MK308DE02 IMC - Syllabus PDF

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COURSE OUTLINE Course ID

Course title

Credits

INTEGRATED MARKETING

MK308DE02

3

COMMUNICATIONS

Effective from Academic Term 15.1A of 2015-2016 Academic Year No.548/QĐ-BGH, dated 12/06/2015

A.

Course Specifications: Periods

Periods in classroom Self-

Total

Lecture/

Laboratory/

periods

Seminar

Studio

(1)

(2)

(3)

(4)

(5)

45

45

00

00

00

B.

Activity

Fieldwork

Lecture

Lab

room

room

(6)

(7)

(8)

(9)

90

45

00

00

study periods

Fieldwork

Other related Subjects: Other related Subjects

Course ID

Course title

Prerequisites: 1. Principles of marketing

MK201EV01

Principles of marketing

C. Course Description: This course offers students the landscape of integrated marketing communications (IMC), whose emphasis will be on the role of promotional mix elements in the integrated marketing communications program of an organization. The development of an IMC program requires an understanding of the overall marketing process; how companies organize for different promotional functions; customer behavior and communications theory; and how to set goals and objectives, as well as budget for the IMC program. Besides, attention will be given to the various IMC tools used in contemporary marketing including advertising, direct marketing, the Internet

examine the process by which IMC programs are planned, developed and executed and the various factors that influence this process. D. Course Objectives Course objectives Apply knowledge and skills to successfully organize, manage and implement

No. 1 2

an IMC program. Grasp appropriately marketing strategies and IMC tools.

3 4

Analyze opportunities in order to offer effective IMC programs. Understand communication process.

5

Grasp skills of organizing and cooperating IMC tools as well as evaluating their effectiveness.

E. Learning Outcomes No. 1 2 3

Outcomes Realize scope and roles of IMC in corporations. Be able to organize a simple IMC program. Monitor and measure the effectiveness of an IMC program.

F. Instructional Modes: The course objectives will be achieved by a combination of lectures, discussions, cases analysis, presentation, in-class activities and assignments. Students are required to prepare information and material before and during class, to attend the class, to actively participate in class discussions and to do assignments. No.

Instructional

Brief

Period

mode

description

Maximum no. of students

1

Lecture

Keeping

up

with

the

textbook

and

participating in class are both important to your success in this course. Lecturer will focus on core or complex concepts in chapters. Students

are

supposed

to

discuss

with

classmates or lecturer about unclear concepts.

28

60

2

Group

Students are divided into groups and given a

5-7

assignment

product/ company that runs an IMC program.

students

Students are supposed to approach the

/group

product/ company via marketing research, media, TV stations, etc.… and analyze IMC program of that product/ company. Assignment, after being appointed, will be implemented during the semester. To

successfully

accomplish

the

project,

students are required to examine the textbook in advance. The project should be written as a report and handed to lecturer at the 13th lecture as below requirements: 1. Introduction of the product/ company 2. Identify the objectives of the program and the messages needed. 3. SWOT analysis 4. Segmentation and positioning 5. Communication objectives and budget 6. Creative st rategy 7. IMC mix 8. Timeline & evaluation 3

Project

All of members in group are supposed to

presentation

contribute to the report as well as deliver the presentation. Ones who are absent in the presentation day will receive no mark. The presentation will be set on the 13th and 14th lectures in random order.

G. Textbooks and teaching aids: George E. Belch, Michael A. Belch, Advertising and Promotion - An Integrated Communications Perspective, 10th edition McGraw-Hill, 2015 Textbook website

Suggested Course Materials



– William F. Arens; Contemporary Advertising & Integrated Marketing Communications, 14 Edition © McGraw-Hill/Irwin, 2013 th

– Philip Kotler, Marketing 3.0, John Wiley and Sons, 2010 – Instructor’s materials H. Assessment Methods (Requirements for Completion of the Course): 1. Description of learning outcomes assessment Permission for a student to receive an incomplete grade is at the discretion of the instructor and must be accompanied by a written contract for completion of course requirements. Failure to take exams, complete assignments, or attend classes is not acceptable reasons for an incomplete. The final grade or this course will be determined by the activities listed below. Individual assignment (20% grade): The assignment is based on the knowledge of lectures on class. Detailed time and format of the assignment are appointed by lecturer. Assignment format may be quiz, essay, Q&A, presentation, etc.… Group assignment (40% grade) Students are divided into groups of 5 -7 members and appointed a project (as detailed content of Instructional Modes) to analyze and deliver presentation in class starting 13th lecture. Notice: - Students are advised to attend the first lecture (week 1) to receive instructions of project preparation from lecturer and to be grouped. - Project report and relevant materials submission will be on the 13th lecture. Students will hand a hard copy and a soft copy uploaded on Turnitin website. Reports which reach 25% and below from Turnitin plagiarisms are acceptable; otherwise, with each 5% of Turnitin excess, the paper will be deducted 1 mark. - In case of late submission, a deduction of 1 mark will be applied for each day of lateness. Papers that handed late over 07 days will be scored 0 (zero). Final exam (40% grade) The final exam will be opened book and 120 minute long. Students are allowed to bring textbook and relevant materials to the exam room. The exam questions consist of multiple choices/ quizzes, and case study/ practical questions.

