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Siena - Integrated Marketing Communications Summer 2017
SYLLABUS
INTEGRATED MARKETING COMMUNICATIONS
Session 2
Instructor: Roger Rutan
Language of Instruction: English
UO Credits: 4
Contact Hours: 40
SIENA, ITALY
COURSE DESCRIPTION
Integrated Marketing Communications (IMC) is explored. Students develop a marketing plan
using methods such as advertising, internet strategies, sales promotion, PR, event
sponsorships, & brand/product placement. A technology perspective includes search engine
optimization, web site development, and viral communication tactics such as social networks,
user-generated content, and web 2.0 strategies.
COURSE OBJECTIVES
When students have completed Integrated Marketing Communications, they will understand
marketing communications terminology and the steps involved in developing a market
communications launch and campaign. Each student will be able to create, evaluate, and
determine the strengths and weaknesses of an integrated marketing communications plan
and campaign. Students who complete this course will:
Understand the role of integrated marketing communications in a firm’s overall
decision-making process.
Comprehend the steps of an integrated marketing communications process.
Appreciate the importance of global integrated marketing communications and its
inherent challenges.
Understand the advantages and disadvantages of the various marketing
communications techniques.
Understand what a Public Relations process is and how to employ it.
Understand what Sales Promotion is and how to employ it.
Understand what Events and Experiences are and how to employ them.
Understand what Direct Marketing is and how to employ it.
Understand what Personal Sales is and how to employ it.
Understand what Word-of-Mouth marketing communication is and how to employ it.
Understand what Social Media Marketing is and how to employ it.
Understand how to manage integrated marketing communications over the product
life cycle.
Prepare a marketing plan including a marketing communications campaign.
Siena - Integrated Marketing Communications Summer 2017
INSTRUCTIONAL METHODOLOGY
Course Organization
Classes will consist of lectures, videos and class discussions. In addition, student
teams will presentation on assigned IMC case studies. Another team project will
challenge you to apply integrated marketing communications concepts to actual wine
marketing situations. Students are encouraged to ask questions and actively participate
in every aspect of the course. Required preparation for every class is clearly listed in
the course content and class schedule.
Approach
This course offers you a very special opportunity to learn about the heritage and
history of Italy by combining it with the study of integrated marketing
communications and marketing in general. While not formally part of this class, you
be exposed to many aspects of wine itself. Numerous excursions to nearby wineries
will enrich your learning experience. You should think of this class as a cultural and
business immersion.
Class Participation and Professionalism
Participation includes class attendance, reading assigned materials in advance, overall
preparation for class, and actively contributing your thoughts and personal experiences
during class. Class will start promptly at the designated time. You are expected to be on
time and attend all classes. Intelligent participation will require you to have read and
studied all assignments for that day. Beverages are allowed in the classroom but not
food. Professional behavior is expected at all times, both in class and on excursions.
While in Italy, you should think of yourself as an American Ambassador. Everything
you say and do should reflect well on yourself, America, and the GEO program. Right
along with that is respect for the Italian culture and way of life.
Absences
While you are here in Siena for the full Italy experience, attendance in class and on
program excursions is required. If you have two unexcused absences, your earned
grade will be reduced by one letter. Additional unexcused absences will result in the
same full letter grade reduction. Excused absences will be granted for health and
medical reasons, as well as family emergencies, but that’s it.
Siena - Integrated Marketing Communications Summer 2017
GRADING
Your grade will be based on several components.
Class Participation (200 Points Total)
Class attendance, advance reading of homework assignments, contribution to in class
activities and discussions all contribute to your individual participation score.
We are fortunate to be visiting a consorzio and a number of wineries and other places such as
Florence. These events are an important part of your learning experience. Points will be
earned for active participation during these excursions, professional behavior, and your
ability to absorb and utilize information provided during these site visits. Much of what you
need to know to develop your marketing plan will come from these excursions.
Team Presentation on an IMC Case Study (50 points)
Each team will be tasked to do an in-class presentation on an assigned IMC case study.
