This course is designed to cover integrated marketing communications theory and practice. The course content assembles advertising theories and research, case studies and promotional planning in different business contexts. Focus in course implementation is given to modern communication techniques and tools including mobile technologies and social media communications.
Course objectives include having students; comprehend main communication theories relevant to advertising management; learn from practical applications of communication and advertising theories through case studies, and; develop skills by preparation of a social media promotion plan for a local business
| Week | Topics |
|---|---|
| 1 | Course Introduction and planning Chapter 1: An Introduction to Integrated Marketing Communications; Case study presentation 1 |
| 2 | Chapter 2: The Role of IMC in the Marketing Process Chapter 3: Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations; Case presentations 2 and 3 Establishment of case study presentation groups and dates Establishment of promotion plan groups Chapter 15: Social Media Marketing Plan (Barker et al. 2013) Appendix: Barker et al. (2013) |
| 3 | Chapter 4: Perspectives on Consumer Behavior Chapter 5: The Communication Process; Case presentations 4 and 5 |
| 4 | Group meetings to identify businesses in Belgium for promotion plans |
| 5 | Chapter 6: Source, Message and Channel Factors Chapter 7: Establishing Objectives and Budgeting for the Promotional Program; Case presentations 6 and 7 |
| 6 | Chapter 8: Creative Strategy: Planning and Development Chapter 9: Creative Strategy: Implementation and Evaluation Case presentations 8 and 9 |
| 7 | Midterm exams |
| 8 | Chapter 10: Media Planning and Strategy Chapter 11: Evaluation of Media: TV and Radio; Case presentations 10 and 11 |
| 9 | Chapter 12: Evaluation of Media: Magazines and NewspapersChapter 13: Support Media Case presentations 12 and 13 |
| 10 | Chapter 14: Direct Marketing Chapter 15: The Internet: Digital and Social Media; Case presentations 14 and 15 |
| 11 | Chapter 16: Sales Promotion Chapter 17: Public Relations, Publicity and Corporate Advertising: Case presentations 16 and 17 |
| 12 | Chapter 18: Measuring the Effectiveness of the Promotional Program Chapter 19: International Advertising and Promotion Case presentations 18 and 19 |
| 13 | Chapter 20: Regulation of Advertising and Promotion Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion; Case presentations 20 and 21 Chapter 22: Personal Selling (Online) (Eliminated) |
| 14 | Group project presentations , Next week: Final Exam |
| Method | Qty | % Each |
|---|---|---|
| Midterm Exam(s) | 1 | 25 |
| Presentation | 1 | 10 |
| Project | 1 | 20 |
| Case Study | 1 | 15 |
| Final Exam | 1 | 25 |
| Attendance | 5 |
Belch, G. E. and Belch M.A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill: New York, NY, USA. Barker, M., Barker, D., Bormann, N. and Neher, K. (2013). Social Media Marketing: A Strategic Approach. Cengage Learning: Boston, MA, USA.