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374084: Integrated Marketing Communications
MGMT-X 460.52

  • Summer 2020
  • Section 1
  • 4 Credits
  • 06/22/2020 to 07/27/2020
  • Modified 07/16/2020

Meeting Times

Mondays, Virtual Learning 9:00 a.m. to 12:00 p.m.

Wednesdays, Virtual Learning 9:00 a.m. to 12:00 p.m.

Description

This course focuses on the latest marketing communication practices—known as integrated marketing communications (IMC)—featuring an overview of the major media, including broadcast, print, outdoor, point of purchase, direct mail, Internet, telemarketing, public relations, and promotion. The emphasis is on how to analyze and create an IMC program by using the latest value-based IMC concepts and measuring "return on communications investment."

Objectives

Teach the Following Course Content

  1. Integrated Marketing Communication (IMC) Theory
  2. The use and effectiveness of integration in developing media strategies
  3. The costs and benefits of an integrated marketing communication program
  4. Methods of applying IMC tools in the real world
  5. Methods of developing a comprehensive IMC strategy and program
  6. Media overview
  • Electronic:  Broadcast/cable, radio, Internet/Websites/search/banners, blogs/reps/message boards, user content, mobile, digital direct/email, out-of-home, point of purchase and CRM.
  • Print:  Newspaper, magazine, direct mail, collateral, out-of-home, point of purchase, PR, promotion and loyalty programs.
  • Face-to-Face:  Events, non-traditional/street teams/samples, telemarketing, PR and promotion.

Outcomes

  1. Students will be able to effectively develop, implement, and manage a strategic IMC program.
  2. Students will be able to recognize, analyze, and evaluate the effectiveness of an IMC program.
  3. Students will be able to demonstrate which media strategies are most appropriate in a given situation.
  4. Students will be able to calculate the costs and benefits of an IMC program.
  5. Students will be able to choose appropriate marketing tools for an IMC program.
  6. Students will be able to create and deliver an IMC Oral Presentation recommending an effective IMC strategic and tactical plan promoting a specific brand each student has selected.

Materials

IMC – The Next Generation, Five Steps for Delivering Value and Measuring Returns Using Marketing Communications

  • Author: Don Schultz and Heidi Schultz
  • Publisher: McGraw Hill
  • Availability: online

INEXPENSIVE USED VERSIONS OF: http://amzn.to/1ph6ufe

KINDLE VERSION:  http://amzn.to/1QEEPxn

Recommended Periodical

Ad Age (www.adage.com), Ad Week (www.adweek.com)

Recommended Online Brand Information

Interbrand Corp. (http://www.brandchannel.com)  Interbrand’s brandchannel is current, irreverent and interesting. Sharing their thoughts and insights on the world of branding, the collected staff of the branding powerhouse offer plenty of video clips and examples to punctuate their point of view.

Deliverables

Deliverables:  Course Requirements

  1. Participate actively in discussions and pair/team work each week.
  2. Follow the UCLA Student Conduct guidelines. See “Student Conduct” in the General Information Section of the UCLA Extension Catalog or on the website at uclaextension.edu.  Plagiarism or cheating will result in disciplinary action.
  3. There are no makeup midterm exams, final exams, or oral presentations.
  4. Prepare and deliver your IMC Oral Presentation in a professional manner.

IMC Oral Presentation Requirements are the following:

  1. SOLO – Each IMC Student will create, prepare, rehearse and deliver an original, persuasive presentation of an Integrated Marketing Communication (IMC) Plan for their selected brand.
  2. Length – The required (maximum) length of an Oral Presentation is 7 minutes. [Seven-minute length of presentation] Students who cannot end their presentation on time will have points taken away, so it is important to prepare well and rehearse often to present a tight, effective seven (7) minute presentation.
  3. IMC Plan – Your IMC Plan will include:
    1. INTRODUCTION
    2. IMC Step 1: Your customers identified by behavioral data.
    3. IMC Step 2: The dollar value of your customers
    4. IMC Step 3: Creating & Sending Customer Messages and Incentives including Your Customer Insight and Customer Insight-In-Action
    5. IMC Step 4: Estimating Return-On-Customer Investment (ROCI Chart, as presented in PowerPoint lessons)
    6. IMC Step 5: Measure, Evaluate, Plan, Budget and Allocate – Start cycle again with IMC Step 1.
    7. CONCLUSION
    8. LEAVE BEHIND: Any presentations to a live audience should include a follow up item so they will remember you. In marketing communication, we call this item the “Leave Behind.” So, in keeping with that tradition, please make one hard copy of your presentation and give it to me before you present.
  4. Outline - Your presentation should be organized with an introduction, body, and conclusion based on an outline.
  5. Visual Aids - Students should show examples to illustrate key points (preferred – via PowerPoint); Students should email their presentation in advance.
  6. Evaluation – The Instructor will evaluate (using a form which will be given to you) each student’s presentation for content, IMC strategic value, delivery, and persuasiveness in an IMC Oral Presentation.

