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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR: Summer Session I 2024
SYLLABUS

INSTRUCTOR: Alessandro Feri
EMAIL: [email protected]
 HOURS: MTWTH 11:10 AM 1:00 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 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:

This course 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 course 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 course will help you to understand how people and organizations 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.

In-class discussions leverage real-case scenarios and applied research on real-world organizations through a consultancy-based experiential learning approach. All discussions incorporate examples from various industries across different markets specifically focusing on global companies. Additionally, guest speakers from research-active universities or from the industry regularly deliver guest lectures, further aligning with indicators for experiential learning and industry engagement. Class activities and group presentations require an analysis of market trends within specific industries, mapping directly to industry analysis and data literacy. The group project is research-oriented and consultancy-based, involving the analysis of secondary data, culminating in the presentation of results to a real organization, referred to as a live case study. Sustainability principles are integrated into the curriculum, and students have to incorporate sustainability considerations into their analysis of real-case scenarios and applied research on real organizations.
LEARNING OUTCOMES:

Upon completing the course 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 organization’s integrated marketing communications strategy

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

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.20%
End term group presentationGroup presentation (20 minutes + 5 minutes Q&A). Develop and communicate an integrated marketing communications plan for an organization (TBS).30%
Final examClosed book examination.30%
Class attendance and participationClass attendance is mandatory and critical to the success of class discussions. Participation will be assessed based on active contribution during the class activities, questions, comments and reflections.20%

-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

Day

11.10 – 12.10

12.10 – 13

Reading

20/05

Introduction to the Class and Assessments

Introductory session

 

21/05

Unit 1 - Overview of Integrated Marketing Communications – Objective Setting and Budgeting

Practical exercises and case studies

Chapter 1; 8

22/05

 

Unit 2 - Segmentation, Targeting, and Positioning

Practical exercises and case studies

Chapter 5

23/05

Case presentation: Restart Physiotherapy

27/05

 

Unit 3 - The Communication Process and Consumer Behavior

Practical exercises and case studies

Chapter 6

28/05

Unit 4 - The Role of Persuasion in Integrated Marketing Communications

Practical exercises and case studies

Chapter 7

29/05

 

Unit 5 - Overview of Advertising Management

Practical exercises and case studies

Chapter 9; 10; 11; 12

30/05

Midterm exam

03/06

 

Unit 6 - Digital and social media

Practical exercises and case studies

Chapter 13; 14

04/06

Unit 7 - Direct Marketing and Personal Selling

Practical exercises and case studies

Chapter 15; 23

05/06

 

Unit 8 - Sales Promotion Overview

Practical exercises and case studies

Chapter 18; 19; 20

06/06

Guest lecture: Salesforce

10/06

 

Unit 9 - Public Relations, Word-of-Mouth Influence, and Sponsorship

Practic.al exercises and case studies

Chapter 21

11/06

Unit 10 - Packaging, Point of Purchase Communication, and Signage

Practical exercises and case studies

Chapter 22

12/06

 

Exam preparation

13/06

Guest lecture: Crono

17-19 /06

Feedback and finetuning sessions

20/06

Group presentations

21/06

Final exam