品牌與整合行銷傳播

This course focuses on the connection between branding and integrated marketing communications (IMC). At the core, this course will look at the interplay between broader strategy (captured within branding) and the management of that strategy through smart tactics (captured within IMC). Generally, this class will look at how these elements fit into effectively reaching consumers, however the content will also be useful in some business-to-business contexts. Throughout the course, there will be an emphasis on the application of these fundamental concepts to the formulation of marketing communications and strategy. A particular emphasis will be placed on being able to apply the conceptual elements in ways that can be transformative in nature (e.g., improve the lives of consumers, as well as the world around them).

Marketing Management (MBA level)

Course documents (syllabus, grading rubrics, etc.) will be available online via Google Drive. Additional readings and cases will be available online via Google Drive.

1. Homework and Assignments: Students will also be evaluated on class participation, with the expectation that students participate both with formal presentations, as well as in informal discussions in class. All students are expected to actively participate in discussions on content topics each week. Things may come up over the semester that cause students to miss class. The expectation is that students will students will make arrangements to trade presentation days with other students, as well as contact the instructor in advance, via email to inform them about the missed class. For homework, for each week’s assigned reading, students are to submit a short write-up (1 to 2 pages, single-spaced, line between paragraphs) offers a brief (1-2 paragraphs, max 250 words) summary, followed up by a discussion of the points covered in the reading. Additionally, students are also responsible offering an additional 1-page “Highlight” based on the readings. Here, students will discussion one thing from the chapter that was the most interesting to the student, accompanied by a description of how that interesting thing is may be seen in real-life (approx. 1 page, or around 500 words). Both parts will be submitted as a single assignment in E3, due prior to the start of class. At the start of each class session, 3-4 students will present their “Highlight” (not the summary of the chapter). Each presentation will be 5-minutes, maximum, at the start of class, with a few minutes for discussion. 2. Exams: Students will complete two open-note, take-home exams. This exam will ask students to demonstrate literacy of the topics covered in class, as well as potential applications of those ideas. Exams will require that students: 1) describe the core conceptual background of key topics covered in class, 2) identify key strategic factors for successful marketing solutions, and/or 3) relevant marketing tactics to accomplish goals associated with the key strategic factors. The Mid-Term Exam will focus on the branding aspect of the course, and the Final Exam will be comprehensive, covering both branding and IMC. 3. Case Analyses: Students will work in teams on 3 case analyses this semester. Case 1 will focus on the branding aspect of this class. Case 2 will also focus on branding, but teams will be expected to add on proposed IMC strategies. For the first two cases, the topic will be assigned by the instructor, and teams will be assigned randomly (changing for Case 1 and Case 2). Case 3 is more of a “final project.” Teams will be assigned based on student interests. For Case 3, teams will each identify a focal organization to gather and analyze available public information (e.g., annual reports, websites, social media sites, advertising) to assess the current strategic marketing landscape, as well as propose a brand positioning. That positioning will then serve as the motivation for a proposed IMC strategy. The proposed IMC strategy should include elements from the entire promotional toolkit, and be directly connected back to the proposed brand positioning. Students will an in-depth analysis of a topic chosen by each student team (subject to instructor approval). The project will be covered in 3 parts, leading up to the Final Presentation. These parts will consist of medium-length papers and 10-minute presentations, which will serve as drafts of the final paper and status updates to get feedback about the project in class. The 3 parts will be: -Case Background (background research on the topic of interest and the focal organization), -STP (a discussion on the key segmentation variables and consumer behavior issues, a proposal of a target market, and a discussion of what the positioning of the product/brand should be). -Proposed Marketing Strategy (specific elements of the 4 Ps that execute a positioning strategy). Each of these should be considered as 4 to 5-page papers, with some additional pages of supporting content (cover page, executive summary, reference list, figures, tables, etc.). The Final Presentation/Paper will be a single document and presentation that covers all of the content from the 3 parts. 4. Evaluation and Grading Policy: Class Participation and Presentations – 25% Cases – 50% (Case 1 – 10%; Case 2 – 15%; Case 3 – 25%) Exams – 25% (Mid-term Exam – 10%; Final Exam – 15%)

• Principles of Branding
• Business Overview
• IMC Applications
• Student Evaluations

Required Text: Integrated Advertising, Promotion, and Marketing Communications, by Clow and Baack (2018 – 8th Edition). International edition is acceptable, and students may use either eText or hard copy. ISBN 10: 0134484134 ISBN 13: 978-0134484136 Select excerpts will be provided from: Handbook on Brand and Experience Management, by Schmitt and Rogers (2008). Advanced Brand Management, by Temporal (2010).

地點

Room 428

時間

Immediately after class

聯絡方式

roland@nctu.edu.tw