Idea Transcript
BM2504 INTEGRATED MARKETING COMMUNICATIONS: A GLOBAL PERSPECTIVE _________________________________________________________________________________ Course Description and Scope Communication with the market is an important activity for many businesses and organizations. It is also relevant to us as consumers because we are exposed to hundreds of messages from marketers every day. This course is concerned with the development, implementation and evaluation of marketing communication activities. The course primarily takes the marketer’s perspective, requiring you to consider and critically evaluate factors influencing both the design and implementation of comprehensive, integrated marketing communication (IMC) programs. In this course, we regard IMC as a system of thinking, processes and coordinated activities driven by the marketer’s objectives. Adopting a global perspective, we draw illustrative examples and cases from different parts of the world and discuss issues faced by marketers in conducting IMC programs across countries. The course is designed to foster your logical thinking and creativity regarding IMC. Although this course is oriented towards practice, we still cover theories and concepts essential to your understanding of marketing communication (marcom) practices (e.g., how they work and their applicability). Learning these theories and concepts is also important because they facilitate you to choose and justify your choice and design of marcom activities. Instead of treating IMC as a set of stand-alone tools or activities, the course regards it as a blended mix of coordinated activities. The course put roughly equal emphasis on both traditional marcom tools (e.g., advertising and sales promotion) and non-traditional tools (e.g., search engine marketing and social media marketing). The course compares the similarities and differences of these tools, and discusses how they can work together for achieving the marketer’s objectives. While non-traditional marcom tools catch marketers’ attention nowadays, traditional marcom tools are indispensable for particular purposes and under certain circumstances.
Course Learning Objectives The course is intended for helping you to: 1. understand the nature, role and importance of marcom activities in marketing and the society; 2. understand the key concepts, theories and terminology in IMC management, and the contextual considerations in applying them to practice; 3. appreciate the usefulness of both traditional and non-traditional marcom tools, and understand their applicability, limitations and synergy; 4. practise the development of detailed marcom strategies; 5. understand and practise the evaluation of marcom activities; and 6. understand the key considerations in conducting marcom activities across countries.
Course Assessments Components
Marks
Individual/Group
Class participation
20
Individual, Group
Individual assignment
35
Individual
Team project
45
Group
Total
100
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Assessment Plan Assessment Plan Class participation The participation includes individual participation, small-group discussion and presentation. Participation will be assessed in all but the first two tutorials. Participation can be made verbally or in a written form when written response is requested by the instructor. The team presentation on a case question is treated as part of class participation (5% out of 20% in the marks awarded). Evaluation of class participation is mainly based on the contribution and relevance of your response or question to the learning objectives of this course. Highly valued contributions include: 1. 2. 3. 4. 5. 6. 7.
providing insightful views and comments on the matter being discussed, providing useful information or pertinent examples to illustrate or substantiate key ideas, redirecting the discussion to valuable areas or offering a different viewpoint, presenting a rigorous but not stubborn defence of a well-articulated position, offering constructive criticism in a pleasant manner, pursuing the logic advanced by others, and emphasizing generalizable learning points.
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Individual assignment You are required to develop a video ad or a print ad targeted towards certain groups of people in Singapore. You are also required to submit a report describing the rationales behind the development and the ad design.
Learning Goals Critical Thinking
Course Learning Objective The ability to define, examine, evaluate, analyze and synthesize various arguments and knowledge to form independent judgment.
NBS Standard Rubrics Ability to critically evaluate the situation faced by the organization and to justify the need for a new ad. (15%) Ability to justify the choice of target audience and define it clearly (5%) Deep, relevant understanding of target audience’s motivation and relevant behaviors. (10%) Ability to justify and define the proposed objectives of the new ad (10%)
Creative Thinking
The ability to provide insight in an innovative way characterized by high degree of adaptiveness.
Ability to generate creative ideas for the proposed ad (15%) Ability to develop an effective ad and justify the expected effectiveness in the Singapore context (25%)
Written Communication
The ability to communicate well with others in writing so that it clearly expresses the intended message and is understandable and useful to the receiving party.
Organizes information logically, coherently uses paragraphs and cohesive devices, and makes main points clear (10%) Uses appropriate language—standard grammar, correct sentence structures and punctuation (10%)
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Team project Each team should consist of about five to six students. Each team is required to develop a proposal of an integrated marketing communication campaign for a brand or an organization and targeted towards a market of their interest. In addition to a written project report, each team is required to make a preliminary idea presentation and a final project presentation. The two presentations will be evaluated by the instructor and fellow classmates.
Learning Goals Critical Thinking
Course Learning Objective The ability to define, examine, evaluate, analyze and synthesize various arguments and knowledge to form independent judgment.
NBS Standard Rubrics Deep, relevant understanding of target audience’s motivation and relevant behaviors. (10%) Ability to critically evaluate the situation faced by the organization and to justify the need for a new campaign. (10%)
Creative Thinking
The ability to provide insight in an innovative way characterized by high degree of adaptiveness.
Ability to generate creative and original ideas for the proposed campaign (10%)
Problem Solving and Decision Making
The ability to identify problems, generate a plan to solve problems, implement and evaluate the plan and make sound business decision.
Ability to justify the selection of target audience and define it clearly. (5%) Ability to justify and define the proposed campaign’s objectives (5%) Ability to justify the proposed budget, including expenditures/costs, projected sales, etc. (10%)
Planning and Execution
The ability to set clear priorities and plans of action for the task and define task objectives to fulfill goals within a planned schedule for execution.
Ability to put forward activities that are integrated with each other and could achieve the proposed objectives. (25%) Feasibility of the campaign. (5%) Ability to assess the objectives’ achievement (10%)
Written Communication
The ability to communicate well with others in writing so that it clearly expresses the intended message and is understandable and useful to the receiving party.
Ability to communicate ideas clearly and effectively (10%)
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Textbook O’Guinn, Thomas, Chris T. Allen, Richard J. Semenik, and Angeline Close Scheinbaum (2015), th Advertising and Integrated Brand Promotion, 7 ed., Singapore: Cengage Learning.
Proposed Weekly Schedule Week
Topic
1
Introduction to IMC and the course
2
Essentials of IMC planning
3
Message strategy
4
Media strategy; advertising research
5
Branded entertainment; point-of-sale communication
6
Sales promotion
7
Preliminary project presentation
8
Search engine marketing; analytics
9
Social media marketing; mobile marketing
10
Word-of-mouth marketing; global marcom (elearning week, Oct. 17-23)
11
Sponsorship; cause-related marketing
12-13
Final Project presentation
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