Syllabus of Integrated Marketing Communication L.Basic Information of Courses Course Code:16099202 Course Name:Integrated Marketing Communications Course Category:Specialized Course Class Hours:32 Credits:2 Applicable To:Marketing Undergraduate Major Assessment Method:Examination Prerequisite:Marketing Management II.Course Introduction With the diversity of communication channels in the time of information explosion,it becomes more important that college students should understand and master the principles and skills of integrated marketing communication.This unit is applicable for the students majoring in business administration,marketing,advertising and journalism.It is based onon open and inclusive system of integrated marketing communications,It unifies the strategic theories and tactical approaches,Meanwhile,it introduces how to enhance the brand core value,unifies traditional and new marketing communication tools and methods and includes the integration of a variety of new media,It coordinates all MaRketing communications elements in order to influence consumer behavior and to maintain long-term brand relationship. This unit pays more attention to the combination oftheory and practice,On one hand,it introduces the basic principle of integrated marketing communications completely,On the other hand,it can improve the students&apos ability to analyze and solve practical problems through proposing creative Suggestions for operability of integrated marketing Communications and analysis integrated marketing communications cases of many famous enterprises
Syllabus of Integrated Marketing Communication I. Basic Information of Courses Course Code:16099202 Course Name: Integrated Marketing Communications Course Category: Specialized Course Class Hours: 32 Credits: 2 Applicable To: Marketing Undergraduate Major Assessment Method: Examination Prerequisite: Marketing Management Ⅱ.Course Introduction With the diversity of communication channels in the time of information explosion, it becomes more important that college students should understand and master the principles and skills of integrated marketing communication. This unit is applicable for the students majoring in business administration, marketing, advertising and journalism.It is based on on open and inclusive system of integrated marketing communications, It unifies the strategic theories and tactical approaches, Meanwhile, it introduces how to enhance the brand core value, unifies traditional and new marketing communication tools and methods and includes the integration of a variety of new media, It coordinates all MaRketing communications elements in order to influence consumer behavior and to maintain long-term brand relationship. This unit pays more attention to the combination of theory and practice, On one hand, it introduces the basic principle of integrated marketing communications completely, On the other hand, it can improve the students'ability to analyze and solve practical problems through proposing creative Suggestions for operability of integrated marketing.Communications and analysis integrated marketing communications cases of many famous enterprises
III.The Nature of Course and Teaching Purpose This course is a compulsory course for marketing majors.It has strong practicality and occupies an important position in the curriculum system of business management. Through the teaching of this course,studentscan fully and systematically grasp the basic theories and principles of integrated marketing communication,basic methods and means. improve their ability to solve practical problems in marketing communication practice,and lay a solid foundation for future practice in marketing management. IV.Teaching Contentsand Requirements Chapter I Integrative Communication Theory (1)Course objectives The new market environment and information background make the traditional marketing communication based on advertising face severe challenges.Integrated marketing communication not only integrates marketing and communication in an all-round way,but also considers marketing as communication and communication as marketing.Consumers as the basic starting point for the formulation of marketing plans.Through the implementation of two-way communication,it establishes arelationship between the twosides that originates from the exchange of information and the sharing of common values.This chapter focuses on the dilemma of traditional marketing communications and the two sidesThrough leaming we should have a clear understanding of the development of marketing communication concept,deeply understanding the concept of integrated marketing communication,and recognizing the inevitability of its emergence and development.In the formulation of the specific MarKeting plan,we can choose the appropriate means of communication according to the actual situation.We will also discuss what should be paid attention to in the theory of integrated marketing communication under the socialist core values (2)Teaching content Section I Development of Marketing Communication Concept 1 Main contents This paper expounds the concept ofmarketing communication and its development,and introduces the marketing communication in the period of product promotion and the modern marketing concept based on demand. 2 Basic concepts and knowledge points
III. The Nature of Course and Teaching Purpose This course is a compulsory course for marketing majors. It has strong practicality and occupies an important position in the curriculum system of business management. Through the teaching of this course, students can fully and systematically grasp the basic theories and principles of integrated marketing communication, basic methods and means, improve their ability to solve practical problems in marketing communication practice, and lay a solid foundation for future practice in marketing management. IV. Teaching Contents and Requirements Chapter 1 Integrative Communication Theory (1) Course objectives The new market environment and information background make the traditional marketing communication based on advertising face severe challenges. Integrated marketing communication not only integrates marketing and communication in an all-round way, but also considers marketing as communication and communication as marketing.Consumers as the basic starting point for the formulation of marketing plans. Through the implementation of two-way communication, it establishes a relationship between the two sides that originates from the exchange of information and the sharing of common values. This chapter focuses on the dilemma of traditional marketing communications and the two sidesThrough learning, we should have a clear understanding of the development of marketing communication concept, deeply understanding the concept of integrated marketing communication, and recognizing the inevitability of its emergence and development. In the formulation of the specific MarKeting plan, we can choose the appropriate means of communication according to the actual situation.We will also discuss what should be paid attention to in the theory of integrated marketing communication under the socialist core values. (2) Teaching content Section I Development of Marketing Communication Concept 1 Main contents This paper expounds the concept of marketing communication and its development, and introduces the marketing communication in the period of product promotion and the modern marketing concept based on demand. 2 Basic concepts and knowledge points
