Lahore University of Management Sciences
MKTG 324 Integrated Marketing Communications
Fall Semester 2015
Instructor Dr. Zain Khawaja
Room No. SDSB-433
Office Hours TBA
Email [Link]@[Link]
Telephone 35608082
Secretary/TA Abdul Basit
TA Office Hours TBA
Course URL (if any) [Link]
COURSE BASICS
Credit Hours 3
Lecture(s) Nbr of Lec(s) Per Week 2 Duration 75 min
Recitation/Lab (per week) Nbr of Lec(s) Per Week Duration
Tutorial (per week) Nbr of Lec(s) Per Week Duration
COURSE DISTRIBUTION
Core
Elective Yes
Open for Student Category Seniors, Juniors, Sophomores
Close for Student Category All freshmen
COURSE DESCRIPTION
Integrated Marketing Communications is an advanced marketing course. This course aims to help students understand the
effects of modern Marketing Communications on sales and consumer purchase decisions, outlining the importance of having an
IMC strategy. It will expose students to the creative side of advertising and promotional development and will introduce them to
concepts related to creativity evaluation, new media strategies and integration options. Students will also learn about different
IMC tools and the merits of each so that they be able to use the right tool for the right situation.
COURSE PREREQUISITE(S)
Principles of Marketing (MKTG201) or Brand Management (MKTG392)
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COURSE LEARNING OBJECTIVES
To introduce business and non-business students with various topics pertaining to advertising and promotion such as
IMC, promotional mix elements, the communication process, measurement effectiveness of various elements of the
IMC program. The following are the course learning objectives:
1. Provide an overview of advertising & promotion (A&P) and its role in modern marketing;
2. Understand the role of IMC in the overall marketing process;
3. Describe how firms organize for IMC and examine the role of communication partners providing marketing &
promotional services;
4. Understand the stages of the consumer decision-making process & factors influencing consumer behavior;
5. Examine various communication theories & models of how consumers respond to ad messages & marketing
communications along with a discussion on source, message and channel factors.
6. Plan and develop a creative strategy & ad campaign as well as various promotional mix elements of the IMC program.
7. Understand ways to measure effectiveness of various elements of the IMC program
COURSE LEARNING OUTCOMES
Upon completion of the course the students should be able to:
1. Understand the role of IMC in marketing and the fundamental concept of integrated marketing communications. (1&2)
2. Undertake a promotional program situation analysis. (3&4)
3. Analyze the communication process. (5&6)
4. Develop goals and objectives for the IMC program and determine investment allocation (7)
5. Know the various elements that form the basis of the integrated marketing communications program (8-17)
6. Measure effectiveness of the IMC promotional elements (18)
UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES
General Learning Goals & Objectives
Goal 1 Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context.
Goal 3 Analytical Thinking and Problem Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.
Goal 4 Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in business and management context.
Goal 5 Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse environments.
Goal 6 Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal, Technological,
and Social environment of organizations.
Major Specific Learning Goals & Objectives
Goal 7 (a) Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to real
world situations (Including subject knowledge).
Goal 7 (b) Understanding the science behind the decision-making process (for MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision-support tools,
interpret results and make meaningful recommendations to support the decision-maker
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Indicate below how the course learning objectives specifically relate to any program learning goals and objectives.
