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哈佛管理經營講座系列 整合行銷傳播與數位行銷 IBM 6070 Integrated Marketing Communication |
I.
COURSE OBJECTIVE
This course is designed to introduce students the field of integrated marketing communication (IMC) programs of a modern organization. The emphasis will be on the role of advertising and other promotional mix tools including sales promotion, pubic relations, personal selling, viral marketing, two-sided market platform, and database--, interactive--, Internet-- , wireless- marketing. The development of an integrated marketing communications programs requires an understanding of the overall marketing process, customer behavior, STP strategy, communications theory, and creative strategy and implementation; and how to set IMC goals, objectives, and budgeting, and execution. We will examine the process by which IMC programs are planned, developed and executed as well as the various factors and considerations that influence this process. II.
PREREQUISITES
Students should have taken Marketing Management or have marketing-related working experience. III. TEXTS & INTERNET RESOURCES Textbooks & Readings: 1. Belch & Belch (2018), Advertising & Promotion, An Integrated Marketing Communication Perspective, 11th Edition, McGraw-Hill 2. Getting the most from your HBS experience (.pdf) 3. Mapping the Boundaries of Marketing –JM Special Issue a.
Batra and Keller (2016),
Integrating Marketing Communications: New Findings, New Lessons, and New
Ideas b.
Wedel and Kannan (2016),
Marketing Analytics for Data-Rich Environments Internet Resources: 1. Advertising Age - The 20th century and marketing communications. 2. Advertisement Ave -- the best web site to view current TV ads in USA 3. ADSlogans Unlimited - Ad Slogan "Hall of Fame" by year and brand. 4. AdCracker -- a good collection of "street smart" creative strategies 5. Duke Endowment "Library 2000" Fund -- a good collection of over 7,000 printed advertisements in U.S. between 1911 and 1955. 6. US Library of Congress - all you want to know about Coca-Cola Ads 7. Smithsonian - Advertising and Commercial Imagery Collections 8. National Statistics of Taiwan -- All (nearly) you want to know about Taiwan IV. STUDENT RESPONSIBILITIES Reading assignments should be prepared thoroughly prior to the session for which they are assigned. Lectures will parallel with the text and Online Learning Center in most instances but will be supplemented by additional material, thereby making attendance a necessity. Each student is expected to participate regularly in class discussion, both as called by the instructor and on a voluntary basis. To a large extent, learning this course is related to 1) the degree of your participation and sharing insights and knowledge, 2) willingness to expose your view points to the critical judgments of your classmates or team members, 3) ability to listen carefully to comments made by other participants Each student also has the responsibility to become familiar with the provision of the Honor Code and Honor System procedures by the National Chiao Tung University. V.
EVALUATION
VI.
HARVARD CASES
There are sixteen cases from Harvard Business Online. Each team will be responsible for the presentation of three cases, which takes a maximum 30 minutes in reviewing the case. For non-presenting teams, each team is expected to submit a maximum 4 typed pages with a brief of synopsis and the major issues resolved. The use
of the participant-centered learning (PCL) case method in our class requires
each one of you work individually first -- to carefully read and to think
about each case (typically about two hours of preparation time for each
case). Once you have done your individual preparation, then you're ready to joint your team's group discussion. The purpose of your group discussion is not to generate consensus, but rather it helps your team members to refine, adjust, and amplify their thinking. A fruitful group discussion is characterized by intense interaction that deepens participant's understanding beyond that gained through individual analysis. You then share your observations, analyses, ideas, or rule of thumb from your group analysis to the class for further discussion. You will quickly find out your teammates or your classmates differ significantly on what's important and how to deal with problems, and the impact of decisions in one sector of an organization upon other sectors. This diversity of opinion -- most of the time, surprise, intellectual debates, exciting, and fun -- from differing perspectives offers real opportunities for shared learning. VII. CLASS SCHEDULE (Office
Hours)
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Last updated on July 01, 2019. Copyright, All rights reserved.