Willamette University Atkinson Graduate School of Management COURSE NUMBER:
Integrated Marketing Communications
TERM/YEAR: Spring 2011
Russell J. Yost, MBA Office: Portland Center and Annex Building (By Appointment) Office Phone: Office Fax: Home/Cell Phone:
503-808-9901 503-808-9903 503-428-4913
6:00 p.m. – 9:00 p.m. ANNEX 101
3:00 p.m. to 5:30 p.m. and by appointment (Annex Office)
REQUIRED TEXTS (Available at the WU Bookstore): Percy, Larry (2008), Strategic Integrated Marketing Communications, Oxford, UK: Elsevier Inc. (e-reader version available) Scott, David M. (2007), The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, Hoboken, NJ: John Wiley and Sons, Inc. (e-reader version available) Tellis, Gerard J. (2004), Effective Advertising: Understanding, When, How, and Why Advertising Works, Thousand Oaks, CA: Sage Publications. COURSE DESCRIPTION: Traditionally, promotion has been defined as "the coordination of all seller initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea" (Ray 1982). Today, promotion has been replaced by integrated marketing communications and might well be thought of as the communication efforts necessary to develop and maintain mutually beneficial and ethical exchange relationships. Even well designed and appealing products, services, or ideas intended to satisfy a pressing consumer need will have limited opportunity to do so if target consumers are unaware of their existence, do not understand what the products, services, or ideas can do for them, or have no idea where/how to obtain these offerings. An increasing number of communication approaches are available to reach final consumers, channel intermediaries, and other constituencies. This course will focus on the formulation and implementation of integrated marketing communication efforts as the environment becomes more complex and challenging – paying special attention to the use of “new media” in the communications mix. GENERAL COURSE OBJECTIVES: The general objective of this course is to introduce you to the field of advertising, public relations and sales promotion by taking an integrated marketing communications (IMC) perspective (see class schedule for application of objectives to concepts and topics). Upon successful completion of the course: 1.
You should be able to articulate when, how, and why advertising and promotion works across sectors.
You should be familiar with the various elements of the marketing communications mix for managers in business, government and notfor-profit organizations. You should understand their role(s) in an integrated marketing communications program, and know methods by which various marketing and communications mix elements can be coordinated to communicate effectively and efficiently.
You should be able to discuss the implications of the communication process and various models for managing marketing communication efforts and the marketing communications budgeting process.
You should be able to discuss the strengths, weaknesses and evolving role of new media in delivering messages to targeted groups and understand its role in developing an integrated plan across sectors.
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You should be able to discuss the various methods for assessing the ethical implications and effectiveness of IMC efforts in any organization.
CLASS FORMAT/STUDENT PARTICIPATION: This course utilizes a lecture-discussion format. Each week there will be a formal presentation by the instructor. During this presentation, students are expected to question, challenge, or clarify the material as it is being presented, and to discuss issues/questions raised by your colleagues and/or the instructor. In addition, Tellis (2004) and Percy (2008) chapters and cases will serve as the basis for class discussion. Lecture, chapter, and case discussions will assume that you have read the material assigned. Assignments and group discussion projects to facilitate participation will supplement lectures. Class participation will constitute 20% of your final grade. Each class will also include an article analysis presentation by a group of no more than two (2) students on a new media topic of his/her choice. Presentations will last five minutes each and compare the findings of recent articles from trade publications to the conclusions drawn in Scott (2007). ATTENDANCE: Students are expected to attend and participate in all class meetings. Attendance will be taken at each class session and students are expected to miss no more than one (1) class (with excused absence). Each additional absence will result in a decrease of 5% from your course grade. Students who miss more than four (4) classes will not receive a passing grade for the course. Students are expected to notify the instructor with