BT 465 – INTEGRATED MARKETING COMMUNICATIONS
Breaking Through with Effective Integrated Marketing Campaigns
CLASS SYLLABUS
Contact Information:
Name:
Email:
Cell:
Course Website:
Office Hours:
Class Hours:
Professor Sara Garibaldi
sara.a.garibaldi@gmail.com
917-587-0833
See Moodle
Arranged by appointment
Wednesdays (6:16pm – 8:45pm)
Integrated Marketing Communications (IMC) – Course Overview:
The most successful marketing campaigns that break through to consumers and deliver the highest
return on investment are those where the marketing disciplines are weaved together holistically in the
development of a unified marketing strategy and creative execution. Smart marketers know that a
common objective, aligned strategies and a consistent message delivered to its target audience
maximizes impact and drives efficiency. This course will provide students with a comprehensive
understanding of the fundamentals needed to build an integrated marketing communications plan and
why strategically aligning the various marketing functions, and leveraging each disciplines strength’s,
(i.e. paid advertising, public relations, social media, point of purchase and digital marketing) leads to the
most impactful marketing campaigns.
Course Objectives:
After completing this course, students will:
 Have a solid understanding of the role of the different marketing disciplines and their limitations
(i.e. advertising, PR, digital, social, etc.)
 Know why market research (i.e. consumer behavior, demographics, psychographics, etc.) is
critical to gathering insights needed to kick-off planning that will lead to a meaningful big idea
 Understand the importance of integrating the various marketing disciplines within a marketing
campaign
 Have an understanding of the role of paid, earned and owned media channels
 Build an integrated marketing campaign taking into account the role of each marketing
discipline
 Know how to evaluate the effectiveness of an integrated marketing communications campaign
This course is a required course for all students in the Business & Technology program that are majoring
in Marketing.
Textbook:
Integrated Advertising, Promotion, and Marketing Communications, by Kenneth E. Clow and Donald E.
Baack, Prentice Hall; 6th Edition (April 29, 2013). There will be supplemental readings (articles and/or
case studies) for some classes, which will be posted on Moodle or given out during class.
Course Tests & Assignments: Readings, lectures, case analyses/discussions, and class exercises will be
employed to achieve the above objectives. Your grade in the course will be based on the following:
Individual Assignments:
Class Participation
2 Quizzes
1 Midterm Exam
Team Assignments:
Team Exercises
Team Final Project:
TOTAL
5%
20%
25%
20%
30%
-----100%
Description of Assignments:
Class Participation
To get the most learning from this course, you must actively participate in the classroom experience.
Participation means actively participating in the course discussions and being prepared with pre-reading
assignments.
Quizzes & Midterm
Throughout the course, quizzes will be tendered in between the midterm and the final presentation.
These quizzes will test readings to ensure you’re keeping up with the subject matter. The midterm will
cover all material covers throughout the first half of the semester. More details to follow.
Team Assignments
Team exercises will occur within class where you will work with teams (sometimes same team as the
final project) to discuss certain aspects of integrated marketing campaigns. More details to follow. The
team final project will be in the form of a group presentation during the last day of class. You will be
presenting in groups of two so please think about a partner in the class. You will not only prepare a
presentation for the entire class but will also submit a written plan. In sum, the final project will be 1) a
written marketing plan and 2) a presentation via the form of a new business pitch where your team will
try to sell in an integrated marketing campaign to a client prospect.
Ethical Conduct: The following statement is printed in the Stevens Graduate Catalog and applies to all
students taking Stevens courses, on and off campus.
“Cheating during in-class tests or take-home examinations or homework is, of course, illegal and
immoral. A Graduate Academic Evaluation Board exists to investigate academic improprieties, conduct
hearings, and determine any necessary actions. The term ‘academic impropriety’ is meant to include,
but is not limited to, cheating on homework, during in-class or take home examinations and plagiarism.
Consequences of academic impropriety are severe, ranging from receiving an “F” in a course, to a
warning from the Dean of the Graduate School, which becomes a part of the permanent student record,
to expulsion. Reference: The Graduate Student Handbook, Academic Year 2003-2004 SIT, page 10.
Consistent with the above statements, all homework exercises, tests and exams that are designated as
individual assignments must contain the following signed statement before they can be accepted for
grading.
“I pledge on my honor that I have not given or received any unauthorized assistance on this
assignment/examination. I further pledge that I have not copied any material from a book, article, the
Internet or any other source except where I have expressly cited the source.”
Signature ________________
Date: _____________
The following statement is printed in the Stevens Graduate Catalog and applies to all students taking
Stevens courses, on and off campus. I will follow these guidelines in our class.
Plagiarism: Plagiarism, unfortunately, is a common ethical offense. Please note that the definition
provided by Webster’s for plagiarism is: “the unauthorized use of the language and thoughts of another
author and the representation of them as one’s own.” It is the responsibility of the student to
understand basic rules for referencing material. The excuse that you did not understand such rules (e.g.,
because of language barriers) is not acceptable. Consequences of academic impropriety are severe,
ranging from receiving an “F” in a course, to a warning from the Dean of the Howe School, which
becomes a part of the permanent student record, to expulsion.
