1 SSME Program: PV231 Integrated Marketing Communications Strategy, SPRING 2012
PV231 Integrated Marketing Communications Strategy
Masaryk University Faculty of Informatics, SSME Program
SPRING 2012: May 11, 2012 – May 23, 2012
Lecturer Sandra Kumorowski
Mobile +420 721 929 000 (functional only when in CR)
Email sandra@enakta.com
COURSE SYLLABUS | Integrated Marketing Communications Strategy PV231 2012
Textbook (Optional) IMC - The Next Generation: Five Steps for Delivering Value and Measuring Returns
Using Marketing Communications, Don & Heidi Schultz, McGraw-Hill, 2004
(Relevant chapters will be extracted and provided to all students as copies, if needed.)
Membership LinkedIn, www.linkedin.com
Masaryk University SSME Groups on Facebook & LinkedIn
Lecturer Professor Sandra Kumorowski, Columbia College Chicago
Ing. Leonard Walletzky, PhD (Supervisor)
Mgr. Jitka Kitner (Assistant)
Extent & Intensity 1/1/2. 4 credit(s) (plus extra credits for completion). Type of Completion: k (colloquium)
COURSE OBJECTIVES
This course is built on a hands-on experience in developing an integrated marketing communications strategy plan for a real client from the
information technology category and facilitates understanding how advertising, sales promotion, public relations, personal selling, word of
mouth, social media, website content and presence, internal marketing, and in some cases design and packaging decisions form a
coordinated marketing communications strategy.
The course will provide the theoretical underpinnings of a set of concepts, approaches and tools in integrated marketing communications
and at the end of this course students should be able to:
• Understand the current status of the marketing category in global terms;
• Understand market/category research methodology and concepts of consumer behavior analysis;
• Develop a relevant insight from the research data;
• Understand each IT client unique scenario and customize the project based on client’s needs;
• Develop a creative brief;
• Develop a feasible integrated marketing communications strategy plan with focus on an IT category;
• Apply project management best practices to successfully manage a project;
• Visually express their ideas in creative designs (logos, posters, website mockups, banners, etc.);
• Effectively develop and manage a flourishing client relationship;
• Effectively present and sell their strategies in front of the client
COURSE ASSESSMENT
The written IMC Strategy Plan and its presentation in front of the client are required for the completion of the course.
Please remember that in this intensive course, you should focus on your client. You do not have to follow any specific document formatting
but please keep in mind that how you visually express yourself is a big part of your marketing success. I will always look at the visual aspect
of all documents and presentations you submit to me. Your visual expression reflects your level of professionalism and depth of your
thinking.
COURSE LOGISTICS & DELIVERABLES
The course will be delivered in time blocks that will combine theoretical lectures and interactive workshop formats. Students will be divided
into teams of 3-4 team members and work on the client project as a team. This method closely resembles real world environment and
teaches students how to work effectively in a team environment.
DELIVERABLES:
1. Research Report
2. Creative Brief (Proposal)
3. Final IMC Strategy Plan
4. Final Client Presentation
MY TEACHING PHILOSOPHY: Activating Your Business Potential.
I am convinced that when you create an environment where students and organizations can interact and build lasting relationships, it results
in a long-term benefit to all stakeholders associated with this environment. As real client projects demand the highest level of creativity and
strategic thinking for their challenging scenarios and limited budgets, students gain well-rounded, practical knowledge, new connections,
and at the same time, are made aware of their civic responsibility to contribute to social good, especially when working on a project for a
non-profit organization. Client organizations receive fresh ideas and insights about their brands and are given an opportunity to
communicate their mission through another channel. My classes place great emphasis on our continuous future, which is in the long-term
relationships that are built on solid ethical standards and care for others. Only this way, we can thrive as individuals and jointly as a society.
2 SSME Program: PV231 Integrated Marketing Communications Strategy, SPRING 2012
COURSE TIMELINE
Class Date, Time, Room Topics & Activities
Readings/
Assignments
1 Fri, May 11, 2012
9:00 – 11:30
Room C511
12:00 – 14:50
Room C511
Lunch break:
11:30 – 12:00
COURSE & PROJECT INTRODUCTION
TOPIC:
• Introduction to marketing & its impact on the world of IT
• Research process, situation analysis, consumer behavior analysis, brand analysis,
SWOT, insight development
• IMC strategy development process
• Branding - introduction
• Research exercises
• Project Introduction (Sandra Kumorowski)
Guest Speaker: RNDr. Zdenek Vrbka, 13:00
Book Discussion: Don Schultz’s IMC books
READ:
Chapter 2, 3, 4
Teams formed
May 12 – 13, 2012 NO CLASSES – PROJECT EXECUTION TIME #1 (2 days)
2 Mon, May 14, 2012
10:00am – 13:50
Room C511
TOPIC:
• Project Introduction (Mr. Jaroslav Skrabalek, PhD, 12:30 – 13:30)
• IMC strategy development process
• Positioning strategy, Communication strategy, Creative strategy, Media Strategy I.
• Creative brief development
• Creative exercises
Book Discussion: Roger von Oech, A Whack on the Side of the Head
READ:
Chapter 5, 7, 8
May 15, 2012 NO CLASSES – PROJECT EXECUTION TIME #2 (1 day)
3 Wed, May 16, 2012
14:00 – 17:50
Room G101
TOPIC:
• Positioning strategy, Communication strategy, Creative strategy, Media Strategy II.
• Branding – story development
• IMC measurement, budget, ROI
• Creative exercises
• Research Report review & feedback
Book Discussion: Roger von Oech, A Whack on the Side of the Head, Dan Roam
READ:
Chapter 9, 12
DUE:
RESEARCH REPORT
4 Thu, May 17, 2012
8:00 – 11:50
Room G101
TOPIC:
• Research Report review & feedback
• IMC final plan development
• Short-term & long-term strategy planning
• IMC measurement, budget, ROI
• Creative exercises
Book Discussion: Roger von Oech, A Whack on the Side of the Head, Dan Roam
5 Fri, May 18, 2012
9:00 – 12:50
Room C511
TOPIC:
• Creative brief review & feedback
• Presentation skills & visual communications, Tim Brown
• Creative Pitch development
• Creative exercises
Book Discussion: Nancy Duarte, Resonate & John Steel, Perfect Pitch
DUE:
CREATIVE BRIEF
May 19 – 20, 2012 NO CLASSES – PROJECT EXECUTION TIME #3 (2 days)
6 Mon, May 21, 2012
9:00 – 12:50
Room C511
TOPIC: FINAL CLIENT PROJECT PRESENTATIONS REHEARSAL
• Creative pitches feedback & review
• Organizing for integration, future directions for IMC, IMC globally
• IMC Strategy & IMC Course key takeaways
DUE:
CREATIVE PITCH
FINAL DRAFT
May 22, 2012 NO CLASSES – PROJECT EXECUTION TIME #4 (1 day)
7 Wed, May 23, 2012
8:00 – 11:50
Room G101
FINAL CLIENT PROJECT PRESENTATIONS & FINAL IMC STRATEGY PLAN DUE
Followed by Soiree (Time & Place Information TBD)