Transcript Introduction to IMC

“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
Week 1 - Introduction
Today’s Outline
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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
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Belch, G.E. and Belch, M.A. (2003), Advertising and
Promotion: An Integrated Marketing Communications
Perspective, New York: McGraw-Hill/Irwin.
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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.
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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.
IMC:
WHERE…
EXPECTATION MANAGEMENT
MEETS REALITY
Introduction to Integrated Marketing
Communications (IMC)
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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”
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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
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Situation Analysis
Marketing Objectives
Marketing Budget (Financials)
Marketing Strategies
Marketing Tactics
Evaluation of Performance (metrics)
4 Stages of cultivating
IMC SUCCESS
1. Identify, coordinate and manage all forms of
external communication
2. Extend scope of communication to include
everyone touched by the organization
3. Using IT to infuse “customer input” into the
plan. Db development/tracking/analysis.
4. 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
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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.