Marketing communication:Marketing communication refers to the sum of all elements of value exchange in a brand's marketing mix by establishing a consensus with a particular customers orusers "4C":The most popular new proposition since 1990s is "4C",which mainly refers to Consumer (customer desire and demand),Cost (cost of satisfying desire and demand). Convenience (convenience of purchase)and Communication (communication and communication). 3.Problems and Applications What stages has the concept of marketing communication gone through? Section 2 The Dilemma of Traditional Marketing Communication I Main contents The basic forms of traditional marketing communication involve:first,advertising second,sales promotion;third,public relations propaganda;fourth,personnel marketing.The common characteristics of traditional marketing communication methods are:first,linear communication;second,behavior first;third,information simplicity.Traditional marketing communication is facing a dilemma. 2 Basic concepts and knowledge points Advertising:Advertising refers to the non-personnel display and promotion of specific products and services by specific sponsors in the form of media payment for the purpose of determining interests. Sales promotion:Sales promotion as an important means of modern marketing,in a narrow sense,refers to short-term sales incentives aimed at immediate sales Public Relations Publicity:Public Relations Publicity is to introduce the related functions ofpublic relations into marketing communication.Itconcentrates on general public relations and is based on the characteristics of good communication between organizations and the outside world to publicize enterprises and their products.As a promotional tool different from advertisement,public relations publicity is to arrange information and news about enterprise business on the media in anon-paid form,or to make enterprises or products get favorable display through other forms,so as to achieve communication with enterprise customers or potential customers,and then help enterprises achieve specific marketing objectives. Personnel marketing:Personnel marketing refers to the employment of specialized personnel to communicate with one or more potential buyers and facilitate transactions. 3.Problems and Applications
Marketing communication: Marketing communication refers to the sum of all elements of value exchange in a brand's marketing mix by establishing a consensus with a particular brand's customers or users. "4C": The most popular new proposition since 1990s is "4C", which mainly refers to Consumer (customer desire and demand), Cost (cost of satisfying desire and demand), Convenience (convenience of purchase) and Communication (communication and communication). 3. Problems and Applications What stages has the concept of marketing communication gone through? Section 2 The Dilemma of Traditional Marketing Communication 1 Main contents The basic forms of traditional marketing communication involve: first, advertising; second, sales promotion; third, public relations propaganda; fourth, personnel marketing.The common characteristics of traditional marketing communication methods are: first, linear communication; second, behavior first; third, information simplicity.Traditional marketing communication is facing a dilemma. 2 Basic concepts and knowledge points Advertising: Advertising refers to the non-personnel display and promotion of specific products and services by specific sponsors in the form of media payment for the purpose of determining interests. Sales promotion: Sales promotion as an important means of modern marketing, in a narrow sense, refers to short-term sales incentives aimed at immediate sales. Public Relations Publicity: Public Relations Publicity is to introduce the related functions of public relations into marketing communication. It concentrates on general public relations and is based on the characteristics of good communication between organizations and the outside world to publicize enterprises and their products.As a promotional tool different from advertisement, public relations publicity is to arrange information and news about enterprise business on the media in a non-paid form, or to make enterprises or products get favorable display through other forms, so as to achieve communication with enterprise customers or potential customers, and then help enterprises achieve specific marketing objectives. Personnel marketing: Personnel marketing refers to the employment of specialized personnel to communicate with one or more potential buyers and facilitate transactions. 3. Problems and Applications
What are the contents of traditional marketing mix?What are their characteristics? How to understand the common characteristics of traditional marketing communication? What difficulties and challenges doestraditional marketing communication face in the new market environment? Section 3 The Rise of Integrated Marketing Communication and Integrated marketing communication theory under the The Core Values of Chinese Socialism 1 Main contents This paper introduces the background of the rise of integrated marketing communication, expounds that communication has become the basis for realizing marketing,and the concept of integrated marketing communication.It also tells how it will improve consumer happiness What are the new contents of these theories under Core Values of Chinese Socialism 2 Basic concepts and knowledge points Integrated Marketing Communication:Integrated Marketing Communication is a process of managing customer relationship by using brand value.Specifically,integrated marketing communication is an interactive process.On the one hand,it influences customers and stakeholders by strategically transmitting information,using database operations and purposeful dialogue,on the other hand,it also creates and cultivates profitable relationships.consumer happiness. The core values of Chinese socialism:It focuses on the spirit of honesty,friendliness love and dedication.The teaching of these spirits should be integrated into each stage of IMC theory. 3.Problems and Applications Discuss the background of the rise of integrated marketing communication. (3)Thinking and Practice 1 What is the difference between modern marketing concept and marketing concept? 2Compare the similarities and differencesbetween USPtheory and brand image theory 3 What does the traditional marketing mix include?What are their characteristics? 4 How to understand the common characteristics of traditional marketing communication? 5 What difficulties and challenges does traditional marketing communication face in the new market environment?
