Marketing Communications
Phone 8-903-3482360
Smirnova Diana
e-mail: diana@astsbyt.ru
Course Description/Introduction
The Course «Marketing Communications» can to develop a solid understanding of the conceptual
basis and theoretical structure of Integrated Marketing Communications (IMC), and to use this
knowledge to analyze and critique current and past campaigns across a spectrum of Integrated
Marketing Communications vehicles including print advertising, Public Relations, the Internet,
direct marketing, and CRM (Customer Relationship Management software). This is a great
experience for everyone involved because it draws upon our collective education, skill-base, and
creativity.
Course Goals
The primary objectives are to have students internalize a solid theoretical structure, enhance
analytic and creative capabilities, concurrently provide high-use skills that potentialize on-the-job
performance, and to have students continually seek to develop and employ "best-practice".
Course Objectives/Learning Objectives
•
•
•
•
Develop a solid conceptual understanding of Integrated Marketing
Communications (IMS).
Use Integrated Marketing Communications as an analytic tool to create the potential for
"best-practice" MarCom and business solutions.
Be able to have the analytic and creative capabilities to understand and actively participate
in evaluations of Integrated Marketing Communications programs and campaigns.
Become familiar with a wide range of MarCom capabilities to stimulate their interest in
further potentialize their on-the-job performance.
Methods Of Evaluation
Evaluation for grading will be based on both individual work and group discussion:
•
In-class presentations analyzing campaigns will comprise 30% of the final grade.
•
Writing on a selection of topical questions (2-3 pages each) = 30% of final grade.
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Participation in class will make up 40% of the individual final grade.
The Long Tail, C. Anderson, Hyperion, New York, NY. 2006 ( Москва: Вершина, 2008. – 272 с.)
What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds,
Rex Briggs, Greg Stuart, Kaplan Publishing, Baltimore, MD, 2006
Course Schedule
Marketing Communications
Theoretical background. Lectures and self work materials.
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1. Basic notions of integrated marketing communications.
1.1. American and Russian integrated marketing communications development
notion history.
1.2. Marketing communications mode.
1.3. Integrated marketing communication component.
2. Brand role in marketing communications.
2.1. Segmenting and positioning;
2.2. Brand structure and branding;
2.3. Analysis macro and micro of ambience of enterprise. SWOT - analysis; PEST analysis; Strategic matrixes;
2.4. Best brand success history and efficient re-branding examples.
3. Marketing communication systems developments (improvement) on new (acting)
enterprises examples.
3.1. Structure Development of integrating marketing communication system with
provision for given strategic analysis, chosen segment and criterions of positioning.
3.2. Enterprise house style formation. Integrated marketing communications places
of sale (Merchandising).
3.3. Creating a loyal customer program.
3.4.
Public relations. PR - activity organization. Marketing stimulation as
marketing communications instrument.
3.5. Direct marketing as an instrument of marketing communications.
3.6. Efficient companies advertising development. Marketing communications
media-planning.
3.7. Integrated marketing communication system presentation. Summation.
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Section 1.
“Basic notions of integrated marketing communications”.
Lesson №1. Subject: “American and Russian integrated marketing communications
development notion history”.
Topics to prepare home tasks and to be discussed in auditoriums:
Advertisement development main stages, public relations, sale stimulations and
direct
marketing.
Marketing
communication
system
tools
origin.
Marketing
communication system tools development in Europe and in the USA. Marketing
communication system tools development in Russia. Marketing communication system
tools role and value in modern conditions.
Short discussion about the integrated marketing uses.
Introduction to the
databases; their strategy, purpose, task list, structure, possible advantages. How do they
contribute to integrated marketing efficiency work improvement?
Planed tasks for auditoriums work:
Business play. Play topic: "Discussing a condition and prospects of market of
marketing communications in Russia"
The Listeners are divided into groups of 3 to 5 persons each. Estimated participants
are: marketing communications agencies’ groups, experts’ group, customers’ group. Mass
media group. After 30 minutes discussion the groups representatives have to express
and show its standpoint on the changes which have occurred in the agency, the mass
media and as a whole in society for the last 5 years and which will occur in the nearest 5
years. From 5 to 10 minutes are devoted to each presentation. At the End of the play the
general trends of marketing communications market must be revealed. During the
discussion it is necessary to take into account regional specificities.
Material: Markers and one whatman papers for each group.
Lesson № 2. "Communications in marketing model".
Topics to prepare home tasks and to be discussed in auditoriums:
Communications
theory.
