syllabus integrated marketing communications … · optimization, web site development, and viral...

Siena - Integrated Marketing Communications Summer 2017

SYLLABUS

INTEGRATED MARKETING COMMUNICATIONS

Session 2

Instructor: Roger Rutan

Language of Instruction: English

UO Credits: 4

Contact Hours: 40

SIENA, ITALY

COURSE DESCRIPTION

Integrated Marketing Communications (IMC) is explored. Students develop a marketing plan

using methods such as advertising, internet strategies, sales promotion, PR, event

sponsorships, & brand/product placement. A technology perspective includes search engine

optimization, web site development, and viral communication tactics such as social networks,

user-generated content, and web 2.0 strategies.

COURSE OBJECTIVES

When students have completed Integrated Marketing Communications, they will understand

marketing communications terminology and the steps involved in developing a market

communications launch and campaign. Each student will be able to create, evaluate, and

determine the strengths and weaknesses of an integrated marketing communications plan

and campaign. Students who complete this course will:

Understand the role of integrated marketing communications in a firm’s overall

decision-making process.

Comprehend the steps of an integrated marketing communications process.

Appreciate the importance of global integrated marketing communications and its

inherent challenges.

Understand the advantages and disadvantages of the various marketing

communications techniques.

Understand what a Public Relations process is and how to employ it.

Understand what Sales Promotion is and how to employ it.

Understand what Events and Experiences are and how to employ them.

Understand what Direct Marketing is and how to employ it.

Understand what Personal Sales is and how to employ it.

Understand what Word-of-Mouth marketing communication is and how to employ it.

Understand what Social Media Marketing is and how to employ it.

Understand how to manage integrated marketing communications over the product

life cycle.

Prepare a marketing plan including a marketing communications campaign.


INSTRUCTIONAL METHODOLOGY

Course Organization

Classes will consist of lectures, videos and class discussions. In addition, student

teams will presentation on assigned IMC case studies. Another team project will

challenge you to apply integrated marketing communications concepts to actual wine

marketing situations. Students are encouraged to ask questions and actively participate

in every aspect of the course. Required preparation for every class is clearly listed in

the course content and class schedule.

Approach

This course offers you a very special opportunity to learn about the heritage and

history of Italy by combining it with the study of integrated marketing

communications and marketing in general. While not formally part of this class, you

be exposed to many aspects of wine itself. Numerous excursions to nearby wineries

will enrich your learning experience. You should think of this class as a cultural and

business immersion.

Class Participation and Professionalism

Participation includes class attendance, reading assigned materials in advance, overall

preparation for class, and actively contributing your thoughts and personal experiences

during class. Class will start promptly at the designated time. You are expected to be on

time and attend all classes. Intelligent participation will require you to have read and

studied all assignments for that day. Beverages are allowed in the classroom but not

food. Professional behavior is expected at all times, both in class and on excursions.

While in Italy, you should think of yourself as an American Ambassador. Everything

you say and do should reflect well on yourself, America, and the GEO program. Right

along with that is respect for the Italian culture and way of life.

Absences

While you are here in Siena for the full Italy experience, attendance in class and on

program excursions is required. If you have two unexcused absences, your earned

grade will be reduced by one letter. Additional unexcused absences will result in the

same full letter grade reduction. Excused absences will be granted for health and

medical reasons, as well as family emergencies, but that’s it.


GRADING

Your grade will be based on several components.

Class Participation (200 Points Total)

Class attendance, advance reading of homework assignments, contribution to in class

activities and discussions all contribute to your individual participation score.

We are fortunate to be visiting a consorzio and a number of wineries and other places such as

Florence. These events are an important part of your learning experience. Points will be

earned for active participation during these excursions, professional behavior, and your

ability to absorb and utilize information provided during these site visits. Much of what you

need to know to develop your marketing plan will come from these excursions.

Team Presentation on an IMC Case Study (50 points)

Each team will be tasked to do an in-class presentation on an assigned IMC case study.

Details on what is expected will be provided at the start of classes.

Team Marketing Plan Design (150 Points)

The first step in your wine marketing plan process is to design the roadmap of your plan for

your assigned consorzio or winery. A Social Media Marketing (SMM) plan must be an

integral component of your plan design.

Team Marketing Plan Development (200 Points)

Your team will develop a marketing plan for a winery or the consorzio assigned to you. You

will be provided with a standard marketing plan outline. Your plan will incorporate

marketing material and strategies from both classes. Your plan will include a robust SMM.

Team Marketing Plan Presentation (200 Points)

Each team will convert their marketing plan to a PowerPoint presentation that will summarize

the key elements of their plan and their marketing objectives and strategies to achieve those

objectives. Teams will present their plans to representatives from the consorzio and all

wineries that were visited, with class members also in attendance. Your presentation puts you

in the international spotlight. The quality of your plan and presentation must reflect well on

the GEO program and yourself personally. IMPORTANT NOTE: Dress for men for this

event is dress shirt and slacks, a dress or something comparable for women. Pack

accordingly.

