marketing week1
TRANSCRIPT
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THE PROOF IS IN THE PUDDING
TIME TELLS ALL
Its not only what you say,
but how you do it
IMC:IMC: WHEREWHERE
EXPECTATION MANAGEMENT MEETSEXPECTATION MANAGEMENT MEETSREALITYREALITY
Building Leverage into every opportunity ofcorporate contact
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Marketing 261Integrated Marketing
Communicationswith Duane Weaver
Week 1 - Introduction
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Todays Outline
Introductions
Overview of Course Outline
Overview of Course Text Overview of Cases and Teams
Introduction to IMC: Integrated Marketing
Communications
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Introductions - Instructor
Duane Weaver
B.Comm., M.D.Ed.(honours pdg.), IESNA
CEO 2Birds1Stone
Marketing, Business and Computer Applications
Instructor
20+ years management experience (marketing)
Manufacturing, Wholesale and Retail experience
Enjoy sailing, soccer, cycling, golf and camping
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Introductions - Students
Your name?
Something of interest about yourself?
Why are you studying IMC?What do you expect to learn from this
course?
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Course Text and supplements
Required ReadingsClow, K.E. and Baack, D. 2004, Integrated Advertising,
Promotion, and Marketing Communications, Second Edition,New Jersey: Pearson Prentice Hall.
Suggested/Supplement Readings Belch, G.E. and Belch, M.A. (2003), Advertising and
Promotion: An Integrated Marketing Communications
Perspective, New York: McGraw-Hill/Irwin.
Blair, M., Armstrong, R. and Murphy, M. (2003), The 360Degree Brand in Asia: Creating More Effective MarketingCommunications, Singapore: John Wiley & Son.
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Suggested Supplemental
Readings Contd. Hulbert, J.M., Capon, N. and Piercy, N. (2003),
Total Integrated Marketing: Breaking the Bounds of theFunction, New York: Free Press.
Pickton, D. and Broderick, A. (2001), IntegratedMarketing Communications, London: Pearson Education.
Schultz, D.E., Tannenbaum, S.I. and Lauterborn,R.F. (1993), Integrated Marketing Communications,Chicago: NTC Publishing Group.
Semenik, R.J. (2002), Promotion and integratedMarketing Communications, Ohio: South-Western
Thomson Learning. Smith, P.R. and Tylor, J. (2002), Marketing
Communications: An Integrated Approach, London:Kogan Page.
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Course Outline
Case based course.(Teams and Individual)(Lecture/Case Presentation/Discussion)
See Handout
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Overview of Cases and Teams
This course will take a case-study approach. Students willbe asked to form study/case groups of 6 within the first
week of classes.
The groups are expected to work on the case assignmentsprior to each class.
Each group will be tasked with the responsibility ofpreparing and presenting cases at each class as determined
by the instructor. (2-3 cases per group) (See http://web.mala.bc.ca/weaverd/Mark261 for teamcase presentation schedule).
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GROUP CASE
PRESENTATION/REPORTS
Group Case presentations are due the class of the CaseAnalysis as posted on the course website.
Case reports are due one week later at the start of class.They must be submitted in a report format as per the
guidelines given by your instructor. (Please seehttp://web.mala.bc.ca/weaverd/mark261)
Late case reports (without prior arrangement and for goodcause) will be assessed a 10% daily penalty, up to threecalendar days. Case reports handed in late beyond threedays will receive a mark of 0 for that particularassignment.
NOTE: ALL STUDENTS on the case team will receive the same
grade. Your team members will be your team for the entirecourse.
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Case Teams/Study Group
Please take 10 minutes to form a study teamof 5 people and
Determine a name for your team One member from the team should record a
list of all of the team members names (lastname, first name and student I.D.) and
submit the list along with the Team Nameto the instructor by end of class today.
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Case Sources
Cases will be assigned from the textbook asthe course proceeds. Please check the
course website to find out which case is due
for your next class. You should expect at
least 1 week of lead time per case.
http://web.mala.bc.ca/weaverd/Mark261
Note: The first two cases will be presentedin the 2nd week of class.
http://web.mala.bc.ca/weaverd/Mark261http://web.mala.bc.ca/weaverd/Mark261 -
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IMC:IMC:
WHEREWHERE
EXPECTATION MANAGEMENTEXPECTATION MANAGEMENT
MEETS REALITYMEETS REALITY
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Introduction to Integrated Marketing
Communications (IMC)
Communication
IMC Defined
The IMC Plan 4 Stages of Cultivating IMC SUCCESS
IMC and the Marketing Mix
Factors Affecting IMC
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Communication
Transmitting, receiving, and processing
information
Sender,
Receiver
Encoding, Decoding
Transmission Device
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IMC Defined
The coordination and integration of all
marketing communication tools, avenues,
and sources within a company into a
seamless program that maximizes the
impact on consumers and other end users at
a minimal cost.
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The IMC Plan
Situation Analysis
Marketing Objectives
Marketing Budget (Financials) Marketing Strategies
Marketing Tactics
Evaluation of Performance (metrics)
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4 Stages of cultivating
IMC SUCCESS1. Identify, coordinate and manage all forms of
external communication
2. Extend scope of communication to include
everyone touched by the organization
3. Using IT to infuse customer input into the
plan. Db development/tracking/analysis.
4. Treating IMC as an investment rather than adepartmental function.
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IMC and the Marketing Mix
Product
Price Promotion
Place (Distribution)
How do the above elements effect thecommunications plan of a company?
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Factors Affecting IMC
Information Technology
Changes in Channel Power
Increases in Competition Brand Parity
Integration of Information
Decline in Mass Media Effectiveness
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Thank You
See you next classread ahead
meet with your group and discuss the case(s)
prior to class.