines	Weight
Attendance and participation	Active regular participation; Two unexcused absences are ok; others will detract from your participation grade	10%
Midterm		15%
Final		20%
Sustainability projects: book forum/assignment, COP project,		10%
Group Project: raising international visibility and awareness of a local Lazio winery		35%
Triggering Change Pitch		5%
Elevator Pitch		5%

-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/ACTIVITY

Sep 5

Introduction to the course and to IMC

Chapter 1

Sep 12 (+1)

Brands

Segmentation, Targeting/Positioning

The Communications Process

Chapters 2 - 3

Chapter 5

Chapter 6

Sep 19

Consumer Behavior

Persuasion

Chapter 7

Sep 26

Sep 27: Presentation of Wine Project

Discussion of Wine project

Meeting with Founder, CEO

Readings on Moodle

Oct 3

Objective Setting and Budgeting

Chapter 8

Oct 10

Advertising

Chapters 9-17

Oct 17 (+1)

Pitching Strategies & Techniques

Discussion on Sustainability & A Life on our Planet

Visit to Winery ?

Oct 20: Elevator Pitch Workshop 10 am (online)

Forum on A Life on our Planet

Oct 24

Sales Promotion

Midterm

Chapter 18

Oct 24: Elevator Pitch Deadline 8 am

Oct 31 (-1)

Public Relations, Content Mkting, Viral Mkting, Sponsorships

Managing the Media

Chapter 21

Nov 2: Triggering Change Workshop 6 pm

(online)

Nov 7

Packaging, Point-of-Purchase

Discussion of Wine Project

Chapter 22

Nov 14

COP 27

Guest Speaker

Nov 16: Presentations of Wine Project to CEO

Nov 21 (-1)

Trust

The Edelman Trust Barometer and other readings on Moodle

Nov 23: Triggering Change Deadline 8 pm

Nov 28

Recap

Dec 5 (-1)

Review for final exam

Finals

Dec 12