MKTG 2350 Integrated Marketing Communications

Since potential students are discovering this blog, I thought I should post what we do in this class. It’s fun, it’s relevant, and it will help your marketing and sales career.

Course Description

“Integrated Marketing Communications (IMC)” continues the study of Marketing introduced in MKTG 2300 Principles of Marketing, by focusing on the Promotion element of the marketing mix. The model of IMC recognizes that brands benefit from an integration of all elements of the marketing mix, including advertising, personal selling, public relations, sales promotion, sponsorship, interactive marketing, and other marketing channels.

The course will provide the theoretical underpinnings of a set of concepts, approaches and tools in integrated marketing communications that students will apply not only in their work for the course, but also in their career endeavors. The course presents not only the strategies of traditional marketing programs, but also the growth and influence of new media, alternative methods and approaches, and the challenges and issues faced by marketers in the context of a changing marketing communications discipline.

Most importantly, however, this course is built on experiential education where by students work on real world projects for actual clients. These projects should not only give students good practice on how to approach an IMC campaign, but it will also help them understand how to successfully manage a project, how to develop a flourishing relationship with the client and all project stakeholders, and how to ‘sell’ themselves or their ideas. As a writing intensive course, students write individually and as a team a wide variety of marketing communication pieces.

Course Objectives

By the end of the course students should:

  1. Demonstrate a clear understanding of the basic concepts of integrated marketing communications (IMC), as well as to display knowledge of key marketing communications components.
  2. Understand how integrated marketing communications is used in various organizations (IMC) and in business as a whole domestically and internationally.
  3. Develop a basic integrated marketing communications (IMC) plan showing applicable target markets, use of the marketing communications mix, and an appropriate understanding of market research.
  4. Identify key marketing communications elements and show a level of understanding of these elements. These include
    1. the marketing communications process
    2. advertising and media buying
    3. public relations
    4. promotions and trade promotions
    5. interactive marketing
    6. direct or person-to-person marketing
    7. marketing communication evaluation and measurement
  5. Create, write, or utilize basic interactive marketing tactics including:
    1. social media, search engine marketing (SEM), search engine optimization (SEO), websites, blogs, podcasts, email campaigns, video sharing, online communities, and content publishing
  6. Show marketing problem solving skills through analysis and environmental scanning.
  7. Show improved practical oral and written communication skills demonstrating sound critical thinking.
  8. Posses a fundamental understanding of what it takes to work in marketing communications.

My favorite part of this course are the assignments. I have taught just about everything related to marketing. My students have written exceptional marketing plans, done fabulous research and analyzed every product under the sun. These are great tools for students to apply what they are learning and for me to assess whether they did or not. New marketing graduates rarely get to create a marketing plan at their first job unless they join a really small company, but it’s still important to know how to write one. In this class–more than any other I teach–I feel the assignments perfectly capture what my students need to know about communicating and marketing.

Blog – Keep a blog on WordPress.com. Write weekly (or more) about anything you find that has to do with promotional communications (and to a greater extent marketing).

Individual Assignments (200 points)

  • Look around your home or office, and find a favorite possession, or at least one you regard highly.  This could be anything from a piece of artwork, an electronic reader such as a Kindle, a book, a piece of jewelry, a book, a hat, a postcard, a food item…you name it.  However, this object must be transportable, as I want you to bring it to class. During class you’ll promote this object to your classmates—in essence persuading us to want to “own” this object.  Come to class prepared to verbally persuade us.  Also, think about other techniques (beyond verbal persuasion) that could be used to promote this object to others and briefly mention some of those techniques in your oral presentation.  Plan to spend about five minutes making your presentation. (25 points)
  • Segment your brand – Analyze your internet presence. What can people (friends, family, potential employers) find out about you on the web? Go to http://www.scottmonty.com/ and click on “Where to Find Me.” If you don’t have a LinkedIn account, make one.  Build your network (ask me, your classmates, etc. to join your network). Write a 1-page analysis of your personal internet presence and be prepared to talk about it in class. (25 points)
  • Design and write an ad for your favorite thing. Come to class prepared to informally present your ad. You may create the ad however you wish (drawing, using a computer, cutting and pasting images, or any combination). For 10 points of extra credit, write a radio ad for the same product. (50 points)
  • Based on our discussions and your readings, create a Social Media Plan for a favorite product of a trusted adult in your life, such as your mother, mentor, religious leader or manager.

Integrated Marketing Communication Plan – As a small group of 2 to 4 students, develop and write a one-year communications plan–based on a product or service of your choice.  Give an oral business presentation of your final project during the final class session. Each component of the plan, as noted in your syllabus is worth 15 points for a total of 150 points. The final 50 points is based on your oral presentation and your final written report.

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