INTEGRATED MARKETING COMMUNICATION

Department of Marketing
College of Social Science and Management
National ChungHsing University
Autumn, 2008

Instructor: Dr. Hwang-Jaw Lee

Office : Room 303

Department of Marketing
Office Hours: Wednesday 10:00 ~ 12:00; and by appointment
Texts:
1. Shimp, Terence A., 2007, Integrated Marketing Communications in Advertising
and Promotion, Seven Edition, Thomson South-Western

2. Semenik, R. J., 2002, Promotion & Integrated marketing Communication,

South –Western Publishing Co.
3. Belch, G. E. and M. A. Belch, 2001, Advertising and Promotion – An Integrated
Marketing Communications Perspective, Fifth Edition, McGraw-Hill Co.
.

References:
* Reading Materials will be assigned.

Course Description:
This course is designed for students who will become decision makers in
almost any company concerned with consumer/customer communications
including: advertising, public relations, promotions, marketing, media and client
organizations.The course provides an integrative approach to the study of the
promotion mix, including advertising, publicity, personal selling, and sales
promotion. Topics include an evaluation of the role of promotion in marketing and
the economy; integrated marketing communication (IMC) planning and strategy;
and the tools of promotion and IMC.
Communication professionals are now more than ever accountable for their
programs and strategies. They also have more power to shape the way in which
marketing organizations do business. The student taking this course will be at the
forefront of the important IMC movement that looks forward to an integrated brand
experience on the part of the customer. It should be clear that your proactive
participation in this course will determine the extent to which you will benefit from
the knowledge and practice that the course offers.

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Evaluation:
Students’ Final Grade will be based on the following:

- Reading Assignments 30%

- Case presentations and reports 30%
- Final paper assignment 40%

Tentative Course contents:

Part I: The Role of IMC in Marketing

- Overview of Integrated Marketing Communication
- The Marketing Communications Process and
Brand-Equity Enhancement

Part II: IMC Planning and Strategy

- IMC Management and Planning
- Understanding the Market Environment
- Understanding Buying Behavior
- The Regulatory Environment

Part III: The Tools of Promotion and IMC

- Advertising
- Direct Marketing and E-Commerce
- Sales Promotion
- Sponsorship, POP and Supportive Communications
- Public Relations

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