Integrated Marketing Communications – Prof. Nikki Wingate

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.

Foundations of integrated marketing communications and traditional marketing communications including advertising and PR
Week 1
Day 1
Foundations of Marketing, Branding, Promotion Mix, and overview
Day 2-3
Basic Concepts of Integrated Marketing Communications
Branding Strategy and Promotional Mix
Day 4
Group Assignment #1 Explore on choosing topic/brand and start basic marketing research for the IMC plan

Non-traditional marketing communications including event and experiential marketing, sponsorship marketing
Week 2
Day 1
Intro to Alternative Marketing methods
Day 2
Buzz and Guerrilla Marketing
Lifestyle and Experiential Marketing
Day 3
Product Placement, and Branded Entertainment, Alternative Media and In-Store Marketing
Day 4
Midterm Exam

Innovative marketing communications including new and developing methods in buzz marketing, guerrilla marketing, product placement, branded entertainment, lifestyle marketing, and brand communities
Week 3
Day 1
Sponsorship Marketing
Day 2
Event Marketing
Day 3
Sales Promotions
Day 4
Group Assignment #2 Brainstorm innovative ideas for the chosen brand and complete the checklist for the current practices

Creative projects for applying innovative methods of integrated marketing communications to existing or hypothetical brands (Final Paper (no exams))
Week 4
Day 1
Review of the course materials to start wrapping up the Final Project
Day 2
Group Consultation with Professor
Day 3
Final project verbal presentations to be given in class
Day 4
Work on final project slide content based on professor feedback