Evaluation

Grades: will be figured numerically based on your scores on the following items.

Criteria

Types of evaluations and related weights
Type Weight Topic Notes
Assignments 30%

Six 10-Point Assignments; 60 Points Total (Must be turned in prior to deadlines)

Midterm Exam 20%

One 40-Point Midterm Exam (No makeup exams)

Final Exam 20%

One 40-Point Final Exam (No makeup exams)

IMC Oral Presentation 30%

One 60-Point IMC Oral Presentation

Breakdown

Graduate/Professional Grading Scale (courses in the X 400 Series)

Grade*

Standard Percentage/Points

A

90-100%

B

80-89%

C

70-79%

F

0-69%

**S (Satisfactory)

80-100%

U (Unsatisfactory)

0-79%

ALL COURSE GRADES ARE FINAL.

Institutional Policies

Student Conduct

Students are subject to disciplinary action for several types of misconduct or attempted misconduct, including but not limited to dishonesty, such as cheating, multiple submission, plagiarism, or knowingly furnishing false information to the University; or theft or misuse of the intellectual property of others or violation of others' copyrights. Students are encouraged to familiarize themselves with policy provisions which proscribe these and other forms of misconduct at: https://www.uclaextension.edu/pages/str/studentConduct.jsp

Services for Students with Disabilities

In accordance with the Americans with Disabilities Act of 1990, UCLA Extension provides appropriate accommodations and support services to qualified applicants and students with disabilities. These include, but are not limited to, auxiliary aids/services such as sign language interpreters, assistive listening devices for hearing-impaired individuals, extended time for and proctoring of exams, and registration assistance. Accommodations and types of support services vary and are specifically designed to meet the disability-related needs of each student based on current, verifiable medical documentation. Arrangements for auxiliary aids/services are available only through UCLA Extension’s Service for Students with Disabilities Office at (310) 825-7851 or by email at [email protected]. For complete information see: https://www.uclaextension.edu/pages/str/studentswithDisabilities.jsp

Incompletes

Your instructor may post the interim grade Incomplete/I if at the end of the class your overall work is of passing quality but a portion could not be submitted for understandable reasons (e.g. illness). It is your responsibility to petition your instructor for permission to submit work late and to provide an explanation, and it is his or her sole decision whether to accept the explanation. If permitted, the Incomplete/I grade will be posted and a time frame defined for you to submit the missing work, ranging from one to twelve weeks. Incomplete/I grades that remain unchanged after twelve weeks will lapse to F, NP or U. Receiving an I grade entitles you to submit only the missing work your instructor has agreed to accept late, and does not allow other work to be retaken or oblige UCLA Extension to provide continuing access to course materials via Canvas. The Incomplete/I grade is not an option for courses that do not bear credit, such as 700, 800, or 900-level courses. For complete information, see: https://www.uclaextension.edu/pages/str/grading.jsp

All Grades are Final

No change of grade may be made by anyone other than the instructor, and then, only to correct clerical errors. No term grade except Incomplete may be revised by re-examination. The correction of a clerical error may be authorized only by the instructor of record communicating directly with personnel of Student and Alumni Services.

Sexual Harassment

The University of California is committed to creating and maintaining a community where all individuals who participate in University programs and activities can work and learn together in an atmosphere free of harassment, exploitation, or intimidation. Every member of the community should be aware that the University prohibits sexual harassment and sexual violence, and that such behavior violates both law and University policy. The University will respond promptly and effectively to reports of sexual harassment and sexual violence, and will take appropriate action to prevent, to correct, and when necessary, to discipline behavior that violates our policy.

All Extension students and instructors who believe they have been sexually harassed are encouraged to contact the Department of Student and Alumni Services for complaint resolution: UCLA Extension, Suite 113, 10995 Le Conte Ave., Westwood; Voice/TTY: (310) 825-7031. View the University’s full Policy on Sexual Harassment and Sexual Violence at http://policy.ucop.edu/doc/4000385/SHSV.

Additional Items

Protecting Privacy and Data During Remote Instruction

This class/meeting is being conducted over Zoom or Conference Room Adobe Connect. As the host, I may be recording this session. The recording feature for others is disabled so that no one else will be able to record this session. No recording by other means is permitted. This session will be posted on the Canvas class website unless otherwise notified. If you have privacy concerns and do not wish to appear in the recording, do not turn on your video. If you also prefer to use a pseudonym instead of your name, please let me know what name you will be using so that I know who you are during the session. If you would like to ask a question, you may do so privately through the Zoom chat by addressing your chat question to me only (and not to ""everyone""), or you may contact me by another private method. If you have questions or concerns about this, please contact me.