any absences. Exceptions will be made for emergencies and extreme circumstances. Students are expected to arrive at 6:00pm and stay through the duration of the class period. Late arrivals or early departures will be noted and marked as absent for the class meeting. CLASS PREPARATION: Each student is expected to have read the assigned material prior to its coverage and discussion in class. Lectures WILL NOT completely or exactly replicate the material and/or its presentation in the texts. Cases, examples and articles are designed to facilitate your understanding and ability to integrate the subject matter. These require careful preparation prior to class meetings. You are responsible for all material in the assigned chapters and its integration via the cases. EXAMINATION: There will be ONE take-home exam. This exam is to be completed individually. It will consist of three questions designed to assess how well you have mastered and integrated the material presented in the texts, cases, and lectures. You may expect two traditional discussion/evaluation questions based on Tellis (2004) and/or Percy (2008) and one short case and associated question that applies to the material. The take-home exam will be provided to you on MARCH 15TH and will be due no later than APRIL 12TH at 5:00 P.M. The take-home exam will constitute 25% of your course grade. Late exams will not be accepted. ARTICLE ANALYSIS: Teams of two students will be randomly assigned a class date to present a recent article and subsequent article analysis on the new media topic of their choice. This assignment is to be completed as a team. The grade will be based on the team’s onepage written analysis of the article and application to Scott (2007) and on the presentation delivered to the class. The article analysis will constitute 10% of your final grade. ASSIGNMENTS: There will be three graded assignments during the semester that reinforce the applicability of integrated marketing topics to business, government and not-for-profit organizations. Students will complete the assignments in groups or individually (specified for each assignment) and present their findings during the class meeting when the assignment is due. Not all student groups will present their assignments in class, but all groups are expected to complete the assignment, prepare a written portion, and prepare a powerpoint presentation. All written portions of assignments are to be turned in at the beginning of the class. Assignments are worth a total of 15% of your final grade (5% per assignment). Assignment #1 – Super Bowl Advertising Evaluation (Due February 15) Assignment #2 – Kimpton Hotels Case Study (Due March 15) Assignment #3 – Toyota Case Study (Due April 19) PROJECT: The project is a team exercise designed to motivate the integration and application of the major concepts in the course. The instructor will provide a handout that fully explains the details of the project. The project will constitute 30% of your final grade (a portion will include a peer evaluation).
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COURSE EVALUATION: Class Participation New Media Article Evaluation Assignments/Memos Take-home Exam Integrated Marketing Project
20% 10% 15% 25% 30%
The following scale will be used in grading work and in the assignment of the final letter grade: A AB+ B BC F
93.00 - 100 90.00 - 92.99 87.00 - 89.99 83.00 - 86.99 80.00 - 82.99 70.00 - 79.99 Below 70
CAVEAT: This syllabus provides a general plan for the course. Deviations may be necessary.
Assignments/Calendar Date 1/18
Class Topic/Learning Objectives Course Overview Review IMC Project Information Introduction to Tellis: Effective Advertising (Chapters 1-3) Kotler’s Definition of “Designing and Managing Integrated Marketing Communications” (Course Objectives 1 & 2)
Session Objectives: • Discuss the purpose of advertising and communications • Explore the use of promotion in the business, government and not-forprofit sectors • Consider the objectives of various advertisements and campaigns 1/25
Effective Advertising: Understanding When, How, and Why Advertising Works (Course Objective 1)
PROJECT: Group Information Due Tellis Chapter 1 through 5
Session Objectives: • Discuss the myths and effects of advertising and communications • Understand the difference between recall and recognition • Consider different types of studies to assess advertising effectiveness
Article: “What Do Your Marketing Communications Reveal About You” by Becky Carroll and “Ten Things Social Media Can’t Do” by B.L. Ochman Effective Advertising: Understanding When, How, and Why Advertising Works (Course Objective 1) Session Objectives: • Understand how to assess advertising effectiveness • Think about appropriate advertising weight for individual campaigns • Use advertising elasticity to determine appropriate campaign length
