INTEGRATED MARKETING COMMUNICATIONS

Transcription

1 INTEGRATED MARKETING COMMUNICATIONS COURSE INFORMATION RESOURCE PERSON DR KAMRAN SIDDIQUI PROGRAM MBA PREREQUISITE(S) MARKETING MANAGEMENT CREDIT HOURS 3 SEMESTER FALL 2011 CLASS TIMINGS OFFICE COUNSELING HOURS TBA ROOM # 25 FIRST FLOOR BY APPOINTMENT TELEPHONE # EXT [email protected] INTRODUCTION The modern marketing has witnessed companies ranging from large multinationals to small retailers increasingly rely on integrating their marketing communications to help them market products and services. To effectively plan, implement and evaluate marketing communication programs require an understanding of the overall marketing process, consumer behavior, communications theory and the media of communications. This course examines the various factors that must be considered in planning, developing and implementing IMC campaigns. Attention will also be given to the environment in which communication operates and IMC decisions are made.. LEARNING OBJECTIVES This course takes an analytical approach to the study of the IMC of business firms. Attention focuses on the process and the challenges involved in developing effective communication strategies for organizations. The major objectives of the course are: 1. To provide in-depth understanding of concepts and theories of Integrated Marketing Communications (IMC). 2. To illustrate the elements of IMC and ways to integrate them. 3. To equip students with theoretical and analytical skills necessary for the development, execution and evaluation of IMC campaigns. 4. To provide students with a forum for presenting and defending their recommendations and for critically examining and discussing the recommendations of others. 5. To identify the role of advertising as it relates to other marketing functions and other promotional activities. Fall 2011 IMC 1 of 8

2 RECOMMENDED TEXT BOOK William Chitty, Nigel Barker and Terence Shimp, (2008) Integrated Marketing Communications, 2 nd Edition, Thomson Publications David Pickton and Amanda Broderick (2005) Integrated Marketing Communications, 2 nd Edition, Pearson Education Ltd REFERENCE BOOKS Advertising Excellence by Bovee, Thill, Dovel and Wood Sales Promotion Essentials by Don E. Shultz, William A. Robinson, Lisa A. Petrison Advertising, Principles and Practice: Wells, Moriarty & Burnet ASSESSMENTS: The final grade will base on the following categories of assessment weightage: ASSESSMENT ITEMS WEIGHTAGE Assignments (N-1) 10% Develop a perceptual map (Marks 2) Develop a Storyboard (Marks 2) Develop a Sales Promotion Idea (Marks 2) Develop a Direct Marketing Plan (Marks 2) Develop a Event Sponsorship Plan (Marks 2) Develop a Social Media Plan (Marks 2) Mini Projects (Presentations) 15% IMC Campaign Analysis (Marks 5) IMC Campaign Brief (Marks 5) Local Agency Brief (Marks 5) Final Project (Presentations) 20% Developing an IMC campaign (Marks 25) Case Study / Class Participation.. 25% Mid Term Exam.. 10% Final Exam.. 20% Total 100% COURSE EVALUATION The final grade will base on the following raw scores: Raw Score Grade A A B B B C C C- <60 F Fall 2011 IMC 2 of 8

3 CALENDAR OF ACTIVITIES Starting Date: September, 2011 Week Topics Case Study Assignments / Projects 1 Instructor s and course introduction Introduction to IMC Communication Response Models 2 Communication Planning Segmentation, Targeting and Positioning 3 Advertising 4 Sales Promotion 5 Direct Marketing 6 7 PR, Publicity & Sponsorship E-Marketing & Social Media Google Ad Planner: An Effective Tool for Media Planners? Hindustan Unilever: Repositioning Rexona Deodorant Dabur Repositioning its Real Activ ICICI Repositioning its Private Banking Business Mauriti Suzuki Advertising Strategies Chevron: Corporate Advertising Pepsi Co. Kurkurey Red Bull: Building Brand Equity in non-traditional ways AXE Effect in US: Success through Viral Marketing Dell Direct Pfizer's Lipitor: The Celebrity Endorsement Controversy Nike & Liu Xiang: Crisis Management in Celebrity Endorsement Air France: Internet Marketing Barak Obama s IMC campaign Develop perceptual map (Marks 2) Develop a Storyboard (Marks 2) Develop a Sales Promotion Idea (Marks 2) Develop a Direct Marketing Plan (Marks 2) Develop a Event Sponsorship Plan (Marks 2) Develop a Social Media Plan (Marks 2) 8 Analyzing IMC Campaigns Mini Project - I (Presentations) IMC Campaign Analysis (Marks 5) * MID TERM EXAM * Fall 2011 IMC 3 of 8

4 Week Topics Case Study Assignments / Projects Preparing IMC Mini Project - II (Presentations) 9 Briefs IMC Campaign Brief (Marks 5) Role of agency in IMC Choosing an Agency Integrating Marketing Communications Evaluating IMC Campaigns Saatchi & Saatchi PLC: Corporate Strategy JCDecaux Omnicom: The world s largest Advertising Conglomerate MINI USA: Finding a New Advertising Agency Coca-Cola Open Happiness Campaign Burger King s Whopper Freakout Marketing Campaign BMW: Launching the Roadster P&G Pakistan: Ariel Launch 2008 Tata Tea: A case of Social Cause Marketing Mini Project - III (Presentations) Local Agency Brief (Marks 5) 14 Developing IMC Campaigns Final Project (Presentations) Developing an IMC campaign (Marks 25) Fall 2011 IMC 4 of 8