Communications
notions.
Enterprise
marketing
communications scheme. Sender description, report description, recipient description,
coding and decoding processes, response and feedback as marketing communication
elements scheme.
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Efficient marketing communications shaping
principles. Barrier
(noises)
description and methods reducing their influence.
Task
Using the example of acting enterprises consider and work out a conclusion on
marketing
complex
(marketing-mix)
structure
efficiency.
Estimate
marketing
communications system role and its contents as marketing complex element in the
enterprise. Conduct an analysis to substantiate the chosen purposes and marketing
communication system task.
Lesson № 3. "Integrated marketing communication component".
Topics to prepare home tasks and to be discussed in auditoriums:
Discussing about marketing communications methods: advertisements, ties with
the public, direct marketing, information electronic sources, Internet.
Enterprise
communication policy structure. Interpersonal intercourse instruments. Non-private
intercourse. Marketing communication System as a non-private intercourse instrument.
Marketing
communication
system
in
the
enterprise
addressees.
Marketing
communication system tools categorization.
Practical task
Work out conclusions about different types of marketing communications
expediency using, having considered existing marketing communications in the
following groups of enterprises and goods (services) example:
1) Mass demand industrial goods;
2) Consumer demand Goods;
3) Narrow profile commercial enterprise;
4) Mass services nonprofit enterprise;
5) Nonprofit enterprise, affording seasonal special-purposed goods.
The 1 and 2 appendix give a based on types of used material and marketing
communication facilities division resources categorization promotion. The most
expedient customer in your opinion should be written down in front of each type of
marketing communications.
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Section 2: Brand role in marketing communications.
Lesson № 4.
Topic: "Segmenting and positioning"
Topics to prepare home tasks and to be discussed in auditoriums:
Market segment notion. Segmenting criterions. Efficient segment leading indexes.
Segmenting methods. Positioning in
competitive market notion. Two positioning
strategies. Five parameters in differentiation. Efficient positioning criterion main
features.
Practical tasks
Task.
A company in saling its goods configures on three market segments. The volume
of sales in the first segment during the last period reached 8 mil. items as the market
capacities in this segment was 24 mil. items. The market capacity in this segment is
supposed to increase of 2%, as the company share is to rise of 5%. In the second segment
the company share was 6%, as the sales volume was 5 mil. items. The market capacity
increases of 14% while the company share remains the same in this segment. The third
segment the market capacity market was 45 mil. items, the company share was 0,18. No
changes were to be foresighted. Define the company sale volume this year under the said
conditions.
Lesson № 5.
Topic: " Brand structure and branding"
Topics to prepare home tasks and to be discussed in auditoriums:
Brand notion and feature. Branding notion. Brand shaping main stages. Trade mark
notion. Trade mark main functions. Main types of trade marks. Trade mark development
and registrations process. Trade mark legal requirements list. Trade mark advertisement
capability. Brand creation cost evaluation.
Task
Choose 2-3 successful brands and carry out an analysis of a few separate elements.
Appreciate the efficiency reasons.
6. "Analysis macro and micro of ambience of enterprise. SWOT - analysis; PEST 5
analysis; Strategic matrixes"
Topics to prepare home tasks and to be discussed in auditoriums:
Main marketing matrixes strategies BCG, Ansoff, Poppy-rings, Competitive
advantages. SWOT - analysis; PEST - analysis. Michael Potter 5 powers system.
Task.
Choose a new industry segment and two companies that are recognized as strong
competitors in that segment. Analyze the integration level of the campaigns from the
standpoint of as many marketing vehicles as you can find including print ads, direct mail,
exhibitions, seminars, the Web, electronic media (radio/TV), CDs, promotions, etc. This
should be done in Powerpoint and will be presented and discussed in class. Use examples
in the presentation.
Lesson № 7. "Best brand success history and efficient re-branding examples"
Topics to prepare home tasks and to be discussed in auditoriums:
Brand efficiency criterion. "Вrand valuation" and "brand evaluation". The three
most prime examples of domestic re-branding stories: Faberlic: "The Muscovite with
European look (2001). Aeroflot: At first planes, afterwards come girls (2002). Beline:
Striped revolution (2005). World successes and re-branding collapses. British Airways rebranding. Pepsi-Cola: the last party’s decisions in colour (1998). LG: export model
(1995) Marlboro: sex-change operation (1955). Market brands Leaders: Coca-Cola,
Google and Microsoft.
Task.
Cite successful and collapse re-branding samples in Russia and in the world
practice.