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Tellis Chapters 6 through 11
Marketing Objectives and Positioning (Course Objective 2)
Percy Chapters 1, 10
Session Objectives: • Understand how to construct actionable campaign objectives • Apply the positioning statement to IMC planning • Select the appropriate positioning strategy for an organization 2/15
Article: “What Apple Knows that Facebook Doesn’t” by Umair Haque Target Audience Selection and Action Objectives, Communication Objectives Super Bowl Ad Discussion
Assignment #1 - Super Bowl Ad Evaluation Due Percy Chapters 2, 8, 11 (243-263)
Session Objectives: • Understand how IMC and branding work together • Identify the elements that create a strong brand • Apply IMC concepts (using Super Bowl examples) 2/22
Article: “Listen Before Engaging Your Audience” by Craig Daitch Advertising Creative Strategy Project Team Creative Breakout Session (Course Objectives 2 & 3)
PROJECT: Situation Analysis Due Percy Chapter 4
Session Objectives: • Pair creative tactics with target audiences • Think about strategies to initiate creative discussions
Article: “Creative Redeemed: How to Achieve Measurable Difference in Online Marketing” by Scott Brinker The Creative Strategy and Tactics Creative Brief Handout Provided (Course Objectives 2 & 3)
Percy Chapters 9, 12 (284-291)
Session Objectives: • Understand the components of an effective advertisement • Understand how involvement and motivation influences creative strategy • Apply the Remote Conveyer Model to communication design
Article: “Don’t Tell the Creative Department, But Software Can Produce Ads, Too” by Stuart Elliott The Creative Strategy and Tactics (continued), Pretesting Rough Ads Advertising Agency Group Research Session (Course Objectives 2 & 3) Session Objectives: • Understand the advantages/disadvantages of various types of media • Explain the importance of rough ads/storyboarding • Understand the different methods of pre-testing ads
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PROJECT: Creative Brief Due Percy Chapter 9
Media Strategy: The Reach Pattern and Effective Frequency Kimpton Hotels Case (Course Objectives 2 & 3) *Take home exam distributed*
Assignment #2 – Kimpton Hotels Case Study Due Percy Chapter 11 (263-267)
Session Objectives: • Apply strategies for designing an effective media schedule • Apply the IMC creative planning process to an organization’s objectives 3/22
No Class: Spring Vacation
Campaign Tracking and Evaluation (Course Objective 3)
Percy Chapter 12 (271-283, 291-293)
Session Objectives: • Understand when to use different scheduling patterns • Understand maximum and minimum frequency levels • Understand the use of Nielsen (and other secondary) data in planning
Article: “There’s No Silver Bullet for the Big, Bad Social Media Measurement Wolf” by Marta Strickland Setting the Campaign Budget Sales Promotions (Part 1) (Course Objectives 2 & 3)
Percy Chapters 5
Session Objectives: • Understand background literature on advertising budgeting • Explain the different tactics for campaign budgeting • Understand the role of sales promotions in an overall campaign 4/12
Article: “Advertising will Change Forever” by Josh Bernoff Sales Promotions (Part 2) and Direct Marketing, Image Advertising, Sponsorships and Personal Selling (Course Objectives 2 & 3) *Take home exam due*
PROJECT: Campaign Budget Due Percy Chapter 3, 7
Session Objectives: • Understand the role of direct marketing and sponsorships in the communications mix • Integrate strategies for personal selling into an IMC campaign • Think about advertising from a global perspective 4/19
Public Relations and Communications Toyota Case Study Discussion (Course Objectives 4 & 5) Session Objectives: • Understand the role of public relations in the IMC mix • Explain the role of internal communications for an organization • Understand the media’s impact on managerial decision making
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Assignment #3 – Toyota Case Study Due Percy Chapter 6 (139-146)
Ethics, Environment and Social Media How Do You Position Yourself as an IMC Manager? (Course Objectives 4 & 5)
PROJECT: Executive Summaries Due, Sample Creative Due (optional) Percy Chapter 6 (125-139)
Session Objectives: • Discuss the role of social media and integrated communications • Understand the role of social marketing campaigns • Consider the ethical implications of communications decisions
Article: “If Ad Industry Doesn’t Have Debate on Ethics, It’s Doomed to Repeat Its Mistakes” by Rance Crain Integrated Marketing Project Presentations (Course Evaluations first 15 minutes of class)
PROJECT: Final Papers Due
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