BMM640 INTEGRATED MARKETING COMMUNICATIONS. Staff Member Responsible for the Module: Pre-requisites for the Module: Mode of Attendance:

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1 BMM640 INTEGRATED MARKETING COMMUNICATIONS Academic Year 2013/14 Number of Aston Credits: 15 Number of ECTS Credits: 7.5 Staff Member Responsible for the Module: Dr. Dina Rasolofoarison - Marketing Group Aston Business School Building, Room 242 Extension: Availability: Thursdays 1-5pm (please visit to book an appointment during my office hours) Or contact the Marketing Group Administrator Samantha Doidge ABS 236 Extension 3147 Pre-requisites for the Module: None Mode of Attendance: On Campus Module Objectives and Learning Outcomes: Objectives: To introduce key terms, definitions, concepts, current theories and practices used in Integrated Marketing Communications (IMC). To explain the communication process. To explore the use of main promotional tools of advertising, public relations, sales promotion, direct marketing, event marketing, and online marketing. To understand how IMC helps build brand identity and create brand equity through brand synergy. To equip students with frameworks to critically assess marketing communications campaigns. To explore contemporary and critical issues in IMC such as global IMC and ethics and regulation

2 Learning Outcomes: On successful completion of the module, students should be able to: Understand key theories, concepts and models in IMC. Apply the key terms, definitions, and concepts used IMC. Demonstrate the knowledge and skills required for assessing IMC campaigns. Develop critical reasoning regarding theories, models and also practices in IMC. Develop written and verbal presentational skills. Module Content and Essential Reading: Week 1: Week 2: Week 3: Week 4: Week 5: Week 6: Week 7: Week 8: Week 9: Week 10: The IMC landscape. Introduction to IMC and its role within the marketing process Semenik et al. (2012) - Chapter 1 The consumer perspective. Consumer behaviour issues + segmentation, positioning, and value proposition Semenik et al. (2012) Chapters 5 & 6 The communication process. Belch and Belch (2009) Chapter 5 IMC tools (I). Advertising (1/2): Creativity. Creative message strategy and implementation Semenik et al. (2012) Chapters 10 & 11 IMC tools (I). Advertising (2/2): The media landscape. Media planning and selection Semenik et al. (2012) Chapters 12 & 13 IMC tools (II). Sales promotion, POP advertising, support media, event sponsorship, product placements, and branded entertainment Semenik et al. (2012) Chapters 15 & 16 IMC tools (III). Direct marketing, personal selling, public relations, influencer marketing, and corporate advertising Semenik et al. (2012) Chapters 17 & 18 Issues in IMC. Global IMC + regulation and ethics Semenik et al. (2012) - Chapter 3 Revision session Examination

3 The lecture topics are key foundation areas within Integrated Marketing Communications. The lectures are supported by chapters from the essential text in addition to selected magazine or journal articles provided with the lecture notes. Students are expected to have read the relevant material prior to the lectures to ensure all the learning outcomes detailed above are met. Corporate Connections: Examples and references to current business and corporate practices will be used throughout the module to illustrate the real life nature of presenting brands through integrated marketing communications. Moreover, guest speakers from industry will come and share their experience. International Dimensions: BMM640 draws on a variety of examples, some of which have an international dimension. Brand marketing communications strategies often cross borders. Therefore, issues of different cultural interpretation of brand marketing communications tools are central to many communications strategies. This topic will be discussed throughout the module and more specifically in session 8. Contribution of Research: The course will make use of past and current research on brand management, consumer psychology, visual literacy, and marketing communications. Ethics, Responsibility & Sustainability: Many aspects of IMC involve ethical consideration. Advertising and Promotion are often perceived as areas where ethics and regulation seldom apply. On the contrary, we will see that it is more and more critical for future managers to take these matters into consideration in each and every IMC decision. This topic will be discussed throughout the module and more specifically in session 8. Method of Teaching: Lectures: Teaching will be via lectures, discussing the key conceptual and theoretical ideas in IMC. Lectures will take place during the first two hours of each session. Students will be expected to prepare for lectures through identified readings and exercises.

4 Group activities: Students will take part in group activities for the last hour of each session. These group activities will help students putting ideas explored in the lectures into practice. Strong emphasis is placed on group participation developing the students inter-personal and team working skills. Method of Assessment and Feedback: The module will be assessed by one piece of individual coursework (30%), a two-hour exam (60%), and class participation (10%). The coursework requires the formal assessment of a communication campaign. It will enable students to apply the visual analytic framework seen in class aiming at assessing IMC campaigns efficiency. In addition, this assessment will develop students written presentation skills. General feedback for the coursework will be provided during week 8. The exam is in CLOSED BOOK format. There will be two sections. Section A: Students will be expected to choose one question among two. The question will be based on the lecture programme. It will assess students comprehension and critical understanding of the module. Section B. Students will be expected to choose one question among two. The question will consist of a formal assessment of a communication campaign. The exercise is similar to the individual coursework assessment, but the chosen campaign will be different. Class participation will be assessed through participation in class, participation in discussions on the Blackboard forum, and the completion of exercises and activities given throughout the module term. Learning Hours: Contact & Directed Hours Hours Pre-reading 25 Lectures Lectures 18 Group activities/tutorials 9 Directed Reading 20 Self Directed Reading 15 Coursework preparation Directed Reading 13 Self Directed Reading 10 Exam revision 40 Total 150

5 The following readings are subject to change. Students should not therefore purchase textbooks prior to commencing their course. If students wish to undertake background reading before starting the course, many of the chapters/readings are available in electronic form via on-line library catalogues and other resources. Pre-reading: Book chapter: Chapter 1. Semenik, Allen, O Guinn and Kaufmann (2012), Advertising and Promotions: An Integrated Brand Approach, International Edition, 6 th ed. Cengage Learning. Book chapter: Chapter 2. Semenik, Allen, O Guinn and Kaufmann (2012), Advertising and Promotions: An Integrated Brand Approach, International Edition, 6 th ed. Cengage Learning. Book chapter: Chapter 4. Semenik, Allen, O Guinn and Kaufmann (2012), Advertising and Promotions: An Integrated Brand Approach, International Edition, 6 th ed. Cengage Learning. Article: Schultz, Don E. (2010). New, Newer, Newest: Evolving Stages of IMC. Journal of Integrated Marketing Communication Article: Philip J. Kitchen, Don E. Schultz, Ilchul Kim, Dongsub Han, Tao Li, (2004). "Will agencies ever "get" (or understand) IMC?", European Journal of Marketing, 38 (11), Video: The Apprentice 6/12 on advertising (available on Box of Broadcasts from Aston Library) Video: The Rise and Fall of the Ad Man (available on Box of Broadcasts from Aston Library) Video: Ways of Seeing (available on Box of Broadcasts from Aston Library) Essential Readings: Semenik, Allen, O Guinn and Kaufmann (2012), Advertising and Promotions: An Integrated Brand Approach, International Edition, 6 th ed. Cengage Learning. Belch, G.E. & Belch, M.A. (2009), Advertising and Promotion: An Integrated Marketing Communications Perspective, 8th Edition, Boston; London. : McGraw-Hill Irwin.

6 Useful Journals & Magazines: International Journal of Advertising Journal of Advertising Journal of Advertising Research Journal of Brand Management Journal of Marketing Communications Marketing Week Marketing Campaign PR Week Ad Age Useful Online Sources: ABI Inform EBSCO Elsevier Emerald ProQuest

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