marketing week1

7/29/2019 marketing week1

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THE PROOF IS IN THE PUDDING

TIME TELLS ALL

Its not only what you say,

but how you do it

IMC:IMC: WHEREWHERE

EXPECTATION MANAGEMENT MEETSEXPECTATION MANAGEMENT MEETSREALITYREALITY

Building Leverage into every opportunity ofcorporate contact


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Marketing 261Integrated Marketing

Communicationswith Duane Weaver

Week 1 - Introduction


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Todays Outline

Introductions

Overview of Course Outline

Overview of Course Text Overview of Cases and Teams

Introduction to IMC: Integrated Marketing

Communications


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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


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Introductions - Students

Your name?

Something of interest about yourself?

Why are you studying IMC?What do you expect to learn from this

course?


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Course Text and supplements

Required ReadingsClow, 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 360Degree Brand in Asia: Creating More Effective MarketingCommunications, Singapore: John Wiley & Son.


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Suggested Supplemental

Readings Contd. Hulbert, J.M., Capon, N. and Piercy, N. (2003),

Total Integrated Marketing: Breaking the Bounds of theFunction, New York: Free Press.

Pickton, D. and Broderick, A. (2001), IntegratedMarketing 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 integratedMarketing Communications, Ohio: South-Western

Thomson Learning. Smith, P.R. and Tylor, J. (2002), Marketing

Communications: An Integrated Approach, London:Kogan Page.


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Course Outline

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

See Handout


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Overview of Cases and Teams

This course will take a case-study approach. Students willbe asked to form study/case groups of 6 within the first

week of classes.

The groups are expected to work on the case assignmentsprior to each class.

Each group will be tasked with the responsibility ofpreparing 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 teamcase presentation schedule).


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GROUP CASE

PRESENTATION/REPORTS

Group Case presentations are due the class of the CaseAnalysis 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 seehttp://web.mala.bc.ca/weaverd/mark261)

Late case reports (without prior arrangement and for goodcause) will be assessed a 10% daily penalty, up to threecalendar days. Case reports handed in late beyond threedays will receive a mark of 0 for that particularassignment.

NOTE: ALL STUDENTS on the case team will receive the same

grade. Your team members will be your team for the entirecourse.


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Case Teams/Study Group

Please take 10 minutes to form a study teamof 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 (lastname, first name and student I.D.) and

submit the list along with the Team Nameto the instructor by end of class today.


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Case Sources

Cases will be assigned from the textbook asthe 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 presentedin the 2nd week of class.
http://web.mala.bc.ca/weaverd/Mark261http://web.mala.bc.ca/weaverd/Mark261


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IMC:IMC:

WHEREWHERE

EXPECTATION MANAGEMENTEXPECTATION MANAGEMENT

MEETS REALITYMEETS REALITY


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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


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Communication

Transmitting, receiving, and processing

information

Sender,

Receiver

Encoding, Decoding

Transmission Device


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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.


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The IMC Plan

Situation Analysis

Marketing Objectives

Marketing Budget (Financials) Marketing Strategies

Marketing Tactics

Evaluation of Performance (metrics)


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4 Stages of cultivating

IMC SUCCESS1. 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 adepartmental function.


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IMC and the Marketing Mix

Product

Price Promotion

Place (Distribution)

How do the above elements effect thecommunications plan of a company?


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Factors Affecting IMC

Information Technology

Changes in Channel Power

Increases in Competition Brand Parity

Integration of Information

Decline in Mass Media Effectiveness


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Thank You

See you next classread ahead

meet with your group and discuss the case(s)

prior to class.

marketing week1

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