Cell: (714) (Text messages are encouraged.)

Transcription

1 Curse: X INTEGRATED MARKETING COMMUNICATIONS Quarter: WINTER 2016 Schedule: 11 Meetings, Tuesdays & Thursdays, February 18 March 24, pm 3pm Rm: Westwd, 1010 Westwd Center, Rm 313 Instructr: Cntact: Marc D. Villarreal, EVP, Integrity Media marc@integritymediacrp.cm Cell: (714) (Text messages are encuraged.) Office Hurs: by appintment Intrductin: Fr decades, cmpanies have separated marketing int sils: independent departments r agencies that seldm interact and rarely cllabrate. These marketing sils are usually based n practices and mediums fr example, public relatins is separated frm advertising, traditinal media frm scial media, branding frm sales. This results in cnfusin, crprate plitics, budget mismatches, duplicatin, and brand discntinuity. As cmpanies became leaner, they cmbined departments and functins. Despite the dwnsizing, smething surprising happened: these leaner cmpanies experienced greater efficiencies and results, particularly in brand develpment. Media cnvergence further accelerated this cnslidatin trend. Digital Media, fr example, nw encmpasses such traditinal media as bks and mvies. And marketers discvered that media wrking tgether fr example, scial cmbined with televisin wrked better than media n their wn. Tday, bth agencies and individuals need t pssess expertise in all marketing practices and mediums. In this curse, we will integrate marketing strategy and cmmunicatins acrss varius types f media, nt just t ensure cnsistency, but t enhance results. We will apply theries and framewrks, analyze case studies, and finally integrate the varius practices in a team prject. Curse bjectives: At the end f this term, yu will be able t... Critically evaluate varius media channels and determine their uses, benefits and drawbacks. Understand hw brands are perpetuated, enhanced and damaged in varius media. Analyze the varius stakehlders in the marketplace and hw t integrate their needs int a campaign. Distinguish between marketing rules, cnventins, etiquette, ethics, and best practices. Crdinate multi-disciplinary teams t agree n marketing bjectives and strategies. Plan an integrated marketing campaign t achieve measurable bjectives. Abut the instructr: Marc D. Villarreal is the Executive Vice President f Integrity Media, an Irvine-based marketing services and cmmunicatins agency. The firm serves a variety f clientele, with key deliverables such as advertising campaigns, PR planning and implementatin, branding/crprate identity, nline strategies/tactics, and vide creatin. With a cmmunicatins degree frm CSUF, his career has spanned frm vice presidency f an ad agency, t establishing and perating a mar-cmm firm, and finally merging said firm with Integrity Media in Nvember Alng with lecturing at UCI and USC, his prfessinal calendar allws him the pprtunity t cntinue practicing myriad marketing endeavrs while engaging with business decisin-makers. Optinal Texts and resurces: 1

2 Curse Text (ptinal): Adam Mrgan, Eating the Big Fish: Hw Challenger Brands Can Cmpete Against Brand Leaders, 2009 Wiley Curse Text (ptinal): Jeff Cx & Hward Stevens, Selling the Wheel: Chsing the Best Way t Sell fr Yu, Yur Cmpany, Yur Custmers, 2000 Simn & Schuster 2

