Integrated Marketing Communications
Code
2337
Academic unit
null
Department
null
Credits
3,5
Teacher in charge
Jorge Manuel Naves Velosa
Teaching language
English
Objectives
This course discusses Integrated Marketing Communications topics addressing the digital world, aimed at students who have already studied Marketing. We aim to introduce you to the key Marketing Communications (Advertising & Promotion) theory, ideas and practices with the core theme of delivering benefits to customers, and build your skills on the development and implementation of a Strategic Communications Camping.
Integrated Marketing communications programs follow a Strategic planning process and are executed via implementation tactics. We will follow the sequence depicted below in our handling of Communications (A&P)
Prerequisites
N/A
Subject matter
1. Overview of Advertising and Promotion and Marketing Objectives;
2. Target Audience selection, action objectives and customer understanding;
3. Communication Objectives and Brand Positioning;
4. Making it work: Creative Strategy and Execution;
5. Media strategy in a Digital environment;
6. Campaign tracking and evaluation;
7. Integrating Advertising & Promotion.
Bibliography
The material for the course is available in the syllabus in two levels: Recommended readings and additional readings (for those students who would like extra input) most used textbooks will include:
- Larry Percy & Richard Elliott (2016), Strategic Advertising Management, 5th ed. Oxford University Press
- Sunil Gupta, Joseph Davin (2015), Digital Marketing, Core Curriculum Reading, Harvard Business Publishing
- Jill Avery, Thales S. Teixeira (2016), Marketing Communications, Core Curriculum Reading, Harvard Business Publishing
- John Rossiter & Larry Percy (1997), Advertising and Promotion Management 2nd ed. New York, McGraw Hill
- John R. Rossiter and Steve Bellman (2005), Marketing Communications, theory and applications, Pearson Prentice Hall Australia
- Patrick De Pelsmacker, Maggie Geuens, Jori Van den Bergh (2013) Marketing Communications, a European Perspective, 5th ed. FT Prentice Hall
Teaching method
The course will be a mix of theory, cases and discussions. A hands‐on approach to the subject will be used with many examples and material from the field.
A high student involvement is expected in class discussions and case recommendations and should be accompanied by thorough preparation of cases and readings that are available via the syllabus and class materials that can be accessed on line via moodle. For the cases the discussion questions will also be available. The web based material includes the class presentations together with the recommended and additional readings: the course allows for those who wish to explore the topic further to do so via extra material and advice and we encourage you to do that.
During the term students will be required to prepare, in teams of up to five, a Communications (A&P) Plan, that will be presented. Teams should involve students from more than one nationality, gender and from different backgrounds (e.g. previous university), and we will set them with you immediately after the first class. During the course, students are required to deliver several individual assignments or write ups. These will be referenced in the detailed syllabus
Evaluation method
The Final Exam is mandatory and must cover the entire span of the course. Its weight in the final grade can be between 30 to 70%. The remainder of the evaluation can consist of class participation, midterm exams, in class tests, etc. Overall, written in class assessment (final exam, midterm) must have a weight of at least 50%. There is no final exam in this course.
40% Communications (A&P) plan-group individual evaluation, including a peer review (20% of grade due with the preliminary version of the presentation in power point).
20% Assignments/write-ups - individual reports. The write-ups or assignments are strictly individual. Any plagiarism will be handled strictly and offenders will be punished according with the University rules.
20% Class participation evaluation - we will select students to discuss cases during sveral sessions. Unjustified absence to any case discussion will mean a zero grade for that class´s participation. Class participation grades will be based on your input and positive contribution to the discussion in the sessions with grades from A (=17), B (=14), C (=8) to D (=0).
20% Midterm short test (quiz) - 1 hour, scheduled out of class, for the XX of October 2016 (8:15 AM). The Communications (A&P) plan should be completed during the term. Groups will have to submit a draft presentation of the plan (a preliminary version of the plan presentation in power point) until the YY of October 2016. On the dates to be defined groups will present the plan, and will deliver the final report (in word or power point) until the ZZst of October until 9:00 AM. Both the draft presentation and the final report are to be delivered via moodle, and the final report should also have a printed copy left at my attention at the reception desk of the Campolide campus at the deadlines mentioned above. Presentations will involve every element of the team and will last 45min, including 30 min for presentation and 15min for questions.