Integrated Marketing Communications
Markets and Management MMS 250
Class Time: 3:05 – 4:20 pm Tuesday / Thursday
Location: Carr rm 240
Instructor: Dr. Martha Reeves
Office: Gross Hall, rm 110
Email: mreeves@duke.edu
Office Hours: Wed. / Friday 2:45-5 or by appointment
Course Description:
This course treats the theory of marketing communications and the nature and influence
of communication strategies. Topics include the impact of informational asymmetries,
uncertainty and risk, local culture and global branding, and especially the effects of
technology on marketing communications. We will investigate how the Internet has
changed the marketing communication mix. New modes of reaching customers have
emerged (blogs, You Tube, Twitter, use of iphones etc. to send marketing messages)
The course offers students an understanding of marketing communications from the
perspective of both the social scientist and the corporate marketing manager. We will
analyze how changes in the technology of communication have altered the way in which
businesses communicate with customers and the ways customers respond. A myriad of
communication channels – for example, newsprint, film, radio, television, then satellite
and cable T.V., and the Internet – have changed the marketing communications mix.
The course begins with a brief overview of marketing communications, then proceeds to
examine various theories of mass communication and consumer behavior. Finally, we
look at the practice of marketing communications which has been influenced by these
consumer behaviors.
Texts and Readings:
Bogart, L. 1996. Strategy in Advertising: Matching Media and Methods to Markets and
Motivations, Lincolnwood, Illinois, NTC Publishing Group . selections on E-reserve
Coupley, E. 2001. Marketing and the Internet, Upper Saddle River, N.J. , Prentice Hall.
selections on E-reserve.
Clarke, C. The Handbook of Strategic Public Relations and Integrated Communications,
Boston, McGraw Hill. Selections on E-reserve.
Gladwell, M. 2002. “The Law of the Few” and “The Stickiness Factor” in The Tipping
Point: How Little Things Can Make A Big Difference. On E-reserve.
Purchase these from Harvard Business Online:
How Media Choices are Changing On-Line Advertising – Harvard Business Online –
Product number 9-707-458
Regional Advertising Industry of New England – Harvard Business Online – Product
number BAB116-PDF-ENG
Belch, G. and Belch, M. Advertising and Promotion: An Integrated Marketing
Communication Perspective, Paperback edition, McGraw Hill. (Referred to as AP in the
syllabus.)
Finding articles in the library: Articles that are not on e-reserve are available from
Duke library databases. The best way to search is to go to the library web page, search
under databases and articles, go to all subject (near the bottom), then to business, then
business sources elite FT, then to advanced search, then type in both the author and title
of the article. If all else fails, see a reference librarian and let him/her help you.
My Expectations of You:
1.
Uphold the Duke honor code. It is printed below:
The Honor Code (effective through summer 2003)
As a student and citizen of the Duke University Community:
1. I will not lie, cheat or steal in my academic endeavors 2. I will forthrightly oppose
each and every instance of academic dishonesty.
3. I will communicate directly with any person or persons I believe to have been
dishonest. Such communication may be oral or written. Written communication
may be signed or anonymous.
4. I will give prompt written notification to the appropriate faculty member and to
the dean of Trinity College or the dean of the Pratt School of Engineering when I
observe academic dishonesty in any course.
5. I will let my conscience guide my decision about whether my written report will
name the person or persons I believe to have committed a violation of the Code.
6. I join the undergraduate student body of Duke University in a commitment to
the Code of Honor.
2.
Be respectful of others.
3.
Be on time for class and do not leave early. If for some reason you cannot be
in class or have to arrive late, please email me.
4.
Read all material carefully before class. This is essential!! I will expect all of
you to contribute your ideas and opinions about the readings.
Course Requirements and Grading:
All written work must be well executed in terms of both content and presentation. I
expect you to write well and proofread as well as spell check. Poorly presented papers
(grammar and style), regardless of the ideas presented, will not receive an A grade.