2.

Summary of learning outcomes assessment

Task type

Duration

Description

Individual

Based

assignment

lecturer’s

Weighting

Time Week 2-11

upon 20%

request Group

20 – 30 mins/ Project report

assignment

group

Week 13 & 40%

(report and

14

presentation) Opened-book Final exam

120 mins

examination

As scheduled 40%

by Academic Affairs

Total

100%

3. Academic Integrity Academic integrity is a fundamental value that affects the quality of teaching, learning, and research at a university. To ensure the maintenance of academic integrity at Hoa Sen University, students are required to: 

Work independently on individual assignments Collaborating on individual assignments is considered cheating.



Avoid plagiarism

Plagiarism is an act of fraud that involves the use of ideas or words of another person without proper attribution. Students will be accused of plagiarism if they: i. Copy in their work one or more sentences from another person without proper citation. ii.

Rephrase, paraphrase, or translate another person’s ideas or words without proper attribution.

iii. Reuse their own assignments, in whole or in part, and submit them for another class. 

Work responsibly within a working group

In cooperative group assignments, all students are required to stay on task and contribute equally to the projects. Group reports should clearly state the contribution of each group member. Any acts of academic dishonesty will result in a grade of zero for the task at hand and/or

immediate failure of the course, depending on the seriousness of the fraud. Please consult Hoa Sen University’s Policy on Plagiarism at http://thuvien.hoasen.edu.vn/chinh-sach-phong-tranh-daovan. To ensure the maintenance of academic integrity, the university asks that students report cases of academic dishonesty to the teacher and/or the Dean. The names of those students will be kept anonymous.

I . Teaching Staff: No.

Professor’s name

Email, Phone number,

Office

Office location

hours

Position

Noticed Huỳnh Thị Thùy

1

Dương, M.A

[email protected]

prior

Lecturer’s room, M floor, NVT

beginning

campus

of each

Coordinator - Lecturer

semester Noticed Nguyễn Trần

2

Kiều Vân, M.Sc.,

[email protected]

prior

Lecturer’s room, M floor, NVT

beginning

campus

of each

Lecturer

semester Noticed Trần Thị Thu

3.

Hiền, M.A

[email protected]

prior

Lecturer’s room, M floor, NVT

beginning

campus

of each

Lecturer

semester Noticed Trần Bảo Thành,

4

[email protected]

M.A

prior beginning of each semester

J. Outline of Topics to be covered (Learning Schedule): * For main semester: Week

Topic - Chapter 1: Introduction to Integrated Marketing Communications

1

- Chapter 2: The Role of IMC in the Marketing

Process Group division

Related materials Ch 1 & 2

Lecturer

Ch 4

Chapter 4: Perspectives on Consumer Behavior: 2

Implications for Integrated Marketing Communications Ch 5 & 6

Chapter 5: The Communications Process and 3

Models of Communications Effects

Chapter 7: Establishing Objectives for the IMC 4

5

6

7

8

9

10

Program

-

Budgeting

for

Advertising

and

Promotion

Chapter 8: Creative Strategy: Planning and

Chapter 10: Media Planning and Strategy

Ch 10

Chapter 11: Evaluation of Media: Television and

Ch 11

Radio

Chapter 12: Evaluation of Print Media

Ch 12

Chapter 14: Direct Marketing

Ch 14

Chapter 15: The Internet and Interactive Media/

Ch 15

Social Media

Ch 16

Individual assignment submission

Chapter 17: Public Relations, Publicity and Corporate Advertising; 12

Ch 8 & 9

Development

Chapter 16: Sales Promotion 11

Ch 7

And/ or: Guest speaker: - IMC in Vietnam - The role of Ad/PR Agency

Ch 17

- New trends in IMC in the world and in Vietnam.

13

Group assignment presentation Report submission

14

Group assignment presentation

Consolidation 15...