Pursuant to the terms of the agreement between the vendors (Zoom/AdobeConnect) and UCLA Extension, the data is used solely for this purpose and the vendor is prohibited from re-disclosing this information. UCLA Extension also does not use the data for any other purpose. Recordings will be deleted when no longer necessary. However, the recording may become part of an administrative disciplinary record if misconduct occurs during a video conference.

Course and Instructor Evaluation

UCLA Extension values your feedback on course and instructor evaluations. We ask all students to take a few minutes to complete an end-of-course evaluation survey. Updates to the course and instruction are influenced by your feedback. Understanding your student experience is essential to ensure continuing excellence in the online classroom and is appreciated by your instructor and the UCLA Extension academic leadership.

Your participation in a survey is voluntary, and your responses are confidential. After instructors submit grades, they will be given an evaluation report, but this report will not contain your name.

About Your Online Course Materials

Please note the following about online course components at UCLA Extension:

  • Students must have basic computer skills, including the use of word processing software, email, and the ability to use internet browsers, such as Safari, Firefox, or Chrome.
  • Students are responsible for meeting the technical requirements of Canvas and familiarizing themselves with the Canvas Learning Management System.
  • Students are responsible for keeping a copy of all assignments and work submitted, and to be aware of all assignments, due dates, and course guidelines.
  • Students are encouraged to keep and/or download a local copy of their assignment files, as access to the online environment of a specific course is limited to 30 days after the final course date, as listed in the course catalog.

    If you need assistance downloading student materials from your course, please contact Canvas Support or the UCLA Extension Learning Support Team.

UCLA Extension Canvas and Learning Support

For immediate 24/7 Canvas technical support, including holidays, click on Help (located on the menu to the left) where you can call or chat live with a Canvas Support representative.

UCLA Extension Instructional Design and Learning Support
The UCLA Extension Learning Support staff assists both students and instructors with Canvas-related technical support, as well as general and administrative questions.

Learning Support staff is available Monday through Friday, from 8 AM to 5 PM (Pacific Time), except holidays:

Campus Safety Escorts

For students taking classes held on the UCLA campus and in and around Westwood Village, the UCLA Police Department provides a free walking escort service every day of the year from dusk until 1 a.m. Community Service Officers (CSOs) are available to walk students, faculty, staff members and visitors to and from anywhere on campus, in Westwood Village, and in the village apartments. CSOs are uniformed students who have received special training and are employed by the UCLA Police Department. To obtain an escort, please call (310) 794-9255 and allow 15 to 20 minutes for your escort to arrive. For complete information, see: https://www.ucpd.ucla.edu/services/community-service-officers-csos/evening-escorts

Schedule

Subject to change at the discretion of the instructor.

UPDATE:  SUNDAY, JULY 12, 2020

Date/Topic

Key Class Assignments

Advance Reading

WEEK 1 Session 1

June 22 (9:00 a.m.)

LECTURE 1 (Video)

“Introduction to IMC”

[ONLINE] Review Syllabus

 

[ONLINE] Login to Canvas to View Video #1 – Week 1 Session 1 Module

Obtain Text: IMC – THE NEXT GENERATION (SCHULTZ)

a.     Overview of Integrated Marketing Communication

b.     IMC Five-Step Process

c.     Video of Don Schultz

d.     Video of IMC Career Conference

 

LIVE SESSION (10:00 a.m.)

a.     Student Introductions

b.     Discuss the Reading

c.     Selecting your Brand (Student participation)

d.    Class Discussion of “How to Develop an “IMC Brand Plan”

 

ASSIGNMENT S1A1 (10 PARTICIPATION POINTS) SELECT YOUR BRAND

 

 

Join Online Discussion Forum:  The IMC Workshop

(10 PARTICIPATION POINTS!)

CHAPTER 1

 

IMC: From communication tactic to profit-building strategy

 

CHAPTER 2

 

 What we know about IMC

 

CHAPTER 3

 

  A Five-Step Process

WEEK 1 Session 2

June 24 (9:00 a.m.)

LECTURE 2 (Live)

[ONLINE] During Week 1: Login to Canvas and POST to IMC Workshop (10 Participation Points!)