I grade from on and A through an F scale. A = Excellent work B= Good C=
Satisfactory D = Unsatisfactory and F = Failing.
Test 1= 25%
Test 2= 25%
Test 3= 25%
Final Project = 25%
Although I do not have a grade for attendance, if you are consistently absent, I reserve the
right to adjust your grade downward.
Tests:
The tests will be part essay, part short answer, and multiple choice. They will cover all
the reading and class discussions, but they are not cumulative.
Description of the Group Project:
In small teams (3 or 4 students), you will create a marketing communications strategy for
a new product or service. Or you may decide to rebrand an existing brand because you
feel that the advertising strategy is ineffective now.
You will explain the target market, describe and justify the communication methods you
would use to promote this product or service (keeping in mind the target market and
consumer behavior relevant to this market). In addition, you will describe the channels
used and provide samples of the creative concept (print ads, story boards, video etc. to
demonstrate the concepts and the messages to be conveyed.) Included in your media plan
will be an approximation of costs (this can be very general… you may explain costs in
terms of percentages of a marketing budget), a timetable for media roll-out, and an
explanation of how you plan to evaluate the effectiveness of your media campaign.
Remember that your media methods should be integrated for the best possible effect.
You will turn in a paper between 10-15 pages and make a presentation during the last
several class sessions. Everyone is required to attend all of the presentations.
Class schedule:
Introduction to Marketing Communication and Theories of Mass Communications /
Theories of Consumer Behavior
Week 1:
Aug. 27
Introduction to course and syllabus
Overview of marketing communication, mass communication and
consumer behavior - rational (decision rules – heuristics) , behavioral
(emotional – physical reactions), social/cultural, demographics,
psychographics
Aug. 29
Micro and Macro Views of Marketing Communications
Keller, Kevin, “Mastering the Marketing Communications Mix: Micro and
Macro Perspectives on Integrated Marketing Communications Programs,”
Journal of Marketing Management, 2001, 17, 819-847.
Chapter 1 – “An Introduction to Integrated Marketing Communications”
in AP.
Week 2:
Sept. 3
Sept. 5
Week 3:
Sept. 10
Sept. 12
Week 4:
Sept. 17
Sept. 19
Response Hierarchy Models.
Avidge, R. and Steiner, G. “A Model for Predictive Measurements of
Advertising Effectiveness,” Journal of Marketing 24 (October 1961), 5962.
Chapter 4, “Perspectives on Consumer Behavior” in AP.
Rossiter, J. and Percy, L. “Emotions and Motivations in Advertising”
Advances in Consumer Research, vol. 18, 1991.
Rossiter, J. and Percy, L. “Advertising Communication Models”, 2001
Alternative Response-Theories
Ray, M. “Communication and the Hierarchy of Effects,” in New Models
for Mass Communication Research, ed. P. Clarke, 1973, p 147-75. On ereserve
Hawkins, S. and Hoch, S. “Low Involvement Learning: Memory without
Evaluation,” Journal of Consumer Research, 19, no. 2, 1992, 212-225.
Behavioral Learning Processes – Classical and operant conditioning The Effects of Language on Consumer Behavior
Percy, L. “The often subtle Linguistic Cues in Advertising,” Advances in
Consumer Research, Vol. 15, 1988.
McQuarrie, E. and Mick, D. “Figures of rhetoric in advertising language,”
Journal of Consumer Research, vol. 22, March 1996.
Social/ Cultural Motivations – ethnic group, social class, subculture
influence, reference groups
“The Law of the Few: Connectors, Mavens and Salesmen” on E-reserve.
Specific emphasis on consumer behavior of Latinos and marketing to
American Latinos. – readings in a folder in sakai
Theories of mass communication and consumer behavior
Feinberg, Krishna and Zhang, “Do We Care What Others Get? A
Behaviorist Approach to Targeted Promotions,” Journal of Marketing
Research, Vo. XXXIX (august 2002), 277-291.
Bring in one example of a promotion that you have used /that you think
worked.
