Integrated Marketing Communication Course Syllabus and Schedule 02/25/15 (subject to change) Course Title Quarter Instructor Meetings Time Location Communicate X 460.52 Integrated Marketing Communication Spring, 2015 Registration #255237 Joe Hartnett (JH) Tuesdays, March 31 to June 9, 2014 11 meetings 7:00 p.m. 10:00 p.m. 1260 Franz Hall JH e mail: ucla@hartnettandassociates.com Course Description Zalina Walton, Program Representative 310 825 4192 UCLA Extension ZWalton@unex.ucla.edu This course focuses on current best of breed marketing communication practices, known as integrated marketing communication (IMC). Students will become familiar with the media choices confronting consumers, including electronic, print, and face to face. The class will review paid, unpaid and shared pay media models. IMC focused branding, positioning and creative strategies will be augmented by offers, incentives and measurable purchase motivators with direct application to results tracking, measurement and analysis. The class covers the theory and practice of how creative and media are integrated effectively, using value based IMC concepts and measuring "return on communications investment." Through individual analysis, IMC planning and oral presentations, students learn how to apply core marketing principles using IMC methodology and all communication tools. 1
Course Content 1. Integrated Marketing Communication (IMC) Theory 2. The use and effectiveness of integration in developing media strategies 3. The costs and benefits of an integrated marketing communication program 4. Methods of applying IMC tools in the real world 5. Methods of developing a comprehensive IMC strategy and program 6. Media overview a. Electronic i. Broadcast/cable, radio, Internet/Websites/search/banners, blogs/reps/message boards, user content, mobile, digital direct/email, out of home, point of purchase and CRM. b. Print i. Newspaper, magazine, direct mail, collateral, out of home, point of purchase, PR, promotion and loyalty programs. c. Face to face i. Events, non traditional/street teams/samples, telemarketing, PR and promotion Student Learning Outcomes 1. Students will be able to effectively develop, implement, and manage a strategic IMC program. 2. Students will be able to recognize, analyze, and evaluate the effectiveness of an IMC program. 3. Students will be able to demonstrate which media strategies are most appropriate in a given situation. 4. Students will be able to calculate the costs and benefits of an IMC program. 5. Students will be able to choose appropriate marketing tools for an IMC program. 6. Students will be able to create and deliver an IMC Oral Presentation recommending an effective IMC strategic and tactical plan promoting a particular brand. Course Text: IMC The Next Generation, Five Steps for Delivering Value and Measuring Returns Using Marketing Communications: Don Schultz and Heidi Schultz; McGraw Hill; available online at www.uclastore.com, www.amazon.com, or www.bn.com Recommended Periodicals: Sources: Media Week (www.mediaweek.com); Ad Age (www.adage.com), Ad Week (www.adweek.com) and Brand Week (www.brandweek.com) Recommended Blogs: Interbrand Corp. (http://blog.interbrand.com/blog) Interbrand s blog is current, irreverent and interesting. Sharing their thoughts and insights on the world of branding, the collected staff of the branding powerhouse offer lots of video clips and examples to punctuate their point of view. Ries' Pieces (http://ries.typepad.com/ries_blog) Sure Laura Ries is the daughter of Marketing icon Al Ries, and that alone should give her the bona fides to claim attention. But Laura is a marketing expert in her own right, and one of the most visible branding gurus blogging today. Her writing, located at the brand evocative name Ries Pieces, is worth checking in on frequently. 2
Grades: will be figured numerically based on your scores on the following items. % 30% 20% 20% 30% Item Assignments (including Discussion Questions; Oral Presentation Outline; Strategy Sessions; Teamwork) Midterm Exam (Class Text IMC The Next Generation), Chapters 1 5) and lectures; multiple choice, matching, true/false questions; completed on Blackboard) Final Exam (Class Text IMC The Next Generation, Chapters 6 13) and lectures; multiple choice, matching, true/false questions; completed on Blackboard) IMC Oral Presentation, including Leave Behind 100% Total Grading Range A 93.0% - 100.0% A- 90.0% - 92.9% B+ 86.9% - 89.9% B 83.0% - 86.8% B- 80.0% - 82.9% C+ 76.5% - 79.9% C 73.1% - 76.4% C- 70.0% - 72.9% D+ 64.6% - 69.8% D 60.0% - 64.5% F Below 60% ALL COURSE GRADES ARE FINAL. Instructional Methods 1. Lecture and power point presentations 2. Class discussions 3. Pair/Team work 4. Guest speaker(s) 5. Student presentations Support Services 1. Charles E. Young Research Library purchase quarterly card at the Loan Desk 2. UCLA Student Bookstore at Lu Valle Commons (north of Dodd Hall) There are extended hours Week 1 of the quarter (310) 825 7238. Course Requirements 1. Participate actively in discussions and pair/team work each meeting. 