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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

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Marketing 261Integrated Marketing Communications

• with Duane Weaver
• Week 1 - Introduction

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Todays Outline

• Introductions
• Overview of Course Outline
• Overview of Course Text
• Overview of Cases and Teams
• Introduction to IMC Integrated Marketing
  Communications

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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

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Introductions - Students

• Your name?
• Something of interest about yourself?
• Why are you studying IMC?What do you expect to
  learn from this course?

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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.

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Suggested Supplemental Readings Contd.

•         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.

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Course Outline

• Case based course.(Teams and Individual)
• (Lecture/Case Presentation/Discussion)
• See Handout

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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).

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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/weav
  erd/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.

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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.

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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/Mark2
  61
• Note The first two cases will be presented in
  the 2nd week of class.

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• IMCWHEREEXPECTATION MANAGEMENT MEETS
  REALITY

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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

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Communication

• Transmitting, receiving, and processing
  information
• Sender,
• Receiver
• Encoding, Decoding
• Transmission Device

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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.

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The IMC Plan

• Situation Analysis
• Marketing Objectives
• Marketing Budget (Financials)
• Marketing Strategies
• Marketing Tactics
• Evaluation of Performance (metrics)

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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.

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IMC and the Marketing Mix

• Product
• Price
• Promotion
• Place (Distribution)
• How do the above elements effect the
  communications plan of a company?

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Factors Affecting IMC

• Information Technology
• Changes in Channel Power
• Increases in Competition
• Brand Parity
• Integration of Information
• Decline in Mass Media Effectiveness

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Thank You

• See you next class
• read ahead
• meet with your group and discuss the case(s)
  prior to class.