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LINGNANUNIVERSITY

MKT231AdvertisingandIMC
SecondTerm200910(Session:L1&L2)

Instructor: Mr.SteveTong Office: BU209,Tel:26168231 Email: stevetong@ln.edu.hk CourseDescription This course is designed to introduce students to the field of integrated marketingcommunication(IMC).ThebasicconceptofIMCisthecoordination of an organizations customer touch points to inform, persuade, remind customers and impact their attitude, perception, behaviour with the brand, service or organization. Tools available to the integrated process are advertising, sales promotion, personal selling, customer service, direct marketing,packaging,sponsorshipmarketing,andpublicrelations. CourseObjectives 1. Toprovidestudentswithahandsonunderstandingofthefieldof advertisingandintegratedmarketingcommunication. 2. TohelpstudentslearnhowtheIMCelementssuchasadvertising,sales promotionsandpublicrelationscanbeintegratedintoaneffective communicationprogramtobuildrelationshipswithcustomersandother keyaudiences. 3. Preparestudentstoactasstrategicbrandandcustomerrelationship communicators. Managingthecustomerrelationshipsthatdrivebrandvalue. Creatingandnourishingprofitablerelationshipswithcustomers andotherstakeholders. Understandingsocial,legalandethicalissuesinadvertisingand IMCpractices.

CourseContents Topicstobecoveredincludethefollowingmajorcomponents: PartOneAnOverviewofIMCElementsandBrandBuildingProcess IMCperspectivetomarketingcommunications Keyfunctionalareasofmarketingcommunications OrganizationalchallengesinIMCplanning Buildingcustomerrelationshipwithbrands PartTwoBasicMarketingCommunicationStrategiesforBuildingBrands Howbrandcommunicationworks Consumerinsightandresponsetomarketingcommunicationstrategies Segmentationandtargeting IMCplanning PartThreeBrandMessageStrategy,ExecutionandMediaPlan Creativemessagestrategiesandexecution Onlinemarketingcommunication AdvertisingandIMCmediaplanning PartFourMarketingCommunicationFunctions Salespromotion Directmarketing Eventandsponsorshipmarketing Publicrelationsandbrandpublicity PartFiveIMCinAction Social,legal,andethicalissues EffectivenessofIMCprogram

LearningOutcomes Youwillbeexpectedtolearnnotonlyfromreadingsandclassroomdiscussion, butalsotopracticeitviathecreationofanIMCcampaign.Oncompletionof thiscourse,studentsshouldbeableto: 1. AnalyzeanddevelopasuccessfuladvertisingandIMCcampaign 2. DevelopadvertisingandIMCstrategiesandplans 3. Buildupeffectivebrandcommunicationstrategies 4. Determiningthemosteffectivewayofconnectingwithcustomers 5. Understandsocial,legalandethicalimplicationsofadvertisingandIMC AssessmentofLearningOutcomes Learningoutcomeswillbeassessedthroughthefollowingmeansofactivities: Researchandinternetassignments Professionalpresentations Assignmentsthatintegrateanalyticalandcreativeprocesses Termprojectsthatenhancewritten,presentationandinterpersonal communicationskills Finalexaminationonstudentsconceptualunderstandingofadvertising andIMCconceptsandprinciples.

InstructionApproach Studentsareresponsiblefortheirlearningexperience. The format of most class sessions will be a mix of lectures, guest speakers, exercises, studentpresentations,andclassroom discussionof marketing communications issues. Heavy emphasis will be on the real worldapplicationsofthematerialcoveredinthetextanddiscussedin class. Students are expected to read the assigned chapters and to assimilate thematerialpresentedthere.Classsessionswillbedevotedtoextending andapplyingconceptpresentedinthetext.Itisimportantthatstudents enrolled in the course read the assigned chapter(s) and other material beforetheclasssessionscheduledforthattopic. University rules for withdrawal and academic honesty will serve as coursepolicy. Cell phones are not allowed to be used at any time during class sessions. Classes begin promptly with lecture/seminar session and lateness will not be tolerated. This is a class about professional communication; as a result, all work, either written or oral, will be expected to be of a professional nature in execution, appearance,grammaticalcorrectness,andconformingtoacceptableacademic standards. AttendanceandParticipation Since student participation is an important element in the conduct of the course and student evaluation, attendance is required. Students will be responsibleforallinformationprovidedinclass.Classabsenceisdiscouraged and the instructor views the specified class time as a business appointment, expecting that each student will honor that commitment in a professional manner.Furthermore,exceptforunusualandlimitedcircumstances,absence from classes will be viewed as indicative of a lack of commitment to the purposesofthecourseandwillbefactoredintothefinalgradeassuch.

