Description:

Upon successful completion of this course, the student should be able to explain advertising and promotion from an integrated marketing communications perspective that combines theory with planning, management and strategy. In addition, the student will be able to explain advertising, sales promotion, direct marketing and publicity/public relations and the need for integration of these promotional mix elements in an overall marketing communications program. 3 hrs./wk. This course is typically taught in the fall semester.

Supplies: Refer to the instructor’s course syllabus for details about any supplies that may be required.

Prerequisites: NONE

Textbook(s): For information see - http://bookstore.jccc.net

Course Fees: NONE

Course Objectives:

Upon successful completion of this course the student should be able to:

1. Explain the marketing process and the role of marketing communication in the overall marketing program.
2. Identify the elements of the marketing mix, and how they influence and interact with marketing communication strategies.
3. Outline and explain the steps in the development of an integrated marketing communication plan.
4. Identify the basic elements of the communication process and explain variables within the basic elements of the marketing communication process.
5. Explain how market segmentation plays an important role in the development of an integrated marketing communication plan.
6. Identify advantages and disadvantages of broadcast and print advertising and explain issues regarding purchase and audience measurement of each.
7. Explain the role of sales promotion in an integrated marketing communication plan, and identify consumer promotion alternatives.
8. Explain the role of public relations, direct marketing and supplemental media in an integrated marketing communication plan.
9. Identify various methods for determining and allocating the marketing communication budget.
10. Explain how firms organize for marketing communication and the role of advertising agencies and other firms that provide marketing and promotional services.
11. Identify industry and governmental regulations and regulating agencies that govern marketing communication.

Content Outline & Competencies:

I. Marketing and Promotion
   A. Explain the marketing concept and how marketing communication
strategies interrelate.
   B. Identify the product, distribution and price mix elements of the
marketing process and explain
how they affect marketing communication strategies.
   C. Define integrated marketing communication.

II. The Marketing Communication Process
   A. Define communication.
   B. List and explain the elements of the marketing communication
process.
   C. Explain how variables within the elements of the marketing
communication process can affect consumer responses to marketing
communication.

III. Development of an Integrated Marketing Communication Plan
   A. Define a situation analysis.
   B. Summarize the major parts of a situation analysis.
   C. Generate and support an opportunity analysis.
   D. State marketing objectives.
   E. Select marketing strategies including targeting the market and
competitive strategies.
   F. State marketing communication objectives.
   G. Select a media plan.
   H. Generate and justify a budget.

IV. Market Segmentation
   A. Differentiate between market segmentation and market aggregation.
   B. List and explain ways to segment a market.

V. Advertising
   A. Define advertising and identify its strengths and weaknesses.
   B. Identify strengths and weaknesses of print advertising, including
newspapers and magazines.
   C. Explain issues regarding purchase and audience measurement of print
advertising, including:
      1. Types of newspapers and magazines
      2. Standard advertising units
      3. Rate structure
      4. Cost per thousand
      5. Creative flexibility
   D. Identify strengths and weaknesses of broadcast advertising,
including radio and television.
   E. Explain issues regarding purchase and audience measurement of
broadcast advertising including:
      1. Buying time and programs
      2. Rating points
      3. Cost per rating point
      4. Audience share

VI. Sales Promotion
   A. Define sales promotion and identify its strengths and weaknesses.
   B. Explain the role of sales promotion in an integrated marketing
communication plan.
   C. Identify sales promotion strategies targeted toward the consumer.

VII. Public Relations
   A. Define public relations and identify its strengths and weaknesses.
   B. Explain the role of public relations in an integrated marketing
communication plan.
   C. Identify different types of public relations programs.
   D. Explain the tools of public relations.

VIII. Direct Marketing
   A. Define direct marketing and identify its strengths and weaknesses.
   B. Explain the role of direct marketing in an integrated marketing
communication plan.
   C. Identify the different direct marketing media tools.

IX. Supplemental Media
   A. Identify supplemental marketing communication media including
outdoor and transit and their strengths and weaknesses.
   B. Identify the different forms of transit advertising.
   C. List other types of supplemental media.
   D. Explain the role of supplemental media in an integrated marketing
communication plan.

X. Budgeting for Marketing Communication
   A. Explain factors that affect marketing communication budgeting.
   B. Explain the different methods used in determining marketing
communication budgets.

XI. Organizing for Marketing Communication
   A. Define an in-house agency and identify its strengths and
weaknesses.
   B. Identify the different types of external agencies.

XII. Regulation of Marketing Communication
   A. Identify industry and government agencies that control marketing
communication.
   B. Explain regulations that govern marketing communication.

Methods of Evaluation of Competencies:

Evaluation of student mastery of course competencies will be accomplished using the following methods:

Exams (4)                              500 points
Advertising Age                         25 points
Six Month Marketing Communication Plan 150 points
TOTAL                                  675 points

Grading Scale:
   100% - 90% = A 607-675   = A
    89% - 80% = B 540-606   = B
    79% - 70% = C 472-539   = C
    69% - 60% = D 405-471   = D
    Below 60% = F Below 405 = F

Caveats:

1. Students must pass all FASH courses with a grade of "C" or higher for the Fashion Merchandising and Fashion Design degrees.

Disabilities:

If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged.

JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center.