COURSE OUTLINE
SCHOOL:
School of Business
DEPARTMENT:
Business and Management
PROGRAM:
COURSE TITLE:
Integrated Marketing
Communications
COURSE CODE:
MKTG-331
TOTAL COURSE HOURS:
60
PRE-REQUISITES/COREQUISITES:
MKTG-221
COURSE ELIGIBILITY FOR PRIOR
LEARNING ASSESSMENT AND
RECOGNITION (PLAR):
ORIGINATED BY:
DATE:
Yes
Dwight Dyson
WINTER 2008
APPROVED BY: ___________________________________
Chair, Wayne Olson
Students should keep all course outlines for each course taken at
Centennial College. These may be used to apply for transfer of credit to
other educational institutions. A fee may be charged for additional or
replacement copies.
Course Title: Integrated Marketing Communications
CENTENNIAL COLLEGE
Course Code: MKTG-331
COURSE DESCRIPTION:
This course differentiates between the agency side and the client side of advertising. Emphasis
is on the application of media reports and marketing research information to the development of
objectives and strategies for marketing management, advertising, sales promotions, publicity,
media and creative execution. Each participant is responsible for applying the theories and
concepts to practically demonstrate the ability to develop a marketing plan and a related
detailed advertising plan including media buys and copy platforms.
COURSE LEARNING OUTCOMES:
Upon successful completion of this course, the student will have demonstrated the ability to:
1.
2.
3.
4.
5.
Appreciate the promotional mix as part of the marketing mix.
Work effectively in a small group.
Perform adequate case analysis both individually and in a small group.
Complete a major group project in advertising management, including planning the overall
campaign, setting objectives and budgets, devising measurement systems, and developing
creative and media plans.
Individually produce a print ad using Microsoft Publisher.
ESSENTIAL EMPLOYABILITY SKILLS (EES);
This course supports the students’ ability to:
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communicate clearly, concisely and correctly in the written, spoken, and visual form that
fulfills the purpose and meets the needs of the audience.
respond to written, spoken, or visual messages in a manner that ensures effective
communication.
execute mathematical operations accurately.
apply a systematic approach to solve problems.
use a variety of thinking skills to anticipate and solve problems.
locate, select, organize, and document information using appropriate technology and
information systems.
analyze, evaluate, and apply relevant information from a variety of sources.
show respect for the diverse opinions, values, belief systems, and contributions of
others.
interact with others in groups or teams in ways that contribute to effective working
relationships and the achievement of goals.
manage the use of time and other resources to complete projects.
take responsibility for one’s own actions, decisions, and consequences.
Use visual creativity to produce a Print Ad.
Use Microsoft publisher to produce a Print Ad.
PRIOR LEARNING ASSESSMENT & RECOGNITION PROCESS (ES):
This course is available for PLA challenge. The challenge process must include all of the
following:
a)
an interview
b)
a portfolio based on work experience either in an agency in client services or in a client
firm in the marketing department
c)
a case study.
Issued & Revised by COLT: June 2007
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
EVALUATION & GRADING SYSTEM:
The criteria used to determine whether a student has achieved a passing grade in this course
are as follows:
Case Assignments
(Group – 2 @ 10%)
20%
Major Group Project
Update # 1
10%
Update # 2
10%
Written Report
10%
Presentation
10%
40%
Creative Submission
10%
Final Exam
30%
-----Total
100%
STUDENT ACCOMMODATION:
All students have the right to study in an environment that is free from discrimination and/or
harassment. It is College policy to provide accommodation based on grounds defined in the
Ontario Human Rights Code. Accommodation may include changes or modifications to
standard practices.
Students with disabilities who require academic accommodations must register with the Centre
for Student with Disabilities. Please see the Centre for Students with Disabilities for details.
Students requiring accommodation based on human rights grounds should talk with their
professors as early as possible. Details are available on the Centennial College website
(www.centennialcollege.ca )
If students are unable to write an examination due to a medical problem or unforeseen family
problems, they should immediately contact their professor or program Chair for advice. In
exceptional and well-documented circumstances (e.g. unexpected family problems, serious
illness, or death of a close family member), students should be able to write a make-up
examination to replace an examination missed.
TEXT AND OTHER INSTRUCTIONAL/LEARNING MATERIALS:
Advertising and Promotion An Integrated Marketing Communications Perspective, Second
Canadian Edition, Belch, Belch, Guolla, McGraw Hill Ryerson, 2005 ISBN: 0-07-093985-3
Student Note:
1.
Student Photo I.D. will be required for each test.
2.
Students may only use a non-electronic translation dictionary during tests.
3.
No electronic devices may be used during testing.
USE OF DICTIONARIES:
Students are permitted to use a bilingual paper dictionary during tests and exams. The
invigilator reserves the right to examine the dictionary for any supplemental notations. There is
to be no use of electronic devices including dictionaries.
Probationary Policy:
Please contact your academic department for details.