Evaluation Groupcomponent(50%): 1. Advertising/IMCShowandTell 10% 2. TermProject(IMCplan) 30% 3. DiscussionParticipation 10% Individualcomponent(50%): 4. FinalExamination 50% ________ Total 100% RequiredText Duncan,Tom(2005),PrinciplesofAdvertising&IMC,2ndedition,McGrawHill, NewYork. SupplementaryReadings Belch & Belch (2004), Advertising & Promotion: An Integrated Marketing CommunicationPerspective,6thedition,Irwin/McGrawHill Clow,KennethE.andBaack,Donald(2003),IntegratedAdvertising,Promotion, andMarketingCommunications,2ndedition,PrenticeHall. UsefulIMCLinks http://advertising.utexas.edu/world/ AdvertisingWorldagreatcollectionofIMCrelatedlinksfromUTAustin http://adage.com/century/century.html AdvertisingAgethe20thcenturyandmarketingcommunications http://www.ad007.com/ AD007theChineseversionofAdvertisingWorld JournalofIntegratedMarketingCommunications CenterforIntegratedMarketing
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DetailedDescriptionofCourseRequirements 1. IMCShowandTell(10%) This is a key initiative to enhance practical learning experience. Students are encouraged to surf the Web and/or other sources to pick up a specific IMC marketing campaign for a brand/company and lead a show and tell class discussion. Each team have a maximum of thirty minutes to discuss their selected subject on the brand proposition, targeted customer segment and competitive edge against the competition. The use of SWOT analysis, CustomerTouchPointframeworkandPerceptualMapareexpected.Alistof keyquestionsisoutlinedforyourreference.(Appendix1) This initiative meant to highlight and familiarise students with the critical strategicthinkingthatdrivesanyIMCcampaign. Use your creativity and imagination to prepare for the project. There is no need to submit written report. The PowerPoint file, effectiveness of presentation and leading the discussion will be used as evidence for grading. Show & Tell Presentation begins with week of March 8, 2010. You should finalizeyourprojectideaattheendofthethirdweekinconsultationwiththe instructor. 2.TermProjectDevelopinganIMCPlan(30%) The purpose of the term project is to give students participatory and applied learning experience in the field of advertising and IMC. Each team will be requiredtoprepareandsubmitacompleteIMCplanforathebrand/product orservicechosenintheShow&Tellsession.Theplanmustincludeacareful examinationofitsmarket,competitivepositionanditsmarketingstrategywith an analysis of its strengths and weakness. Based on a thorough situation analysis, the plan will identify marketing communication (or promotional) opportunities, include a statement of measurable objectives, as well as creativemessagestrategiesandexecution.Budgets,measurementandquality control procedures should also be recommended. This means the student
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teamwill:1)researchandproducethesituationanalysisforthebrand/product or service, 2) pitch a campaign theme and develop creative message to the target market, 3) allocate marketing communication budget, and 4) present theadvertisingorintegratedmarketingcommunicationcampaignproposal. Writeup report: About 4000 words in length, 12 point font, double spaced(excludingreferencesandappendices). Duedate:FinalreportbyApril21,2010. 3.DiscussionParticipation(10%) Muchofthelearninginthiscoursewilloccurinclassasyoushareyourideas, thought processes, analyses, and questions with each other. Therefore, attendanceatallclasssessionsisexpected,andyoucannot"makeup"forclass participationwithwrittenwork.Exceptinanunforeseenemergency,Iexpect tobeinformedbeforehandifyouneedtomissaclass. I will keep track of both the quantity and quality of each students contributions. Every student is expected to attend all class meetings. Attendancewillbetakenatthebeginningofeachclass;ifyouarelate,please seemeafterclasssoacorrectioncanbemadeintherecord.Althoughmostof thetimeIwillcallonstudentswhohavetheirhandupandwanttocontribute, fromtimetotimeIwillcallonstudentswhodonothavetheirhandup.You canexpecttobecalledoninsuchamannerfromtimetotimeduringtheterm. 4.FinalExamination(50%) Thepurposeoffinalexaminationistoassessyourconceptualunderstandingof thelearningsubjectscoveredinthiscourse.Readingtheassignedchaptersand attendingtheclassmeetingsareessentialtoachievegoodperformance. ImportanceofAcademicHonesty StudentsshallbeawareoftheUniversityregulationsaboutdishonest practiceincourseworkandthepossibleconsequencesasstipulatedin theregulationsGoverningUniversityExaminations.
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CourseScheduleL1 (Monday10:3012:00GE101/Wednesday2:003:30MBG10) Date Topic Chapter OverviewandBrandPlanning Jan11/13 AnIMCperspectivetomarketingcommunications 1 Jan18/20 DevelopingBrandrelationships 3 Jan25 Jan27 Feb1 Feb3 Feb8 Feb10 BrandBuildingStrategies Communicationtheoryandbrandbuilding 4

