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LINGNANUNIVERSITY

MKT231AdvertisingandIMCSecondTerm200910(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).

The

basic

concept

of

IMC

is

the

coordination

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. Toprovidestudentswithahandsonunderstandingofthefieldofadvertisingandintegratedmarketingcommunication.

2. TohelpstudentslearnhowtheIMCelementssuchasadvertising,salespromotionsandpublicrelationscanbeintegratedintoaneffective

communicationprogramtobuildrelationshipswithcustomersandother

keyaudiences.

3. Preparestudentstoactasstrategicbrandandcustomerrelationshipcommunicators.

Managingthecustomerrelationshipsthatdrivebrandvalue. Creatingandnourishingprofitablerelationshipswithcustomers

andotherstakeholders.

Understandingsocial,legalandethicalissuesinadvertisingandIMCpractices.

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CourseContents

Topicstobecoveredincludethefollowingmajorcomponents:

PartOne

An

Overview

of

IMC

Elements

and

Brand

Building

Process

IMCperspectivetomarketingcommunications Keyfunctionalareasofmarketingcommunications OrganizationalchallengesinIMCplanning Buildingcustomerrelationshipwithbrands

PartTwoBasicMarketingCommunicationStrategiesforBuildingBrands

Howbrandcommunicationworks Consumerinsightandresponsetomarketingcommunicationstrategies Segmentationandtargeting IMCplanning

PartThreeBrandMessageStrategy,ExecutionandMediaPlan

Creativemessagestrategiesandexecution Onlinemarketingcommunication AdvertisingandIMCmediaplanning

PartFour

Marketing

Communication

Functions

Salespromotion Directmarketing Eventandsponsorshipmarketing Publicrelationsandbrandpublicity

PartFiveIMCinAction

Social,legal,andethicalissues

Effectiveness

of

IMC

program

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LearningOutcomes

Youwillbeexpectedtolearnnotonlyfromreadingsandclassroomdiscussion,

butalsotopractice itviathecreationofan IMCcampaign.Oncompletionof

thiscourse,

students

should

be

able

to:

1. AnalyzeanddevelopasuccessfuladvertisingandIMCcampaign2. DevelopadvertisingandIMCstrategiesandplans3. Buildupeffectivebrandcommunicationstrategies4. Determiningthemosteffectivewayofconnectingwithcustomers5. Understandsocial,legalandethicalimplicationsofadvertisingandIMC

Assessmentof

Learning

Outcomes

Learningoutcomeswillbeassessedthroughthefollowingmeansofactivities:

Researchandinternetassignments Professionalpresentations Assignmentsthatintegrateanalyticalandcreativeprocesses Termprojectsthatenhancewritten,presentationandinterpersonal

communicationskills

FinalexaminationonstudentsconceptualunderstandingofadvertisingandIMCconceptsandprinciples.

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InstructionApproach

Studentsareresponsiblefortheirlearningexperience.

The format of most class sessions will be a mix of lectures, guestspeakers,

exercises,

student

presentations,

and

classroom

discussion

of

marketingcommunications issues.Heavyemphasiswillbeonthereal

worldapplicationsofthematerialcovered inthetextanddiscussed in

class.

Students are expected to read the assigned chapters and to assimilatethematerialpresentedthere.Classsessionswillbedevotedtoextending

andapplyingconceptpresentedinthetext.Itisimportantthatstudents

enrolled in the course read the assigned chapter(s) and other material

beforethe

class

session

scheduled

for

that

topic.

University rules for withdrawal and academic honesty will serve ascoursepolicy.

Cell phones arenot 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 aclass aboutprofessional communication;asa result,allwork,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

responsible forall informationprovided inclass.Classabsence isdiscouraged

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,exceptforunusualand limitedcircumstances,absence

from classes will be viewed as indicative of a lack of commitment to the

purposesofthecourseandwillbefactoredintothefinalgradeassuch.

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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 MarketingCommunication

Perspective,

6

th

edition,

Irwin/McGraw

Hill

Clow,KennethE.andBaack,Donald(2003),IntegratedAdvertising,Promotion,andMarketingCommunications,2ndedition,PrenticeHall.

