Syllabus of Integrated Marketing Communication
LECTURER
Dr. Chun-Tuan (Debbie) Chang
Department of Business Management
National Sun Yat-sen University
Tel: (07) 525-2000 ext. 4627
Office: Room 4048-1
Email:
Office hours: Wednesday 2 to 4 PM
Thursday 2 to 4 PM
Web site: http://bm.nsysu.edu.tw/tutorial/ctchang/
COURSE DESCRIPTION
This course will provide students with a balanced overview of Integrated Marketing Communication (IMC) and execution. To understand the foundations of successful IMC and execution the course draws upon both theory and practice. Specifically, the course unfolds into a set of topics that are ordered in a manner similar to the stages of a marketing campaign. The course focuses heavily on selecting a target for advertising, developing an effective brand position, and stressing the importance of consumer insight. The course also examines how to execute strategy and to evaluate communication effectiveness.
COURSE OBJECTIVES
The objectives of this course are presented as follows:
1. To understand that advertising is oriented toward building market share and increasing sales through the development of brand image and long-run consumer loyalty
2. To analyze the many elements of an advertising campaign, it’s planning, and the execution of message strategy and media selection
3. To apply communication concepts: signs, field of experience, and meaning
4. To understand that sales promotion focuses on short-term incentives to encourage purchase or sale of a product or service.
5. To evaluate elementary techniques of advertising research
6. To provide practice in the application of advertising theory to practical problems
7. To achieve market leadership by creating customer satisfaction through product innovation, product quality, and customer service
8. To integrate ethical considerations into discussion of advertising topics throughout the course
TEXTS REQUIRED
George E. Belch and Michael A. Belch (2007), “Advertising and Promotion: An Integrated Marketing Communications Perspective,” Seventh Edition (International Edition), McGraw Hill.
ISBN-13: 978-0-07-0110589-7
ISBN-10: 0-07-0110589-1
SUGGESTED SOURCES
Kotler, Philip (2005), “Marketing Management,” International Edition, 12th edition, Prentice Hall, ISBN: 0-13-145757-8.
or
Kotler, Philip (2003), “Marketing Management,” International Edition, 11th edition, Prentice Hall, ISBN: 0-13-0497150
TOPICS
Week / Topic / Readings(additional readings may be assigned)
1 / Syllabus + Housekeeping issues
How to work as a group
Introduction to Integrated Marketing Communication / Syllabus
Materials about how to prepare a group project
2 / Introduction to Integrated Marketing Communication (cont.) / Chapter 1 and 2
3 / Integrated marketing program situation analysis / Chapter 3 and 4
4 / The communication process / Group Registration Form due Chapter 5
5 / Source, message and channel factors
Objectives and budgeting of IMC programs / Chapter 6 and 7
6 / Creative strategy / Chapter 8 and 9
7 /
Field trip (TBA)
8 /No class
9 /Case study presentations (United Colors of Benetton)
10 / Media planning and strategy / Chapter 1011 / Evaluation of broadcast media
Evaluation of print media / Chapter 11 and 12
12 / Support media / Chapter 13
13 / Direct marketing
The Internet and interactive media / Chapter 1
Chapter 154
14 / Guest speaker talk (TBA)
15 / Sales promotion
Public Relations, publicity, and corporate advertising / Chapter 16
Chapter 17
16 / Personal selling
Measuring the effectiveness of the promotional programs
Course Wrap-Up / Chapter 18
Chapter 19
Review section and tips for final exam
17 / Final Exam / 3-hour exam
18 / Group Project Presentations
The approximate organization of the course is provided above. In case changes in the approximate organization become necessary, the students will be informed at least two weeks prior to the adjustment.
COURSE REQUIREMENTS
Group case study (4 people/ per group) …..……………...…... 20% (oral 20%)
Group project (the same group) ….…………………………....25% (written 10% + oral 15%)
Individual assignments and reports …….…………………… 15%
Class Participation …………………………………………… 15%
Final Exam …………………………………………………….25%
Total...... ………………………………...... 100%
CASE STUDY AND PRESENTATION
Materials for the case study will be distributed. Students are free to use Internet or any kind of secondary data to collect related information about Benetton. Each team will deliver an oral presentation regarding analysis on its advertising strategies.
