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MKT 3102 IMC 1
Martin de Tours School of Management Department of Marketing
Lesson Plan MKT 3102 Integrated Marketing Communications
MKT 3102 IMC 2
Lesson Plan
MKT 3102 Integrated Marketing Communications
Course Description:
The course examines the strategic use of various marketing communication elements
including advertising, sales promotion, public relations, personal selling, event
sponsorships, and direct marketing to build and maintain brand equity. Analysis will
focus on topic such as selecting among alternative promotional tools, budgeting and
allocation decisions, determining appropriate message strategy, developing media
schedules for a given product/market, and ethical principles in marketing
communications. Particular attention will be paid to the effective integration of elements
across the promotional mix.
Course Objectives:
After studying this subject, students should be able to:
1. Understand the concepts and function areas of IMC.
2. Describe different types of IMC partners and industry organization.
3. Understand how brands are created and maintained and how brand
communication works.
4. Explain different types of segmentation and targeting.
5. Know how to create and plan the IMC campaign.
6. Use and manage various types of traditional and interactive media in the IMC
campaign.
7. Determine when and how to use various functions of IMC such as sales
promotion, personal selling, and direct marketing.
8. Realize some ethical considerations relating to marketing communication.
Know various evaluation methods in assessing the IMC campaigns.
Requirement and Mark Allocations:
Pop-Up Quizzes in Lecture Class (2x5%) 10% Discussion Activities 10% Midterm Examination 30% Comprehensive Final Examination 40% Group Project 10% Total 100%
MKT 3102 IMC 3
Outline of the Contents Page
Lesson 1: Introduction to Integrated Marketing Communications (IMC)
Using IMC to build brands……………………………………………4
Lesson 2: IMC partners and industry organization…………………………….5
Lesson 3: Brand relationships…………………………………………………….6
Lesson 4: Brand communication process………………………………………..7
Lesson 5: Consumer response…………………………………………………….8
Lesson 6: IMC planning…………………………………………………………...9
Lesson 7: Segmentation and targeting…………………………………………..10
Lesson 8: Creative message strategies…………………………………………..11
Lesson 9: Traditional media……………………………………………………..12
Lesson 10: Interactive media……………………………………………………...13
Lesson 11: Media planning………………………………………………………..14
Lesson 12: Sales promotion……………………………………………………….15
Lesson 13: Public relations………………………………………………………..16
Lesson 14: Personal selling………………………………………………………..17
Lesson 15: Direct marketing……………………………………………………...18
Lesson 16: Experiential contact…………………………………………………..19
Lesson 17: Social, ethical, and legal issues………………………………………20
Lesson 18: Measurement and evaluation………………………………………...21
MKT 3102 IMC 4
Lesson 1
Introduction to Integrated Marketing Communications (IMC)
Using IMC to Build Brands
Learning Objectives
After studying this lessen, students should be able to:
• Understand the concepts of IMC, and the benefits, and
obstacles when using IMC.
• Describe the concepts and benefits of a brand.
• Identify the tools of IMC such as advertising, sales
promotion, and personal selling to build brands.
Lesson Contents
• Definitions of IMC
• Changing world of marketing and communication
• What is a brand?
• Benefits of brand
• Tools of marketing communication
• Benefits of IMC
• Obstacles to implement IMC
Duration
3.0 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Group project assignment.
o Students are assigned to form a group of 5 and
discuss about the IMC plan.
• Reading assignment (lesson 2).
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 5
Lesson 2
IMC Partners and Industry Organization
Learning Objectives
After studying this lessen, students should be able to:
• Identify different types of agencies and the key players in
the industry.
• Describe the concepts of the “Golden Triangle” including
agencies, media, and companies, and their relationships.
• Describe ways in which agencies get compensated.
• Explain how cross-functional planning works in the IMC
company.
Lesson Contents
• Who are the IMC partners?
• The three key players in the “golden triangle” (i.e., MC
agencies, media, and companies).
