MKT 103 - Integrated Marketing Communication C21
Required Course Materials:
Integrated Marketing Communications. 5th Edition. Tuckwell, Keith. Pearson.
Optional Course Materials:
In a complex, technology fueled communications world, organizations today are searching for complete solutions to combine various communications disciplines (advertising, public relations, sales promotion, personal selling, experiential marketing, direct response marketing, digital (interactive communications) into an effective marketing communications strategy and plan. People’s media habits have changed so to deliver a message successfully to an audience it’s critical for organizations to co-ordinate all marketing communications in a unified program that maximizes the impact on the intended target audience. This course will provide students with a general understanding of the fundamentals of integrated marketing concepts. Using an online format – a combination of lectures, online discussions and assignments – students will explore the theoretical and practical application of integrated marketing communications to the Canadian business environment. A key element of this approach will be weekly online discussions where students will respond to a topic and then interactively explore the answers of others throughout the duration of the course.
Upon completion of this course, students will:
- Understand and describe what Integrated Marketing Communications (IMC) is;
- Describe the components of IMC and how each plays a role in building an IMC strategy;
- Demonstrate an understanding IMC and apply it to business strategic planning principles
- Plan for integrated media
- Plan for integrated marketing
- Measure performance of plans by understanding how to evaluate marketing communications programs.
The final grade is calculated based on the following components:
Assignment #1 20%
Assignment #2 20%
Assignment #3 20%
Weekly Online Quizzes 20%
Discussion Board Participation 20%
This is a self-directed online course where the students is the driver of their course progress and mastery of course content. Students will be exposed to various online modules that will include relevant videos, audio files and discussions to stimulate thinking in an applied manner. Students will be exposed to real world examples that will demonstrate key concepts.
Note: This course emphasizes student participation through weekly online discussion boards. It is expected that students will read the assigned chapters per the weekly requirements. Participation accounts for 20% of your grade in this course.
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied. Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request.
Policy & Procedures:
Academic Regulations (Attendance, Coursework, Tests/Exams):
In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48-hour window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.
*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).
You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.
It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at http://www.mcmaster.ca/academicintegrity/
The following illustrates only three forms of academic dishonesty:
- Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
- Improper collaboration in-group work.
- Copying or using unauthorized aids in tests and examinations.
Students with disabilities who require academic accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email firstname.lastname@example.org. For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites. Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
In this course, we will be using a web-based service (Turnitin.com) to reveal plagiarism. Students will be expected to submit their work electronically to Turnitin.com and in hard copy so that it can be checked for academic dishonesty. Students who do not wish to submit their work to Turnitin.com must still submit a copy to the instructor. No penalty will be assigned to a student who does not submit work to Turnitin.com. All submitted work is subject to normal verification that standards of academic integrity have been upheld (e.g., on-line search, etc.). To see the Turnitin.com Policy, please go to McMaster Academic Integrity Policy.
The instructor reserves the right to modify elements of the course and will notify students accordingly.
Course Withdrawal Policy:
Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (https://www.mcmastercce.ca/cce-policies#Dropping).
Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy: https://www.mcmaster.ca/policy/Employee/storm_emergency_policy.pdf, and will only close if the University is closed. All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed. On-line courses will take place as scheduled.
|| Learning Goals for the Week
|| Reading and
|| IMC Overview
|| Week 1 Discussion
|| Chapter 1
|| IMC Strategic Planning Principles
| Week 2 Discussion
| Chapter 2
|| Branding Strategy
|| Week 3 Discussion
|| Chapter 3
|| Advertising Planning Creative
|| Week 4 Discussion
| Chapter 4
|| Advertising Planning Media
|| Week 5 Discussion
|| Chapter 5
|| Direct Response Communications
|| Week 6 Discussion
Assignment #1 Due
| Chapter 6
|| Online and Interactive Communications
NO Discussion Assignment #2
| Chapter 7
|| Sales Promotion
|| Week 8 Discussion
| Chapter 8
|| Public Relations
|| Week 9 Discussion
|| Chapter 9
|| Experiential Marketing, Events, Sponsorship
|| Week 10 Discussion
Assignment #2 Due
| Chapter 10
|| Personal Selling
|| Week 11
| Chapter 11
|| Measuring Performance
|| Week 12 Discussion
| Chapter 12
|| Writing Week
|| Assignment #3 Due