Lesson Plan 3102 - Assumption University plan/Lesson Plan 3102.pdf · Lesson Plan MKT 3102 Integrated ... promotion, and personal selling to build brands. Lesson Contents ... Learning

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


• 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


Instructional

Approach


Assignment(s)

• Reading assignment (lesson 3)

Evaluation




MKT 3102 IMC 6

Lesson 3

Brand Relationships

Learning Objectives


• 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


Instructional

Approach


Assignment(s)


Evaluation




MKT 3102 IMC 7

Lesson 4

Brand Communication Process

Learning Objectives


• 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


Instructional

Approach


Assignment(s)

• Take-home assignment (brand communication process)


Evaluation




• 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


• 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


Assignment(s)


Evaluation




MKT 3102 IMC 9

Lesson 6

IMC Planning

Learning Objectives


• 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


Assignment(s)

• In-class discussion (case studies)

• Group project discussion (IMC plan)


Evaluation




MKT 3102 IMC 10

Lesson 7

Segmentation and Targeting

Learning Objectives


• 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


Instructional

Approach


Assignment(s)

• Take-home assignment (segmentation and targeting)


Evaluation






MKT 3102 IMC 11

Lesson 8

Creative Message Strategies

Learning Objectives


• 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


Assignment(s)

• Take-home assignment (creative message strategies)


Evaluation






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


Instructional

Approach


Assignment(s)


Evaluation




MKT 3102 IMC 13

Lesson 10

Interactive Media

Learning Objectives


• 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


Instructional

Approach


Assignment(s)

• Take-home assignment (traditional and interactive media)


Evaluation






MKT 3102 IMC 14

Lesson 11

Media Planning

Learning Objectives


• 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


Instructional

Approach


Assignment(s)


Evaluation




MKT 3102 IMC 15

Lesson 12

Sales Promotion and Packaging

Learning Objectives


• 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


Instructional

Approach


Assignment(s)


Evaluation




MKT 3102 IMC 16

Lesson 13

Public Relations

Learning Objectives


• 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


Instructional

Approach


Assignment(s)

• Take-home assignment (sales promotion and public

relations)


Evaluation






MKT 3102 IMC 17

Lesson 14

Personal Selling

Learning Objectives


• 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


Instructional

Approach


Assignment(s)


Evaluation




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


Instructional

Approach


Assignment(s)


Evaluation




MKT 3102 IMC 19

Lesson 16

Experiential Contact

Learning Objectives


• 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


Instructional

Approach


Assignment(s)


Evaluation




MKT 3102 IMC 20

Lesson 17

Social, Ethical, and Legal Issues

Learning Objectives


• 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


Instructional

Approach


Assignment(s)


Evaluation




MKT 3102 IMC 21

Lesson 18

Measurement and Evaluation

Learning Objectives


• 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


Instructional

Approach


Assignment(s)

Group project discussion

Evaluation




Documents

Lesson Plan 3102 - Assumption University plan/Lesson Plan 3102.pdf · Lesson Plan MKT 3102 Integrated ... promotion, and personal selling to build brands. Lesson Contents ... Learning