Course Title: Integrated
Centennial College
Marketing
Course Code: MKTG-331
Communications
WEEK
TOPIC/CONTENT
LEARNING OUTCOMES
READINGS
INSTRUCTIONAL
STRATEGIES USED
1
IMC
Chapter 1
•
•
•
•
2
Consumer Behaviour and
Target Audience Decisions
Chapter 2
•
•
•
•
Communications Response
Models
Chapter 3
•
•
•
Issued & Revised by COLT: June 2007
To review the various elements of the promotional mix:
advertising, sales promotion, public relations, direct
marketing, Internet marketing, and personal selling.
To introduce the concept of integrated marketing
communications (IMC) by considering its evolution,
growth, importance, and a broader view.
To examine how various marketing and promotional
elements must be coordinated to communicate
effectively with the IMC perspective.
To summarise a model of the IMC planning process and
examine the steps in developing a marketing
communications program.
lecture
To understand the role consumer behaviour plays in the
development and implementation of advertising and
promotional programs.
To understand the consumer decision-making process
and how it varies for different types of purchases.
To understand various internal psychological processes,
their influence on consumer decision making, and
implications for advertising and promotion.
To understand the similarities and differences of target
market and target audience.
To understand the various options for making a target
audience decision for marketing communications.
To understand the basic elements of the communication
process and the role of communications in marketing.
To examine various communication response models.
Lecture
Lecture
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
COURSE
EVALUATIONS
(TESTS &
ASSIGNMENTS
USED)
WEEK
TOPIC/CONTENT
LEARNING OUTCOMES
READINGS
INSTRUCTIONAL
STRATEGIES USED
•
•
•
3
Objectives of the IMC Plan
Chapter 4
•
•
•
Brand Positioning Decisions
Chapter 5
•
•
•
•
•
•
Issued & Revised by COLT: June 2007
To analyze the response processes of receivers of
marketing communications, including alternative
response hierarchies and their implications for
promotional planning and strategy.
To examine the nature of consumers’ cognitive
processing of marketing communications.
To summarize an integrative communication response
model from a theoretical and managerial perspective.
To recognize the value of setting specific objectives for
advertising and promotion.
To know the differences between marketing and
communication objectives and the issues regarding the
use of each.
To know the historical approaches for setting
communication objectives for advertising.
To understand a comprehensive framework for setting
communication and behavioural objectives for all
aspects of the IMC plan.
Case Discussions
To review the concepts of market positioning strategy
and market position.
To apply the positioning concept in an advertising
context by defining brand positioning strategy and brand
position.
To illustrate how to formulate the brand positioning
strategy decision via brand attitude.
To summarize various brand positioning strategy
options and their link to consumer motives.
To explain the connection between the brand
positioning strategy decision and creativity in
promotional communication.
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
COURSE
EVALUATIONS
(TESTS &
ASSIGNMENTS
USED)
WEEK
TOPIC/CONTENT
LEARNING OUTCOMES
READINGS
INSTRUCTIONAL
STRATEGIES USED
4
Creative Strategy Decisions
Chapter 6
•
•
•
•
5
Creative Tactics Decisions
Chapter 7
•
•
•
•
•
•
6
Media Strategy, Tactics,
Budget Decisions
Chapter 9
•
•
•
•
Issued & Revised by COLT: June 2007
To identify three key decisions that comprise a creative
strategy: creative theme, message appeal, and
message source.
To explore various approaches used for determining the
creative theme that forms the basis of an advertising
campaign.
To summarize the different types of message appeals
that advertisers use to persuade their target audience.
To highlight the source or communicator options a
marketer has for a promotional message.
Lecture
Case Discussions
To identify three key decisions for creative tactics:
execution style, message structure, and design
elements.
To analyze the various creative execution styles that
advertisers can use and the advertising situations where
they are most appropriate.
To examine different types of message structures that
can be used to develop a promotional message.
To analyze various design elements involved in the
creation of print advertising and TV commercials.
To understand a planning model for making creative
tactics decisions.
To consider how clients evaluate the creative work of
their agencies and discuss guidelines for the evaluation
and approval process.
Lecture
To understand the key terminology used in media
planning.
To know how a media plan is developed.
To know the process of deciding and implementing
media strategies and tactics.
To understand the theoretical and managerial
Lecture Consultation
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
COURSE
EVALUATIONS
(TESTS &
ASSIGNMENTS
USED)
WEEK
TOPIC/CONTENT
LEARNING OUTCOMES
READINGS
INSTRUCTIONAL
STRATEGIES USED
approaches for media budget setting.
7
Broadcast Media
Chapter 10
•
•
Print Media
Chapter 11
•
•
•
•
•
•
8
Out-of-Home and Support
Media
Chapter 12
•
•
•
Sales Promotion
Chapter 13
Issued & Revised by COLT: June 2007
To examine the structure of the television and radio
industries and the role of each medium in the
advertising program.
To consider the strength and limitations of TV and radio
as advertising media.
To explain how advertising time is purchased for
television and radio media, how audiences are
measured, and how rates are determined.
Lecture
To examine the structure of the magazine and
newspaper industries and the role of each medium in
the advertising program.
