Sheridan Course Outlines

ADVG38263
Integrated Marketing Communications Management

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version Public

Section I: Administrative Information

Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2012
Prerequisites: (MKTG29599)
Corequisites: ADVG25892
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Integrated Mktg Comm Mgnmt
School: Business
Program(s): Advertising
Program Coordinator(s): Catherine Oliver
Course Leader or Contact: Yvonne Dineen
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 4.0
Status: Approved - Under Rev (AREV)

Calendar Description
Students develop a professional integrated marketing communications plan for a specified brand. They acquire a managerial understanding of advertising, promotion and public relations principles and practice and how they work within the realm of advertising. Participants should illustrate proper media planning and creative development in order to fully integrate the various elements of a communications plan.

Typical Instructional Format

Lecture	42.0
Total hours:	42.0

Courses may be offered in other formats.

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students develop a professional integrated marketing communications plan for a specified brand. They acquire a managerial understanding of advertising, promotion and public relations principles and practice and how they work within the realm of advertising. Participants should illustrate proper media planning and creative development in order to fully integrate the various elements of a communications plan. This course will work in conjunction with the Advertising Campaign Development course.

Program Context

Advertising

Program Coordinator: Catherine Oliver

Students need to understand the integration of media advertising, sales promotion, direct response, event marketing, and public relations in the development of a professional marketing communications plan.

Course Critical Performance and Learning Outcomes

 By the end of this course, students will have demonstrated the ability
to distinguish between effective integrated marketing communications
elements and construct an effective communications plan, utilizing
various strategies and techniques.

To achieve the critical performance, students will have demonstrated
the ability to:

1.  Develop and write creative integrated communications objectives  
    and strategies.
2.  Create an integrated communication plan for a given product 
    combining advertising, sales promotion, public relations and    
    direct marketing principles, objectives and strategies.
3.  Assess and apply appropriate costing considerations for a  
    strategic implementation of balanced advertising/sales promotion 
    mixes for various product and service situations.
4.  Demonstrate the proper procedures used in the management of a
    corporate crisis in the media.
5.  Execute a mock press release defending your company's 
    position/involvement on a controversial issue.
6.  Demonstrate effective communication, presentation and written 
    skills.
7.  Illustrate creative and critical thinking.
8.  Execute effective interpersonal and group leadership skills.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Test 10% 
2.	Situation/SWOT Analysis: 25%
3.	Integrated Communications Planning Brief:  15%
4.	Video PR Assignment:  15%
5.	Integrated Marketing Communications Plan:  35%

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

	Communication		Critical Thinking & Problem Solving		Interpersonal
	Numeracy		Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact: Multiple PLA Contacts
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous life and work experiences. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
X

Notes: N/A

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Fall 2012
Professor: Multiple Professors
Textbook(s):

To be developed

Applicable student group(s): Third Year Advertising Program
Course Details:

Week 1
The Science of Marketing Communications
Principles and Practices of IMC
Product Practices of IMC

Week 2
Managing the IMC Plan
Areas of research for the IMC Plan
Primary and secondary sources
 
Week 3
The Psychology and Sociology of Consumer Behaviour
Understanding your target audience

Week 4
Questionnaire Writing
Review how to write a survey
Review Survey Monkey
Survey writing workshop
Assignment #1 - 20%

Week 5
What Can Be Done When PRomotional Elements Are Integrated
Five Case Studies

Week 6
Developing IMC Objectives
Managing factors affecting the IMC Plan

Making all your Communications Work Together
Managing IMC strategies and tactics

Week 7
Managing Customer Relationship
Using Event Marketing to Build Goodwill
Assignment #2 - 15%

Week 8
Event Promotion & Publicity
Media relations
Stakeholder relations

Week 9
Crisis Management
Crisis Mmnagement and mdia taining
Defending Your Brand

Week 10
Communications Plan Workshop
Prepare for a crisis
Watch video examples of student's press conferences from previous 
years

Week 11
Crisis Management
Keeping Your Message on Target
Press Conference - 25%
         
Week 12
Reviewing Press Conference Tapes

Week 13 
Workshop
The Executive Summary

Week 14
IMC Plan Analysis
Revewing an integrated approach
Final Plan - 40%

Academic Honesty
The principle of academic honesty requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the faculty member, or otherwise submitting work that is not the student's own violates this principle and will not be tolerated. Instances of academic dishonesty, including assisting another student to cheat, will be penalized as detailed in the Student Handbook.

Students who have any questions regarding whether or not specific circumstances involve a breach of academic honesty are advised to discuss them with the faculty member prior to submitting the assignment in question.

Discrimination and Harassment
Sheridan is committed to provide a learning environment that respects the dignity, self esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination are available in the Student Handbook.

[ Printable Version ]