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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320-2"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR: Fall 2024
SYLLABUS

INSTRUCTOR: Alessio Di Leo
EMAIL: [email protected]
 HOURS: MW 6:00 - 7:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:
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 is designed to deepen your understanding of Marketing Communications, a field that encompasses all elements of a company's marketing mix that facilitate meaningful exchanges with customers by establishing shared understanding.

 

Throughout the course, you'll gain essential insights into communication theory and explore the critical role of consumer behavior in shaping marketing strategies. We'll examine how emerging technologies influence and transform marketing communication practices, equipping you with the knowledge to make informed strategic decisions based on both theoretical foundations and practical considerations.

 

In response to evolving global priorities, we'll also explore the growing importance of Environmental, Social, and Governance (ESG) factors in marketing communications. You'll learn how to effectively communicate sustainability initiatives, develop strategies for socially responsible marketing, and understand the impact of transparent governance on brand perception. Through this, you'll gain valuable skills in integrating ESG principles into marketing campaigns, ensuring your future communications strategies are not only effective but also aligned with broader societal and environmental concerns.

 

Specifically, students will be expected to:

1. Develop a solid understanding of integrated marketing communication and its increasing value in today's world.

2.Gain a good knowledge of the key issues relating to ESG and digital, and how it has become a crucial societal theme and driver of individual and organizational behavior.

3.Understand what makes a good story and how to use storytelling effectively in marketing, and how to create an engaging story.

4.Learn how to handle multi and omnichannel management 

5. Understand how to define customers and prospects according to their behavior and apply the marketing communication concepts and tools to market segmentation, product positioning, brand evaluation, stakeholder analysis, product life cycle and marketing mix strategies.

6.Learn what makes good secondary research and how to use it in marketing.

LEARNING OUTCOMES:

Students will be able to:

1.  Understand the value of integrated marketing communication with online and offline channels

2.  Demonstrate an ability to identify customers' brand expectations and estimate their value

3.  Plan message content and delivery

4.  Understand the importance that ESG plays in today's marketing landscape and identify drivers of effective ESG performance

6.  Realize what makes a good story and how to write one
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Advertising, Promotion, and other aspects of Integrated Marketing Communications J. Craig Andrews; Terence A. Shimp Cangage13: 978-1-337-28265-9   Ebook  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm 15
Group Project Work (No Code Application Project) 40
Final exam 20
Second ExercisePractical activities on topics covered in the classroom10
Triggering Change Pitch/Participation 15

-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________
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 Class and Assessments

- Course overview and expectations

- Introduction to Integrated Marketing Communications

- Assessment structure and grading criteria

 

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

- Principles of IMC

- Setting SMART marketing objectives

- Budgeting methods for marketing communications

Assignment: Develop SMART objectives for a hypothetical product launch

 

Week 3: Segmentation, Targeting, and Positioning

- Market segmentation strategies

- Targeting approaches

- Positioning techniques and perceptual mapping

Assignment: Conduct a segmentation analysis for a chosen brand

 

Week 4: The Communication Process and Consumer Behavior

- Models of communication

- Factors influencing consumer behavior

- Customer journey mapping

- Assignment: Create a customer journey map for a specific product/service

 

Week 5: The Role of Persuasion in Integrated Marketing Communications

- Theories of persuasion

- Crafting persuasive messages

- Ethical considerations in persuasive communication

- Assignment: Analyze and critique a persuasive marketing campaign

 

Week 6: Midterm Exam

- Comprehensive exam covering weeks 1-5

  • Assignment: Take-home essay on IMC strategy development

 

Week 7: Overview of Advertising Management

- Types of advertising

- Media planning and buying

- Measuring advertising effectiveness

- Assignment: Develop a media plan for a specific target audience

 

Week 8: Digital and Social Media

- Digital marketing channels

- Social media marketing strategies

- Content marketing and SEO basics

- Assignment: Create a social media content calendar for a brand

 

Week 9: Direct Marketing and Personal Selling

- Principles of direct marketing

- Database marketing and CRM

- Assignment: Develop a direct mail campaign

 

Week 10: Sales Promotion Overview

- Types of sales promotions

- Planning and implementing promotional campaigns

- Measuring promotion effectiveness

- Assignment: Design a sales promotion strategy for a retail product

 

Week 11: Public Relations, Word-of-Mouth Influence, and Sponsorship

- PR strategies and tactics

- Managing word-of-mouth and influencer marketing

- Sponsorship selection and activation

- Assignment: Create a PR crisis management plan

 

Week 12: Packaging, Point of Purchase Communication, and Signage

- Packaging design principles

- In-store communication strategies

- Effective signage and display techniques

- Assignment: Redesign packaging for an existing product

 

Week 13: Group Presentations

- Student groups present their comprehensive IMC campaigns

- Peer feedback and discussion

 

Week 14: Exam Preparation

- Review of key concepts

- Case study analysis

- Q&A session

 

Week 15: Final Exam

- Comprehensive exam covering the entire course