Instructor SARAH SUNEEL SARFRAZ Room No. SDSB 421 Office Hours Email Sarah.sarfraz@lums.edu.pk Telephone Secretary/TA Malik Imran Abbas TA Office Hours Course URL (if any) suraj.lums.edu.pk Lahore University of Management Sciences MKTG 324-Integrated Marketing Communications Spring Semester 2015 COURSE BASICS Credit Hours 3 Lecture(s) Nbr of Lec(s) Per Week 2 Duration 75 min Recitation/Lab (per week) Nbr of Lec(s) Per Week Duration Tutorial (per week) Nbr of Lec(s) Per Week Duration COURSE DISTRIBUTION Core Elective Open for Student Category Close for Student Category Senior, junior, sophomores All freshman COURSE DESCRIPTION This course focuses on the latest marketing communication practices, known as integrated marketing communications (IMC), featuring an overview of the major media, including broadcast, print, outdoor, point of purchase, direct mail, internet, telemarketing, public relations, promotion and many more. The emphasis is on how to analyze and create IMC program by using latest value based marketing concepts and measuring "return on communication investment". Through individual analysis and discussion of some case studies and textbook, students will learn how to apply core marketing principles by using the latest IMC methods and communication tools. COURSE PREREQUISITE(S) MKTG 201 Principles of Marketing COURSE LEARNING OBJECTIVES To develop a clear understanding of integrated marketing communications (IMC) practices. To understand how key elements within the marketing communications mix (e.g. Advertising, promotion, direct marketing and internet) are integrated To know how to measure the effectiveness of IMC. To translate theory into practice by analyzing a number of pragmatic examples and case studies of real world experiences. To shift the perceptual focus of students from an audience to creators of IMC strategies for businesses.
LEARNING OUTCOMES Upon completion of the course, students will be able to; 1. Understand the fundamental concept of IMC in business organizations 2. Understand and analyze the communication process 3. Familiarize with various elements that form the basis of IMC 4. Measure effectiveness of the IMC promotional elements UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES General Learning Goals & Objectives Goal 1 Effective Written and Oral Communication Objective: Students will demonstrate effective writing and oral communication skills Goal 2 Ethical Understanding and Reasoning Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context. Goal 3 Analytical Thinking and Problem Solving Skills Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions. Goal 4 Application of Information Technology Objective: Students will demonstrate that they are able to use current technologies in business and management context. Goal 5 Teamwork in Diverse and Multicultural Environments Objective: Students will demonstrate that they are able to work effectively in diverse environments. Goal 6 Understanding Organizational Ecosystems Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal, Technological, and Social environment of organizations. Major Specific Learning Goals & Objectives Goal 7 (a) Discipline Specific Knowledge and Understanding Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to real world situations (Including subject knowledge). Goal 7 (b) Understanding the science behind the decision-making process (for MGS Majors) Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision-support tools, interpret results and make meaningful recommendations to support the decision-maker Indicate below how the course learning objectives specifically relate to any program learning goals and objectives. PROGRAM LEARNING GOALS AND OBJECTIVES Goal 1 Effective Written and Oral Communication Goal 2 Ethical Understanding and Reasoning Goal 3 Analytical Thinking and Problem Solving Skills Goal 4 Application of Information Technology COURSE LEARNING OBJECTIVES Students will be provided a lot of opportunities to demonstrate their ability to communicate effectively (CLO #4 & 5) A dedicated session and chapter 21 for understanding social and ethic al issues related to advertising. Developing critical thinking and analytical skills through class discussion and course project.(clo #2&4) Application of various media applications while preparing project reports and presentation. (CLO #5) COURSE ASSESSMENT ITEM Project presentations, CP, Quizzes Case study, class discussion Project, CP, Quizzes and exam Project presentations
Goal 5 Teamwork in Diverse and Multicultural Environments Goal 6 Understanding Organizational Ecosystems Goal 7 (a) Discipline Specific Knowledge and Understanding Goal 7 (b) Understanding the science behind the decision-making process GRADING BREAKUP AND POLICY Lahore University of Management Sciences Understanding organizations external environment and relationship with IMC promotional elements (CLO#1) Comprehensive coverage of all topics related to IMC (CLO # 1-6) Quiz(s)/ Assignments: 20% (n-1) Class Participation: 15% Attendance: 5% (4 absences allowed, negative grading after that) Midterm Examination:20% Project: 20% Final Examination: 20% EXAMITION DETAIL Class participation, course project, quiz, exam All grading components Midterm Exam Combine Duration: 1 hr 30 min Preferred Date: 13 th Session Exam Specifications: Final Exam Combine Duration: 1 hr 30 min Exam Specifications: COURSE PROJECT The IMC Ad Campaign Challenge The course project integrates the material presented in lectures and activities. It involves an in depth analysis of a local IMC ad campaign. The project will start in week 3, the initial project proposals will be submitted in week 5. The final project presentations are scheduled in the last week of the semester. Each team will choose an ad campaign and will seek requisite approval from the course instructor by week 3. The team will then prepare a proposal for submission by week 5. The IMC Ad campaign will comprise the following components Name of ad campaign: goals, SMART objectives Explanation of its IMC perspective Description of various promotional elements employed Target audience Competitive landscape Analysis of the effectiveness of the campaign (goals and targets) Social, ethical and financial considerations
DELIVERABLES: Presentation ( 30 minutes including Q&A) Power point slides to be submitted ( no more than 25 slides) COURSE OVERVIEW WEEK TOPICS RECOMMENDED READINGS SESSION OBJECTIVE(S) 1 Introduction to the course Chapter 1&2 and CLO # 1 introducing the course outline 2 promotional program situational analysis Chapter 3 & 4 CLO # 2 3 The communication process Chapter 5 & 6 CLO # 3 4 IMC program goals and objectives Chapter 7 CLO # 4 5 6 7 promotional mix elements of IMC Creative strategy and the ad campaign The creative process promotional mix elements of IMC Creative strategy execution Promotional mix elements of the IMC Media strategy and planning Chapter 8 CLO # 5 Chapter 9 CLO # 5 Chapter 10-11 CLO # 5 8 9 Promotional mix elements of the IMC Media strategy and planning 10 Other promotional tools of the IMC mix Direct marketing Interactive media 11 Measuring effectiveness of IMC promotional elements MID TERM EXAM Chapter 12-13 CLO # 5 Chapter 14-15 CLO # 5 Chapter 18 CLO # 6 12 Guest speaker session Case study CLO # 6 13 Evaluating social and ethical aspects of advertising and promotion Chapter 21 CLO # 2
14 IMC AD campaign challenge presentations CLO # 5 TEXTBOOK(S)/SUPPLEMENTARY READINGS FIL EXAM Required: Advertising promotion: An integrated marketing communications perspective, George E. Belch, Michael A. Bech & Keyoor Purani, 9 th Edition, (Special Indian Edition), McGraw Hill