Details on what is expected will be provided at the start of classes.
Team Marketing Plan Design (150 Points)
The first step in your wine marketing plan process is to design the roadmap of your plan for
your assigned consorzio or winery. A Social Media Marketing (SMM) plan must be an
integral component of your plan design.
Team Marketing Plan Development (200 Points)
Your team will develop a marketing plan for a winery or the consorzio assigned to you. You
will be provided with a standard marketing plan outline. Your plan will incorporate
marketing material and strategies from both classes. Your plan will include a robust SMM.
Team Marketing Plan Presentation (200 Points)
Each team will convert their marketing plan to a PowerPoint presentation that will summarize
the key elements of their plan and their marketing objectives and strategies to achieve those
objectives. Teams will present their plans to representatives from the consorzio and all
wineries that were visited, with class members also in attendance. Your presentation puts you
in the international spotlight. The quality of your plan and presentation must reflect well on
the GEO program and yourself personally. IMPORTANT NOTE: Dress for men for this
event is dress shirt and slacks, a dress or something comparable for women. Pack
accordingly.
Weekly Quizzes (50 Points each, 200 points total)
The last class of weeks 1 – 4 will include a quiz covering the subject matter of that week, and
that week only. Any subject matter from any aspect of the class could be included in that’s
week’s quiz. In addition to assessing your performance in the class, these quizzes will give
you and the instructor a tool to gauge your progress as the course progresses.
Siena - Integrated Marketing Communications Summer 2017
GRADING SUMMARY
INDIVIDUAL WORK: POINTS
Participation (all inclusive) 200 points
4 Weekly quizzes – 50 points each 200 points
TEAM PROJECTs:
Marketing Plan Design 150 points
Marketing Plan Development 200 points
Marketing Plan Presentation 200 points
Team Case Study Presentation 50 points
TOTAL 1000 points
COURSE MATERIALS
Required Text
Advertising and Integrated Brand Promotion. 7th edition. Thomas O’Guinn.
https://students.uoduckstore.com/article/purchase-ebook-access-codes
Recommended Reading
Wine Marketing & Sales, 3rd. Edition, Wagner, Olsen, and Thatch, 2017. Available in
digital form only. This is the primary source material for the Wine Marketing 410 class
given in session 1. http://www.uoduckstore.com/GEOSAS.
Reading Assignments: IMC related reading assignments for every class are listed in the
class schedule and available on OneDrive. It’s critical you read these articles in advance
because that will be much of our class discussion. At some point during this course, each
team will be assigned to present their thoughts and opinions on one of these articles.
Communicating with the Instructor
You can email me at [email protected]. I will typically be at the GEO center between and
after classes. Don’t hesitate to see me if you ever have any questions or concerns or if you’d
just like to visit.
Siena - Integrated Marketing Communications Summer 2017
COURSE OUTLINE AND CLASS SCHEDULE
Week 1 Topics and Activities
8/14 Integrated Marketing Communications Overview Class 1
The World of Advertising & Integrated Brand Promotion
Social Media Marketing Overview
Reading Assignment:
Chapter 1- IMC
Barker PowerPoint – 01
Half Day Excursion – Siena
Visit Enoteca Italiana
8/15 National Holiday
8/16 Day of the Palio
8/17 The Structure of the Advertising and Class 2
Brand Promotion Industry
Social Media Marketing Platforms, Social Networking Sites
Reading Assignment:
Chapter 2
Barker PowerPoint - 05
Quiz 1
8/18 Excursion to Florence
Siena - Integrated Marketing Communications Summer 2017
COURSE OUTLINE AND CLASS SCHEDULE
