Integrated Marketing Communication

Objectives:  

At the end of this course unit, the student should be able to:

▪ Understand the importance of studying Integrated Marketing Communications.

▪ Acquire theoretical/practical knowledge and develop practical and analytical skills in Integrated Marketing Communications, to be able to carry out its planning, implementation, and evaluation.

 Competences:

At the end of this course unit the student should be able to:

▪ Know the fundamental concepts and the evolution of the research area of Integrated Marketing Communications.

▪ Thinking about an organization's Integrated Marketing Communications in a holistic way.

▪ Develop Integrated Marketing Communications Plans.

▪ Know the principles and tools for planning, implementing, and evaluating Integrated Marketing Communications.

▪ Understand the integration of Integrated Marketing Communications tools in campaigns, and their impact on corporate identity and image, on the organization's reputation and on the relationship with all stakeholders.

▪ Know, analyse, and discuss cases that exemplify Integrated Marketing Communications campaigns.

▪ Exercise a critical and ethical perspective on Integrated Marketing Communications. 

Course Content:

1. Integrated Marketing Communication

1.1 Purpose of the organization, relationship with Stakeholders and Integrated Marketing Communications.

1.2 Organizational Identity, Positioning and Integrated Marketing Communications.

1.3 Integrated Marketing Communications and Reputation.  

2. Integrated Marketing Communications Planning

2.1 Integration of corporate planning, business, marketing, and Integrated Marketing Communications.

2.2 Perception audits as a tool for analysis and planning.

2.3 Internal and external analysis of competition communication and perceived positioning.

2.4 Segmentation, targeting and positioning.

2.5 Communication Objectives.

2.6 Messages, Communication Tone and Storytelling development.

2.7 Communication Mix, media plan and implementation.

2.8 Budgeting.

2.9 Assessment and control.

3. Cases of Integrated Marketing Communications. 

Methodology

The methodology used will be theoretical-practical. Classroom sessions combine expository, interrogative and group discovery with the discussion of cases and examples. Autonomous work includes complimentary reading to the material in the classroom and carrying out group work (4 to 5 students). The group work consists of elaborating an Integrated Marketing Communications Plan for an organization selected by the students. For the development of this plan, interaction with the organization for data collection is encouraged. The following items compose the final grade of each student: (1) Group Work - 45%; (2) Test (second assessment element) – 45%; Attendance and participation (10%). Any evidence of plagiarism is punished by assigning zero to the evaluation element that has misused third-party texts.

Evaluation  

Evaluation is continuous and includes the following components, with respective weightings: 

Integrated Marketing Communications Plan (Groupwork) 45 %

Test (second assessment element) 45 %

 

Attendance and participation 10%