ASSIGNMENTS AND PARTICIPATION
Assignments will be given during some lectures. Students are required to prepare their assignments ready due in the next lecture. Students will be randomly selected to present their results. For those who are absent or fail to present their homework, 5 points will be deducted. The grading score of assignments and participation could be negative.
In addition, class participation is considered very important, and will involve taking an active part in class discussion. In particular, it is important to ask insightful questions and provide constructive and useful feedback during group presentations.
FINAL EXAM
In examination answers, you should be able to
1. address the key issues raised by the question
2. define key terms, concepts, and issues, drawing on relevant literature relate theory to examples
More details about the exam will be announced later and tips for the exam will be given one week before the exam.
GROUP PROJECT
In the group project, you should be able to:
1. produce a clear and coherent report based on group work
2. apply theoretical frameworks to the analysis of the client’s problem and its context, drawing on relevant literature
3. suggest and justify appropriate marketing objectives and a marketing program to achieve them.
The continuous assessment project requires you to work in groups of three or four, writing a report which sets out a marketing plan which will help a company develop an integrated communications strategy. Detailed instructions will be provided in the guest lecture. Each group will submit one report and present that analysis to the class at the end of the semester.
Group Registration
Students on this course are required to form groups of three or four in order to complete this project. You may choose your own groups, or you may ask to be allocated to a group. Whichever option you choose, please fill in a Group Registration Form by the due date so that we can ensure that everyone registered on the course is part of a group. To complete this project, each group will need to agree at the outset on the tasks involved in preparing the report, the sequence in which those tasks need to be undertaken, and the people who will take responsibility for each task. It is also vital to discuss a timetable for the work, since individual students are likely to have other commitments at different times. Regular group meetings are important for reviewing how the project is progressing, how well the group is working as a team, and planning the next phase of the work. Please read Appendix 1 and 2 carefully. No changes can be made to groups once registered without the agreement of the instructor.
Submission Procedures And Penalties For Late Submission/Excess Length
Each group is required to hand in a single, typed report not exceeding 6,000 words (excluding tables, figures, references and appendices) no later than 12.00 noon on the due date. A precise word count must be included on the title page together with the plagiarism declaration as detailed in the following section. As coursework is retained for Teaching Quality Assessment purposes, please make a copy of your work for your own reference.
Your report should be clear, concise, and well-structured with headings, sub-headings and a bibliography. Kotler (2003) chapter 4 sets out the contents of a marketing plan which you should follow. You should provide labels for any diagrams or tables, and if they are taken from a particular source, details of that source should be provided. As the style of reports differs in some respects from essays, you may find it helpful to consult references mentioned in the Appendix 2. If you have any queries about the format, please discuss these with your instructor.
Any report submitted after the deadline will receive zero marks unless students have formally received an extension to this deadline due to extenuating circumstances. Students seeking an extension should contact me. Marks will be deducted for excess length or abuses of the word limit (e.g. by relegating sections of text from the report to an appendix!).
Plagiarism is a form of cheating and will be penalized severely, as detailed later in this booklet. Students must be on their guard against copying, whether unconscious or deliberate, and against requests for the use or borrowing of their unsubmitted work by other students. In group work in particular, as well as in other areas where students are expected to discuss topics in tutorials and to share views and ideas outside the classroom. It is important to distinguish between exchanging ideas before the preparation of a particular piece of work, and submitting two similar versions of the same work. The latter is a form of plagiarism. Students are therefore advised to work independently once engaged in actual writing, even of group work.
NB: On this course, students are required to work in groups of three or four, preparing and writing a single report representing their joint efforts. You are required to include and sign a declaration that the submitted work to be marked is the work of your particular group, as follows:
We declare that this report is our own work
Signatures: ……………………………….……
……………………………………..
