WIXLIB

9/8/21, 3:34 PMSyllabus for MKMT 3713 - Integrated Marketing Communications ON 7DEVCourse SyllabusJump to Today EditMKMT 3713 ONCourse DescriptionIntegrated Marketing Communications (IMC) is known as the coordination of the promotional mixelements (advertising, public relations, sales promotion, personal selling, direct marketing, and digitalmarketing/social media) with each other and with the other elements of the brand’s marketing mix inorder that all elements communicate with one voice. Both theoretical and practical applications areincluded. (3 hrs.)Course PrerequisitesPrinciples of Marketing MGMT 3503.Required MaterialsAdvertising, Promotion, and other aspects of Integrated Marketing Communications , 10thEditionJ. Craig Andrews; Terence A. ShimpISBN-10: 1-337-28265-0ISBN-13: 978-1-337-28265-9AccreditationSouthern Wesleyan University is accredited by the Commission on Colleges of the Southern Associationof Colleges and Schools to award associate, baccalaureate, and masters degrees. Contact theCommission on Colleges at 1866 Southern Lane, Decatur, GA 30033-4097 or call 404-679-4500 forquestions about the accreditation of Southern Wesleyan University.Program Learning OutcomesStudents completing the Bachelor of Science (BS) in Business Administration are expected to:Business Communication: Become effective in both oral and written communication.Teamwork and Collaboration: Demonstrate leadership in effective collaboration, interacting andcontributing as a team member to meet stated assignments/syllabus1/10

9/8/21, 3:34 PMSyllabus for MKMT 3713 - Integrated Marketing Communications ON 7DEVSocial and Corporate Responsibility: Exercise the ability to articulate the impact of corporatesocial responsibility for business and society.Ethics and Christian Servant Leadership: Model a clear perception of business ethics based onChristian principles and utilize leadership skills that reflect Christian servant leadership principles.Problem-Solving and Decision Making: Apply critical thinking skills to identify and solve problemsusing various analytical tools and technology.Course Learning OutcomesEnter course learning outcomes, connect to program learning outcomesAligns withCLO#1Explain Integrated Marketing Communications and the elements ofmarketing research from a biblical and practitioner perspective.PLO(s)#1,4CLO#2Evaluate appropriate Integrated Marketing Communications techniques toaddress marketing inquiriesPLO(s)#5CLO#3Apply Integrated Marketing Communications to solving marketingchallenges: marketing campaigns, ad buysPLO(s)#1,5CLO#4Create an Integrated Marketing Communications/marcon report of a majorNYSE company.PLO(s)#1,5,6Course Learning Assignments and AssessmentsGradingDiscussion Forums30%Case Study Papers30%Group IMC Project10%Individual IMC Project20%Individual IMC PowerPoint Presentation ignments/syllabus2/10

9/8/21, 3:34 PMTotalSyllabus for MKMT 3713 - Integrated Marketing Communications ON 7DEV100%Discussion Forums – 30%Each student is expected to engage in weekly discussion forums. The initial discussion posts are due by11:55 PM EST each Thursday. The reply posts are due by 11:55 PM EST each Sunday. Each student isresponsible for posting a response to each of the discussion questions and responding to at least oneclassmates’ and faculty’s posts. The original post should contain at least five sentences. The responsesshould be from three to five sentences and should intend to invite dialogue.Devotions are worth a bonus for the forum grade. Initial devotion posts are due by 11:55 PM EST eachSaturday. Reply posts are encouraged, but not required.Case Study Analyses – 30%Each student will have two cases to analyze. Each case analysis must be according to the followingguidelines:Typed, double spaced, Times New Roman font (size 12), one inch margins on all sides (APA format).Have a clear introduction followed by:background of the company and the research issue at handdescribe the company’s research plan of actionanalysis with student’s research recommendationsIn addition to the 2 pages required, a title page and reference page are to be included. Utilize at leasttwo outside sources to supplement your answers, and cite using APA format.Group IMC Project– 10%FYI – the Group Project will precede the Individual Project by one week. The idea is that you will learnfrom the Group project to better understand your Individual project.Week 1: You will be divided into groups. Divide yourselves into groups of 3 – starting in alphabeticalorder. If there is an odd group at the end of names of 2 that is OK. If an odd person of 1 at the end thenadd yourself to the last group.Week 2: Use the Internet or the SWU Library to familiarize your group with an industry and then pick alarge publicly traded company. You will use this company for your group research project. Use theInternet or the SWU Library to familiarize your group with an industry and then pick a large publiclytraded company from the NYSE. You will use this company for your Group IMC Analysis. Email toProfessor for 78/assignments/syllabus3/10