UsefulIMCLinks

http://advertising.utexas.edu/world/

AdvertisingWorld

agreat

collection

of

IMC

related

links

from

UT

Austin

http://adage.com/century/century.html

AdvertisingAgethe20th

centuryandmarketingcommunications

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 thebrandproposition, targeted customer segment and

competitive edge against the competition. The use of SWOT analysis,

CustomerTouchPointframeworkandPerceptualMapareexpected.Alistof

keyquestions

is

outlined

for

your

reference.

(Appendix

1)

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%)

Thepurpose

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

orservicechosen intheShow&Tellsession.Theplanmust includeacareful

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, doublespaced(excludingreferencesandappendices).

Duedate:FinalreportbyApril21,2010.

3. DiscussionParticipation(10%)

Muchofthelearninginthiscoursewilloccurinclassasyoushareyourideas,

thought

processes,

analyses,

and

questions

with

each

other.

Therefore,

attendanceatallclasssessionsisexpected,andyoucannot"makeup"forclass

participationwithwrittenwork.Except inanunforeseenemergency, 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

thetime

Iwill

call

on

students

who

have

their

hand

up

and

want

to

contribute,

fromtimetotimeIwillcallonstudentswhodonothavetheirhandup. You

canexpecttobecalledoninsuchamannerfromtimetotimeduringtheterm.

4. FinalExamination(50%)

Thepurposeoffinalexaminationistoassessyourconceptualunderstandingof

the

learning

subjects

covered

in

this

course.

Reading

the

assigned

chapters

and

attendingtheclassmeetingsareessentialtoachievegoodperformance.

ImportanceofAcademicHonesty

StudentsshallbeawareoftheUniversityregulationsaboutdishonest

practiceincourseworkandthepossibleconsequencesasstipulatedin

theregulations

Governing

University

Examinations.

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CourseScheduleL1

(Monday10:3012:00GE101/Wednesday2:003:30MBG10)

Date Topic Chapter

Overviewand

Brand

Planning

Jan11/13 AnIMCperspectivetomarketingcommunications 1

Jan18/20 DevelopingBrandrelationships 3

BrandBuildingStrategies

Jan25

Jan27

Communicationtheoryandbrandbuilding 4

Feb1

Feb3

Consumerpsychology

TheIMCcampaignplanning

5&6

Feb8

Feb10

Segmentationandtargeting

DataDrivenCommunication

7

8

Brandmessagestrategy,ExecutionandMediaPlanning

Feb22/24 Brandmessagestrategy 9

Mar1

Mar3

Brandmessageexecution

MediaCharacteristics

10

11

Mar8Mar10

Onlinemarketing

communication

IMCShowandTell (Group12)12

Mar15

Mar17

IMCShowandTell(Group34)

IMCshowandTell (Group56)

Mar22 AdvertisingandIMCmediaplanning 13

MarketingCommunicationElements

Mar24 Consumersalespromotion 14

Mar29

Direct

marketing;

event

and

sponsorship

marketing

Publicrelationsandbrandpublicity

18&

19

17

Apr7 Groupprojectpresentations(Group1 2)

IMCinAction

Apr12

Apr14

GroupProjectPresentations(Group34)

GroupProjectPresentations(Group5 6)

Apr19

Apr21

MeasuringeffectivenessofIMCprogram

Social,

legal

and

ethical

issues

in

IMC

RevisionforFinalExamination

22

20

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CourseScheduleL2

(Tuesday3:305:00MBG10/Friday12:301:30MBG10)

Date Topic Chapter

Overviewand

Brand

Planning

Jan12/15 AnIMCperspectivetomarketingcommunications 1

Jan19 DevelopingBrandrelationships 3

BrandBuildingStrategies

Jan26

Jan29

Communicationtheoryandbrandbuilding 4

Feb2

Feb5

Consumerpsychology

TheIMCcampaignplanning

5&6

Feb9

Feb12

Segmentationandtargeting

DataDrivenCommunication

7

8

Brandmessagestrategy,ExecutionandMediaPlanning

Feb23/26 Brandmessagestrategy 9

Mar2

Mar5

Brandmessageexecution

MediaCharacteristics

10

11

Mar9Mar12

Onlinemarketing

communication

IMCShowandTell(Group12)12

Mar16

Mar19

IMCShowandTell(Group34)