Emerging Technology – Its Effects on Consumer Behavior
Week 5:
Sept. 24
Think about the last month. How does technology influence your buying
behavior? (think of several ways). Type up a one page response.
Coupey, E. “Consumers and the Internet” – on E-reserve
Sept. 26
First Test
Marketing Communication Media and Methods
Week 6:
Oct. 1
“Understanding Media – chapter 5” in Bogart – on Sakai
“Cutting Through the Clutter – chapter 6” in Bogart – on Sakai
Oct. 3
Week 7:
Oct. 8
Oct. 10
Chapter 9, “Creative Strategy: Implementation and Evaluation” and
Chapter 10, “Media Planning and Strategy,” in AP.
Chapter 3 and Chapter 11 – “Organizing for Advertising and Promotion:
The Role of the Agency… and “Evaluation of Broadcast Media” in AP
Guest Speaker- Walt Barron, SVP - Head of Account Planning, McKinney
Agency
Advertising -con.
How Media Choices are Changing On-line Advertising – Harvard Article
Regional Advertising Industry in New England – Harvard Article
Read (on the web) about the merger between Omnicon and Publicis
Fall Break
Week 8:
Oct. 17
Week 9:
Building a Brand
“Ehrenberg, A., Barnard, N., Kennedy, R. et al. “Brand Advertising as
Creative Publicity,” Journal of Advertising Research, Jul/Aug. 2002, vol.
42: 4.
Keller, K. “Brand Synthesis: The Multidimensionality of Brand
Knowledge,” Journal of Consumer Research, Vol. 29, March 2003.
Keller, K. “Three Questions You Need to Ask About Your Brand,”
Harvard Business Review, September 2002.
Oct. 22
Guest Speaker – Dan Dunlop, Principal – The Jennings Agency, Chapel
Hill
Niche Marketing – The Healthcare Segment
Oct. 24
Chapter 12 – “Evaluation of Print Media” in AP
Guest Speaker – Will Wiseman, UM Agency, New York
Week 10:
Oct. 29
Oct. 31
Chapter 13 – “Support Media” in AP
Abraham, M. and Lodish, L., “Getting the Most Out of Advertising and
Promotion,” Harvard Business Review, May-June 1990.
Chapter 14 – “Direct Marketing” in Ap
Guest speaker, Drew Neisser, CEO of Renegade Marketing, NYC
Chapter 15 – “The Internet and Interactive Media” in AP
Lodish, L. and Reibstein, D., “Keeping Informed,” Harvard Business
Review, Jan.-Feb. 1986.
Article on crowdsourcing on sakai.
Article “How the Smart Phone is Changing College Student Mobile
Content Usage” on Sakai
Week 11:
Nov. 5
Test (material from Oct. 31 will be on the last test, not this one)
Nov. 7
Chapter 16 in AP –Sales Promotion
Week 12:
Nov. 12
Nov. 14
Week 13:
Nov. 19
Chapter 17 “Public Relations, Publicity, and Corporate Advertising” in AP
Nelson, R. “Public Relations in the Food and Beverage Industry” on Ereserve.
Hartley, “Nestle’s Case” on sakai
Guest Speaker, Jeff Buchan - Google
Chapter 18 – “Measuring the Effectiveness of the Promotional Program”
in AP
Read: Advertising Metrics – Hi Ho Silver - on Sakai
Read: Barger, Victor A.; Labrecque, Lauren I. An Integrated Marketing
Communication Perspective on Social Media Metrics. International
Journal of Integrated Marketing Communications. Spring2013, Vol. 5
Issue 1, p64-76 (use library database to find)
Nov. 21
Chapter 19 “International Advertising and Promotion” in AP
Brands Across Borders..go on to The Advertising Education Foundation
website and search under speaker presentations.
Week 14:
Nov. 26: Test
Thanksgiving Break
Week 15:
Dec. 3
Dec. 5
Group Projects Presented
Group Projects Presented
FINAL – ATTENDANCE MANDATORY
Dec. 12
2pm-5pm group projects presented