Introduction to Integrated Marketing Communication (IMC) Department of Communication Studies University of North Carolina Wilmington

Transcription

1 Introduction to Integrated Marketing Communication (IMC) Department of Communication Studies University of North Carolina Wilmington COM T/Th 3:30-4:45 MO 100 Fall 2010 Instructor: Dr. Jeanne Persuit Phone: Office Hours: M: 11 a.m.-1 p.m. T/Th: a.m. W: 4-6 p.m. By appointment: MTWThF Office Location: Leutze Hall 237 COURSE DESCRIPTION AND OVERVIEW Integrated Marketing Communication (IMC) recognizes the importance of strategic planning to reach all business stakeholders, from customers to employees to the community. Public relations and advertising are critical functions of IMC, as are marketing communications, promotions, events planning, and community relations. IMC provides a theoretical ground that informs every communicative activity between an organization and its audiences. The guiding questions for this course are: 1. What stories are organizations telling in the marketplace, and how are they telling them? 2. What are the coordinates of the theory and practice of IMC historically and today? 3. What might IMC look like in the future? Your experience in this course will include the application of ideas in writing, basic oral communication skills, presentational skills within a professional communication context, and consideration of the ethical implications of your actions. COURSE OBJECTIVES In this course, we work from a praxis (theory-informed action) orientation to prepare you with the knowledge and skill to put what you learn into action in the marketplace. This approach stresses that you cultivate the habit of learning. This class will provide opportunities to: Develop a textured understanding of IMC. Develop your ability to engage and address issues relevant to IMC and the contemporary marketplace. Work in effective teams. Understand what it means to have a career in IMC. Research and present a topic in IMC. 1

2 ASSESSMENT Grading Scale: A A B B B C C C D D D F TEXTS and SUPPLIES PORTFOLIO ARTIFACTS COM MAJOR STATUS Your work will be evaluated on academic qualities such as clarity, thoroughness, responsiveness to the assignment, audience responsiveness, integration of sources to support your argument, depth of insight, writing ability, and oral presentation ability. In IMC and professional contexts, the form and style are as important as the content. Therefore, attention to marketplace conventions in writing (such as format, spelling, and grammar) will affect your grade as much as the above-listed academic qualities of your work. The Department of Communication Studies has identified an initial set of key objectives that are common to all communication studies majors and that connect with the broader university goals expressed in the UNCW Mission Statement. Each course and assignment that you encounter will have one or more of these educational objectives. Each time you approach such assignments with effort and attention to detail, you should be further developing your capacity to meet the outcomes listed here: 1. Capacity to construct and deliver an effective oral argument or performance of text, based on thorough audience analysis and clear rhetorical objectives. 2. Capacity to construct effective written argument or media product based on thorough audience analysis and clear rhetorical objectives. 3. Capacity to conduct original primary research; locate and critically evaluate secondary research; and integrate such information into new communication products. 4. Capacity to analyze and critique messages in all forms and across objectives from an informed, critical perspective. 1. Twitchell, James B. Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld. New York: Simon & Schuster Paperbacks, Godin, Seth. Linchpin. New York: Penguin, Response Clickers: or RSS Feed subscription to Seth Godin s Blog ( It s FREE! 5. Additional readings on Blackboard or e-books as assigned. One of the culminating experiences of a communication studies degree is the completion of COM 490 Discipline Capstone, a course that may include the preparation of a personal portfolio to organize and showcase your abilities. I encourage you to retain items from this class, whether produced independently or in groups, for inclusion as portfolio artifacts. Beyond the Capstone class, your portfolio may prove a valuable tool as you seek entry into a graduate program or employment in your areas of specialization. Unless you are through the gateway (you have received a B or higher in COM 105 and COM 200 and been accepted as a COM major) you are not a COM major. Satisfactory performance in this course does not affect your standing as a PCOM or non-com major. 2

3 ACADEMIC INTEGRITY Link to the Student Academic Honor Code. Please see this document for specific definitions of violations of the academic honor code. Violations of this code in this classroom will be handled following the appropriate procedures outlined in this document. ACCOMMODATIONS Students with documented disabilities are entitled to accommodations if needed. To obtain accommodations the student should first contact Disability Services and present their documentation to the coordinator for review and verification. Following this, please set up an appointment with me to arrange accommodations. COURSE POLICIES SEAHAWK RESPECT COMPACT 1. Communication: All communication for this class will be sent to your uncw.edu account. You are responsible for all information sent to this account. 2. Assignments: To earn full credit, all assignments must be turned in/posted at the beginning of class on the date assigned. Late work will be evaluated, the score reduced by 20% for each day it is overdue, and returned without comment. Class assignments that are missed due to legitimate extenuating circumstances (e.g. documented medical emergencies and immediate family bereavement) require prior notification and appropriate documentation. 3. Attendance: If you re not here ON TIME, you can t take the quiz. If you leave early, you might miss more point chances. 4. Not bringing your clicker = ZERO points for the day 5. Excused Absences: Excused absences (meaning, you can make up the quiz) include documented medical emergencies and immediate family bereavement. UNCW Athletes should inform me of your schedule as soon as possible. In the case of any absence, you are responsible for all missed material. In the pursuit of excellence, UNC Wilmington actively fosters, encourages, and promotes inclusiveness, mutual respect, acceptance, and open-mindedness among students, faculty, staff and the broader community. Department of Communication Studies Policy on Student Use of Electronic Devices in Classrooms In this class, this includes but is not limited to the following: 1. The Policy on Student Use of Electronic Devices in Classrooms 2. Tardiness: chronic and disruptive tardiness will result in a lowered quiz grade. 3. Civility and respect toward the instructor and other students inside and outside the classroom. Faculty members in the Department of Communication Studies highly value technology, including various devices such as cell phones, iphones, ipods, MP3 players, and others. We believe, however, that these devices should not be turned on during class time. This is because their use in class distracts users and others around them, including the professor who is teaching the course. In short, these devices hinder the processes of learning and instruction. Further, using them in class reveals a student to be deficient in one of the core skills promoted by our department: civility (defined as Showing regard for the dignity of other people and the importance of social expectations. ) Therefore, we expect that all students will turn off all electronic devices prior to the start of class. The only exception is laptop computers, and these may be used solely for taking notes. Laptops may not be used 3