IMCshowandTell(Group56)

Mar23 AdvertisingandIMCmediaplanning 13

MarketingCommunicationElements

Mar26 Consumersalespromotion 14

Mar30

Direct

marketing;

event

and

sponsorship

marketing

Publicrelationsandbrandpublicity

18&

19

17

Apr9 Groupprojectpresentations(Group1 2)

IMCinAction

Apr13

Apr16

GroupProjectPresentations(Group34)

GroupProjectPresentations(Group5 6)

Apr20

Apr23

MeasuringeffectivenessofIMCprogram

Social,

legal

and

ethical

issues

in

IMC

RevisionforFinalExamination

22

20

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Appendix1

LINGNANUNIVERSITY

MKT231Advertising

&

IMC

SecondTerm,200910

IMCCampaignShowandTell

DiscussionGuide

AnswerthesequestionswhencommentingontheselectedIMCcampaign:

Whoaretheycommunicatingto?Whatisthelongtermprofitpotentialor

strategicimportance

of

the

target

public/

audience?

Whatis/arethemessage(s)?

Whatis/aretheconsideration/product/serviceoffers?

Whyisitrelevantandimportanttothetargetpublic/audience?

What

is

the

source

of

business

or

competition?

Doesitrenderthetargetpublic/audiencetodevelopfavorableattitude,

preferencetowardsthebrand/company?

Doesitpromptthetargetpublic/audiencetopurchaseorundertakepositive

behavioralactiontowardsthebrandorcompany?

Isthesourceofmessageorsendercrediblewiththetargetpublic/audience?

Doesitleverageinsightsofthetargetpublic/audienceintermsof

BenefitsSought/Needstates Communicatinghabits Personalitypreference,Psychographics Relationshiptothebrand/companyetc.

Doesitofferasustainablecompetitiveedgeoverthecompetition?

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MKT231Advertising&IMC200910SecondTerm/TeamFinalProject

Session/Name:________________________

Traits

Score

Weight

Exceeds(2)

Meets

(1)

Doesnt

Meet(0)

Market

Segmentation

&Target

Marketing

1

Identifyrelevant

motivationaldriversfor

Perceptualmapanddefine

uniquecompetitivebrand

propositionwithclear

marketingtargetand

againstcompetition

Discuss

relevant

motivational

driversand

defineclear

marketing

target

Marketing

Target

undefinedor

lackof

definitionwith

competition

SWOTanalysis 1

Comprehensiveanalysisof

boththemacro&micro

marketingenvironment

Coverboththe

macro&

micro

marketing

environment

Macroor

Micro

marketing

analysis

incomplete

MCobjectives 2.5

DriveSMARTobjectivesby

marketingintentderived

fromSWOT

Objectives

linkedto

marketing

intentderived

fromSWOT

Lackoflinkage

between

Objectives&

SWOTanalysis

Customization

of4Ps

5

Demonstrationof4Pswith

ROIonmessageandmedia

selectionagainst

marketing intentand

understandingofcustomer

buyingprocess

considerations, AIOopportunities

Deployed8

IMCfunctional

areasagainst

marketing

intent

Lackoflinkage

of4Psto

marketing

intent

Budget 1

Justifiedthebudgetbased

onmarketvaluepotential,

considerationof

competitionandbrand

developmentstatus

Justified

budgetbased

onmarket

valuepotential

Lackof

justification

Evaluating

Effectiveness

1

MeasurebothAttitudinal

andBehavioralimpacts

before,duringandafter

programexecution

Measure

execution

impactswith

relevant

quantitative

Lackof

quantitative

evaluations

ReportWriting 3.5

Clearpresentation

of

subjectanalysis,

marketingconceptsand

discussionofstrategy

Coverageof

subject

analysisand

IMCconcepts

Lackof

clarity,

failedto

adheretoIMC

Framework

Total

(30)

AdditionalComments: