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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 320"
COURSE NAME: "Integrated Marketing Communications"
SEMESTER & YEAR: Fall 2016
SYLLABUS

INSTRUCTOR: Colin Biggs
EMAIL: @johncabot.edu
HOURS: TTH 10:00 AM 11:15 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: By appointment

COURSE DESCRIPTION:
This course first examines the basic principles underlying consumer information processing and how marketing can influence this process. It then addresses the design, coordination, and management of marketing communications, focusing on the role of integrated marketing communications in the marketing process, particularly as it relates to branding. The second part of the course may take the form of an extended case study/IMC plan or may address special topics: for example, the relationship between public relations (PR) and marketing, the history and development of advertising and public relations, public opinion and its role in IMC planning, media relations, research for campaign design, global communication, and crisis management.
SUMMARY OF COURSE CONTENT:

The purpose of this course is to provide students with a basic understanding of marketing communication theories and tools.  Specifically to: 

1.   Develop an improved understanding and working knowledge of the theory and practice of value-based integrated marketing promotion.

2.   Develop an ability to define customers and prospects according to their behaviour and apply the marketing communication concepts and tools to market segmentation, product positioning, brand evaluation, stakeholder analysis, product life cycle and marketing mix strategies.

3.   Develop proficiency in designing, implementing and reporting on secondary research.

4.   Develop an ability to design, implement, analyse and report on primary research into the opportunities to develop and improve marketer-customer reciprocal relationships.

5.   Develop an ability to estimate the value of customers and prospects.

LEARNING OUTCOMES:

Students will be able to:

1 Understand the role of integrated marketing communications within organisations
2.     Justify the guiding principles of IMC
3.     Demonstrate an ability to identify customers’ brand expectations and estimate their value
4.     Plan message content and delivery
5.     Apply the notion of reciprocal marketer-consumer relationships
6.     Describe and discuss challenges faced by IMC integration in organisations.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Advertising and Promotion: An Integrated Marketing Communications Perspective Paperback Global Tenth EditionBelch and BelchMcGraw Hill9814575119     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance and participationActive regular participation10%
Individual projectResearch project on IMC30%
Group assignmentGroup research project30%
Final exam Final written exam 30%

-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

Reading *

Principal activities

1

Introduction to Integrated Marketing Communications (IMC)

S, Chapter 1

Engagement with course themes through class discussion

2

Key drivers of IMC, including social media

Stages of development of IMC

Chapter 2

Individual inputs and class discussion

Discussion of Emirates case

3

Eight guiding principles of IMC

Chapter 3

Case study on Intel

4

Identifying customers and prospects

Chapter 4

Class exercise to evaluate key tools

5

Computing financial value of customers and prospects

Chapter 5

Case study on printer supplies marketer

6

The reciprocal relation between marketer and consumer

Chapter 6

Group discussions around additional material provided by instructor

7

Planning delivery of Marcom

Chapter 7

Class exercise on mental brand networks

8

Marcom content planning

Chapter 8

Review of practical materials provided by instructor

9

Marcom measurement

Chapter 9

Class discussion

10

ROI of Marcom

Chapter 10

Case study on National American Bank

11

ROI long term

Chapter 11

Class discussion of worked example

Group presentations on project

12

The learning/ planning loop

Chapter 12

Three Cs analysis

13

Building brand equity

and then measuring it

Chapters 13 and 14

Group work on materials provided by instructor

14

(Re-) organising for integration

The future of IMC

Course review

Chapters 15 and 16

Review session

* All readings given here are from the course textbook by Don and Heidi Schultz (S), which is excellent.  Additional readings will be provided, as appropriate, directly by the instructor during the course.