2. You are expected to attend ALL classes; if an absence is unavoidable, please contact the instructor beforehand. You will receive a makeup assignment for any class(es) missed. More than two absences (excused or unexcused) will result in an incomplete. 3. Please plan to arrive on time for the class and/or after a break latecomers disrupt the class and miss valuable information. Do not leave early. 4. No Cellphones Allowed. Laptops and/or Tablets allowed during class for notetaking ONLY. 5. Follow the UCLA Student Conduct guidelines. See Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at www.uclaextension.edu. Plagiarism or cheating will result in disciplinary action. 3
6. There are no makeup midterm exams, final exams, or oral presentations. 7. Prepare and deliver the IMC Oral Presentations in a professional manner. 8. Listen carefully and critique the IMC Oral Presentations of all other students. 9. Prepare a memorable, creative Leave Behind for JH 10. Bring a notebook, paper, pen, highlighter, and pencil. COURSE OUTLINE Schedule as of February 25, 2015; subject to change at the discretion of the instructor. Date/Topic Key Class Assignments Advance Reading Week One March 31 1. Form/Survey Results 2. Roll & Introductions 3. Goal Sharing 1. [ONLINE] Review Syllabus 2. [ONLINE] Login to Canvas a. W1A1 Assignment 4. Introduction to IMC a. Overview b. IMC Five Step Process 3. [IN CLASS] Network with classmates Introductions 5. FIELD TRIP IDEAS IMC: A Five Step Process Week Two April 7 1. LECTURE: IMC Step One Identify Customers and Prospects 2. Class Exercise Week Three April 14 1. LECTURE: IMC Step Two Estimate the Value of Customers and Prospects 2. Class Exercise Week Four April 21 1. LECTURE: IMC Step 3A Plan Marcom Delivery 2. Class Exercise 1. [IN CLASS] Select Work Teams (Five People Per Team) 2. [ONLINE] Login to Canvas a. W2A2 Assignment b. Select Your Brand 1. [IN CLASS] Sit with Teammates Work on IMC Step Two (Calculate Value using Step Two Simplified Chart) 2. [ONLINE] Login to Canvas; access Outline, and complete: a. W3A3 Assignment b. Prepare 1 minute Brand Introduction 1. [IN CLASS] Individual 1 minute Brand Introductions per Outline 2. [ONLINE] Login to Canvas a. W5A4 Assignment Obtain Text: IMC THE NEXT GENERATION (SCHULTZ) CHAPTER 1 IMC: From communication tactic to profit building strategy CHAPTER 2 What we know about IMC CHAPTER 3 CHAPTER 4: STEP ONE How to identify customers and prospects based on behavior CHAPTER 5: STEP TWO How to determine financial values of customers CHAPTER 6 The partnership of integration and reciprocity CHAPTER 7: STEP THREE A Planning Marcom Delivery CHAPTER 8: STEP THREE B Planning Marcom Content CHAPTER 9 Basics of IMC Measurement Week Five April 28 1. LECTURE: IMC Step 3B Plan Marcom Content 2. GUEST LECTURER: TBD 3. Midterm Review 1. [IN CLASS] a. Guest Lecturer Second Half of Class REVIEW CHAPTERS 1 THROUGH 9 FOR MIDTERM EXAM 4
Week Six May 4 FIELD TRIP! DO NOT COME TO CLASS THIS WEEK! MIDTERM Virtual Exam Administered Online (via Blackboard) Week Seven May 11 1. LECTURE: IMC Step Four Estimate ROCI Return on Customer Investment Week Eight May 18 1. LECTURE: IMC Step Five Post program analysis and future planning 2. Measuring Brand Equity Week Nine May 25 1. LECTURE: IMC Bringing It All Together in a Dynamic Plan! 2. Presentation Skills: How to make a persuasive and convincing presentation Week Ten June 2 1. LECTURE: Your Future in IMC a. JH Opinion Piece Week Eleven June 9 In Class Session: IMC Oral Presentations FINAL Virtual Exam Administered Online (via Canvas 1. FIELD TRIP! a. DO NOT COME TO CLASS THIS WEEK! 2. MIDTERM Virtual Exam Administered Online (via Blackboard) 3. [ONLINE] Login to Canvas a. W6A5 Assignment b. ORAL PRESENTATION OUTLINE 1. [ONLINE] Oral Presentation Outline format will be posted by Instructor 2. [IN CLASS] Sign Up For Oral Presentation Time/Date 1. [IN CLASS] Supervised work on Oral Presentations; Developing Audio Visual Support; Outlining Leave Behind 2. [OFFICE HOURS] See Canvas to Select 1 2 1 Time for Your Session. 1. [EMAIL] FINAL ORAL PRESENTATION OUTLINE due from each team by Monday, May 24, 2015, 11;59 p.m. 1. Q&A: Final Exam; 2. Oral Presentations; 3. Anything we ve covered. [IN CLASS] ORAL PRESENTATIONS [ONLINE] FINAL EXAM Chapters 10 15; multiple choice, multiple answer, matching, true/false ATTEND FIELD TRIP MANDATORY COMPLETE MIDTERM (Exam is live on Canvas from May 4, 9:00 a.m. to May 11, 11:59 p.m; Students have one hour to complete the exam; students have two opportunities to take exam. CHAPTER 10 Estimating short term return on customer investment CHAPTER 11 Estimating long term return on customer investment CHAPTER 12 Post program analysis CHAPTER 13 Relating IMC programs to brand equity and shareholder value CHAPTER 14 Methods of measuring brand equity CHAPTER 15 Organizing for Integration CHAPTER 16 Future Directions for IMC Be prepared for your presentation COMPLETE FINAL EXAM (Exam is live on Canvas from Monday, June 8, 9:00 a.m. to Monday, June 15, 11:59 p.m.) [Students have one hour to complete the exam; students have two opportunities to complete the exam.) 5
