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CM SU81 - Integrated Marketing Communications

Faculty
Jorge Ramon Pedroza, Tecnológico de Monterrey

Course Coordinator
ISUP Secretariat

Prerequisite/progression of the course

Introduction to Marketing or equivalent
Closed for CBS students studying Cand.merc.MCM

Course content, structure and teaching
  • The marketing communication concept
  • Theories of marketing communication
  • Analysis of stakeholders
  • Social and economical impact of marketing communications
  • The marketing communication industry
  • The function of marketing communication
  • Budgeting for marketing communication
  • Marketing communication strategies
  • Creative techniques
  • Advertising
  • Sales promotion
  • Public relations
  • Direct marketing
  • Personal selling
  • Internet marketing
  • Mobile marketing communication
  • Telemarketing
  • Trade Shows
  • Channel marketing communication
  • Sponsorships
  • Product placement
  • Merchandising
  • Packaging
  • Field marketing
  • Internal marketing communications
  • International marketing communication
  • Evaluation of marketing communication
  • The future of marketing communication
The course's development of personal competences
  • Analytical thinking trough case discussion
  • Creative ability trough exercises in class
  • Innovative behaviour trough analysis of latest marketing communication practises
Learning Objectives
  • Develop integrated marketing communication campaigns for all types of brands
  • Evaluate the effects of current marketing communication campaigns
  • Create and apply original concepts to convey the meaning of a brand to a diversified mix of audiences
  • Organize the function of marketing communications for all types of companies
  • Assess the social and economical impact of marketing communication campaigns
Teaching methods

The course combines lectures, case analysis and discussion, learning dynamics and textbook reading.

Lectures will complement the content of the textbook, as recent developments in the field and current news will be reviewed.

Cases will be selected for presentation and discussion in class. Students are expected to read the cases in preparation for the final exam.

Several learning dynamics will be conducted in class, these are techniques commonly used in the marketing communication industry to develop creative concepts, train media spokespersons, and elaborate telemarketing scripts, for example. Through these exercises the students learn how to develop specific applications of course concepts.

Textbook readings will be assigned for each session; students are expected to come to class fully prepared to answer questions about the assigned material.

Final examination will be based on the textbook and the cases.

Examination

Final exam: 4-hour written exam (open book)

Exam aids: Class notes and cases

Re-take exam: 24-hour written exam

Recommended literature

Fill, Chris, Marketing Communication Enhanced Media, Fifth Edition, Financial Times Press, 2009, ISBN 978-0-273-71722-5.

Cases:

  • Heineken N.V.: Global Branding and Advertising. Quelch, John A. Case No. 9-596-015. Published 10/11/1995, Revised 01/05/1998. Harvard Business School Publishing, (13 pages).
  • Philip Morris: Marlboro Friday (A). Silk, Alvin J.; Isaacson, Bruce. Case No. 9-596-001. Published 09/19/1995, Revised 12/22/1997. Harvard Business School Publishing, (20 pages).
  • Meloche Monnex. Wathieu, Luc; Morris, Kevin. Case No. 9-504-008. Published 07/07/2003, Revised 08/14/2003. Harvard Business School Publishing, (16 pages).
  • The New Beetle. Color Case. Lal, Rajiv; Pal, Nilanjana R. Case No. 9-501-023. Published 09/11/2000, Revised 06/26/2002. Harvard Business School Publishing, (30 pages).
  • L'Oreal of Paris: Bringing "Class to Mass" with Plenitude. Color Case. Dolan, Robert J. Case No. 9-598-056. Published 10/23/1997, Harvard Business School Publishing, (37 pages).
  • BMWFilms. Moon, Youngme; Herman, Kerry. Case No. 9-502-046. Published 02/11/2002, Revised 10/12/2005. Harvard Business School Publishing, (26 pages).
  • Customer Value Measurement at Nortel Networks -- Optical Networks Division. Narayandas, Das. Case No. 9-501-050. Published 02/13/2001, Revised 04/02/2001. Harvard Business School Publishing, (25 pages).
  • Hitting the Wall: Nike and International Labor Practices. Spar, Debora; Burns, Jennifer. Case No. 9-700-047. Published 01/19/2000, Revised 09/06/2002. Harvard Business School Publishing, (23 pages).
  • KONE: The MonoSpace Launch in Germany. Narayandas, Das; Swartz, Gordon. Case No. 9-501-070. Published 05/21/2001, Revised 02/25/2005. Harvard Business School Publishing, (21 pages).
  • Real Madrid Club de Futbol. Quelch, John A.; Nueno, Jose Luis; Knoop, Carin-Isabel. Case No. 9-504-063. Published 04/27/2004, Revised 06/28/2007. Harvard Business School Publishing, (24 pages).

Last updated by ISUP Secretariat 28/01/2010