9/8/21, 3:34 PMSyllabus for MKMT 3713 - Integrated Marketing Communications ON 7DEVWeek 3: Your Group will create an IMC/marcon Project report in which the Final report is due week.Each week you will do a section. This start the research process. Groups will start developing anIMC/Marcom strategy for a company you choose last week. Recall that in Chapter 1, fundamental andimplementation decisions in the marcom process were explained. This mantra was emphasized: “allmarketing communications should be: (1) directed to a particular target market, (2) clearly positioned, (3)created to achieve a specific objective, and (4) undertaken to accomplish the objective within budgetconstraint. The market segmentation process and targeting audiences can be considered the startingpoint for all marcom decisions. This chapter focuses on four sets of segmentation bases. Behavioralsegmentation is information about the audience’s behavior—in terms of past purchase behavior oronline search activity—in a particular product category or set of related categories. Psychographics isinformation about consumers’ attitudes, values, motivations, and lifestyles that relate to buying behaviorin a particular product category. Demographics includes measurable population characteristics such asage, income, and ethnicity. And geodemographics is based on demographic characteristics ofconsumers who reside within geographic clusters such as ZIP code areas and neighborhoods. Figure5.1 illustrates a classification of four general targeting characteristics according to ease of measurementand behavior predictability.Week 4: Groups will turn in a “Draft” of their IMC/marcon Project. Next week you will turn in the “Final”version.Include the following “Strategy” points from Chapter 8 in your Draft:Setting Marcom ObjectivesMarcom objectives are general outcomes that the various marcom elements try to achieve individuallyor collectively. Three major reasons why it is essential that objectives be established prior to makingimplementation decisions:Achieving management consensus.Guiding subsequent marcom decisions.Providing standards.A marcom objective is a specific statement about what a marcom program is intended to accomplish at apoint in time. Figure 8.4 presents the criteria for good marcom objectives.1. Objectives Should Include a Precise Statement of Who, What, and When2. Objectives Should Be Quantitative and Measurable3. Objectives Should Specify the Amount of Change4. Objectives Should Be Realistic5. Objectives Should Be Internally Consistent6. Objectives Should Be Clear and in WritingWeek 5: Groups will review “Comments from the Instructor” concerning the draft. Prepare to makecorrections to turn in Final version next ssignments/syllabus4/10

9/8/21, 3:34 PMSyllabus for MKMT 3713 - Integrated Marketing Communications ON 7DEVWeek 6: Group Project Due. Add Cover page and reference page to 4-5 page body. Include anExecutive Summary of the Analysis. Then include an Introduction, Body of Paper and a Conclusionsection that reviews the overall results. Feel free to add pictures of ads/charts etc – this is a Marketingclass!! Please use Terms from the book and 4 outside references.Individual Online Survey– 20%FYI - The Individual IMC Project will “Mirror” the Group IMC Project – but will lag by one week. The ideais to allow you to work in groups to become for familiar with the process.Week 3: Use the Internet or the SWU Library to familiarize yourself with an industry and then pick alarge publicly traded company. You will use this company for your individual IMC Project.Week 4: Much like you did last week as a “Group,” Individuals will start developing an IMC/Marcomstrategy for a company you choose last week. Recall that in Chapter 1, fundamental and implementationdecisions in the marcom process were explained. This mantra was emphasized: “all marketingcommunications should be: (1) directed to a particular target market, (2) clearly positioned, (3) created toachieve a specific objective, and (4) undertaken to accomplish the objective within budget constraint.The market segmentation process and targeting audiences can be considered the starting point for allmarcom decisions. This chapter focuses on four sets of segmentation bases. Behavioral segmentationis information about the audience’s behavior—in terms of past purchase behavior or online searchactivity—in a particular product category or set of related categories. Psychographics is informationabout consumers’ attitudes, values, motivations, and lifestyles that relate to buying behavior in aparticular product category. Demographics includes measurable population characteristics such as age,income, and ethnicity. And geodemographics is based on demographic characteristics of consumerswho reside within geographic clusters such as ZIP code areas and neighborhoods. Figure 5.1 illustratesa classification of four general targeting characteristics according to ease of measurement and behaviorpredictability.Week 5: Individuals will turn in a “Draft” of their IMC/marcon Project. Next week you will turn in the“Final” version.Include the following “Strategy” points from Chapter 8 in your Draft:Setting Marcom ObjectivesMarcom objectives are general outcomes that the various marcom elements try to achieve individuallyor collectively. Three major reasons why it is essential that objectives be established prior to makingimplementation decisions:Achieving management consensus.Guiding subsequent marcom decisions.Providing 678/assignments/syllabus5/10