MKBU 3434 - Integrated Marketing Communications (Advertising)

T/W/Th 6:00 9:00 pm (May 26 June 25)

Fordham University - Gabelli School of Business
Dr. Randall Emond
Email: remond@fordham.edu
Office Hours Wednesdays 5:00 pm (or as needed)
Course Description
This course provides a comprehensive understanding of the advertising and other promotional tools
available to marketers for the development and implementation of successful integrated marketing
communications (IMC) campaigns. It explores the interrelationship between strategy and creativity to
arrive at an understanding of what constitutes effective communication with consumers. Topics such as
the process by which IMC programs are planned, developed, and executed as well as the various factors
that influence this process are covered. This course includes assigned readings, presentations, a team
project and individual assignments.
Course Objectives
This course will explain the role of Integrated Communications within the overall sphere of marketing.
We will show how clients and their agencies develop and manage integrated communications programs.
We will cover a wide range of topics, examples, and perspectives. In the reality of today, IMC requires a
skillset of art, science, and fortitude with a little bit of insight, foresight and fortune. From the Fortune
50 all the way to the Fortune 1000 Chief Marketing Officers (CMO) all need to have IMC initiatives and
programs in their toolkits. Some of the objectives in this course:
Understand all the major marketing communication tools and processes: advertising, direct
marketing, the Internet, interactive media, sales promotion and social media.
Understand theoretical models used as a foundation for action.
Develop goals and objectives for an effective campaign.
Understand the challenge in connecting strategy, the message, and creativity.
Understand how to research and evaluate a companys marketing and promotional initiatives.
Learn the framework for return on investment and the various analytic tools used.
Students will have exposure to the key principles and fundamentals for creating an effective integrated
communications program. We will also be discussing and critiquing current ad campaigns (TV, Print,
Digital, etc.).
Required Course Material
Advertising and Promotion, An Integrated Marketing Communication Perspective (10th edition, 2015)
Belch and Belch, McGraw-Hill Education

NB: Additional readings will be listed throughout the sessions.

Exams, Cases, and Class Discussion

The purpose of these following activities is to draw you into the realities of todays marketing activities
and challenges. You will take on the role of marketing executives and agency specialists to create IMC
strategies, plans, and actions.
There are readings, presentations, and individual assignments.
There will be two exams (mid-term and final). Exams will be based on reading material, class
presentation, and topics from class discussions.
Assignments will include an IMC task (two written assignments). These will be based upon
application of tools, plans, and programs in the course.
Discussions, debates, and push backs are encouraged. Be prepared to engage.
Class attendance and participation is required from every student. You are expected to come prepared to
each class by reviewing the appropriate material and completing assignments. You are responsible for
material covered in class.
Assignments and Evaluation
Your final grade for this course will be determined according to the following point allocation and
grading scheme.
Two Case Assignments
Midterm and Final Exam
Active participation in Class Discussion and Exercises

15% and 25%

20% and 30%
10%

A standard grading system will be used:

A
AB+
B
B-

93.0 100
90.0 92.9
87.1 89.9
83.0 87.0
80.0 82.09

C+
C
CD
F

77.1 79.9
73.0 77.0
70.0 72.9
60.0 69.9
Below 60.0

Integrity
All students are expected to understand and adhere to Fordham Universitys undergraduate policy on
academic integrity.
Meetings/Appointments
If you have a question or need to schedule an appointment with me, please email me at the address
above. Check your email and the course Blackboard site to stay up to date on new material and changes
to the schedule.

Course Schedule and Guide to IMC Topics

The course contains 15 meetings over the summer semester. The following are 12 major IMC topics that
will be covered in these meetings plus time will be used for assignments and exams.
Readings and other preparation material will be assigned.
Session 1 (May 26): Integrated Marketing Communications Overview
This session is intended to cover the wide range that IMC covers and its role on marketing. There is a
substantial amount of money spent in strategy, planning, media, etc. all of it intended to fuel IMC
campaigns, programs, initiatives. For as much money that is spent by clients, even more is expected in
return.

The Role and Evolution of IMC

Branding
IMC tools
Planning Process
Evaluation

Readings and Discussion:

1. Chapters 1 - Belch(s)
2. Discussion questions (page 39)
3. NYT, Aug. 2, 2014 How Facebook Sold You Krill Oil
(http://www.nytimes.com/2014/08/03/technology/how-facebook-sold-you-krilloil.html?emc=eta1)
4. Chapter 2 in Belch (to get ahead of the curve)
-----------------------------------------------------------------------------------------------------------------------------Session 2 (May 27): Strategy and Analytics
Strategy, Planning, and Analytics are key components to decision-making and the ultimate execution.
This session helps you build the necessary toolkit with techniques and frameworks to support the
process.

