BT 465 – Integrated Marketing Communications
Breaking Through with Effective Integrated Marketing Campaigns
Class Syllabus
Contact Information:
Name:ProfessorSara Garibaldi
Email:
Cell:917-587-0833
Course Website: See Moodle
Office Hours: Arranged by appointment
Class Hours:Wednesdays (6:16pm – 8:45pm)
Integrated Marketing Communications (IMC) – Course Overview:
The most successful marketing campaigns that break through to consumers and deliver the highest return on investment are those where the marketing disciplines are weaved together holistically in the development of a unified marketing strategy and creative execution. Smart marketers know that a common objective, aligned strategies and a consistent message delivered to its target audience maximizes impact and drives efficiency. This course will provide students with a comprehensive understanding of the fundamentals needed to build an integrated marketing communications plan and why strategically aligning the various marketing functions, and leveraging each disciplines strength’s, (i.e.paid advertising, public relations, social media, point of purchase and digital marketing) leads to the most impactful marketing campaigns.
Course Objectives:
After completing this course, students will:
- Have a solid understanding of the role of the different marketing disciplines and their limitations (i.e. advertising, PR, digital, social, etc.)
- Know why market research (i.e. consumer behavior, demographics, psychographics, etc.) is critical to gathering insights needed to kick-off planning that will lead to a meaningful big idea
- Understand the importance of integrating the various marketing disciplines within a marketing campaign
- Have an understanding of the role of paid, earned and owned media channels
- Build an integrated marketing campaign taking into account the role of each marketing discipline
- Know how to evaluate the effectiveness of an integrated marketing communications campaign
This course is a required course for all students in the Business & Technology program that are majoring in Marketing.
Textbook:
Integrated Advertising, Promotion, and Marketing Communications, by Kenneth E. Clow and Donald E. Baack, Prentice Hall; 6th Edition (April 29, 2013). There will be supplemental readings (articles and/or case studies) for some classes, which will be posted on Moodle or given out during class.
Course Tests & Assignments:Readings, lectures, case analyses/discussions, and class exercises will be employed to achieve the above objectives. Your grade in the course will be based on the following:
Individual Assignments:
Class Participation5%
2 Quizzes20%
1 Midterm Exam25%
Team Assignments:
Team Exercises20%
Team Final Project:30%
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TOTAL100%
Description of Assignments:
Class Participation
To get the most learning from this course, you must actively participate in the classroom experience. Participation means actively participating in the course discussions and being prepared with pre-reading assignments.
Quizzes & Midterm
Throughout the course, quizzes will be tendered in between the midterm and the final presentation. These quizzeswill test readings to ensure you’re keeping up with the subject matter.The midterm will cover all material covers throughout the first half of the semester. More details to follow.
Team Assignments
Team exercises will occur within class where you will work with teams (sometimes same team as the final project) to discuss certain aspects of integrated marketing campaigns. More details to follow. The team final project will be in the form of a group presentation during the last day of class. You will be presenting in groups of two so please think about a partner in the class. You will not only prepare a presentation for the entire class but will also submit a written plan. In sum, the final project will be 1) a written marketing plan and 2) a presentation via the form of a new business pitch where your team will try to sell in an integrated marketing campaign to a client prospect.
Ethical Conduct:The following statement is printed in the Stevens Graduate Catalog and applies to all students taking Stevens courses, on and off campus.
“Cheating during in-class tests or take-home examinations or homework is, of course, illegal and immoral. A Graduate Academic Evaluation Board exists to investigate academic improprieties, conduct hearings, and determine any necessary actions. The term ‘academic impropriety’ is meant to include, but is not limited to, cheating on homework, during in-class or take home examinations and plagiarism.
Consequences of academic impropriety are severe, ranging from receiving an “F” in a course, to a warning from the Dean of the Graduate School, which becomes a part of the permanent student record, to expulsion.Reference: The Graduate Student Handbook, Academic Year 2003-2004 SIT, page 10.
Consistent with the above statements, all homework exercises, tests and exams that are designated as individual assignments must contain the following signed statement before they can be accepted for grading.
“I pledge on my honor that I have not given or received any unauthorized assistance on this assignment/examination. I further pledge that I have not copied any material from a book, article, the Internet or any other source except where I have expressly cited the source.”
Signature ______Date: ______
The following statement is printed in the Stevens Graduate Catalog and applies to all students taking Stevens courses, on and off campus. I will follow these guidelines in our class.
Plagiarism: Plagiarism, unfortunately, is a common ethical offense. Please note that the definition provided by Webster’s for plagiarism is: “the unauthorized use of the language and thoughts of another author and the representation of them as one’s own.” It is the responsibility of the student to understand basic rules for referencing material. The excuse that you did not understand such rules (e.g., because of language barriers) is not acceptable. Consequences of academic impropriety are severe, ranging from receiving an “F” in a course, to a warning from the Dean of the Howe School, which becomes a part of the permanent student record, to expulsion.
