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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 320-2"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR:
Spring 2025
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SYLLABUS
INSTRUCTOR:
Tanja Lanza
EMAIL: [email protected]
HOURS:
TTH 8:30 AM 9:45 AM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
Prerequisite: MKT 301
OFFICE HOURS:
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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:
The goal of this course is to increase your proficiency with and comprehension of marketing communications. The term "marketing communications," or simply "marcom," refers to the grouping of all components in a business's marketing mix that enable communication by creating a shared understanding with its target audience. You will be able to acquire fundamental knowledge about communication theory in this course, as well as the significance of customers and technologies in strategic marketing decision-making. More significantly, this session will assist you in comprehending how individuals and businesses are adopting an integrated marketing communications approach, which calls for all marcom components to be held responsible and to "speak with one voice" in order to effectively convey messages and motivate behavior.
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LEARNING OUTCOMES:
Upon completing the module you should be able to:
1. Learn how to create a compelling communication strategy that persuades recipients and optimizes available resources.
2. Develop realistic and actionable marketing communication plans, incorporating the latest theories and methodologies.
3. Acquire knowledge of the fundamental components of storytelling and how to effectively use them from a branding perspective.
4. Understand the importance of being able to formulate a communication plan for the success of a brand in today's context.
5. Apply theories and models to real brands and companies, developing realistic and actionable communication plans through the course's challenge-based learning approach.
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TEXTBOOK:
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Integrated Marketing Communication: Creative Strategy from Idea to Implementation | Robyn Blakeman | Rowman & Littlefield Publishers (2023) | 978-1538176337 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| SINGLE EXERCISE I | | 25 |
| MID TERM | | 25 |
| FINAL | | 25 |
| GRADED GROUP EXERCISE | | 25 |
-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:
This course approaches Internet marketing from a marketing management perspective. The course looks at the Internet both as a tool to be used in the marketing planning process and as an element of a company’s marketing mix. The course explores how traditional marketing concepts such as market segmentation, research, the 4Ps, and relationship marketing are applied using the Internet and other electronic marketing techniques, including mobile marketing and social media marketing, as well as digital commerce and web analytics.
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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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DAY
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TOPIC
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1
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Understanding IMC and its media
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2
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Understanding IMC: case analysis
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3
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From Marketing Mix to Communications Mix
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4
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From Marketing Mix to Communications Mix: objectives, scorecard and main metrics
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5
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Communications target personas
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6
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Targeted communications
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7
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Cases discussion |
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8
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Graded Single exercise I
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9
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Communications journey practice communications
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10
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Cultural Innovation via integrated marketing & cases
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11
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Unwinding new places and new technologies for IMC
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12
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ESGs in integrated marketing communications
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13
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ESGs in integrated marketing communications cases (guest)
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Spring Break
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14
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Social media in IMC
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15
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Planning social media in IMC
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16
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The world of Influence and sponsorship in IMC
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17
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MidTerm Exam
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18
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Virtual influencers debate & virtual influencer creation |
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19
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Advertising in IMC, advertising trends, how a campaign is created
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20
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Branding and personal branding in IMC
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21
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Personal branding Lab & exercise |
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22
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Graded Single exercise II |
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23
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Direct marketing in IMC
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24
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Direct marketing in IMC Lab
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25
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Marketing copywriting for different channels and formats in IMC |
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26
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Digital PR and big ideas (guest)
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27
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Group Challenge: An IMC campaign with amplification comms plan |
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28
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Group Challenge Expo with external jury
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Final exam
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