IMC Oral Presentation Requirements are the following: 1. SOLO Each IMC Student will create, prepare, rehearse and delivery an original, persuasive presentation of an Integrated Marketing Communication Plan for their selected brand. 2. Length The required (maximum) length of an Oral Presentation is 6 minutes. [Sixminute length of presentation] Students who cannot end their presentation on time will have points taken away, so it is important to rehearse often to present a tight, effective six (6) minute presentation. 3. Organization The presentation must be organized with an introduction, body, and conclusion based on an outline developed in class and under instructor supervision. 4. Visual Aids Students should show examples to illustrate key points (preferred via PowerPoint); Students should bring a flash drive or email their presentation in advance. 5. Leave Behinds Students should make a creative, memorable Leave Behind of their Oral Presentation, providing a hard copy of their presentation to the Instructor. 6. Evaluation The Instructor will evaluate (using a form to be discussed) each student s presentation for content, IMC strategic value, delivery, and persuasiveness in an IMC Oral Presentation. Course Philosophy This course will equip each student with sufficient understanding, confidence, and inspiration to research, develop, implement, manage and evaluate Integrated Marketing Communication programs for market driven organizations. Instructor Biography Shipping out at age 18, Joe served as an ordinary seaman aboard the German freighter, M.S. Belgrano, sailing the Pacific Rim, and surfing in Australia and Hawaii. This experience, along with his degree from UCLA provided the catalyst for his work in creative marketing communication, helping world brand leaders with branded content, brand positioning, sponsorship development and integrated marketing communication (IMC) management. Joe has over 25 years experience in content development, including pioneering work with Disney Educational Media, creating, developing, and producing animated content for middle and high school health classes using Disney characters and original voices. He was a writer for the Smurfs animated series produced by Hanna Barbera, and worked under the direction of Smurf creator, Peyo on story ideas, outlines, and scripts. An Internet innovator starting in 1994, Joe was the leader of a global four agency development team building the first destination management system for his client, Switzerland Tourism. To build their ecommerce site (www.myswitzerland.com), he directed an international team to complete the project on budget and within a 10 month development window, in time for launch during a session of the Swiss Parliament. Currently, Joe is partnered with Dayle Davidson, Ph.D. in managing the Pacific Film Foundation, a 501c3 production company making documentary films. (http://pacificfilmfoundation.org) They are co producing the documentary films, With One 6
Tied Hand (now in post production for release in mid 2015) and The Prison of Peace (in production). PFF just completed a 40 minute documentary, Prison Transformations, featuring former New York Commissioner of Corrections, Father Stephen Chinlund. Joe is the producer of award winning television shows such as Hawaiki Nui Va a: World Championship Race for ESPN and ESPN International; Freeze Frame: Switzerland and Freeze Frame: Tahiti for The Travel Channel; and a weeklong broadcast of E!TV Talk Soup produced on location in Tahiti. He has also produced digital and traditional media and content for major worldwide brands in addition to Disney, including McDonald s, Toyota, Panasonic, City of Hope, USC/Norris Cancer Center, Childrens Hospital Los Angeles, Blue Shield, Tahiti Tourisme, Switzerland Tourism, Crystal Cruises, Fairmont Hotels & Resorts and Petco. A longtime volunteer for the American Cancer Society, Joe has served as Chairman of the Great American Smokeout (California Division), Chairman of the Board (Central Los Angeles Unit) and member of the National Marketing Committee. Joe was a founding board member of thinkla and a current member of the organization s Board of Advisors. 7