5 EXAMINATIONS MID-TERM EXAM FINAL EXAM A mid-term exam worth 10% of your final grade will be held as per schedule. A take home portion of the exam may be assigned. A final exam worth 20% of your final grade will be held during the exam period. The Final will challenge you to integrate many of the concepts covered in the course. A take home portion of the exam may be assigned. ASSIGNMENTS Submission through: [email protected] [Please write IMC in subject area] Submission Deadline: 2-7 weeks (every week) Presentation Time: minutes. Assignment Brief: You are required to select one brand/product for all the assignments except for mini projects and final project. All of the assignments must be based on a single communication objective. Develop a perceptual map (Marks 2).. 2 nd week Develop a Storyboard (Marks 2). 3 rd week Develop a Sales Promotion Idea (Marks 2) 4 th week Develop a Direct Marketing Plan (Marks 2).. 5 th week Develop a Event Sponsorship Plan (Marks 2) 6 th week Develop a Social Media Plan (Marks 2). 7 th week In all of the assignments will produce a presentation that demonstrates your understanding of relevant creative ideas. In addition, you can also write one to two page creative brief that explains what you are trying to achieve with your assignment (but that is optional). Presentation outline: It may include: Company background Market Segmentation Target Audience Positioning Statement Unique Selling Proposition Relevant assignment Fall 2011 IMC 5 of 8

6 MINI PROJECT I: IMC CAMPAIGN ANALYSIS Submission through: [Please write IMC in subject area] Submission Deadline: 8 th Week Presentation Time: minutes. Assignment Brief: A good marketer not only understands marketing theory, he or she can also critically evaluate the advertising and promotion material. This activity provides you an opportunity to appraise the agency s work and its effectiveness. Presentation outline: You are required to present a local IMC campaign (small write-up required; 1-2 pages). All presentations must cover the client, target market(s), positioning, communication objective(s), creative brief, advertising appeal and execution style. Finally, you can also include your own assessment or critique for the campaign. Presentation must include a: TVC (15/30 sec) Print Ad (four colors) Radio Ad Outdoor Ad (Size and locations) Internet Ad (Banner) Sales Promotion Plan Direct Marketing Plan PR & Publicity brief Event Sponsorship Plan E-Marketing & Social Media Plan Plan to Integrate IMC elements MINI PROJECT II: IMC CAMPAIGN BRIEF Submission through: [email protected] [Please write IMC in subject area] Submission Deadline: 9 th Week Presentation Time: minutes. Assignment Brief: Effective marketing communications involve coordination of different advertising mediums and different communication tools. This assignment will test your ability to apply the concepts of the Integrated Marketing Communications mix. Presentation outline: You are required to present an IMC brief for a product/brand campaign (small write-up required; 1-2 pages). All presentations must cover the client, target market(s), positioning, communication objective(s), and creative brief. More emphasis will be on creativity rather than execution. Presentation must include a: Story board Sales Promotion idea Direct Marketing idea PR & Publicity idea Event Sponsorship idea E-Marketing & Social Media idea Fall 2011 IMC 6 of 8

7 MINI PROJECT III: LOCAL AGENCY BRIEF Submission through: [Please write IMC in subject area] Submission Deadline: 11 th Week Presentation Time: minutes. Assignment Brief: A major step in this field is to know the anatomy of advertising business. You have an excellent opportunity to present business models studied at any advertising agency (preferably member of Advertising Association of Pakistan). You are required to submit a small write-up (1-2 pages) and copies of your overheads handouts/for evaluation. All group members must be present in the presentation process. Any group member will be asked to present on behalf of the group. Presentation outline: Typical presentation may include: Company Name & Affiliations Brief History Organizational Structure or teams or units Major Clients Major Campaigns Success Stories Fall 2011 IMC 7 of 8

8 FINAL PROJECT Submission through: [Please write IMC in subject area] Submission Deadline: 14 th week of the semester Presentation Time: minutes. Assignment Brief: Effective marketing communications involve coordination of different advertising mediums and different communication tools. This assignment will test your ability to apply the concepts of the Integrated Marketing Communications mix. Key Deliverables: You are required to develop a complete IMC campaign for any local product or service (The product or brand must be different from your presented assignments earlier in the semesters). It must cover target market(s), positioning, communication objective(s), creative brief, and advertisement copy for four different media. TVC (15/30 sec) Print Ad (four colors) Radio Ad Outdoor Ad (Size and locations) Internet Ad (Banner) Sales Promotion Plan Direct Marketing Plan PR & Publicity brief Event Sponsorship Plan E-Marketing & Social Media Plan Plan to Integrate IMC elements Your group will then be charged with delivering a presentation. During the presentation you will explain the both the creative and media strategy behind the TVC and how the TVC fits into a larger IMC mix. At the end of the presentation, your group will hand in a short report (about 2-3 pages) which summarizes your presentation. Fall 2011 IMC 8 of 8