What are the contents of traditional marketing mix?What are their characteristics? How to understand the common characteristics of traditional marketing communication? What difficulties and challenges does traditional marketing communication face in the new market environment? Section 3 The Rise of Integrated Marketing Communication and Integrated marketing communication theory under the The Core Values of Chinese Socialism 1 Main contents This paper introduces the background of the rise of integrated marketing communication, expounds that communication has become the basis for realizing marketing, and the concept of integrated marketing communication.It also tells how it will improve consumer happiness.What are the new contents of these theories under Core Values of Chinese Socialism. 2 Basic concepts and knowledge points Integrated Marketing Communication: Integrated Marketing Communication is a process of managing customer relationship by using brand value.Specifically, integrated marketing communication is an interactive process. On the one hand, it influences customers and stakeholders by strategically transmitting information, using database operations and purposeful dialogue, on the other hand, it also creates and cultivates profitable relationships.consumer happiness. The core values of Chinese socialism:It focuses on the spirit of honesty, friendliness, love and dedication.The teaching of these spirits should be integrated into each stage of IMC theory. 3. Problems and Applications Discuss the background of the rise of integrated marketing communication. (3) Thinking and Practice 1 What is the difference between modern marketing concept and marketing concept? 2 Compare the similarities and differences between USP theory and brand image theory. 3 What does the traditional marketing mix include?What are their characteristics? 4 How to understand the common characteristics of traditional marketing communication? 5 What difficulties and challenges does traditional marketing communication face in the new market environment?
6What is the difference between language acceptance and visual acceptance? 7 Why say"Marketing is communication,communication is marketing"? 8 Talk about your understandingofthe concept of integrated marketing communication (4)Teaching methods and means Classroom teaching,classroom discussion,case analysis,multimedia teaching. Chapter 2 Communication and Communication Professionalism (1)Purpose and requirements Integrated marketing communication is not only a strategic concept but also a process of implementation.It uses a comprehensive approach to consider marketing communication needs,and presents a company,brand or service with a single orientation.Therefore, systematization has become an important task of integrated marketing communication management.This chapter focuses on the work flow of integrated marketing communication and the zero-based plan of integrated marketing communication strategy development involving the implementation principles,organizational structure and basic strategic planning steps of integrated marketing communication,and focuses on the strategic target positioning and systematic tactical management of integrated marketing communication.Through leamning.we need to clarify the strategic planning process of integrated marketing communication and understand the basic meaning and implementation process of zero-based plan.At the same time,on the basis of full understanding.master the specific operation methods of SWOT analysis and market segmentation,and can be used flexibly.What professional qualities doan excellent communication process need. (2)Teaching content Section I Workflow of Integrated Communication 1 Main contents Grasp the principle of consistency and synergy,construct integrated marketing communication organization,design strategic process planning.and formulate perfect plan 2 Basic concepts and knowledge points Principle of Consistency and Synergy:Consistency can not only reduce self consumption in different marketing communication processes,but also reduce the cost of marketing communication and make brand information clearer.Consistency can be seen from two aspects:one is the unity of information.all communication channels and all contact
6 What is the difference between language acceptance and visual acceptance? 7 Why say "Marketing is communication, communication is marketing"? 8 Talk about your understanding of the concept of integrated marketing communication. (4) Teaching methods and means Classroom teaching, classroom discussion, case analysis, multimedia teaching. Chapter 2 Communication and Communication Professionalism (1) Purpose and requirements Integrated marketing communication is not only a strategic concept but also a process of implementation.It uses a comprehensive approach to consider marketing communication needs, and presents a company, brand or service with a single orientation.Therefore, systematization has become an important task of integrated marketing communication management.This chapter focuses on the work flow of integrated marketing communication and the zero-based plan of integrated marketing communication strategy development, involving the implementation principles, organizational structure and basic strategic planning steps of integrated marketing communication, and focuses on the strategic target positioning and systematic tactical management of integrated marketing communication.Through learning, we need to clarify the strategic planning process of integrated marketing communication and understand the basic meaning and implementation process of zero-based plan.At the same time, on the basis of full understanding, master the specific operation methods of SWOT analysis and market segmentation, and can be used flexibly.What professional qualities do an excellent communication process need. (2) Teaching content Section I Workflow of Integrated Communication 1 Main contents Grasp the principle of consistency and synergy, construct integrated marketing communication organization, design strategic process planning, and formulate perfect plan. 2 Basic concepts and knowledge points Principle of Consistency and Synergy: Consistency can not only reduce selfconsumption in different marketing communication processes, but also reduce the cost of marketing communication and make brand information clearer.Consistency can be seen from two aspects: one is the unity of information, all communication channels and all contact