Weekly Quizzes (50 Points each, 200 points total)

The last class of weeks 1 – 4 will include a quiz covering the subject matter of that week, and

that week only. Any subject matter from any aspect of the class could be included in that’s

week’s quiz. In addition to assessing your performance in the class, these quizzes will give

you and the instructor a tool to gauge your progress as the course progresses.


GRADING SUMMARY

INDIVIDUAL WORK: POINTS

Participation (all inclusive) 200 points

4 Weekly quizzes – 50 points each 200 points

TEAM PROJECTs:

Marketing Plan Design 150 points

Marketing Plan Development 200 points

Marketing Plan Presentation 200 points

Team Case Study Presentation 50 points

TOTAL 1000 points

COURSE MATERIALS

Required Text

Advertising and Integrated Brand Promotion. 7th edition. Thomas O’Guinn.

https://students.uoduckstore.com/article/purchase-ebook-access-codes

Recommended Reading

Wine Marketing & Sales, 3rd. Edition, Wagner, Olsen, and Thatch, 2017. Available in

digital form only. This is the primary source material for the Wine Marketing 410 class

given in session 1. http://www.uoduckstore.com/GEOSAS.

Reading Assignments: IMC related reading assignments for every class are listed in the

class schedule and available on OneDrive. It’s critical you read these articles in advance

because that will be much of our class discussion. At some point during this course, each

team will be assigned to present their thoughts and opinions on one of these articles.

Communicating with the Instructor

You can email me at [email protected]. I will typically be at the GEO center between and

after classes. Don’t hesitate to see me if you ever have any questions or concerns or if you’d

just like to visit.

https://students.uoduckstore.com/article/purchase-ebook-access-codes

http://www.uoduckstore.com/GEOSAS

mailto:[email protected]


COURSE OUTLINE AND CLASS SCHEDULE

Week 1 Topics and Activities

8/14 Integrated Marketing Communications Overview Class 1

The World of Advertising & Integrated Brand Promotion

Social Media Marketing Overview

Reading Assignment:

Chapter 1- IMC

Barker PowerPoint – 01

Half Day Excursion – Siena

Visit Enoteca Italiana

8/15 National Holiday

8/16 Day of the Palio

8/17 The Structure of the Advertising and Class 2

Brand Promotion Industry

Social Media Marketing Platforms, Social Networking Sites

Reading Assignment:

Chapter 2

Barker PowerPoint - 05

Quiz 1

8/18 Excursion to Florence




8/21 The Role of Branding in the Wine Marketplace Class 3

Reading Assignment:

See Class 1 in OneDrive:

o Top Wine Brands

o WSWA Branding & Luxury Product Marketing

o Constellation Buying Brands

8/22 Social, Ethical & Regulatory Aspects of Class 4

Advertising and Promotion

Social Media Rules of Engagement, Ethics

Reading Assignments:

Chapter 4


Team 7 – IMC Case Study Presentation

8/23 Visit to Consorzio Brunello di Montalcino

Visit Poggio Antico Winery

8/24 Advertising, Integrated Brand Promotion Class 5

and Consumer Behavior

Targeting Audiences with Social Media

Reading Assignment:

Chapter 5

Barker PowerPoint- 03

Visit Col D’Orcia Winery

Quiz 2

8/25 Free Time – no classes, no excursions




8/28 Advertising Research Class 6

Understanding Wine Target Marketing with Social Media

Reading Assignment:

Chapter 7



Conference call with Consorzio Brunello (assigned team only)

8/29 Planning Advertising and Integrated Brand Promotion Class 7

Social Media Planning

Reading Assignment:

Chapter 8


Casato Prime Donne winery visit

8/30 Managing Creativity In Advertising and Brand Promotion Class 8

Reading Assignment:

Chapter 9


Podere Le Ripi winery visit

8/31 Creative Message Strategy Class 9

Social Media Content Creation and Sharing

Reading Assignment:

Chapter 10


Quiz 3

Banfi Winery

9/1 Visit Il Poggione Winery




9/4 Executing the Creative Strategy Class 10

Tools to Manage Social Media Marketing

Reading assignment:

Chapter 11



9/5 Media Planning Essentials Class 11

Reading Assignment:

Chapter 12


9/6 Media Planning – Newspaper, Magazines, TV and Radio Class 12

Video Marketing on SMM Sites

Reading Assignment:

Chapter 13



9/7 Media Planning – Advertising and Integrated Brand Class 13

Promotion in Digital and Social Media

Reading Assignment:

Chapter 14


9/8 Sales Promotion, Point of Purchase Advertising Class 14

and Support Media

Mobile Marketing on Social Networks

Reading Assignment:

Chapter 15


Quiz 4



9/11 Event Sponsorship, Product Placements, and Class 15

Branded Entertainment

Marketing Plan Workshop

Reading Assignment:

Chapter 16

9/12 Integrated Direct Marketing & Selling Class 16


Reading Assignment:

Chapter 17

9/13 Public Relations, Influence Marketing, Class 17

And Corporate Advertising


Reading Assignment:

Chapter 18

9/14 Marketing Plan Presentations at Enoteca Italiana

Farewell Dinner


TEAM PROJECT

CREATING AN INTEGRATED MARKETING COMMINICATIONS PLAN

Student teams will create a marketing plan for Consorzio Brunello di Montalcino or a winery

in this consortium that integrates all aspects of marketing from both classes. Team

membership and assignments will be made in week 1.

