INTEGRATED MARKETING COMMUNICATIONS

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COURSE INFORMATION

RESOURCE PERSON DR KAMRAN SIDDIQUI

PROGRAM MBA

PREREQUISITE(S) MARKETING MANAGEMENT

CREDIT HOURS 3

SEMESTER FALL 2011

CLASS TIMINGS TBA

OFFICE ROOM # 25FIRST FLOOR COUNSELING HOURS BY APPOINTMENT TELEPHONE # 111-422-422 EXT.206 E-MAIL [email protected]

INTRODUCTION

The modern marketing has witnessed companies ranging from large multinationals to small retailers increasingly rely on integrating their marketing communications to help them market products and services. To effectively plan, implement and evaluate marketing communication programs require an understanding of the overall marketing process, consumer behavior, communications theory and the media of communications. This course examines the various factors that must be considered in planning, developing and implementing IMC campaigns. Attention will also be given to the environment in which communication operates and IMC decisions are made.

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LEARNING OBJECTIVES

This course takes an analytical approach to the study of the IMC of business firms. Attention focuses on the process and the challenges involved in developing effective communication strategies for organizations. The major objectives of the course are: 1. To provide in-depth understanding of concepts and theories of Integrated Marketing Communications (IMC).

2. To illustrate the elements of IMC and ways to integrate them.

3. To equip students with theoretical and analytical skills necessary for the development, execution and evaluation of IMC campaigns.

4. To provide students with a forum for presenting and defending their recommendations and for critically examining and discussing the recommendations of others.

5. To identify the role of advertising as it relates to other marketing functions and other promotional activities.

I

NTEGRATED

M

ARKETING

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RECOMMENDED TEXT BOOK

William Chitty, Nigel Barker and Terence Shimp, (2008) “Integrated Marketing Communications”, 2nd Edition, Thomson Publications

David Pickton and Amanda Broderick (2005) “Integrated Marketing Communications”,

2nd Edition, Pearson Education Ltd

REFERENCE BOOKS

Advertising Excellence by Bovee, Thill, Dovel and Wood

Sales Promotion Essentials by Don E. Shultz, William A. Robinson, Lisa A. Petrison Advertising, Principles and Practice: Wells, Moriarty & Burnet

ASSESSMENTS:

The final grade will base on the following categories of assessment weightage: ASSESSMENT ITEMS WEIGHTAGE

Assignments (N-1)……… 10% Develop a perceptual map (Marks 2)

Develop a Storyboard (Marks 2)

Develop a Sales Promotion Idea (Marks 2) Develop a Direct Marketing Plan (Marks 2) Develop a Event Sponsorship Plan (Marks 2) Develop a Social Media Plan (Marks 2)

Mini Projects (Presentations)……… 15% IMC Campaign Analysis (Marks 5)

IMC Campaign Brief (Marks 5) Local Agency Brief (Marks 5)

Final Project (Presentations) ……… 20% Developing an IMC campaign (Marks 25)

Case Study / Class Participation ……….. 25% Mid Term Exam ……….. 10% Final Exam ……….. 20%

Total 100%

COURSE EVALUATION

The final grade will base on the following raw scores:

Raw Score Grade

93-100 A 87-93 A- 82-87 B+ 77-82 B 72-77 B- 68-72 C+ 64-68 C 60-64 C- <60 F

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CALENDAR OF ACTIVITIES Starting Date: September, 2011

Week Topics Case Study Assignments / Projects

1 Instructor’s and course introduction Introduction to IMC Communication Response Models Communication Planning Google Ad Planner: An Effective Tool for Media Planners? 2 Segmentation, Targeting and Positioning Hindustan Unilever: Repositioning Rexona Deodorant

Develop perceptual map (Marks 2)

Dabur – Repositioning its Real Activ

ICICI – Repositioning its Private Banking Business

3 Advertising

Mauriti Suzuki Advertising

Strategies Develop a Storyboard (Marks 2)

Chevron: Corporate

Advertising

4 Sales Promotion

Pepsi Co. – Kurkurey

Develop a Sales Promotion Idea (Marks 2)

Red Bull: Building Brand Equity in non-traditional ways

5 Direct Marketing

AXE Effect in US: Success through Viral Marketing

Develop a Direct Marketing Plan (Marks 2)

Dell Direct

6 PR, Publicity &

Sponsorship

Pfizer's Lipitor: The Celebrity Endorsement

Controversy Develop a Event Sponsorship Plan

(Marks 2)

Nike & Liu Xiang: Crisis Management in Celebrity Endorsement

7 E-Marketing &

Social Media

Air France: Internet

Marketing Develop a Social Media Plan

(Marks 2)

Barak Obama’s IMC campaign

8 Analyzing IMC

Campaigns

Mini Project - I (Presentations) IMC Campaign Analysis (Marks 5)

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Week Topics Case Study Assignments / Projects

9 Preparing IMC

Briefs

Mini Project - II (Presentations) IMC Campaign Brief (Marks 5)

10 Role of agency in

IMC

Saatchi & Saatchi PLC: Corporate Strategy

JCDecaux

Omnicom: The world’s largest Advertising Conglomerate

11 Choosing an

Agency

MINI USA: Finding a New Advertising Agency

Mini Project - III (Presentations) Local Agency Brief (Marks 5)

12 Integrating Marketing Communications Coca-Cola ‘Open Happiness’ Campaign Burger King’s ‘Whopper

Freakout’ Marketing Campaign BMW: Launching the Roadster 13 Evaluating IMC Campaigns

P&G Pakistan: Ariel Launch 2008

Tata Tea: A case of Social

Cause Marketing

14 Developing IMC

Campaigns

Final Project (Presentations) Developing an IMC campaign (Marks 25)

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EXAMINATIONS

MID-TERM EXAM A mid-term exam worth 10% of your final grade will be held as per

schedule. A take home portion of the exam may be assigned.

