JCU Logo
JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320-2"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR: Fall 2022
SYLLABUS

INSTRUCTOR: Alessandro Feri
EMAIL: [email protected]
 HOURS: TTH 1:30-2:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: To be scheduled upon students' request
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:

This module aims to further develop your knowledge and understanding of Marketing Communications. Marketing Communications, or marcom for short, represents the collection of all elements in a company’s marketing mix that facilitate exchange by establishing shared meaning with its customers. This module will enable you to establish core information about communication theory and the importance of consumers and technologies when making strategic marketing decisions. More importantly this module will help you to understand how people and organisations increasingly embrace a strategy of integrated marketing communications whereby all marcom elements must be held accountable and “speak with one voice” in delivering consistent messages and influencing action.

The following topics are covered in the course:

1. Overview of Integrated Marketing Communications – Objective Setting and Budgeting

2. Segmentation, Targeting, and Positioning

3. The Communications Process and Consumer Behaviour

4. The Role of Persuasion in Integrated Marketing Communications

5. Overview of Advertising Management

6. Digital and social media

7. Direct Marketing and Other Media

8. Sales Promotion Overview

9. Public Relations, Word-of-Mouth Influence, and Sponsorships

10. Packaging, Point of Purchase Communications, and Signage

11. Personal Selling
LEARNING OUTCOMES:

Upon completing the module you should be able to:

1. Critically analyse the dimensions of integrated marketing communications

2. Identify and evaluate integrated marketing communications options using accepted marcom theories, concepts and models

3. Evaluate an organisation’s integrated marketing communications strategy

4. Develop, recommend and justify an integrated marketing communications plan
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Advertising, Promotion, and other aspects of Integrated Marketing CommunicationsJ. Craig Andrews; Terence A. ShimpCengage13: 978-1-337-28265-9 10th EditionEbook  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm examA set of questions to assess your grasp of the course materials and identify areas you need to work on.15%
Individual report/essayIndividual report/essay (2000 words +/- 10%).20%
End term group presentationGroup presentation (20 minutes + 5 minutes Q&A). Develop and communicate an integrated marketing communications plan for an organisation of your choice.30%
Final examClosed book examination: you will be asked to answer two questions from a total of five. Each question will address topics covered in the lectures and tutorials.25%
Class attendance and participationClass attendance is mandatory and critical to the success of class discussions. Participation will be assessed based on active contributions, questions, comments and reflections.10%

-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 evaluate theory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture and reference 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:
Class attendance is mandatory and critical to the success of class discussions.
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 1         Introduction to the Module and Assessments

Week 2         Overview of Integrated Marketing Communications – Objective Setting and Budgeting

Week 3         Segmentation, Targeting, and Positioning

Week 4         The Communications Process and Consumer Behaviour

Week 5         The Role of Persuasion in Integrated Marketing Communications

Week 6         Overview of Advertising Management

Week 7         Assessment session

Week 8         Digital and social media

Week 9         Direct Marketing and Other Media

Week 10       Sales Promotion Overview

Week 11       Public Relations, Word-of-Mouth Influence, and Sponsorships

Week 12       Packaging, Point of Purchase Communications, and Signage

Week 13       Personal Selling

Week 14       Group presentations

Week 15       Final exam