Grading:
A93-100C73-76
A-90-92C-70-72
B+87-89F<70
B83-86
B-80-82
C+77-79
Submission Requirements:
I respect and expect professional, high-quality work. Writing style, grammar, and spelling will be considered in determining your grades. All written assignments must be typed on a computer, double-spaced, with a 12-point font and one-inch margins.All assignments must be submitted on or before the specified due date. I will only accept late assignments if it is discussed with me beforehand.
Course Schedule:
Class/ Date / Topic / Pre-Readings / AssignmentsClass 1, 1/15/13 / Introductions
Review of Syllabus
Goals/ What you want out of this class
1)Overview of Integrated Marketing Communications(IMC)
- What it is…
- Marketing mix
- Steps of a IMC plan
- Value of IMC
- Why important?
- Components
- Role
- Branding: equity and loyalty
Read theMiracle Whiphandout and look up the 2011 “Not for Every Relationship” ad campaign on YouTube. Be prepared to discuss it in class and answer:
- Do you like/dislike campaign? Was it a good idea? Defend your answer.
Class 2,
1/29/13 / Consumer purchasing process; information search; evaluation of options; purchase decision; post-purchase evaluation; business-to-business buying process
Class exercise: Personal values & product purchases – tailored marketing messages
Class exercise: Travel agency promoting Spring Break 5-day trip to Ft. Lauderdale on student campus. Attitudes components: cognitive, affective and conative. Which should you use? Design ad. How would ad for other components differ? / Integrated Advertising, Promotion, and Marketing Communication IAP & MC –
Chapters 1-3 / Come prepared to share a recent purchase experience that involved an external search. Attributes? How long did search take?
Class 3, 2/5/13 / IMC planning process; three C’s; target markets; market segmentation; business-to-business marketing segmentation; product positioning; marketing communications objectives; establishing a budget; types of budgets.
IMC components: advertising (TV, print, online/digital, radio, outdoor, etc.), social media, direct mail, trade shows, search marketing, public relations, telemarketing, etc.
Class exercise: Communication approaches by different industries:
-Soft drinks
-Local restaurants
-Digital camera companies
-Cigarettes
-Alcohol
-Local night clubs
Class exercise: For each ad, identify the target audience, communications objective and the product positioning strategy.
Class exercise: Segmentation variables – identify products that make sense:
-Men
-Women
-Households of income $200K and above
-Innovators
-Thinkers
-Survivors
-Seniors
What brands are reaching a specific segmentation very well? / IAP & MC –
Chapters 4-5 / Come prepared to share a product you recently purchased and share a context analysis: customers, competition and communications.
Class 4,
2/12/13 / Advertising 101:
-What is advertising?
-Advertising within IMC
-In-house vs. external
-Choosing an agency
-Roles of advertising professionals
-The creative brief
Guest speaker: TBD from Grey (advertising agency) / Be prepared to share your favorite advertising campaign (some illustrative form) and be prepared to discuss.
Class 5
2/19/13 / Advertising design; frameworks and types of appeals; message strategies and executional framework / IAP & MC –
Chapters 6-7
Class 6
2/26/13 / Media Planning 101:
-Media strategy
-Media planning
-Media buyers
-Advertising objectives
-Types of channels
Guest speaker from Carat (media agency) / IAP & MC –
Chapter8 / Be prepared to share how you consumer media – what are you daily media habits? Where do you get your news, gossip, etc. and why?
Class 7,
3/5/13 (midpoint) / Digital Marketing 101:
-Web 4.0
-E-commerce
-Mobile marketing
-Interactive marketing
-Online consumer engagement
-Online advertising
Guest speaker from Proximity (digital agency) / IAP & MC –
Chapter9
Spring break 3/12/13 / No class/Spring break
Class 8,
3/19/13 / Social Media 101:
Guest speaker from Ketchum Digital (social media specialist at public relations agency)
Class 9,
3/26/13 / Public relations 101
-What is PR?
-PR vs. Advertising
-What it means to earn media
-Roles of PR professionals
-Many roles of PR
-PR & the law
-Storytelling
-Issues & crisis management
Guest speaker from Ketchum (public relations agency) / IAP & MC –
Chapters 13, 14
Class 10,
4/2/13 / Alternative marketing; buzz marketing; guerilla marketing; experiential marketing; branded entertainment; product placement; video game advertising; cinema advertising; sponsorships; in-store marketing; database/ direct response marketing and personal selling / IAP & MC –
Chapters 10, 11
Class 11,
4/9/13 / Sports & marketing
Guest speaker from Ketchum Sports (public relations agency)
Class 12,
4/16/13 / Sales promotions; consumers promotions; coupons; premiums; contests & sweepstakes; sampling; bonus packs; trade promotion/ shows / IAP & MC –
Chapter12
Class 13,
4/23/13 / Evaluating an IMC program
In-class prep for final presentations / IAP & MC –
Chapter15
Class 14,
4/30/13 / Final presentationsin class (nine groups will present to class)
Class 15,
5/7/13 / Final presentationsin class (eight groups will present to class)
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