To analyse the strengths and limitations of magazines
and newspapers as advertising media.
To examine the various types of magazines and
newspapers and the value of each as an advertising
medium.
To discuss how advertising space is purchased in
magazines and newspapers, how readership is
measured, and how rates are determined.
To consider future developments in magazines and
newspapers and how these trends will influence their
use as advertising media.
To recognize the various out-of-home and support
media available to the marketer in developing an IMC
program.
To develop an understanding of the strengths and
limitations of out-of-home and support media.
To know how audiences for out-of-home and support
media are measured.
Lecture
Case Discussion
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
COURSE
EVALUATIONS
(TESTS &
ASSIGNMENTS
USED)
WEEK
TOPIC/CONTENT
LEARNING OUTCOMES
READINGS
INSTRUCTIONAL
STRATEGIES USED
•
•
•
•
9
Chapter 14
Public Relations
•
•
•
Chapter 15
Direct Marketing
•
•
•
•
•
•
10
Internet and Interactive Media
Chapter 16
•
Issued & Revised by COLT: June 2007
To understand the role of sales promotion in a
company’s integrated marketing communications
program and to examine why it is increasingly
important.
To examine the objectives, strategy, and tactical
components of a sales promotion plan.
To examine the consumer and trade sales promotion
strategy options and the factors to consider in using
them.
To understand key IMC issues related to salespromotion decisions.
To recognize the role of public relations in the
promotional mix.
To understand public relations and its strengths and
limitations.
To understand the reasons for corporate advertising
and its strengths and limitations.
To know how to compile a public relations plan.
To understand how public relations is obtained partly
through publicity generated through news media.
lecture
To recognize the purpose of direct marketing as a
communications tool.
To appreciate the strategies and tactics involved in
direct marketing
To demonstrate the use of direct-marketing media.
To determine the scope amd effectiveness of direct
marketing.
To explore the different ways the Internet is used to
communicate.
Lecture
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
COURSE
EVALUATIONS
(TESTS &
ASSIGNMENTS
USED)
WEEK
TOPIC/CONTENT
LEARNING OUTCOMES
READINGS
INSTRUCTIONAL
STRATEGIES USED
•
•
Organizing for IMC
Chapter 17
•
•
•
•
•
To review the strengths and limitations of the Internet
and interactive media.
To understand the role of the Internet and interactive
media in an IMC program.
To evaluate the effectiveness of communications
through the Internet.
To understand how companies organize for advertising
and other aspects of integrated marketing
communications.
To examine methods for selecting, compensating, and
evaluating advertising agencies.
To explain the role and functions of specialized
marketing communications organizations.
To examine various perspectives on the use of
integrated services and responsibilities of advertisers
versus agencies.
11
Major Project
Field work
12
Major Project
Field work
Lecture/
Consultation
13
Major Project
Field work
14
Project Presentation
15
Final Exam
(Comprehensive)
Issued & Revised by COLT: June 2007
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
COURSE
EVALUATIONS
(TESTS &
ASSIGNMENTS
USED)
WEEK
TOPIC/CONTENT
READINGS
LEARNING OUTCOMES
INSTRUCTIONAL
STRATEGIES USED
Issued & Revised by COLT: June 2007
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)
COURSE
EVALUATIONS
(TESTS &
ASSIGNMENTS
USED)
POLICY STATEMENTS
College Policies
The following statements are selected from Centennial College policies approved by the Board
of Governors.
Student Responsibilities
Students are expected to know the contents of the course outline and to discuss with the
professor any areas where clarification is required.
Students should keep all course outlines for each course taken at Centennial College. These
may be used to apply for transfer of credit to other educational institutions. A fee may be
charged for additional or replacement copies.
Other Policies
Students should familiarize themselves with all College Policies that cover students’ rights,
responsibilities, and the Academic Appeal process. For further information, consult the
Academic Matters Section in the full-time and continuing education calendars. The Academic
Appeal Application form is available from any Enrolment Services (Registrar) Office.
Proof of Student Status
Students are obliged to produce official photo identification at any time during the semester
when requested to do so by any professor. (The official piece is the Centennial Student Card.)
Continuing Education students do not have Centennial Student Cards, and so they may use
other forms of photo identification, such as a driver’s license, health card, or other governmentissued photo identification.
Final Examinations
When writing a test or examination, students must put their official photo-ID cards in full view,
for review by the invigilator. Students who do not have official photo-ID will be permitted to write
the examination with a substitute photo-ID, but they will be required to produce photo-ID at the
program or department office within 24 hours or the next business day following the
examination, or else the examination results will be void.
Faculty Consultation
Professors are available to see students outside of class time. Students can contact professors
via voice mail, email, or through their program or department office. Information regarding how
to contact teachers will be provided at the beginning of the course and is also available in the
program or department office.
Human Rights Statement
It is the policy of the College that all programs will strive for a learning, teaching, and working
environment that promotes inclusion, understanding and respect for all students and
employees, consistent with the Ontario Human Rights Code and the Centennial College's
Statement of Diversity.