These marketing plans will be prepared in three phases

Marketing plan design, covering topics from both classes.

Marketing plan development (preparation and writing).

Team members will convert this integrated marketing plan into a PowerPoint

presentation.

Teams will present their plan to consorzio and winery representatives and class

members on the last day of class.

This project is as close to a real world experience as you will get in college. Your instructor

and these companies are expecting marketing plans that are professionally done, thorough,

well-researched, creative, and ones that could be actually implemented. Your team’s

marketing plan needs to propose creative ideas and integrated marketing strategies that are

focused directly on their needs and objectives.

Our Consortium and Wineries

The idea of doing a marketing plans for Consorzio Brunello di Montalcino and their winery

members came directly from Enoteca Italiana. This is real business in action.

Plan Objective

The overall objective of every plan is to help each consorzio or winery to grow their

business/sales and their presence in the US marketplace.

Consorzio Visits

General information on Italian wine consortia will come from reading assignments and during

class sessions. Learning about Brunello di Montalcino and winery members unique

marketing needs will also come from visiting them. All students will visit the consorzio

where their management and leadership will present background information on their

organization and will be specific on what they want their marketing plans to cover.

Shortly thereafter, the team assigned to this consorzio will have a follow-up conference call

with them to ask any remaining questions to get the information needed to begin their work

on a marketing plan.

Winery Visits

Wine consortia are formed to serve the collective interests of their member wineries.

Students will visit several winery members of this consorzio. These visits will give students

different perspectives of what member wineries want from their consorzio. The team

assigned to each winery will have separate, one-on-one time with winery management during

this visit.


INTEGRATED MARKETING COMMUNICATIONS PLAN PROJECT (cont.)

Phase 1: Marketing Plan Design – Due August 28

Teams will have only a short period of time to do a preliminary assessment of the consorzio

or their assigned winery. Teams may have to make preliminary assumptions to complete this

important first step, ones that could be revised as their process moved along. The plan

design must include the following elements:

A team statement on what they have learned as the consorzio’s or winery’s primary

marketing objectives.

Where the stand today on those initiatives.

Initial ideas on marketing opportunities and/or strategies to achieve their objectives.

A work plan that identifies what kind of information is needed, what the team plans to

do with this information, and a design on how the team will develop its plan.

Students will work closely with their instructor during this critical design process. The plan

design document should be one to two pages. Your instructor will offer any modifications

and after any changes, will give approval to move forward.

Phase 2: Marketing Plan Development – Due September 4

Working from the plan design, teams will develop and then write marketing plans for their

assigned focus area. Examples from session 1 are on OneDrive.

Teams will use the marketing plan outline provided them as a general guideline for content

and organization.

Phase 3: Marketing Plan Presentations – September 14

The two teams working on each consortium will convert the integrated plan into a

PowerPoint presentation that will be given to consortium and winery representatives and the

class as a whole. Students will receive an outline and guidelines for their presentation.

Peer Evaluations Students will be required to fill out a confidential peer evaluation for each team member

using a form to be provided. Student grades could be impacted, either way, based on this

feedback.


Charles H. Lundquist College of Business CODE OF PROFESSIONAL BUSINESS CONDUCT

A Statement of Values The Lundquist College of Business learning community is committed to a set of core values that guide our interactions with one another. Our values are as important within our LCB community as within the business community. Our values help define both how we aspire to act and what it means to be a business professional.

INTEGRITY

Members of our community act with integrity and honesty. These qualities are

essential in providing a basis for trust and go to the core of what is expected from

business professionals.

RESPECT

Our community conveys respect for the dignity of all people. Our relationships are

based on mutual respect. Differences of opinion are discussed openly and civilly.

These discussions focus on issues and are presented in a courteous manner. We are

sensitive to the impacts of both our words and actions on others.

OPENNESS

We encourage all members of our community to exchange ideas freely within the

bounds of reasonable behavior. We recognize that learning requires an open

environment.

RESPONSIBILITY

We act publicly and accept responsibility for our actions. We understand that the

community will keep us accountable for our dealings. We deliver on the commitments

and promises we make to others.

TEAMWORK

Our community is stronger when we work as a team. We foster attitudes encouraging members of the community to give and receive constructive criticism, and develop creative solutions to challenges.

syllabus integrated marketing communications … · optimization, web site development, and viral...

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