MKT 3102 IMC 1
Martin de Tours School of Management Department of Marketing
Lesson Plan MKT 3102 Integrated Marketing Communications
MKT 3102 IMC 2 Lesson Plan MKT 3102 Integrated Marketing Communications
Course Description: The course examines the strategic use of various marketing communication elements including advertising, sales promotion, public relations, personal selling, event sponsorships, and direct marketing to build and maintain brand equity. Analysis will focus on topic such as selecting among alternative promotional tools, budgeting and allocation decisions, determining appropriate message strategy, developing media schedules for a given product/market, and ethical principles in marketing communications. Particular attention will be paid to the effective integration of elements across the promotional mix. Course Objectives: After studying this subject, students should be able to: 1. Understand the concepts and function areas of IMC. 2. Describe different types of IMC partners and industry organization. 3. Understand how brands are created and maintained and how brand communication works. 4. Explain different types of segmentation and targeting. 5. Know how to create and plan the IMC campaign. 6. Use and manage various types of traditional and interactive media in the IMC campaign. 7. Determine when and how to use various functions of IMC such as sales promotion, personal selling, and direct marketing. 8. Realize some ethical considerations relating to marketing communication. Know various evaluation methods in assessing the IMC campaigns.
Requirement and Mark Allocations: Pop-Up Quizzes in Lecture Class (2x5%) Discussion Activities Midterm Examination Comprehensive Final Examination Group Project Total
10% 10% 30% 40% 10% 100%
MKT 3102 IMC 3
Outline of the Contents Page Lesson 1:
Introduction to Integrated Marketing Communications (IMC) Using IMC to build brands……………………………………………4
Lesson 2:
IMC partners and industry organization…………………………….5
Lesson 3:
Brand relationships…………………………………………………….6
Lesson 4:
Brand communication process………………………………………..7
Lesson 5:
Consumer response…………………………………………………….8
Lesson 6:
IMC planning…………………………………………………………...9
Lesson 7:
Segmentation and targeting…………………………………………..10
Lesson 8:
Creative message strategies…………………………………………..11
Lesson 9:
Traditional media……………………………………………………..12
Lesson 10:
Interactive media……………………………………………………...13
Lesson 11:
Media planning………………………………………………………..14
Lesson 12:
Sales promotion……………………………………………………….15
Lesson 13:
Public relations………………………………………………………..16
Lesson 14:
Personal selling………………………………………………………..17
Lesson 15:
Direct marketing……………………………………………………...18
Lesson 16:
Experiential contact…………………………………………………..19
Lesson 17:
Social, ethical, and legal issues………………………………………20
Lesson 18:
Measurement and evaluation………………………………………...21
MKT 3102 IMC 4
Lesson 1 Introduction to Integrated Marketing Communications (IMC) Using IMC to Build Brands Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lessen, students should be able to: • Understand the concepts of IMC, and the benefits, and obstacles when using IMC. • Describe the concepts and benefits of a brand. • Identify the tools of IMC such as advertising, sales promotion, and personal selling to build brands. • • • • • • •
Definitions of IMC Changing world of marketing and communication What is a brand? Benefits of brand Tools of marketing communication Benefits of IMC Obstacles to implement IMC
3.0 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
• Evaluation
•
Group project assignment. o Students are assigned to form a group of 5 and discuss about the IMC plan. Reading assignment (lesson 2). Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 5 Lesson 2 IMC Partners and Industry Organization Learning Objectives
Lesson Contents
After studying this lessen, students should be able to: • Identify different types of agencies and the key players in the industry. • Describe the concepts of the “Golden Triangle” including agencies, media, and companies, and their relationships. • Describe ways in which agencies get compensated. • Explain how cross-functional planning works in the IMC company.
• • • • • •
Duration Teaching Aids and Materials
Who are the IMC partners? The three key players in the “golden triangle” (i.e., MC agencies, media, and companies). Changing in the media world Relationships between agencies and clients Compensations for agencies (e.g., commissions, fees, and markups). Cross-functional planning
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 3)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 6 Lesson 3 Brand Relationships Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lessen, students should be able to: • Explain steps in building and maintaining brands and brand relationships. • Describe how to manage a brand’s position. • Understand the concepts and components of brand equity. • • • • • •
Differences between brand and branding Attributes of brand (i.e., tangible and intangible attributes) How to build and maintain brands? The concept of brand relationship How to build and maintain brand relationships? The concept and dimensions of brand equity
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 4)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 7 Lesson 4 Brand Communication Process Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lessen, students should be able to: • Identify the six components of communication and how they relate to marketing communication. • Describe the four types of brand customer touch points. • Identify the 4Rs of purposive dialogue and how the 4Rs help in building a brand. • • • • •
What is communication? How brand communication works? Brand and customer touch points Interactive communication The four Rs (Recourse, Recognition, Responsiveness, and Respect) of the purposeful dialogue.
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
• •
Take-home assignment (brand communication process) Reading assignment (lesson 5)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section. Assignments are evaluated and provided with written comments to students and/or in-class discussions.