Consumerpsychology 5&6 TheIMCcampaignplanning Segmentationandtargeting 7 DataDrivenCommunication 8 Brandmessagestrategy,ExecutionandMediaPlanning Feb22/24 Brandmessagestrategy 9 Mar1 Brandmessageexecution 10 Mar3 MediaCharacteristics 11 Mar8 Onlinemarketingcommunication 12 Mar10 IMCShowandTell (Group12) Mar15 IMCShowandTell(Group34) Mar17 IMCshowandTell (Group56) Mar22 AdvertisingandIMCmediaplanning 13 MarketingCommunicationElements Mar24 Consumersalespromotion 14 Mar29 Directmarketing;eventandsponsorshipmarketing 18&19 Publicrelationsandbrandpublicity 17 Apr7 Groupprojectpresentations(Group12) IMCinAction Apr12 GroupProjectPresentations(Group34) Apr14 GroupProjectPresentations(Group5 6) Apr19 MeasuringeffectivenessofIMCprogram 22 Social,legalandethicalissuesinIMC 20 Apr21 RevisionforFinalExamination
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Date Jan12/15 Jan19 Jan26 Jan29 Feb2 Feb5 Feb9 Feb12

CourseScheduleL2 (Tuesday3:305:00MBG10/Friday12:301:30MBG10) Topic Chapter OverviewandBrandPlanning AnIMCperspectivetomarketingcommunications DevelopingBrandrelationships BrandBuildingStrategies Communicationtheoryandbrandbuilding

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Consumerpsychology 5&6 TheIMCcampaignplanning Segmentationandtargeting 7 DataDrivenCommunication 8 Brandmessagestrategy,ExecutionandMediaPlanning Feb23/26 Brandmessagestrategy 9 Mar2 Brandmessageexecution 10 Mar5 MediaCharacteristics 11 Mar9 Onlinemarketingcommunication 12 Mar12 IMCShowandTell(Group12) Mar16 IMCShowandTell(Group34) Mar19 IMCshowandTell(Group56) Mar23 AdvertisingandIMCmediaplanning 13 MarketingCommunicationElements Mar26 Consumersalespromotion 14 Mar30 Directmarketing;eventandsponsorshipmarketing 18&19 Publicrelationsandbrandpublicity 17 Apr9 Groupprojectpresentations(Group12) IMCinAction Apr13 GroupProjectPresentations(Group34) Apr16 GroupProjectPresentations(Group5 6) Apr20 MeasuringeffectivenessofIMCprogram 22 Social,legalandethicalissuesinIMC 20 Apr23 RevisionforFinalExamination
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Appendix1 LINGNANUNIVERSITY MKT231Advertising&IMC SecondTerm,200910 IMCCampaignShowandTell DiscussionGuide AnswerthesequestionswhencommentingontheselectedIMCcampaign: Whoaretheycommunicatingto?Whatisthelongtermprofitpotentialor strategicimportanceofthetargetpublic/audience? Whatis/arethemessage(s)? Whatis/aretheconsideration/product/serviceoffers? Whyisitrelevantandimportanttothetargetpublic/audience? Whatisthesourceofbusinessorcompetition? Doesitrenderthetargetpublic/audiencetodevelopfavorableattitude, preferencetowardsthebrand/company? Doesitpromptthetargetpublic/audiencetopurchaseorundertakepositive behavioralactiontowardsthebrandorcompany? Isthesourceofmessageorsendercrediblewiththetargetpublic/audience? Doesitleverageinsightsofthetargetpublic/audienceintermsof BenefitsSought/Needstates Communicatinghabits Personalitypreference,Psychographics Relationshiptothebrand/companyetc. Doesitofferasustainablecompetitiveedgeoverthecompetition?
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MKT231Advertising&IMC
200910SecondTerm/TeamFinalProject

Session/Name:________________________
Traits Score Weight 1 Exceeds(2)
Identifyrelevant motivationaldriversfor Perceptualmapanddefine uniquecompetitivebrand propositionwithclear marketingtargetand againstcompetition Comprehensiveanalysisof boththemacro&micro marketingenvironment

Meets(1)

Doesnt Meet(0)
Marketing Target undefinedor lackof definitionwith competition Macroor Micro marketing analysis incomplete Lackoflinkage between Objectives& SWOTanalysis Lackoflinkage of4Psto marketing intent

Market Segmentation &Target Marketing SWOTanalysis

MCobjectives

2.5

Customization of4Ps

Budget

Evaluating Effectiveness ReportWriting Total (30)

3.5

Discuss relevant motivational driversand defineclear marketing target Coverboththe macro& micro marketing environment DriveSMARTobjectivesby Objectives marketingintentderived linkedto fromSWOT marketing intentderived fromSWOT Demonstrationof4Pswith Deployed8 ROIonmessageandmedia IMCfunctional selectionagainst areasagainst marketingintentand marketing understandingofcustomer intent buyingprocess considerations,AIO opportunities Justifiedthebudgetbased Justified onmarketvaluepotential, budgetbased considerationof onmarket competitionandbrand valuepotential developmentstatus MeasurebothAttitudinal Measure andBehavioralimpacts execution before,duringandafter impactswith programexecution relevant quantitative Clearpresentationof Coverageof subjectanalysis, subject marketingconceptsand analysisand discussionofstrategy IMCconcepts

Lackof justification

Lackof quantitative evaluations

Lackofclarity, failedto adheretoIMC Framework

AdditionalComments:

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