FINAL EXAM A final exam worth 20% of your final grade will be held during the exam period. The Final will challenge you to integrate many of the concepts covered in the course. A take home portion of the exam may be assigned.

ASSIGNMENTS

Submission through: [email protected] [Please write IMC in subject area] Submission Deadline: 2-7 weeks (every week)

Presentation Time: 10 - 15 minutes.

Group Members: Maximum 4

Assignment Brief: You are required to select one brand/product for all the assignments

except for mini projects and final project. All of the assignments must be based on a single communication objective.

 Develop a perceptual map (Marks 2)………….. 2nd

week

 Develop a Storyboard (Marks 2)………. 3rd

week

 Develop a Sales Promotion Idea (Marks 2)…… 4th

week

 Develop a Direct Marketing Plan (Marks 2)….. 5th

week

 Develop a Event Sponsorship Plan (Marks 2)… 6th

week

 Develop a Social Media Plan (Marks 2)………. 7th

week

In all of the assignments will produce a presentation that demonstrates your understanding of relevant creative ideas. In addition, you can also write one to two page creative brief that explains what you are trying to achieve with your assignment (but that is optional).

Presentation outline: It may include:

 Company background  Market Segmentation  Target Audience  Positioning Statement  Unique Selling Proposition  Relevant assignment

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MINI PROJECT – I: IMC CAMPAIGN ANALYSIS

Submission through: [email protected] [Please write IMC in subject area]

Submission Deadline: 8th Week

Assignment Brief: A good marketer not only understands marketing theory, he or she can

also critically evaluate the advertising and promotion material. This activity provides you an opportunity to appraise the agency’s work and its effectiveness.

Presentation outline: You are required to present a local IMC campaign (small write-up required; 1-2 pages). All presentations must cover the client, target market(s), positioning, communication objective(s), creative brief, advertising appeal and execution style. Finally, you can also include your own assessment or critique for the campaign. Presentation must include a:

 TVC (15/30 sec)  Print Ad (four colors)  Radio Ad

 Outdoor Ad (Size and locations)  Internet Ad (Banner)

 Sales Promotion Plan  Direct Marketing Plan  PR & Publicity brief  Event Sponsorship Plan

 E-Marketing & Social Media Plan  Plan to Integrate IMC elements

MINI PROJECT – II: IMC CAMPAIGN BRIEF

Assignment Brief: Effective marketing communications involve coordination of different

advertising mediums and different communication tools. This assignment will test your ability to apply the concepts of the Integrated Marketing Communications mix.

Presentation outline: You are required to present an IMC brief for a product/brand campaign (small write-up required; 1-2 pages). All presentations must cover the client, target market(s), positioning, communication objective(s), and creative brief. More emphasis will be on creativity rather than execution. Presentation must include a:

 Story board

 Sales Promotion idea  Direct Marketing idea  PR & Publicity idea  Event Sponsorship idea

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MINI PROJECT – III: LOCAL AGENCY BRIEF

Assignment Brief: A major step in this field is to know the anatomy of advertising

business. You have an excellent opportunity to present business models studied at any advertising agency (preferably member of Advertising Association of Pakistan). You are required to submit a small write-up (1- 2 pages) and copies of your overheads handouts/for evaluation. All group members must be present in the presentation process. Any group member will be asked to present on behalf of the group.

Presentation outline: Typical presentation may include:  Company Name & Affiliations  Brief History

 Organizational Structure or teams or units  Major Clients

 Major Campaigns  Success Stories

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FINAL PROJECT

Submission Deadline: 14th week of the semester

Assignment Brief: Effective marketing communications involve coordination of different

advertising mediums and different communication tools. This assignment will test your ability to apply the concepts of the Integrated Marketing Communications mix.

Key Deliverables: You are required to develop a complete IMC campaign for any local

product or service (The product or brand must be different from your presented assignments earlier in the semesters). It must cover target market(s), positioning, communication objective(s), creative brief, and advertisement copy for four different media.

 TVC (15/30 sec)  Print Ad (four colors)  Radio Ad

 Outdoor Ad (Size and locations)  Internet Ad (Banner)

 Sales Promotion Plan  Direct Marketing Plan  PR & Publicity brief  Event Sponsorship Plan

 E-Marketing & Social Media Plan  Plan to Integrate IMC elements

Your group will then be charged with delivering a presentation. During the presentation you will explain the both the creative and media strategy behind the TVC and how the TVC fits into a larger IMC mix. At the end of the presentation, your group will hand in a short report (about 2-3 pages) which summarizes your presentation.