3 Assignments and grading: Curse grades will be weighted as fllws: Quizzes (40%): Tw quizzes cvering the lectures will be held n days 6 and 11. Final Team Prject (50%): Marketing integratin requires extensive cllabratin with bth internal clleagues and external cnsultants. Yur team will create an Integrated Marketing Campaign fr a selected rganizatin. Yu will be expected t cmplete yur share and help teammates as needed. At the end f the term, students will annymusly evaluate the cntributins f their teammates. Class Participatin (10%): IMC requires cllabrating with thers and sharing ideas. Fr this curse, participatin takes place in class and ptentially nline. Yu will be evaluated n the value f yur participatin in class and in team prjects. Tward this end, please cme t class prepared t discuss the readings and ready t respnd if called upn. These are the standards fr evaluating participatin: 1. Is yur cntributin relevant t the discussin? 2. D yu cnsider ideas ffered by the reading and by classmates? 3. D yu increase everyne's understanding r merely repeat facts? 4. Are yur views supprted with data, third-party theries and research? 5. D yu test new ideas and challenge assumptins, r just "play it safe"? 6. Are yu respectful f thers in the discussin? Critical thinking: In marketing there are few "right" answers: what wrks fr ne cmpany at ne time might fail fr anther cmpany r at anther time. All assignments will be evaluated n the quality f the reasning, and hw well they integrate lessns frm the reading, class discussins, and supplementary research. Yu must demnstrate critical thinking that describes "why" and "hw," nt just "what." Clarity: Clear cmmunicatins are essential in marketing. Please make sure yur writing and class presentatins are understandable, prfessinal and free f egregius errrs. Attendance: Yu are expected t attend ALL class sessins. If an absence is unavidable, please cntact the instructr. Mre than tw absences (excused r unexcused) will result in an incmplete. Please als arrive n time. Plagiarism: The intentinal r unintentinal brrwing f anther persn s ideas, images, research, r data withut citatin is a serius breach f academic integrity. Cheating, cpying ther s wrk, and plagiarism is nt tlerated and will result in disciplinary actin. Students are respnsible fr being familiar with the infrmatin n Student Cnduct in the General Infrmatin Sectin f the UCLA Extensin Catalg r n the website at Respect: Accrd all yur classmates, guest speakers and yur instructr with curtesy. Yu shuld certainly questin and criticize ideas, but never criticize the persn. Yu may use a cmputer fr taking ntes, but nt fr r brwsing the web. Prfessinalism: Being a prfessinal des nt necessarily mean wearing a suit r checking yur persnality at the dr. Fr this class (and, hpefully, beynd), prfessinalism means giving every prject and assignment yur best pssible effrt; it means living up t yur wrd t yur teammates and instructr; it means being n time and meeting all deadlines; and it means cnducting yurself in a manner that is apprpriate t the plicies and culture f a particular envirnment. Finally, all f us can imprve what we d, even the instructrs. Regardless f hw marketing savvy we are at the beginning f this class, all f us shuld strive t becme even better. Creativity: T end this list n a psitive nte, marketing is the ne business discipline where ut-f-thebx imaginatin is allwed and encuraged. Have fun with the assignments, and remember that when it cmes t new media marketing, yur ideas are what matter mst. 3

4 SCHEDULE (SUBJECT TO REVISION) Class 1: Intr Defining Integrated Marketing and this curse Marketing axims Get acquainted Class 2: The 4Ps f Marketing The ne Beynd the 4Ps Differences between Sales and Marketing Critical Thinking: Cash fr Clunkers Class 3: Integratin f Branding Ktler s 4Cs Charismatic brands Critical Thinking: VIA Ready Brew Class 4: Custmer-centric IMC Database Marketing Market research Elements f an IMC plan Critical Thinking: The NHL Class 5: Custmer retentin Cre cmpetencies Tuch pints Intrduce class prject Class 6: It s nt what we say Outbund (traditinal) marketing tactics Inbund (emerging) marketing tactics Differentiatin Quiz #1 (Midterm) Class 7: Cmmunicatin Message Strategies Mar-cmm mix Budgeting IMC 5-step prcess Dual Critical Thinking The Olympic Games Class 8: The Pwer f Emerging Media Integrating Scial Netwrks Challenger Brands IMC Success: The 2008 Obama Campaign Class 9: Integratin f Advertising Messages; Objectives; Alternatives Media timing/planning Prmtins MPR Prject presentatin: The Pineers Class 10: Bk synpsis: Selling The Wheel Mre prject presentatins 4

5 Class 11: Judgement Day Quiz #2 (Final Exam) Balance f presentatins. Farewell lecture 5