PROGRAM LEARNING GOALS AND COURSE LEARNING OBJECTIVES COURSE ASSESSMENT ITEM
OBJECTIVES
Goal 1 Effective Written and Oral Students get a number of opportunities to CP, Quiz, Course Project Presentations
Communication demonstrate their ability to communicate
effectively (CLO #4 & 5)
Goal 2 Ethical Understanding and NA NA
Reasoning
Goal 3 Analytical Thinking and Problem Developing critical thinking and analytical CP, Quizzes & Exam, Course Project
Solving Skills skills through class discussions and course
project (CLO # 2-4)
Goal 4 Application of Information Application of IT in preparing report and Course Project Presentation
Technology presentation (Minor Objective) (CLO # 5)
Goal 5 Teamwork in Diverse and NA NA
Multicultural Environments
Goal 6 Understanding Organizational Understanding organizations external CP, Course Project, Quiz, Exam
Ecosystems environment and relationship with IMC
promotional elements. (CLO#1)
Goal 7 (a) Discipline Specific Knowledge Major Objective Comprehensive coverage All Grading components
and Understanding of topics in retail Management (CLO #1-6)
Goal 7 (b) Understanding the science NA NA
behind the decision-making process
GRADING BREAKUP AND POLICY
Course Project*: 25%
Quizzes (Unannounced)/Assignments:
30% (No Drops)
CP & Attendance: 15%
Final Examination: 30%
* the course project comprises the Analysis of Local IMC Ad Campaign
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EXAMINATION DETAIL
Midterm
Yes/No: No
Exam
Yes/No: Yes
Combine Separate: Combine
Final Exam
Duration: 1 hr
Exam Specifications: TBA
COURSE PROJECT
The IMC Final Project
The course project integrates the material presented in lectures and activities. It involves an in-depth analysis of a local IMC ad
campaign. The project will start in Week 2, and will be completed in sections alongside the course as directed by the outline. The
project will yield a digital publication on the state of IMC in Pakistan in the form of a video library and an online blog based magazine.
Each team will choose an ad campaign and will seek requisite approval from the course instructor.
The IMC Ad Campaign will comprise the following components:
Name of Ad Campaign: goals, objectives
Explanation of its IMC perspective
Description of various promotional elements employed
Target Customers
Competitors
Analysis of goal achievement (post campaign)
Financials
Critical Analysis
Strategies for going forward
Course Project Deliverables
Video Presentation (15 min)
Strategy document (Between 5-10 Pages)
Online Article - (Length TBA)
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COURSE OVERVIEW
RECOMMENDED LEARNING
WEEK TOPICS
READINGS OUTCOMES
Introduction to the Course CLO # 1
1 Chapters 1&2 / Course
Outline
Digital Coordination and Class Participation - Expectations
from the course
Promotional Program Situation Analysis Chapters 3&4 CLO # 2
2
Final Project: Information - Group Formation
CLO # 3
3 The Communication Process Chapters 5 & 6
Final Project: campaign/company Identification and basics of
field research
- IMC Program Goals and Objectives CLO # 4
4 - Promotional Mix elements of the IMC Program Chapter 7 & 8
Creative strategy & the ad campaign
The creative process
Final Project: Research strategy, tools, and data repository
Field Research Session - Data Gathering CLO # 5
5
All students assigned to each group MUST meet during class
time and conduct research according to the strategy developed.
Attendance is marked and ensured digitally. Primary data
gathering in the form of interviews from brand managers,
advertisers and customers and observations of the campaign
implementation (with photographic record) is compulsory.
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Field Research Session - Data Gathering CLO # 5
6
All students assigned to each group MUST meet during class
time and conduct research according to the strategy developed.
Attendance is marked and ensured digitally. Primary data
gathering in the form of interviews from brand managers,
advertisers and customers and observations of the campaign
implementation (with photographic record) is compulsory.
Promotional Mix elements of the IMC Program CLO # 5
7 Creative strategy execution Chapter 9-11
Promotional Mix elements of the IMC Program CLO # 5
8 Media Strategy & planning Chapters 12 & 13
Other promotional tools of the IMC mix CLO # 5
9
Direct marketing Chapters 14 & 15
Interactive media
Final Project: Deconstructing the campaigns
Measuring effectiveness of IMC promotional mix elements CLO # 5
10
Chapter 18
Final Project: Idea generation and strategy for going forward
11 Final Project: Report & Article Generation CLO # 6
All students assigned to each group MUST meet during class
time and conduct research according to the strategy developed.
Attendance is marked and ensured digitally.
CLO # 6
12 Guest speak session - State of IMC in the region - Head of
Marketing Pepsi Thailand
CLO # 5 & 6
13 Guest speaker session - in class challenge
Case Study - Cheetos
CLO # 5
14 IMC Streaming Presentations
FINAL EXAM
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TEXTBOOK(S)/SUPPLEMENTARY READINGS
Required:
Advertising and Promotion: An Integrated Marketing Communications Perspective, George E. Belch, Michael A. Belch & Keyoor
Purani, 9th edition, (Special Indian Edition), McGraw Hill