…………………………………….
…………………………………….
Date ……………………..
Definition of Plagiarism
Cheating and plagiarism are academic offences. Plagiarism can be defined as the act of including or copying, without adequate acknowledgement, the work of another in one’s work as if it were one’s own. Plagiarism attacks the fundamental principles of scholarship and the foundations upon which the academic community rests. The plagiarist denies appropriate credit to the author of the work copied and seeks to secure it for him/herself. Plagiarism could also involve the civil wrong of breach of copyright.
While it is perfectly normal in most academic disciplines and especially in first and second year undergraduate work to make use of another person’s ideas and to take factual information from books and articles, the overall structure of the argument being presented, the weighing of the significance of the different points being made, and the final conclusion reached in response to the question posed, are expected to be the student’s personal and original work.
All work submitted for assessment by students is accepted on the understanding that it is the student’s own unassisted effort. In so far as students rely on sources, they should indicate what these are according to the appropriate convention in their discipline. This condition applies in particular to essays, assignments and dissertations, as well as to questions written under supervision in examination halls; the degree of referencing required will be appropriate to the type of work produced. Students are expected to offer their own analysis and presentation of information gleaned from personal research, even when group exercises are carried out, and should be on their guard against copying, whether subconscious or deliberate.
The innocent misuse or citation of material without formal and proper acknowledgement, can constitute plagiarism without the presence of deliberate intent to cheat. Examples of plagiarism include using another person’s material with or without permission, buying or being allowed to copy another person’s essay; copying the precise wording of sentences, paragraphs or pages from a paper or electronically published source as if it were the student’s prose; paraphrasing an entire argument or section of a published work without referring to the source of this material in a footnote or essay bibliography; and the passing off of an entire essay or significant part of an essay as a student’s own work when it had in fact been written by another person, whoever the other person was. Work may be considered to be plagiarized if it consists of close paraphrase or unacknowledged summary of a source as well as word-for-word transcription. Any failure adequately to acknowledge or properly reference other sources in submitted work could lead to lower marks or to a mark of zero being returned or to disciplinary action being taken.
The two most common forms of plagiarism by students are:
1. a student copying material from published sources and presenting it as his/her own work, and
2. a student copying material from past or current students and presenting it as his/her own work.
APPENDIX 1: A NOTE ON WORKING IN GROUPS FOR
THE CONTINUOUS ASSESSMENT PROJECT
(Adopted from the tutor booklet of University of Edinburgh)
Why Is This A Group Project?
Working in a self-managed group is an excellent way to become involved in your own learning and although you may feel nervous about it at the beginning, most students find it an enjoyable and worthwhile process (Chadwick 1994)
Working in groups for this project offers you opportunities to deepen your marketing knowledge and to develop your communication and organizational skills:
· a group can undertake a larger project than one person working alone; this gives each of you experience of working through more complex marketing issues than you could examine alone.
· the group setting gives you a more realistic insight into marketing practice, as marketing activities are hardly ever undertaken by one person working in isolation.
· explaining your ideas to others and having them discussed is an important part of learning, and doing this among yourselves rather than with a tutor encourages independent learning.
· working in a group will help you to develop interpersonal and team skills, which are important in academic, working and social life; these skills include speaking (and listening!), leadership, motivation, managing a project, and coordinating your work with others.
· reflecting on the group’s progress and your role within it will help you develop a better understanding of your own strengths and weaknesses.
Successful Group Work
The following material draws on the work of Chadwick (1994) who has researched students’ experiences of working in groups. She suggests that thinking about the following issues can help groups of students work more effectively:
If you haven’t met the others in your group before, it is helpful to spend some time at the outset getting to know each other. On a practical note, it is useful if everyone has a way of contacting everyone else, for arranging or changing meetings, passing on information, etc. It can also save some awkwardness later on if the group draws up some ground rules for how it will operate; for example, that everyone will try to attend all meetings, that the work will be shared fairly, that everyone will contribute, and that individual tasks will be completed by agreed times.