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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320-1"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR: Fall 2023
SYLLABUS

INSTRUCTOR: Michele Favorite
EMAIL: [email protected]
 HOURS: TTH 4:30 PM 5:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: By appointment
COURSE DESCRIPTION:
This course explores the impact of communications when it is implemented through different marketing channels. Typically, students work in groups to address a real-life challenge. Class work and discussion take place against the backdrop of real-world situations and the growing need for organizations to be both sustainable and profitable. Environment, Social and Governance issues are analyzed at length.
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: the importance of integrated marketing communication today, communication theories and techniques, digital and offline communication, audience segmentation/targeting/positioning, consumer behavior, persuasion, objective setting/budgeting, advertising, public relations, content marketing, viral marketing.

Two major areas of focus this semester will be:

1. ESG and the challenges of greenwashing; 

2. a hands-on project with an Italian social enterprise that works in the sustainable luxury fashion industry. The class will perform a competitor analysis and will develop an integrated marketing communication strategy on different platforms for the enterprise. We will be analyzing how the idea of luxury (and specifically luxury fashion) evolves in a world that is increasingly careful about ESG.

Specifically, students will be expected to: 

1.   Develop a solid understanding of integrated marketing communication.

2.   Gain a good knowledge of the key issues relating to ESG, and how these relate to marketing communication.

3.   Understand what drives consumer behavior and persuasion, and which communications strategies and techniques are most effective.

4.   Learn how to work with a real client and, specifically and how the luxury fashion industry is evolving.

5.   Gain proficiency in successful pitching (through the Elevator Pitch Competition and the Triggering Change Pitch).
LEARNING OUTCOMES:

Students will be able to:

1.  Understand how the world of marketing communication works.

2.  Identify and create effective integrated marketing communication. Specifically, students will be tasked with analysing and creating digital communication (social media, website, Linkedin) and offline forms of communication.

3.  Demonstrate an ability to identify customer needs and respond to them through the most effective integrated marketing communication, across different channels.

4.  Plan and create message content across different platforms: social media, internet, Linkedin.

5.  Appreciate the importance of ESG in today's marketing landscape, identify greenwashing in marketing, and understand the drivers of effective ESG marketing performance.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Advertising and Promotion - An Integrated Marketing Communication PerspectiveBelch and BelchMcGraw Hill 11th International Edition9781259921698 Additional readings will be posted online on Moodle   
A Life on our PlanetDavid AttenboroughPenguin1538719983     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance and participationActive regular participation. Two unexcused absences are ok; others will detract from your participation grade10%
Midterm 15%
Final 20%
Group presentation 1 10%
Group Project: competitor analysis of Italian sustainable luxury fashion social enterprise and creation of effective integrated marketing communication strategy and materials 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

1

Sep 4

Introduction to the course and to IMC

2

Sep 11 (+1)

Segmentation, Targeting, Positioning

3

Sep 18

Consumer Behavior

The Communications Process

4

Sep 25

Persuasion

Group Project Presentation: Sustainable Luxury Fashion

5

Oct 2

Social Media, Digital Communication

Websites

6

Oct 9

ESG

Greenwashing

Demarketing

7

Oct 16

Pitching Strategies & Techniques

Discussion on Sustainability & A Life on our Planet

Triggering Change Pitch sign-up by October 20

8

Oct 23

Group Presentation 1

Public Relations, Traditional communication, Viral Mkting

9

Oct 30

Midterm Review

Midterm

10

Nov 6

Marketing Program Planning

How is Luxury Evolving?

11

Nov 13

Group Project Review

12

Nov 20

IMC Case Study

13

Nov 27

Group Presentations

Triggering Change Submission November 29

14

Dec 4

Review for final exam