• Changing in the media world
• Relationships between agencies and clients
• Compensations for agencies (e.g., commissions, fees, and
markups).
• Cross-functional planning
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 3)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 6
Lesson 3
Brand Relationships
Learning Objectives
After studying this lessen, students should be able to:
• Explain steps in building and maintaining brands and brand
relationships.
• Describe how to manage a brand’s position.
• Understand the concepts and components of brand equity.
Lesson Contents
• Differences between brand and branding
• Attributes of brand (i.e., tangible and intangible attributes)
• How to build and maintain brands?
• The concept of brand relationship
• How to build and maintain brand relationships?
• The concept and dimensions of brand equity
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 4)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 7
Lesson 4
Brand Communication Process
Learning Objectives
After studying this lessen, students should be able to:
• Identify the six components of communication and how they
relate to marketing communication.
• Describe the four types of brand customer touch points.
• Identify the 4Rs of purposive dialogue and how the 4Rs help
in building a brand.
Lesson Contents
• What is communication?
• How brand communication works?
• Brand and customer touch points
• Interactive communication
• The four Rs (Recourse, Recognition, Responsiveness, and
Respect) of the purposeful dialogue.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Take-home assignment (brand communication process)
• Reading assignment (lesson 5)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
• Assignments are evaluated and provided with written
comments to students and/or in-class discussions.
MKT 3102 IMC 8
Lesson 5
Consumer Response
Learning Objectives
After studying this lessen, students should be able to:
• Understand how consumers respond and react to MC
messages.
• Explain how MC messages influence consumer behavior.
• Identify factors influencing consumers’ buying decisions.
• Explain the hierarchy-of-effect model (AIDA and think,
feel, do model) and the elaboration likelihood model.
• Identify 4 steps of brand decision making.
Lesson Contents
• The concept of consumer behavior
• Differences between prospects and consumers
• Differences between B2B and B2C
• 4 factors influencing consumers’ buying decisions
• The hierarchy-of-effect model (AIDA and think, feel, do
model)
• The elaboration likelihood model
• The effects of persuasive (MC) messages
• 4 steps of the brand decision-making process
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides and video clips)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 6)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 9
Lesson 6
IMC Planning
Learning Objectives
After studying this lessen, students should be able to:
• Identify six steps in the IMC planning process.
• Explain the concepts of the SWOTs analysis.
• Plan and create the IMC campaign.
Lesson Contents
• Six steps in the IMC planning process:
o Determine IMC objectives
o Analyze SWOTs
o Identify target audiences
o Develop strategies and tactics
o Determine the budget
o Evaluate effectiveness
Duration
3.0 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides) and case studies
Instructional
Approach
Lecture and Discussion
Assignment(s)
• In-class discussion (case studies)
• Group project discussion (IMC plan)
• Reading assignment (lesson 7)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 10
Lesson 7
Segmentation and Targeting
Learning Objectives
After studying this lessen, students should be able to:
• Explain differences between segmentation and targeting.
• Describe mass marketing and a market niche.
• Identify the five types of customer segmentation.
Lesson Contents
• What are segmentation and targeting?
• From mass marketing to niche marketing
• Steps in segmenting and targeting
• Types of customer segmentation
Duration
3.0 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Take-home assignment (segmentation and targeting)
• Reading assignment (lesson 8)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
• Assignments are evaluated and provided with written
comments to students and/or in-class discussions.
MKT 3102 IMC 11
Lesson 8
Creative Message Strategies
Learning Objectives
After studying this lessen, students should be able to:
• Define a message strategy and know how a message
strategy used in MC.
• Explain steps in developing a message strategy brief
Lesson Contents
• What is a message strategy?
• How is a message strategy used in MC?
• Three steps in developing a message strategy brief
including:
o Determining the MC objectives
o Finding customer insights
o Selecting a selling strategy.
Duration
3.0 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides and video clips)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Take-home assignment (creative message strategies)
• Reading assignment (lesson 9)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
• Assignments are evaluated and provided with written
comments to students and/or in-class discussions.