•
MKT 3102 IMC 8 Lesson 5 Consumer Response Learning Objectives
Lesson Contents
After studying this lessen, students should be able to: • Understand how consumers respond and react to MC messages. • Explain how MC messages influence consumer behavior. • Identify factors influencing consumers’ buying decisions. • Explain the hierarchy-of-effect model (AIDA and think, feel, do model) and the elaboration likelihood model. • Identify 4 steps of brand decision making. • • • • • • • •
Duration Teaching Aids and Materials
The concept of consumer behavior Differences between prospects and consumers Differences between B2B and B2C 4 factors influencing consumers’ buying decisions The hierarchy-of-effect model (AIDA and think, feel, do model) The elaboration likelihood model The effects of persuasive (MC) messages 4 steps of the brand decision-making process
1.5 hours Visual aids (i.e., PowerPoint slides and video clips)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 6)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 9 Lesson 6 IMC Planning Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lessen, students should be able to: • Identify six steps in the IMC planning process. • Explain the concepts of the SWOTs analysis. • Plan and create the IMC campaign. •
Six steps in the IMC planning process: o Determine IMC objectives o Analyze SWOTs o Identify target audiences o Develop strategies and tactics o Determine the budget o Evaluate effectiveness
3.0 hours Visual aids (i.e., PowerPoint slides) and case studies
Instructional Approach
Lecture and Discussion
Assignment(s)
• • •
In-class discussion (case studies) Group project discussion (IMC plan) Reading assignment (lesson 7)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 10 Lesson 7 Segmentation and Targeting Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lessen, students should be able to: • Explain differences between segmentation and targeting. • Describe mass marketing and a market niche. • Identify the five types of customer segmentation. • • • •
What are segmentation and targeting? From mass marketing to niche marketing Steps in segmenting and targeting Types of customer segmentation
3.0 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
• •
Take-home assignment (segmentation and targeting) Reading assignment (lesson 8)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section. Assignments are evaluated and provided with written comments to students and/or in-class discussions.
•
MKT 3102 IMC 11 Lesson 8 Creative Message Strategies Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lessen, students should be able to: • Define a message strategy and know how a message strategy used in MC. • Explain steps in developing a message strategy brief • • •
What is a message strategy? How is a message strategy used in MC? Three steps in developing a message strategy brief including: o Determining the MC objectives o Finding customer insights o Selecting a selling strategy.
3.0 hours Visual aids (i.e., PowerPoint slides and video clips)
Instructional Approach
Lecture and Discussion
Assignment(s)
• •
Take-home assignment (creative message strategies) Reading assignment (lesson 9)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section. Assignments are evaluated and provided with written comments to students and/or in-class discussions.
•
MKT 3102 IMC 12 Lesson 9 Traditional Media Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Know all kinds of media those have been traditionally used in marketing communication. • How media are classified? • Important characteristics of print media. • Important characteristics of broadcast media. • Important characteristics of out-of-home media. 1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 10)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 13 Lesson 10 Interactive Media Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Understand the role of the Internet in IMC. • Explain the integration of interactive media and MC tools (e.g., PR and sponsorships). • • • •
Importance of interactive media in IMC. The ways Internet affects marketing communication. Using Internet to build brand and customer relationship. The key customer concerns about online marketing.
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
• •
Take-home assignment (traditional and interactive media) Reading assignment (lesson 11)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section. Assignments are evaluated and provided with written comments to students and/or in-class discussions.
•
MKT 3102 IMC 14 Lesson 11 Media Planning Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Know how to plan and buy media in IMC process. • Steps in media planning. • Reach and frequency. • Media mix. • Media cost. • Media buying schedule. 3 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 12)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 15 Lesson 12 Sales Promotion and Packaging Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Clarify the roles of consumer promotion in IMC. • Determine sales promotion strategies • • • •
Sales promotions as value added to brand offering. Strengths and limitations of consumer sales promotions. Roles of packaging. Sales promotion strategies
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 13)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 16 Lesson 13 Public Relations Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Differentiate public relation, publicity, and corporate advertising. • • •
How public relations relate to IMC. Strengths and limitations of brand publicity. Important of corporate communication in IMC.
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
• •
Evaluation
•
•
Take-home assignment (sales promotion and public relations) Reading assignment (lesson 14) Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section. Assignments are evaluated and provided with written comments to students and/or in-class discussions.
MKT 3102 IMC 17 Lesson 14 Personal Selling Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Understand the two-way marketing communication. • Explain personal selling process. • Know how to manage the personal selling function. • • •
Personal selling objectives. Personal selling process. Personal selling management.
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 15)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 18
Lesson 15 Direct Marketing Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to know: • How to use various kinds of direct marketing activity. • • •
Direct Marketing components. Strength and weaknesses of direct mail and telemarketing. Direct marketing evaluation.
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 16)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 19 Lesson 16 Experiential Contact Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Know activities those make IMC completed. • Understand the concept of customer service and the importance of customer service in MC. • • •
Types of event and sponsorship. Strength and weaknesses of event and sponsorship. Important of customer service.
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 17)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 20 Lesson 17 Social, Ethical, and Legal Issues Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Understand how IMC affects society. • •
The roles of IMC in society. Ethical and legal issues that relate to marketing communication.
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
•
Reading assignment (lesson 18)
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 21 Lesson 18 Measurement and Evaluation Learning Objectives
Lesson Contents
Duration Teaching Aids and Materials
After studying this lesson, students should be able to: • Know the roles of IMC evaluation. • • •
Conducting brand message evaluation. IMC evaluation methods. IMC evaluation processes.
1.5 hours Visual aids (i.e., PowerPoint slides)
Instructional Approach
Lecture and Discussion
Assignment(s)
Group project discussion
Evaluation
•
Students’ achievements of the learning objectives are measured from their responses to specific questions regarding the topics listed in the “Lesson Contents” section.