Week 2 Topics and Activities
8/21 The Role of Branding in the Wine Marketplace Class 3
Reading Assignment:
See Class 1 in OneDrive:
o Top Wine Brands
o WSWA Branding & Luxury Product Marketing
o Constellation Buying Brands
8/22 Social, Ethical & Regulatory Aspects of Class 4
Advertising and Promotion
Social Media Rules of Engagement, Ethics
Reading Assignments:
Chapter 4
Barker PowerPoint - 04
Team 7 – IMC Case Study Presentation
8/23 Visit to Consorzio Brunello di Montalcino
Visit Poggio Antico Winery
8/24 Advertising, Integrated Brand Promotion Class 5
and Consumer Behavior
Targeting Audiences with Social Media
Reading Assignment:
Chapter 5
Barker PowerPoint- 03
Visit Col D’Orcia Winery
Quiz 2
8/25 Free Time – no classes, no excursions
Siena - Integrated Marketing Communications Summer 2017
COURSE OUTLINE AND CLASS SCHEDULE
Week 3 Topics and Activities
8/28 Advertising Research Class 6
Understanding Wine Target Marketing with Social Media
Reading Assignment:
Chapter 7
Barker PowerPoint - 17
Team 6 – IMC Case Study Presentation
Conference call with Consorzio Brunello (assigned team only)
8/29 Planning Advertising and Integrated Brand Promotion Class 7
Social Media Planning
Reading Assignment:
Chapter 8
Barker PowerPoint - 02
Casato Prime Donne winery visit
8/30 Managing Creativity In Advertising and Brand Promotion Class 8
Reading Assignment:
Chapter 9
Team 5 – IMC Case Study Presentation
Podere Le Ripi winery visit
8/31 Creative Message Strategy Class 9
Social Media Content Creation and Sharing
Reading Assignment:
Chapter 10
Barker PowerPoint - 07
Quiz 3
Banfi Winery
9/1 Visit Il Poggione Winery
Siena - Integrated Marketing Communications Summer 2017
COURSE OUTLINE AND CLASS SCHEDULE
Week 4 Topics and Activities
9/4 Executing the Creative Strategy Class 10
Tools to Manage Social Media Marketing
Reading assignment:
Chapter 11
Barker PowerPoint - 14
Team 4 – IMC Case Study Presentation
9/5 Media Planning Essentials Class 11
Reading Assignment:
Chapter 12
Team 3 – IMC Case Study Presentation
9/6 Media Planning – Newspaper, Magazines, TV and Radio Class 12
Video Marketing on SMM Sites
Reading Assignment:
Chapter 13
Barker PowerPoint - 08
Team 2 – IMC Case Study Presentation
9/7 Media Planning – Advertising and Integrated Brand Class 13
Promotion in Digital and Social Media
Reading Assignment:
Chapter 14
Team 1 – IMC Case Study Presentation
9/8 Sales Promotion, Point of Purchase Advertising Class 14
and Support Media
Mobile Marketing on Social Networks
Reading Assignment:
Chapter 15
Barker PowerPoint - 12
Quiz 4
Siena - Integrated Marketing Communications Summer 2017
Week 5 Topics and Activities
9/11 Event Sponsorship, Product Placements, and Class 15
Branded Entertainment
Marketing Plan Workshop
Reading Assignment:
Chapter 16
9/12 Integrated Direct Marketing & Selling Class 16
Marketing Plan Workshop
Reading Assignment:
Chapter 17
9/13 Public Relations, Influence Marketing, Class 17
And Corporate Advertising
Marketing Plan Workshop
Reading Assignment:
Chapter 18
9/14 Marketing Plan Presentations at Enoteca Italiana
Farewell Dinner
Siena - Integrated Marketing Communications Summer 2017
TEAM PROJECT
CREATING AN INTEGRATED MARKETING COMMINICATIONS PLAN
Student teams will create a marketing plan for Consorzio Brunello di Montalcino or a winery
in this consortium that integrates all aspects of marketing from both classes. Team
membership and assignments will be made in week 1.
These marketing plans will be prepared in three phases
Marketing plan design, covering topics from both classes.
Marketing plan development (preparation and writing).
Team members will convert this integrated marketing plan into a PowerPoint
presentation.
Teams will present their plan to consorzio and winery representatives and class
members on the last day of class.
This project is as close to a real world experience as you will get in college. Your instructor
and these companies are expecting marketing plans that are professionally done, thorough,
well-researched, creative, and ones that could be actually implemented. Your team’s
marketing plan needs to propose creative ideas and integrated marketing strategies that are
focused directly on their needs and objectives.
Our Consortium and Wineries
The idea of doing a marketing plans for Consorzio Brunello di Montalcino and their winery
members came directly from Enoteca Italiana. This is real business in action.
Plan Objective
The overall objective of every plan is to help each consorzio or winery to grow their
business/sales and their presence in the US marketplace.
Consorzio Visits
General information on Italian wine consortia will come from reading assignments and during
class sessions. Learning about Brunello di Montalcino and winery members unique
marketing needs will also come from visiting them. All students will visit the consorzio
where their management and leadership will present background information on their
organization and will be specific on what they want their marketing plans to cover.
Shortly thereafter, the team assigned to this consorzio will have a follow-up conference call
with them to ask any remaining questions to get the information needed to begin their work
on a marketing plan.
Winery Visits
Wine consortia are formed to serve the collective interests of their member wineries.
Students will visit several winery members of this consorzio. These visits will give students
different perspectives of what member wineries want from their consorzio. The team
assigned to each winery will have separate, one-on-one time with winery management during
this visit.
Siena - Integrated Marketing Communications Summer 2017
INTEGRATED MARKETING COMMUNICATIONS PLAN PROJECT (cont.)
Phase 1: Marketing Plan Design – Due August 28
Teams will have only a short period of time to do a preliminary assessment of the consorzio
or their assigned winery. Teams may have to make preliminary assumptions to complete this
important first step, ones that could be revised as their process moved along. The plan
design must include the following elements:
A team statement on what they have learned as the consorzio’s or winery’s primary
marketing objectives.
Where the stand today on those initiatives.
Initial ideas on marketing opportunities and/or strategies to achieve their objectives.
A work plan that identifies what kind of information is needed, what the team plans to
do with this information, and a design on how the team will develop its plan.
Students will work closely with their instructor during this critical design process. The plan
design document should be one to two pages. Your instructor will offer any modifications
and after any changes, will give approval to move forward.
Phase 2: Marketing Plan Development – Due September 4
Working from the plan design, teams will develop and then write marketing plans for their
assigned focus area. Examples from session 1 are on OneDrive.
Teams will use the marketing plan outline provided them as a general guideline for content
and organization.
Phase 3: Marketing Plan Presentations – September 14
The two teams working on each consortium will convert the integrated plan into a
PowerPoint presentation that will be given to consortium and winery representatives and the
class as a whole. Students will receive an outline and guidelines for their presentation.
Peer Evaluations Students will be required to fill out a confidential peer evaluation for each team member
using a form to be provided. Student grades could be impacted, either way, based on this
feedback.
Siena - Integrated Marketing Communications Summer 2017
Charles H. Lundquist College of Business CODE OF PROFESSIONAL BUSINESS CONDUCT
A Statement of Values The Lundquist College of Business learning community is committed to a set of core values that guide our interactions with one another. Our values are as important within our LCB community as within the business community. Our values help define both how we aspire to act and what it means to be a business professional.
INTEGRITY
Members of our community act with integrity and honesty. These qualities are
essential in providing a basis for trust and go to the core of what is expected from
business professionals.
RESPECT
Our community conveys respect for the dignity of all people. Our relationships are
based on mutual respect. Differences of opinion are discussed openly and civilly.
These discussions focus on issues and are presented in a courteous manner. We are
sensitive to the impacts of both our words and actions on others.
OPENNESS
We encourage all members of our community to exchange ideas freely within the
bounds of reasonable behavior. We recognize that learning requires an open
environment.
RESPONSIBILITY
We act publicly and accept responsibility for our actions. We understand that the
community will keep us accountable for our dealings. We deliver on the commitments
and promises we make to others.
TEAMWORK
Our community is stronger when we work as a team. We foster attitudes encouraging members of the community to give and receive constructive criticism, and develop creative solutions to challenges.