MKT 3102 IMC 12
Lesson 9
Traditional Media
Learning Objectives
After studying this lesson, students should be able to:
• Know all kinds of media those have been traditionally used
in marketing communication.
Lesson Contents
• How media are classified?
• Important characteristics of print media.
• Important characteristics of broadcast media.
• Important characteristics of out-of-home media.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 10)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 13
Lesson 10
Interactive Media
Learning Objectives
After studying this lesson, students should be able to:
• Understand the role of the Internet in IMC.
• Explain the integration of interactive media and MC tools
(e.g., PR and sponsorships).
Lesson Contents
• Importance of interactive media in IMC.
• The ways Internet affects marketing communication.
• Using Internet to build brand and customer relationship.
• The key customer concerns about online marketing.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Take-home assignment (traditional and interactive media)
• Reading assignment (lesson 11)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
• Assignments are evaluated and provided with written
comments to students and/or in-class discussions.
MKT 3102 IMC 14
Lesson 11
Media Planning
Learning Objectives
After studying this lesson, students should be able to:
• Know how to plan and buy media in IMC process.
Lesson Contents
• Steps in media planning.
• Reach and frequency.
• Media mix.
• Media cost.
• Media buying schedule.
Duration
3 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 12)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 15
Lesson 12
Sales Promotion and Packaging
Learning Objectives
After studying this lesson, students should be able to:
• Clarify the roles of consumer promotion in IMC.
• Determine sales promotion strategies
Lesson Contents
• Sales promotions as value added to brand offering.
• Strengths and limitations of consumer sales promotions.
• Roles of packaging.
• Sales promotion strategies
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 13)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 16
Lesson 13
Public Relations
Learning Objectives
After studying this lesson, students should be able to:
• Differentiate public relation, publicity, and corporate
advertising.
Lesson Contents
• How public relations relate to IMC.
• Strengths and limitations of brand publicity.
• Important of corporate communication in IMC.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Take-home assignment (sales promotion and public
relations)
• Reading assignment (lesson 14)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
• Assignments are evaluated and provided with written
comments to students and/or in-class discussions.
MKT 3102 IMC 17
Lesson 14
Personal Selling
Learning Objectives
After studying this lesson, students should be able to:
• Understand the two-way marketing communication.
• Explain personal selling process.
• Know how to manage the personal selling function.
Lesson Contents
• Personal selling objectives.
• Personal selling process.
• Personal selling management.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 15)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 18
Lesson 15
Direct Marketing
Learning Objectives
After studying this lesson, students should be able to know:
• How to use various kinds of direct marketing activity.
Lesson Contents
• Direct Marketing components.
• Strength and weaknesses of direct mail and telemarketing.
• Direct marketing evaluation.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 16)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 19
Lesson 16
Experiential Contact
Learning Objectives
After studying this lesson, students should be able to:
• Know activities those make IMC completed.
• Understand the concept of customer service and the
importance of customer service in MC.
Lesson Contents
• Types of event and sponsorship.
• Strength and weaknesses of event and sponsorship.
• Important of customer service.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 17)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 20
Lesson 17
Social, Ethical, and Legal Issues
Learning Objectives
After studying this lesson, students should be able to:
• Understand how IMC affects society.
Lesson Contents
• The roles of IMC in society.
• Ethical and legal issues that relate to marketing
communication.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
• Reading assignment (lesson 18)
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.
MKT 3102 IMC 21
Lesson 18
Measurement and Evaluation
Learning Objectives
After studying this lesson, students should be able to:
• Know the roles of IMC evaluation.
Lesson Contents
• Conducting brand message evaluation.
• IMC evaluation methods.
• IMC evaluation processes.
Duration
1.5 hours
Teaching Aids and
Materials
Visual aids (i.e., PowerPoint slides)
Instructional
Approach
Lecture and Discussion
Assignment(s)
Group project discussion
Evaluation
• Students’ achievements of the learning objectives are
measured from their responses to specific questions
regarding the topics listed in the “Lesson Contents” section.