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Section 3: Marketing communication systems developments (improvement) on new
(acting) enterprises examples.
Exercise № 8. "Structure Development of integrating marketing communication
system with provision for given strategic analysis, chosen segment and criterions of
positioning".
Topics to prepare home tasks and to be discussed in auditoriums:
Promotion whole campaigns and product features (attributes) influence on eligible
elements of integrated marketing communication system. Goods life cycle and their
stages. Using the main and synthetic marketing communications tools system at the
following steps of goods life cycle: introduction, growing, maturity and decline.
Marketing communications in commercial and nonprofit structures.
Task.
For a chosen market segment and in the existing competitions conditions choose
positioning and develop trade mark element (brand) criterion. If it is necessary choose a
re-branding direction (for an existing trade mark). This presentation should be done in
Powerpoint and will be presented and discussed in class.
Exercise № 9. "Enterprise house style formation. Integrated marketing
communications places of sale (Merchandising).
Topics to prepare home tasks and to be discussed in auditoriums:
Branded enterprise style. Branded style advantages. Enterprise branded style main
elements. Integrated marketing communications purposes and problems at places of sale.
External and internal integrated marketing communication facilities in places of sale.
Merchandising notion. Merchandising main purposes and directions. Packing role in
merchandising. Trade personnel of shop role and working in merchandising.
Task
Develop a branded style elements as packing and other merchandising elements on
a chosen product.
Exercise № 10. " Creating a loyal customer program".
Topics to prepare home tasks and to be discussed in auditoriums:
Customer’s behavior bases (making a buying decision, the person drawing a
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conclusion, stages of buying, style of consumption). Categorization of enterprise by
consumer . Confident and loyal buyer. Loyalty level evaluation. Level service evaluation
by user. Clients loyalty premises. Loyalty support methods. Users informing facilities.
Task
Develop a user maintenance loyalty program on a chosen product. Its volume
should not be less than 2 pages.
Exercise № 11. " Public relations. PR - activity organization. Marketing stimulation
as marketing communications instrument".
Topics to prepare home tasks and to be discussed in auditoriums:
Advertisement advantages and disadvantages and sponsorship as Public relation
guidelines. Consultancy, лоббизм and product-placement as Public relation additional
directions. Enterprise marketing stimulation guidelines: final consumers stimulation,
intermediaries and business partners stimulation, enterprise trade personnel stimulation.
Valued and non-valued new marketing stimulation methods. "Hard" and "mild"
marketing stimulation. Description of concrete tools to assist sales, directed on users:
reductions, discount card, coupons, bonuses, free samples, tasting, new goods testing,
contests, lotteries, games, goods "reinforcement", packing. Marketing stimulation actions
planning, organization and checking. Promotion-campaigns and promo-share notions.
Promotion-campaigns stages.
Task
Describe a PR strategy and write down an approximate action list for marketing
stimulation. The volume of such a paper should not be less than 5 pages.
Exercise № 12. "Direct marketing as an instrument of marketing communications".
Topics to prepare home tasks and to be discussed in auditoriums:
Types of direct marketing: personal sale, marketing direct-mail, telemarketing,
telephone marketing, Internet-marketing. Purposes and general features of direct
marketing communication. Direct marketing traditional campaign conduction Algorithm.
Personal sale feature and stages. Selection and buyers choice methods. How to conduct
sales presentations. How to conduct trade counsels. How to conduct trade seminars.
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Marketing system network.
Task
Describe the direct marketing strategy for a chosen product, with compulsory use
of Internet direct marketing. The volume of such a paper should not be less than 4 pages.
Exercise № 13. "Efficient companies advertising development. Marketing
communications media-planning".
Topics to prepare home tasks and to be discussed in auditoriums:
Notion
of
advertising
campaigns.
Purposes
of
advertising
campaigns.
Classification of advertising campaigns. Organization and stages of advertising
campaigns principles. Advertising address notion. Advertising message conception
process. Approaches to a creative advertising process. Creativity value in advertising.
Advertising psychological development models (AIDA, ACCA, DIBABA, DAGMAR,
"Approval", "strong advertisment" model. "weak advertisment" model, VIP model,
communication model). Optimum facilities choice in spreading information criterion to
achieve the whole marketing communications. Main requirements and approaches to
media-plan development. Media carriers choice.
Task
Chose an advertising strategy and companies media-plan marketing to describe a
chosen product. The volume of such a paper should not be less than 4 pages.
Exercise № 14. "Integrated marketing communication system presentation.
Summation".
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