This course is designed to provide the student a managerial examination of advertising techniques and how they affect decisions in advertising and sales promotion. Course topics include setting advertising objectives and budget, applying advertising and media tools, and developing marketing communications designed to connect with and motivate the consumer toward an intended action or belief.
Theoretical foundations will be discussed, but a substantial amount of attention will be devoted to practical applications of the text material to issues that occur each day in the business world. You will be expected to understand the various theoretical perspectives, but you will also be expected to understand how and why they are important to marketers. This ability to apply the course concepts will be assessed in exams and other assignments.
The course will be conducted as a mixture of lecture, peer learning, and class discussion. Therefore, the success of any class discussion is dependent on class participation, which, in turn, requires preparation. I expect you will come to class each day having read assigned class materials and prepared to discuss how the topic is or is not used in the world of advertising you are exposed to each and every day.
The intent of this course is to foster a broad understanding of Advertising and Promotion. To best achieve this, the key goals are:
- Establishing basic knowledge of advertising and promotion, what it is and why it is critical for aspiring marketers
- Understanding what constitutes the most effective ways to target and reach consumers
- Recognizing the key components of an integrated marketing communications campaign
- Developing a fundamental understanding of management decisions as they relate to advertising and promotion
The class will consist of lectures, business cases, class discussions, and in-class group workshops. Students are encouraged to ask questions and actively participate in class. Students will frequently work in teams to give deeper meaning to the reading material. The PowerPoint slides, course hand-outs, and study notes can be found on the course portal provided by your instructor. These materials are intended to supplement, not replace, the textbook.
Enrolment is now open for January, April, July, or October. Please contact us for more information.
Course Name: Integrated Advertising, Promotion & Marketing Communications
Course Code: CMKT 301
Pre-requisite: CMKT 202 | Marketing Research
Course Fees: $775
Delivery: Virtual Instructor-Led
Platform: Zoom, Microsoft Teams, or similar
Duration: 11 weeks / 42 hours / 11 weekly sessions / 4 hours per session
This course is one of the eight required courses to obtain the International Marketing Management Diploma. more
Course Outline
| Session | Topic | Learning Objectives |
| 1 | Integrated Marketing Communications | Students should be able to answer the following questions: * How does communication take place? * What is an integrated marketing communications program? * What new trends are affecting marketing communications? * How does an integrated marketing communications program create value?* What are the components of an integrated marketing communications program? * What does the term GIMC mean? |
| 2 | Corporate Image and Brand Management | Students should be able to answer the following questions: * How does a corporate image affect consumers, other businesses, and the company itself? * What elements involved in identifying, creating, rejuvenating, or changing a corporation’s image? * What are the different types of corporate names? * What are the characteristics of effective logos? * What different kinds of brands can firms offer? * How are brands developed, built, and sustained in order to build brand equity and fend off perceptions of brand parity? * What current trends affect private labels? * How can packages and labels support an integrated marketing communications program, both domestically and in foreign settings? |
| 3 | The IMC Planning Process | Students should be able to answer the following questions: * How can the three Cs of the IMC planning context form the basis for an effective advertising program? * What categories are used to identify consumer target markets or market segments? * What categories are used to identify business-to-business market segments? * How do the various approaches to positioning influence the selection of target markets? * How do the various marketing communications objectives interact with the other elements of an IMC planning process? * What are the relationships between communications expenditures and company sales? * What types of marketing communications budgets may be used when developing the IMC planning program? * In addition to advertising, what other IMC components are selected as part of the IMC planning process? |
| 4 | Advertising Management | Students should be able to answer the following questions: * What are the essential ingredients in advertising campaign management, including the role of advertising? * When should a company employee an external advertising agency rather than completing the work in-house? * How do companies choose advertising agencies? * What roles are played within advertising agencies and client companies? * What steps are completed as part of advertising campaign management? * What are the primary goals of advertising? * What are the key elements of an advertising budget? * What are the issues in the media selection process? * How does a creative brief facilitate effective advertising? |
| 5-6 | Advertising Design: Theoretical Frameworks and Types of Appeals | Students should be able to answer the following questions: * How can the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials? * How can leverage points and taglines increase advertising effectiveness? * What roles do visual and verbal images play in advertisements? * What are the seven main types of advertising appeals? * How can fear be used to create an effective advertisement? * How can humor be used to create an effective advertisement? * Why does sex play such a prominent role in advertising? * How can music, rationality, and scarcity be used to increase advertising effectiveness? * What are the primary areas of concern in international advertising? |
| Midterm | ||
| 7 | Advertising Design: Message Strategies and Executional Frameworks | Students should be able to answer the following questions: * How are the three main types of message strategies used to increase advertising effectiveness? * What types of executional frameworks help to deliver quality advertising messages? * What types of sources or spokesperson can be used in advertisements or commercials? * What characteristics are most important when selecting a source or spokesperson? * What process is used to create advertisements? * What are the principles of advertising effectiveness? * How are advertising programs adjusted to fit international circumstances? |
| 8 | Traditional Media Channels | Students should be able to answer the following questions: * What is a media strategy? * What elements and individuals are involved in media planning? * How do the terms used to describe advertising help the marketing team design effective campaigns? * What are some of the primary advertising objectives? * What are the advantages and disadvantages associated with each of the traditional advertising media? * How can the marketing team use the media mix to increase advertising effectiveness? * What are the key issues associated with media selection for business-to-business markets? * What issues are associated with media selection in international markets? |
| 9 | Digital Marketing | Students should be able to answer the following questions: * What is digital marketing? * How has Web 4.0 affected the field of marketing communications? * How can e-commerce programs and incentives build a stronger customer base and overcome consumer concerns at the same time? * What makes e-commerce a crucial part of business-to-business commerce? * How can companies use mobile marketing to reach consumers? * What is interactive marketing? * Why have online social networks, consumer-generated advertising and reviews, e-mail, and viral marketing become key components of market communications programs? * How can companies successfully conduct digital marketing programs in international markets? |
| 10 | Alternative Marketing | Students should be able to answer the following questions: * How can buzz marketing, guerilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program? * What methods can be used to effectively employ product placements and branded entertainment? * Why has the use of alternative media venues, especially videogame advertising, grown in marketing communications programs? * How have in-store marketing and point-of-purchase displays evolved into even more effective communication and sales tools? * How can brand communities enhance brand loyalty and devotion? * What methods are used to adapt alternative marketing programs to international marketing efforts? |
| 11 | Database & Direct Response Marketing and Personal Selling | Students should be able to answer the following questions: * What role does database marketing, including the data warehouse, data coding and analysis, and data mining play in creating and enhancing relationships with customers? * How can database-driven marketing communication programs help personalize interactions with customers? * How do database-driven marketing programs create sales and build bonds with customers? * When should direct response marketing programs be used to supplement other methods of delivering messages and products to consumers? * What are the tasks involved in developing successful personal selling programs for consumers and businesses? * How should database marketing and personal selling programs be adapted to international settings? |
| Final Exam |