Comm 3680
Syllabus
Ken Foster and Tamara
Email: Canvas or kensfoster@yahoo.com
Spring 2015
Cell: 801-520-6166
STRATEGIC IMC PLANNING – MEDIA PLANNING AND ANALYSIS
This course is designed to give you real life experience in integrated marketing communication strategy,
including: market analysis, planning, establishing objectives and strategies, creative/communication
strategies and tactics, media tactics, budget allocation and integration of the variables of the
communication mix, and creative (developing ads). This is a combination lecture and project class that
requires a good deal of research of secondary material, writing, planning, group work, creative thinking
and presentation skills. THE PURPOSE OF THIS CLASS IS TO CREATE AND LEARN ABOUT THE TACTICAL
MEDIA AND CREATE A PROFESSIONAL IMC PLAN FOR A CLIENT.
GRADE
The grade for this class is made up of three parts:
1. First, a quiz on the media which will be reviewed during the first 6 weeks. If things are proceeding
well in class I will forgo this quiz.
2. Your group work. Your group members will grade you based on 1) your attendance of meetings,
2) on-time completion of tasks and 3) quality of work;
3. The finished project will be graded by the client based on the presentation and the report.
TEXT
A TEXT IS NOT NECESSARY FOR THIS CLASS. If you would like to purchase a text that is relevant to the
course subject there are at least three that fit very well:
1. Handbook of Strategic Public Relations and Integrated Communications by Clarke L. Caywood, Richard
C. Christianm ISBN-13: 9780786311316
2. Integrated Marketing Communication : Creative Strategy from Idea to Implementation, by Robyn
Blakeman ISBN-13: 9780742529649
3. Strategic Brand Communication Campaigns, Don E. Schutz, ISBN-13: 978-0844229522.
IMC is still in its infancy and is changing. Feel free to recommend other books you encounter.
THE PROJECT
The class will divide into groups to simulate the organization of an advertising agency. Each group will
be assigned responsibilities but everyone will have the opportunity to help other groups in order to
learn the full spectrum of IMC planning and implementation. The groups consist of a president, VP of
Creative Services, Account Services, Media, Research, PR/Events. Every member of the class will be
assigned to at least one of those groups.
Your assignment is to analyze the client’s market situation, determine goals and develop a campaign to
achieve the goals. The process of developing a plan and an outline will be covered in class. The plan will
be completed as a report and a presentation to the client consisting of a synopsis of the plan will be
made during the last class.
The IMC Plan Book - A plan is typically 20 pages depending on the amount of data collected and
included. When reports are updated annually or if critical decisions are to be made, they typically take
on more information and therefore more pages. Nobody likes to read or write 20+ pages of material
that is not insightful or relevant. You are encouraged to use charts, tables, graphs, and other graphic
tools to make the necessary points.
The Presentation - The essence of the report is to be given in a twenty-minute presentation (precisely
20 minutes). This should consist of PowerPoint presentation or equivalent, and hand outs of advertising
campaign material. You are encouraged to develop creative ideas for the presentation. For example,
when we did a project for American Airlines, students lined the stairs of the class with small lights as in a
jet, provided American Airlines peanuts to the client, provided drinks, etc. For Miller Motorsports Park,
the students brought a racing bike into the classroom and put it on stage. You get the idea.
FINAL: The report and presentation will act as the final exam.
Remember, the grade is made up of your team mates grading you and you grading them. The grade is
to be based on your attendance or involvement, your completion of work according to deadlines, and
the quality of your work. I have found that students are tougher on each other than I am so I suggest
you communicate with your group leader often, let them know if you cannot make a meeting/class, and
be complete your work effectively and on time.
Since this is, for the most part, a project class, your time may seem more free and deadlines more
"loose" than most classes. This is good training for the "real world." Don't squander your time. Make
sure you complete all that is assigned and in a quality and timely manner, just as if you were working in
the marketing or advertising business.
SCHEDULE
JAN 12 Overview and Organize
14 A visit and presentation from our client
19 NO CLASS- MLK HOLIDAY
21 Organize groups – begin secondary research
26 Secondary research
28 Secondary Research
Feb 2 Review other presentations and plans
4 Primary research survey completed
9 Review strategy models
11 Valentines DAY -- bring treats
16 PRESIDENT'S DAY -- NO CLASS
18 Develop Situation Analysis (Account Services Group)
23 Develop communication objectives and strategies
25 Catch up day
Mar 2 Media plan (Media Group)
4 Media plan and Budget
9 Media Plan and Budget
11 Open
16-20 SPRING BREAK -- NO CLASS
23 PR/Events plan
25 Creative Objectives and Strategies
30 Catch Up -- Writing reports
April 1 Report writing and presentation
6 Rehearse and revisions
8 Finalize creative and rehearse
13 Finalize and rehearse
15 Finalize and rehearse
20 Finalize and rehearse
22
27 LAST CLASS - PRESENT
GROUPS
President:
VP Research:
VP Acct Services:
VP PR:
VP Media/Budget:
VP Creative:
VP Digital Media: