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Course Details

Title Integrated Marketing Communications
Field of Study Business, Communication
Professor Nikki Wingate (nwingate@bridgeport.edu)
Type Academic course
Delivery Type Online Track (100% online course): Pre-recorded
Credits 3
Contact hours 45
Schedule N/A Recorded
Course code ISS1120
Course number 18005
Description

We will learn how and why integrated marketing communications add value to achieving
marketing goals of satisfying consumer needs and building long-term relationships and
developing brand equity. We will cover specifically components within the Promotional Mix
with a special focus on new and developing methods such as: events and experiential
marketing, sponsorships, alternative marketing (buzz marketing, guerrilla marketing, product
placements, branded entertainment, lifestyle marketing, and brand communities), and
shopper marketing.

Objective

To develop an understanding of important concepts in integrated marketing
communications and an ability to recognize and critically analyze how firms in the real
world employ creative solutions in their marketing program to solve marketing problems.

Preparations

Purchase textbook Integrated Marketing Communications, by Pearson, especially produced for this course at $35.94(USD) at this link:
https://collections.pearsoned.com/#purchaseebook/1323665765

Materials
Evaluation
Midterm
20%
Final
30%
Attendance
10%
Assignment
30%
Participation
10%
Lesson Plan
Class 1: Foundations of Marketing, Branding, Promotion Mix, and overview
Class 2: Basic Concepts of Integrated Marketing Communications
Class 3: Branding Strategy and Promotional Mix
Class 4: Group Assignment #1 Explore on choosing topic/brand and start basic marketing
Class 5: Intro to Alternative Marketing methods
Class 6: Buzz and Guerrilla Marketing / Lifestyle and Experiential Marketing
Class 7: Product Placement, and Branded Entertainment, Alternative Media and In-Store Marketing
Class 8: Midterm Exam
Class 9: Sponsorship Marketing
Class 10: Event Marketing
Class 11: Sales Promotions
Class 12: Group Assignment #2 Brainstorm innovative ideas for the chosen brand and complete the checklist for the current practices
Class 13: Review of the course materials to start wrapping up the Final Project
Class 14: Group Consultation with Professor
Class 15: Final project verbal presentations to be given in class
Last Updated April 16, 2021
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