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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 320 H-1"
COURSE NAME: "Integrated Marketing Communications- HONORS (This course carries 4 semester hours of credits. A minimum CUM GPA of 3.5 is required)"
SEMESTER & YEAR:
Fall 2024
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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
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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.
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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.
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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
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Advertising, Promotion, and other aspects of Integrated Marketing Communications | J. Craig Andrews; Terence A. Shimp | Cengage | 13: 978-1-337-28265-9 | | 10th Edition (eBook) | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Midterm exam | A set of questions to assess your grasp of the course materials and identify areas you need to work on. | 20% |
| End term group presentation | Group presentation (20 minutes + 5 minutes Q&A). Develop and communicate an integrated marketing communications plan for an organization (TBS). | 30% |
| Final exam | Closed book examination. | 30% |
| Class attendance and participation | Class 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.
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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.
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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.
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SCHEDULE
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Week 1 Introduction to the Class and Assessments
Week 2 Overview of Integrated Marketing Communications – Objective Setting and Budgeting
Week 3 Segmentation, Targeting, and Positioning
Week 4 The Communication Process and Consumer Behavior
Week 5 The Role of Persuasion in Integrated Marketing Communications
Week 6 Midterm exam
Week 7 Overview of Advertising Management
Week 8 Digital and social media
Week 9 Direct Marketing and Personal Selling
Week 10 Sales Promotion Overview
Week 11 Public Relations, Word-of-Mouth Influence, and Sponsorship
Week 12 Packaging, Point of Purchase Communication, and Signage
Week 13 Group presentations
Week 14 Exam preparation
Week 15 Final exam
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