Integrated Marketing Communications Course Code Short: MKT364
Course Semester: 1
Course Name: Integrated Marketing Communications Course Level: 3
Course Credits: 15 ECTS Credits: 7.5 Contact hours: 48 Course Hours Self Study:
102 Rationale for
Module:
The marketing communications ("MarCom") industry has undergone dramatic changes in recent years. New technology for traditional and on-line media vehicles, increasing globalization, the dot.com craze and crash and the late 1990's bull market to today's fierce bear market etc. have all had a profound impact on MarComs in terms of methods used and budgets. The MarCom environment remains fierce due to sluggish economic conditions, intense competition and a cluttered advertising environment. MarCom expert, Terence Shimp sums up today's challenge as follows:
"Marketing communicators are challenged to use communication methods that will break through clutter, reach audiences with interesting and persuasive messages that enhance brand equity, and assure that MarCom investments yield an adequate return on investment."
(Source: Shimp, T. (2006) Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications, Thomson).
In order to meet this challenge, marketing managers are focusing on integrated marketing communications (IMC) strategies. IMC
programs include a combination of communication vehicles -- both traditional and new media -- to reach target consumers. Accordingly, it is imperative for today's marketer to understand each of the
marketing communications instruments and learn how to strategically combine these tools to communicate with target audiences effectively and efficiently.
Aims: The module is designed to:
•
theory and market practices concerning the marketing
communications process for: Consumer products & services; Business-to-business products & services; Corporations as a whole
• To enable students to understand and explore the relationship between integrated marketing communications and brand building.
• To familiarise students with the main issues of marketing communications from an international perspective.
• To develop and integrate knowledge, skill and competency in the marketing communications planning process in preparation for the student's career/work experience.
Learning Outcomes:
A10, A12, A14, B9, B10, B11, B12, C15, D9, D10 & D12
Core Skills Content: The module will build on skills taught in Level 2 Marketing modules.
Research skills
• Familiarity with a range of data
• Selecting and using appropriate research sources e.g. Online facilities
Analytical skills
• An ability to analyse, with minimum guidance, marketing issues and generate strategic recommendations
Effective problem solving and decision making skills
• Use of qualitative techniques in identifying and solving business problems
Communication skills
• Oral skills - effective presentation of marketing concepts and information
• Writing skills - production of business reports in a clear and concise manner
• Use of a range of media - PowerPoint, widely used in the preparation of business reports and presentations
IT skills
•
The use of business software packages Word, PowerPoint, and the Internet.
Self management skills
• Effective use of time and management of own learning
• Ability to plan and act with increasing autonomy
• Development of initiative and enterprise
• Group management, interacting effectively within a team
Interpersonal skills
• Active class participation, with ability to give and receive information and ideas, and modify responses, where appropriate
• Presentations, using a variety of formats
Teaching/Learning Strategy:
The teaching/learning strategy for this module has been designed to ensure that the programme level learning outcomes outlined above have been acquired. The teaching/learning strategies strategy is based on lectures, exercises and case studies. Guest speakers will be used to give additional perspectives.
A key component of the learning process will be additional reading and private study to be carried out between taught sessions. Seminars and lectures will be used to ascertain whether this study has been carried out. Each week students may be asked to conduct formative short answer question papers, aid understanding and provide feedback on progress. These will be posted on the school's T-drive, as will all lecture slides, assignments and important course information.
At each weekly session, selected student learning teams will bring along a short piece of work detailed at the previous session and documented on the module website. This piece of work will be used for brainstorming and discussion in order to identify and deal with any problems encountered in the required reading of the previous week.
Assessment Methods:
Individual written assignment and group presentation & written assignment
Indicative Content: Week 1 - Introduction to Marketing Communications (MC)
Week 2 - How Marketing Communications Works/ Communications Theory
Week 3 - Consumer Behaviour in regards to MC Week 4 - Branding and MC
Week 5 - MC Strategic Planning Week 6 - 9 MC Instruments
• Advertising & Media
• Sales Promotion
• Point of Purchase
• Public Relations
• Sponsorship
• Internet & Direct Marketing
• Personal Selling
• Exhibitions, Trade Shows
• Field Marketing
• Packaging
Week 10- 11 Special Topics
• Evaluating MC Programmes
• Corporate MC
• Ethics in MC
• International MC
Week 12 - Group Presentations
Reading (Essential): Pickton, D. Broderick, A. (2005) Integrated Marketing Communications, 2nd Ed, Prentice Hall
De Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2006) Marketing Communications, 3rd Ed, Prentice Hall.
Reading
(Recommended):
Clow, K., Baack, D. (2003) Integrated Advertising Promotion & Marketing Communication, Prentice Hall.
Shimp, T. (2006) Advertising and Promotion & Supplemental Aspects of Integrated Marketing Communications, Seventh Edition, Dryden.
Fill C. (2006) Marketing Communications Contexts, Strategies and Applications, Prentice Hall.
Brand Promotion, 4th Ed., Thomson.
Blythe, J. (2006) Marketing Communications, 3rd Ed, Prentice Hall.
Kitchen, P. (1999) Marketing Communications Principles and Practice, Thomson.
Journals
Journal of Marketing Communications Journal of Marketing
Journal of Marketing Management
Periodicals Campaign Marketing Marketing Week Precision Marketing Revolution
Useful online sources: < www.marketingpower.com www.mad.co.uk www.mintel.co.uk www.ft.com www.keynote.com www.economist.com www.zenithmedia.com
www.worldbank.org www.statistics.gov.uk www.oecd.org
www.businessweek.com
