Instructor Room No. Office Hours Email MKTG 324 Integrated Marketing Communications Spring Semester 2017 Dr. Zain Khawaja SDSB 433 TBA zain.khawaja@lums.edu.pk Telephone 35608082 Secretary/TA TA Office Hours Course URL (if any) Abdul Basit TBA Suraj.lums.edu.pk 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 Yes Seniors, Juniors, Sophomores All freshmen COURSE DESCRIPTION Integrated Marketing Communications is an advanced marketing course. This course aims to help students understand the effects of modern Marketing Communications on sales and consumer purchase decisions, outlining the importance of having an IMC strategy. It will expose students to the creative side of advertising and promotional development and will introduce them to concepts related to creativity evaluation, new media strategies and integration options. Students will also learn about different IMC tools and the merits of each so that they be able to use the right tool for the right situation. COURSE PREREQUISITE(S) MKTG 201 Principles of Marketing
COURSE LEARNING OBJECTIVES To introduce business and non business students with various topics pertaining to advertising and promotion such as IMC, promotional mix elements, the communication process, measurement effectiveness of various elements of the IMC program. The following are the course learning objectives: 1. Provide an overview of advertising & promotion (A&P) and its role in modern marketing; 2. Understand the role of IMC in the overall marketing process; 3. Describe how firms organize for IMC and examine the role of communication partners providing marketing & promotional services; 4. Understand the stages of the consumer decision making process & factors influencing consumer behavior; 5. Examine various communication theories & models of how consumers respond to ad messages & marketing communications along with a discussion on source, message and channel factors. 6. Plan and develop a creative strategy & ad campaign as well as various promotional mix elements of the IMC program. 7. Understand ways to measure effectiveness of various elements of the IMC program COURSE LEARNING OUTCOMES Upon completion of the course the students should be able to: 1. Understand the role of IMC in marketing and the fundamental concept of integrated marketing communications. (1&2) 2. Undertake a promotional program situation analysis. (3&4) 3. Analyze the communication process. (5&6) 4. Develop goals and objectives for the IMC program and determine investment allocation (7) 5. Know the various elements that form the basis of the integrated marketing communications program (8 17) 6. Measure effectiveness of the IMC promotional elements (18) 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 COURSE LEARNING OBJECTIVES Students get a number of opportunities to demonstrate their ability to communicate effectively (CLO #4 & 5) COURSE ASSESSMENT ITEM CP, Quiz, Course Project Presentations Goal 2 Ethical Understanding and Reasoning Goal 3 Analytical Thinking and Problem Solving Skills Developing critical thinking and analytical skills through class discussions and course project (CLO # 2 4) CP,Quizzes & Exam,CourseProject Goal 4 Application of Information Technology Application of IT in preparing report and presentation (Minor Objective) () Course Project Presentation Goal 5 Teamwork in Diverse and Multicultural Environments Goal 6 Understanding Organizational Ecosystems Understanding organization s external environment and relationship with IMC promotional elements. (CLO#1) CP, Course Project, Quiz, Exam Goal 7 (a) Discipline Specific Knowledge and Understanding Major Objective Comprehensive coverage of topics in retail Management (CLO #1 6) All Grading components Goal 7 (b) Understanding the science behind the decision making process GRADING BREAKUP AND POLICY Course Project*: 25% Quizzes (Unannounced)/Assignments: 30% (No Drops) CP & Attendance: 15% Final Examination: 30% * the course project comprises the Analysis of Local IMC Ad Campaign
EXAMITION DETAIL Midterm Exam Yes/No: No Final Exam Yes/No: Yes Combine Separate: Combine Duration: 1 hr Exam Specifications: TBA COURSE PROJECT The IMC Final Project 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 2, and will be completed in sections alongside the course as directed by the outline. The project will yield a digital publication on the state of IMC in Pakistan in the form of a video library and an online blog based magazine. Each team will choose an ad campaign and will seek requisite approval from the course instructor. The IMC Ad Campaign will comprise the following components: Name of Ad Campaign: goals, objectives Explanation of its IMC perspective Description of various promotional elements employed Target Customers Competitors Analysis of goal achievement (post campaign) Financials Critical Analysis Strategies for going forward Course Project Deliverables Video Presentation (15 min) Strategy document (Between 5 10 Pages) Online Article (Length TBA)
COURSE OVERVIEW WEEK TOPICS RECOMMENDED READINGS LEARNING OUTCOMES 1 Introduction to the Course Digital Coordination and Class Participation Expectations from the course Chapters 1&2 / Course Outline CLO # 1 2 Promotional Program Situation Analysis Final Project: Information Group Formation Chapters 3 & 4 CLO # 2 3 The Communication Process Final Project: campaign/company Identification and basics of field research Chapters 5 & 6 CLO # 3 4 IMC Program Goals and Objectives Promotional Mix elements of the IMC Program Creative strategy & the ad campaign The creative process Chapter 7 & 8 CLO # 4 Final Project: Research strategy, tools, and data repository 5 Field Research Session Data Gathering All students assigned to each group MUST meet during class time and conduct research according to the strategy developed. Attendance is marked and ensured digitally. Primary data gathering in the form of interviews from brand managers, advertisers and customers and observations of the campaign implementation (with photographic record) is compulsory.
6 Field Research Session Data Gathering All students assigned to each group MUST meet during class time and conduct research according to the strategy developed. Attendance is marked and ensured digitally. Primary data gathering in the form of interviews from brand managers, advertisers and customers and observations of the campaign implementation (with photographic record) is compulsory. 7 Promotional Mix elements of the IMC Program Creative strategy execution Chapter 9 11 8 Promotional Mix elements of the IMC Program Media Strategy & planning Chapters 12 & 13 9 Other promotional tools of the IMC mix Direct marketing Interactive media Chapters 14 & 15 Final Project: Deconstructing the campaigns 10 Measuring effectiveness of IMC promotional mix elements Final Project: Idea generation and strategy for going forward Chapter 18 11 Final Project: Report & Article Generation CLO # 6 All students assigned to each group MUST meet during class time and conduct research according to the strategy developed. Attendance is marked and ensured digitally. 12 Guest speak session State of IMC in the region Head of Marketing Pepsi Thailand 13 Guest speaker session in class challenge 14 IMC Streaming Presentations Case Study Cheetos CLO # 6 & 6 FIL EXAM
TEXTBOOK(S)/SUPPLEMENTARY READINGS Required: Advertising and Promotion: An Integrated Marketing Communications Perspective, George E. Belch, Michael A. Belch & Keyoor Purani, 9 th edition, (Special Indian Edition), McGraw Hill