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“THE PROOF IS IN THE PUDDING” “TIME TELLS ALL” “Its not only what you say, but how you do it” IMC: … WHERE EXPECTATION MANAGEMENT MEETS REALITY Building Leverage into every opportunity of corporate contact. Marketing 261 Integrated Marketing Communications. with Duane Weaver
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“THE PROOF IS IN THE PUDDING” “TIME TELLS ALL” “Its not only what you say, but how you do it” IMC: …WHEREEXPECTATION MANAGEMENT MEETS REALITY Building Leverage into every opportunity ofcorporate contact
Marketing 261Integrated Marketing Communications with Duane Weaver Week 1 - Introduction
Today’s Outline • Introductions • Overview of Course Outline • Overview of Course Text • Overview of Cases and Teams • Introduction to IMC: “Integrated Marketing Communications”
Introductions - Instructor Duane Weaver • B.Comm., M.D.Ed.(honours pdg.), IESNA • CEO 2Birds1Stone • Marketing, Business and Computer Applications Instructor • 20+ years management experience (marketing) • Manufacturing, Wholesale and Retail experience • Enjoy sailing, soccer, cycling, golf and camping
Introductions - Students • Your name? • Something of interest about yourself? • Why are you studying “IMC”?What do you expect to learn from this course?
Course Text and supplements • Required Readings Clow, K.E. and Baack, D. 2004, Integrated Advertising, Promotion, and Marketing Communications, Second Edition, New Jersey: Pearson Prentice Hall. • Suggested/Supplement Readings • Belch, G.E. and Belch, M.A. (2003), Advertising and Promotion: An Integrated Marketing Communications Perspective, New York: McGraw-Hill/Irwin. • Blair, M., Armstrong, R. and Murphy, M. (2003), The 360 Degree Brand in Asia: Creating More Effective Marketing Communications, Singapore: John Wiley & Son.
Suggested Supplemental Readings Cont’d. • Hulbert, J.M., Capon, N. and Piercy, N. (2003), Total Integrated Marketing: Breaking the Bounds of the Function, New York: Free Press. • Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications, London: Pearson Education. • Schultz, D.E., Tannenbaum, S.I. and Lauterborn, R.F. (1993), Integrated Marketing Communications, Chicago: NTC Publishing Group. • Semenik, R.J. (2002), Promotion and integrated Marketing Communications, Ohio: South-Western Thomson Learning. • Smith, P.R. and Tylor, J. (2002), Marketing Communications: An Integrated Approach, London: Kogan Page.
Course Outline • Case – based course.(Teams and Individual) (Lecture/Case Presentation/Discussion) • See Handout
Overview of Cases and Teams • This course will take a case-study approach. Students will be asked to form study/case groups of 6 within the first week of classes. • The groups are expected to work on the case assignments prior to each class. • Each group will be tasked with the responsibility of preparing and presenting cases at each class as determined by the instructor. (2-3 cases per group) • (See http://web.mala.bc.ca/weaverd/Mark261 for team case presentation schedule).
GROUP CASE PRESENTATION/REPORTS • Group Case presentations are due the class of the Case Analysis as posted on the course website. • Case reports are due one week later at the start of class. They must be submitted in a report format as per the guidelines given by your instructor. (Please see http://web.mala.bc.ca/weaverd/mark261) • Late case reports (without prior arrangement and for good cause) will be assessed a 10% daily penalty, up to three calendar days. Case reports handed in late beyond three days will receive a mark of 0 for that particular assignment. • NOTE: ALL STUDENTS on the case team will receive the same grade. Your team members will be your team for the entire course.
Case Teams/Study Group • Please take 10 minutes to form a study team of 5 people and… • Determine a “name” for your team • One member from the team should record a list of all of the team members names (last name, first name and student I.D.) and submit the list along with the “Team Name” to the instructor by end of class today.
Case Sources • Cases will be assigned from the textbook as the course proceeds. Please check the course website to find out which case is due for your next class. You should expect at least 1 week of lead time per case.http://web.mala.bc.ca/weaverd/Mark261 • Note: The first two cases will be presented in the 2nd week of class.
Introduction to Integrated Marketing Communications (IMC) • Communication • IMC Defined • The IMC Plan • 4 Stages of Cultivating IMC SUCCESS • IMC and the Marketing Mix • Factors Affecting IMC
Communication “Transmitting, receiving, and processing information” • Sender, • Receiver • Encoding, Decoding • Transmission Device
IMC Defined “The coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.”
The IMC Plan • Situation Analysis • Marketing Objectives • Marketing Budget (Financials) • Marketing Strategies • Marketing Tactics • Evaluation of Performance (metrics)
4 Stages of cultivatingIMC SUCCESS • Identify, coordinate and manage all forms of external communication • Extend scope of communication to include everyone touched by the organization • Using IT to infuse “customer input” into the plan. Db development/tracking/analysis. • Treating IMC as an investment rather than a departmental function.
IMC and the Marketing Mix • Product • Price • Promotion • Place (Distribution) How do the above elements effect the communications plan of a company?
Factors Affecting IMC • Information Technology • Changes in Channel Power • Increases in Competition • Brand Parity • Integration of Information • Decline in Mass Media Effectiveness
Thank You • See you next class • read ahead • meet with your group and discuss the case(s) prior to class.