4 to log on to the internet during class time. If you are expecting an important call during class and believe you absolutely need to have your phone on, please let your professor know before class begins, and you will be instructed how to proceed. The short version: 1. Cell phones: Each time I see your phone out, whether you re answering, texting, or just staring at it, you lose your quiz points for the day. 2. Laptop usage: Laptop usage is at the instructor s discretion. If laptop usage becomes disruptive or distracting, or has no role in the class session s activities, I will request they be shut down. I trust that laptop usage in the classroom is for a) taking notes or b) accessing Blackboard. Any other laptop activities compromise class discussion and atmosphere. COURSE PROJECTS AND ASSIGNMENTS Assignment Due Date Points Midterm Exam Sept IMC/CMM Poster project Nov Blog Assignments Ongoing 200 Individual IMC Plan Dec Quizzes (which includes class Daily 300 attendance and participation) Total 1000 Below are BRIEF descriptions of course projects. A detailed assignment sheet will be posted on Blackboard with instructions for each assignment or project. IN CLASS QUIZZES You ll use your Turning Point RF Touchpad (aka Clicker ) to complete a quiz at the beginning of every class on readings assigned and throughout class on your opinions. BLOG ASSIGNMENTS This class will respond to five blog prompts on Blackboard throughout the semester. IMC/CMM POSTER PROJECTS The class will be split into teams. With your team, you will research a facet of IMC as it relates to Coordinated Management of Meaning Theory and present it in a Poster Session format. INDIVIDUAL IMC PLAN You will create an IMC plan for YOU, positioning you for a specific job in IMC. 4

5 Introduction to Integrated Marketing Communication (IMC) Department of Communication Studies University of North Carolina Wilmington COM T/Th 3:30-4:45 MO 100 Fall 2010 Story & Narrative in IMC Telling the Story Tuesday CM = Class Meeting 24 Aug., CM2. What is IMC? 31 Aug., CM4. Narrative and Marketing 7 Sep., CM6. Finding good stories: Appropriation and bricolage 14 Sep., CM8. Theoretical Ground: Intro to CMM 21 Sep., CM10. CMM/Poster Project 28 Sep., CM12. Advertising 5 Oct. Fall Break. Classes do not meet today. 12 Oct., CM15. Events 19 Oct., CM17. Promotions Clicker Quiz #1 on Syllabus and Policies Clicker Quiz #3 One Nation Under God Twitchell Clicker Quiz #5 Blog#1 Due Museumworld: Twitchell Clicker Quiz #7 Blackboard reading on CMM Clicker Quiz #9 Midterm Review Clicker Quiz #10 Blog #2 Due Clicker Quiz #13 Clicker Quiz #15 Blog #3 Due Thursday 19 Aug., CM1. Class Orientation & Guiding Questions; Meet Seth 26 Aug., CM3. Brand as Story 2 Sep., CM5. Stories in action: Your own experience at UNCW 9 Sep., CM7. Story: Consumption in the U.S. 16 Sep., CM9. CMM and IMC: finding common ground Clickers must be registered with 850#; Syllabus & Policies; subscribe to Seth Clicker Quiz #2 Twitchell pp Clicker Quiz #4 School Daze- Twitchell Clicker Quiz #6 Twitchell pp Clicker Quiz #8 Blackboard reading on CMM 23 Sep., CM11. Midterm Exam 30 Sep., CM13. Advertising vs. PR 7 Oct., CM14. PR 14 Oct., CM16. Online Presence/Social Media 21 Oct., CM18. WOM Clicker Quiz #11 Clicker Quiz #12 Clicker Quiz #14 Clicker Quiz #16 5

6 True IMC: Integrating Story with Actions Tuesday 26 Oct., CM19. IMC Planning I 2 Nov., CM21. Poster Session 9 Nov., CM23. IMC Planning IV 16 Nov., CM25. Lessons Learned from Linchpin 23 Nov., CM27. The Future of IMC 30 Nov., CM28. Last day of class Course Wrap-Up: Where do we go from here? Clicker Quiz #17 Linchpin pp.1-48 Poster Session Clicker Quiz #20 Linchpin pp Blog #4 Due Clicker Quiz #22 Clicker Quiz #24 Blog #5 Due Thursday 28 Oct., CM20. IMC Planning II 4 Nov., CM22. IMC Planning III 11 Nov., CM24. IMC Planning V 18 Nov., CM26. Individual IMC Plan discussion 25 Nov. Thanksgiving Day. Classes do not meet Clicker Quiz #18 Linchpin pp Clicker Quiz #19 Linchpin pp Quiz #21 on Linchpin pp Clicker Quiz #23 today. LAST QUIZ 2 Dec. Reading Day Individual IMC Plans Due on Blackboard by 5:00 p.m. Final Exam time Dec. 6 3:00-6:00 p.m. Excused Absence Make-Up Quiz IF NEEDED Extra Credit Opportunity: Monday, Oct. 25, 7:00 p.m. Kenan Auditorium Douglas Rushkoff Digital Nation: Living and Learning on the Digital Frontier Free for students You must attend the whole event and write a blog post on it to receive 10 quiz points. 6