Grading:
A
93-100
A90-92
B+
87-89
B
83-86
B80-82
C+
77-79
C
CF
73-76
70-72
<70
Submission Requirements:
I respect and expect professional, high-quality work. Writing style, grammar, and spelling will be
considered in determining your grades. All written assignments must be typed on a computer, doublespaced, with a 12-point font and one-inch margins. All assignments must be submitted on or before the
specified due date. I will only accept late assignments if it is discussed with me beforehand.
Course Schedule:
Class/ Date
Class 1,
1/15/13
Class 2,
1/29/13
Topic
Introductions
Review of Syllabus
Goals/ What you want out of this class
1) Overview of Integrated
Marketing Communications
(IMC)
 What it is…
 Marketing mix
 Steps of a IMC plan
 Value of IMC
2) Corporate Image and Brand
Management
 Why important?
 Components
 Role
 Branding: equity and loyalty
Pre-Readings
Miracle Whip
handout and
video:
http://vimeo.co
m/32911674
Consumer purchasing process;
information search; evaluation of
options; purchase decision; postpurchase evaluation; business-tobusiness buying process
Integrated
Advertising,
Promotion, and
Marketing
Communication
IAP & MC –
Chapters 1-3
Class exercise: Personal values &
product purchases – tailored marketing
messages
Class exercise: Travel agency promoting
Spring Break 5-day trip to Ft. Lauderdale
on student campus. Attitudes
components: cognitive, affective and
conative. Which should you use? Design
ad. How would ad for other components
differ?
Assignments
Come prepared to share why
you’re taking this class.
Read the Miracle Whip
handout and look up the
2011 “Not for Every
Relationship” ad campaign
on YouTube. Be prepared to
discuss it in class and answer:
 Do you like/dislike
campaign? Was it a
good idea? Defend
your answer.
Come prepared to discuss
your favorite brands. Why
you like them? What does
the brand represent? Why
you’re loyal to this brand,
etc.
Come prepared to share a
recent purchase experience
that involved an external
search. Attributes? How long
did search take?
Class 3,
2/5/13
IMC planning process; three C’s; target
markets; market segmentation;
business-to-business marketing
segmentation; product positioning;
marketing communications objectives;
establishing a budget; types of budgets.
IMC components: advertising (TV, print,
online/digital, radio, outdoor, etc.),
social media, direct mail, trade shows,
search marketing, public relations,
telemarketing, etc.
Class exercise: Communication
approaches by different industries:
- Soft drinks
- Local restaurants
- Digital camera companies
- Cigarettes
- Alcohol
- Local night clubs
Class exercise: For each ad, identify the
target audience, communications
objective and the product positioning
strategy.
Class exercise: Segmentation variables –
identify products that make sense:
- Men
- Women
- Households of income $200K
and above
- Innovators
- Thinkers
- Survivors
- Seniors
What brands are reaching a specific
segmentation very well?
IAP & MC –
Chapters 4-5
Come prepared to share a
product you recently
purchased and share a
context analysis: customers,
competition and
communications.
Class 4,
2/12/13
Class 5
2/19/13
Class 6
2/26/13
Class 7,
3/5/13
(midpoint)
Spring
break
3/12/13
Class 8,
3/19/13
Advertising 101:
- What is advertising?
- Advertising within IMC
- In-house vs. external
- Choosing an agency
- Roles of advertising
professionals
- The creative brief
Guest speaker: TBD from Grey
(advertising agency)
Advertising design; frameworks and
types of appeals; message strategies and
executional framework
Media Planning 101:
- Media strategy
- Media planning
- Media buyers
- Advertising objectives
- Types of channels
Guest speaker from Carat (media
agency)
Digital Marketing 101:
- Web 4.0
- E-commerce
- Mobile marketing
- Interactive marketing
- Online consumer engagement
- Online advertising
- E-mail
Guest speaker from Proximity (digital
agency)
No class/Spring break
Social Media 101:
Guest speaker from Ketchum Digital
(social media specialist at public
relations agency)
Be prepared to share your
favorite advertising
campaign (some illustrative
form) and be prepared to
discuss.
IAP & MC –
Chapters 6-7
IAP & MC –
Chapter 8
IAP & MC –
Chapter 9
Be prepared to share how
you consumer media – what
are you daily media habits?
Where do you get your news,
gossip, etc. and why?
Class 9,
3/26/13
Public relations 101
-
Class 10,
4/2/13
Class 11,
4/9/13
Class 12,
4/16/13
Class 13,
4/23/13
Class 14,
4/30/13
Class 15,
5/7/13
IAP & MC –
Chapters 13, 14
What is PR?
PR vs. Advertising
What it means to earn media
Roles of PR professionals
Many roles of PR
PR & the law
Storytelling
Issues & crisis management
Guest speaker from Ketchum (public
relations agency)
Alternative marketing; buzz marketing;
guerilla marketing; experiential
marketing; branded entertainment;
product placement; video game
advertising; cinema advertising;
sponsorships; in-store marketing;
database/ direct response marketing
and personal selling
Sports & marketing
Guest speaker from Ketchum Sports
(public relations agency)
Sales promotions; consumers
promotions; coupons; premiums;
contests & sweepstakes; sampling;
bonus packs; trade promotion/ shows
Evaluating an IMC program
In-class prep for final presentations
Final presentations in class (nine groups
will present to class)
Final presentations in class (eight groups
will present to class)
###
IAP & MC –
Chapters 10, 11
IAP & MC –
Chapter 12
IAP & MC –
Chapter 15