Target Markets
Market Segmentation
Positioning
4 Ps

Readings and Discussion:

1. Chapters 2 in Belch(s)
2. Discussion questions (page 64)
3. Assignment Segmentation linked to media (due June 11)
-----------------------------------------------------------------------------------------------------------------------------Session 3 (May 28): Organizations: The Role of Ad Agencies and Marketing Communication
companies
How a company is organized can impact how Marketing and IMC initiatives play a role of significance.
CPG (consumer packaged goods) companies are generally organizationally different from non-CPG
companies. This makes a difference in approach and management. Fragmentation is also a relatively
new phenomenon that creates more complexity and more of a management challenge to the CMO (Chief
Marketing Officer).
Clients
Brand Management
Agencies
Readings and Discussion:
1. Chapter 3 in Belch(s)
2. Discussion questions (page 105-106)
3. Class Exercise (take on the role of Client, Advertiser, Media specialist, Digital specialist)
-----------------------------------------------------------------------------------------------------------------------------Session 4 (June 2): Consumer Behavior
It all starts with the Consumer. There are theories and models of attitudes, learning, and behavior that
form the foundation to strategy, planning, execution, and research. Before implementation and
execution, all the ducks have to be lined up. Consumer behavior frameworks provide a key component
to laying out your strategy.

Decision making Process

Motivations
Perceptions
Learning Process
Influences on Consumer Behavior

Readings and Discussion:

1. Chapter 4 in Belch(s)
2. Discussion questions (page 138)

------------------------------------------------------------------------------------------------------------------------------

Session 5 (June 3): The Communication Process

This session provides a mix of ideas (theories and models) that explain the communication process. The
parts in this session are more important than the whole. The intent is to show different pathways of
the consumers journey leading to your brand. IMC wraps itself around the journey attempting to
maximize its effectiveness.

Message
Channel
Models of the Response Process
Message factors
Channel factors

Readings and Discussion:

1. Chapters 5 and 6 in Belch(s)
2. Discussion questions (page 177-78 and 216)
-----------------------------------------------------------------------------------------------------------------------------Session 6 (June 4): Setting Objectives and Campaign Budgeting

Communications Objectives
Factors Influencing Sales
Marketing Mix
Budget Allocation

Readings and Discussion:

1. Chapters 7 in Belch(s)
-----------------------------------------------------------------------------------------------------------------------------Exam #1 (June 9)
-----------------------------------------------------------------------------------------------------------------------------Session 7 (June 10): Creative Strategy and Planning
Let the fun begin! Creative development and execution is just about anyones ballgame. The challenge
is for the planners, artists, the writers, and the producers to develop an effective way to communicate the
message and, ultimately, sell the proposition!

Creative Challenge
Account Planning
Research and Insights
Unique Selling Proposition
Emotional and Rational Appeals

Readings and Discussion:

1. Chapters 8 and 9 in Belch(s)
2. Discussion questions (pages 297 and 335)
-----------------------------------------------------------------------------------------------------------------------------Session 8 (June 11): Media Planning and Strategy
Presentation from a guest expert in Media Strategy
Strategy: the Players, their Goals, the Agencies
Media Mix: Who, Where, How and How Much?
Assignment #1 Due
Readings and Discussion:
1. Chapters 10 in Belch(s)
2. Discussion with Ph.D Media Strategist
3. Discussion questions (page 368)
-----------------------------------------------------------------------------------------------------------------------------Sessions 9 (June 16): Mass Market Advertising vs. Direct Marketing
Presentation from a guest expert in Digital and Social Media
TV/Cable
National/Regional
The Big Four
Readings and Discussion:
1. Chapters 11 and 12 in Belch(s)
2. Discussion questions (page 413 and 451)
-----------------------------------------------------------------------------------------------------------------------------Session 10 (June 17): Sales Promotion

Consumer
Trade
Coop
Push/Pull

Readings and Discussion:

1. Chapter 13 in Belch(s)
2. Discussion questions (page 477)
Session 11 (June 18): Direct Marketing/Digital and Social Media
Direct Marketing
Social Media Landscape
The Big Four
Readings and Discussion:
1. Chapter 14 and 15 in Belch(s)
2. Discussion questions (page 494 and 525)
-----------------------------------------------------------------------------------------------------------------------------Exam #2 (June 23)
-----------------------------------------------------------------------------------------------------------------------------Session 12 (June 24): Measuring Effectiveness through Research and Analytics

Pretesting
Concept Generation and Evaluation
Day After Recall
Tracking
Marketing Mix Models

--------------------------------------------------------------------------------------------------------------------Assignment #2 (June 25)