CHAPTER 4: STEP ONE

 

How to identify customers and prospectsbased on behavior

LIVE SESSION & DISCUSSION ON ZOOM.US

[ONLINE] Login to ZOOM.US FOR LIVE SESSION

CHAPTER 5: STEP TWO

 

How to determine financial values of customers

WEEK 2 Session 1

 

June 29 –

1.     9 a.m. Watch Video #2 – “IMC Steps 2 and 3” (41:28)

2.     10:00 a.m. - Log into LIVE ZOOM.US SESSION

[ONLINE] Login to Canvas – Module for Week 2 Session 1 to View Video #2

 

CHAPTER 6

 

The partnership of integration and reciprocity

 

CHAPTER 7: STEP THREE-A

 

Planning Marcom Delivery

LIVE MEETING & DISCUSSION ON ZOOM.US

1. IMC Step 2 – Customer Valuation & Chart

 

ASSIGNMENT #2

(10 PARTICIPATION POINTS) IMC STEP 2 - CANVAS

 

 

WEEK 2 Session 2

 

July 1 –

[Please note later start time today!]

1.     10 a.m. LIVE ZOOM.US SESSION

2.     IMC Step 3 - Customer Insight

3.     Fun Exercise:  Empathizing with the Customer (Mind, Heart, and Soul)

[ONLINE] Login to ZOOM.US for LIVE DISCUSSION

 

Login to Canvas and POST to IMC Workshop (10 Participation Points!)

CHAPTER 8: STEP THREE-B

 

Planning Marcom Content

 

CHAPTER 9

 

Basics of IMC Measurement

WEEK 3 Session 1

 

July 6 –

1.     9:00 a.m. Watch Video #3 – “Social Media at a Crossroads” (17:02)

2.     10:00 a.m. LIVE ZOOM.US SESSION

3.     Discuss Social Media Trends and Concerns

Midterm Exam

 

[ONLINE] Login to Canvas – Module for Week 3 Session 1 to View Video #3

 

ASSIGNMENT # 3

(10 PARTICIPATION POINTS) IMC STEP 3 - CANVAS

MIDTERM EXAM

EXAM IS LIVE  on Canvas from Wed, July 8, 2:00 p.m. to Tues., July 14, 11:59 p.m.  Students have one hour to complete the exam; students have two opportunities to take exam.

CHAPTER 10

 

Estimating short-term return on customer investment

 

CHAPTER 11

 

Estimating long-term return on customer investment

WEEK 3 Session 2

 

July 8 –

1.     9:00 a.m.  Watch Video #4 – “IMC Steps 4 and 5” (25:36)

 

 

[ONLINE] Login to Module for Week 3 Session 2 to View Video #4


Login to Canvas and POST to IMC Workshop (10 Participation Points!)

 

 

 

WEEK 4 Session 1

 

July 13 –

1.     9:00 a.m. LIVE LECTURE “PRESENTATION SKILLS”

2.    Breakouts: Info provided tomorrow morning.  See you then!

 

[ONLINE] Login to Canvas –

 

[ONLINE] Login to ZOOM.US for LIVE DISCUSSION

 

ASSIGNMENT # 4

(20 PARTICIPATION POINTS) IMC STEPS 4 & 5 – CANVAS

CHAPTER 12

 

Post-program analysis

 

CHAPTER 13

 

Relating IMC programs to brand equity and shareholder value

WEEK 4 Session 2

 

July 15 –

1.      9:00 a.m. LIVE Lecture:

IMC:  Your Energy Source for Global Sustainability

2.  Part 2 - Breakouts - Sustainability Ideas

 

 

 

 

 

 

 

 

[ONLINE] Login to ZOOM.US for LIVE DISCUSSION

 

Student 1-2-1s Scheduled – see Canvas Week 4 Session 2 Module.

 

 

 

 

 

 

CHAPTER 15

Organizing for Integration

 

WEEK 5 Session 1

 

July 20 –

1.     9:00 a.m. LIVE (TBD)

2.     Discussion/1-2-1s

 

 

 

[ONLINE] Login to ZOOM.US for LIVE LECTURE AND DISCUSSION

 

Student 1-2-1s Scheduled – see Canvas Week 5 Session 1 Module.

 

Virtual Exam Administered Online via Canvas – (Chapters 7-15; multiple choice, multiple answer, matching, true/false – questions from book only.)

 

 

 

 

FINAL EXAM is live on Canvas from Friday, July 17, 9:00 a.m. to Monday, July 27, 11:59 p.m.)

WEEK 5 Session 2

 

July 22 –

1.     9:00 a.m. LIVE LECTURE “IMC GOING FORWARD”

2.     Discussion/1-2-1s

 

[ONLINE] Login to ZOOM.US for LIVE LECTURE AND DISCUSSION

 

 

 

WEEK 6 FINAL SESSION

 

July 27 – 9:00 a.m. LIVE ORAL PRESENTATIONS –

 

 

 

IMC ORAL PRESENTATIONS

 

(Schedule to be discussed with students and then posted)