THE PROOF IS IN THE PUDDING TIME TELLS ALL Its not only what you say, but how

you do it

EXPECTATION MANAGEMENT MEETS REALITY

Building Leverage into every opportunity of corporate contact

IMC: WHERE

Marketing 261 Integrated Marketing Communications

with Duane Weaver
Week 1 - Introduction

Todays Outline

Introductions Overview of Course Outline Overview of Course Text Overview of Cases and Teams Introduction to IMC: Integrated Marketing Communications

Introductions - Instructor
Duane Weaver
B.Comm., M.D.Ed.(honours pdg.), IESNA
CEO 2Birds1Stone Marketing, Business and Computer Applications Instructor 20+ years management experience (marketing) Manufacturing, Wholesale and Retail experience Enjoy sailing, soccer, cycling, golf and camping

Introductions - Students
Your name? Something of interest about yourself? Why are you studying IMC?
What do you expect to learn from this course?

Course Text and supplements

Required Readings
Clow, K.E. and Baack, D. 2004, Integrated Advertising, Promotion, and Marketing Communications, Second Edition, New Jersey: Pearson Prentice Hall.

Suggested/Supplement Readings
Belch, G.E. and Belch, M.A. (2003), Advertising and Promotion: An Integrated Marketing Communications Perspective, New York: McGraw-Hill/Irwin. Blair, M., Armstrong, R. and Murphy, M. (2003), The 360 Degree Brand in Asia: Creating More Effective Marketing Communications, Singapore: John Wiley & Son.

Suggested Supplemental Readings Contd.

Hulbert, J.M., Capon, N. and Piercy, N. (2003), Total Integrated Marketing: Breaking the Bounds of the Function, New York: Free Press. Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications, London: Pearson Education. Schultz, D.E., Tannenbaum, S.I. and Lauterborn, R.F. (1993), Integrated Marketing Communications, Chicago: NTC Publishing Group. Semenik, R.J. (2002), Promotion and integrated Marketing Communications, Ohio: South-Western Thomson Learning. Smith, P.R. and Tylor, J. (2002), Marketing Communications: An Integrated Approach, London: Kogan Page.

Course Outline
Case based course.
(Teams and Individual)
(Lecture/Case Presentation/Discussion)

See Handout

Overview of Cases and Teams

This course will take a case-study approach. Students will
be asked to form study/case groups of 6 within the first week of classes. The groups are expected to work on the case assignments prior to each class. Each group will be tasked with the responsibility of preparing and presenting cases at each class as determined by the instructor. (2-3 cases per group) (See http://web.mala.bc.ca/weaverd/Mark261 for team case presentation schedule).

GROUP CASE PRESENTATION/REPORTS

Group Case presentations are due the class of the Case
Analysis as posted on the course website. Case reports are due one week later at the start of class. They must be submitted in a report format as per the guidelines given by your instructor. (Please see http://web.mala.bc.ca/weaverd/mark261) Late case reports (without prior arrangement and for good cause) will be assessed a 10% daily penalty, up to three calendar days. Case reports handed in late beyond three days will receive a mark of 0 for that particular assignment.
NOTE: ALL STUDENTS on the case team will receive the same
grade. Your team members will be your team for the entire course.

Case Teams/Study Group

Please take 10 minutes to form a study team
of 5 people and Determine a name for your team One member from the team should record a list of all of the team members names (last name, first name and student I.D.) and submit the list along with the Team Name to the instructor by end of class today.

Case Sources
Cases will be assigned from the textbook as
the course proceeds. Please check the course website to find out which case is due for your next class. You should expect at least 1 week of lead time per case. http://web.mala.bc.ca/weaverd/Mark261 Note: The first two cases will be presented in the 2nd week of class.

IMC:
WHERE EXPECTATION MANAGEMENT MEETS REALITY

Introduction to Integrated Marketing Communications (IMC)

Communication IMC Defined The IMC Plan 4 Stages of Cultivating IMC SUCCESS IMC and the Marketing Mix Factors Affecting IMC

Communication
Transmitting, receiving, and processing information
Sender, Receiver Encoding, Decoding Transmission Device

IMC Defined
The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.

The IMC Plan

Situation Analysis Marketing Objectives Marketing Budget (Financials) Marketing Strategies Marketing Tactics Evaluation of Performance (metrics)

4 Stages of cultivating IMC SUCCESS

1. Identify, coordinate and manage all forms of external communication 2. Extend scope of communication to include everyone touched by the organization 3. Using IT to infuse customer input into the plan. Db development/tracking/analysis. 4. Treating IMC as an investment rather than a departmental function.

IMC and the Marketing Mix

Product Price Promotion Place (Distribution)
How do the above elements effect the communications plan of a company?

Factors Affecting IMC

Information Technology Changes in Channel Power Increases in Competition Brand Parity Integration of Information Decline in Mass Media Effectiveness

Thank You
See you next class
read ahead meet with your group and discuss the case(s) prior to class.