Readings:

• Text: Chapter 1, “An Introduction to Marketing Communications”
• Text: Chapter 2, “The Role of IMC in the Marketing Process”
• Journal article by Ewing, “Integrated Marketing Communications Measurement and Evaluation”
• Read online materials in Lesson 1.

Assignments:

1. Participate in two discussion forums.
2. Complete practice self-assessment.

Readings:

• Text: Chapter 3, "Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations"
• Online article, "How to Select an Advertising Agency: A Structured Approach" by J. Armstrong

Assignments:

1. Participate in two discussion forums.
2. Complete practice self-assessment.
3. Submit your IMC Project Team Request.
4. Also complete the Lesson 3 readings and assignments this week (details below)

Readings:

• Text: Chapter 4, "Perspectives on Consumer Behavior"
• Read “Decisions and Desire” by Gardiner (HBR, 2006)

Assignments:

1. Participate in the discussion forum.
2. Complete practice self-assessment.
3. Team Leader: Request a Collaborate room & email instructor.

Readings:

• Text: Chapter 5, “The Communication Process”
• Text: Chapter 6, “Source, Message and Channel Factors”

Assignments:

1. Participate in two discussion forums.
2. Complete practice self-assessment.
3. Submit your IMC Project Proposal.
4. Also complete the Lesson 5 readings and assignments this week (details below)

Readings:

• Text: Chapter 7, “Establishing Objectives for the Promotional Program”
• "How Much to Spend on Advertising" (Dean, HBR, 1951)

Assignments:

1. Participate in two discussion forums.
2. Complete practice self-assessment.

Readings:

• Text: Chapter 8, "Creative Strategy Planning and Development"

Assignments:

1. Participate in the discussion forum.
2. Complete practice self-assessment.
3. Submit Case Study #1: Optimizing the Marketing Communications Mix.

Readings:

• Text: Chapter 9, "Creative Strategy: Implementation and Evaluation"
• "Creativity is not Enough" (Levitt, HBR, 2002)

Assignments:

1. Participate in two discussion forums.
2. Complete practice self-assessment.

Readings:

• None

Assignments:

1. Complete and submit midterm exam.

Readings:

• Text: Chapter 10, "Media Planning and Strategy"
• Text: Chapter 11,"Evaluation of Media: Television and Radio"

Assignments:

1. Participate in two discussion forums.
2. Complete practice self-assessment.
3. Submit Case Study #2: Introducing King Crab to the Market.

Readings:

• Text: Chapter 12, "Evaluation of Print Media"
• Text: Chapter 13, "Support Media"
• Text: Chapter 15, "Direct Media"
• "Creative Advertising: Sunday Communications Limited" (Hung, HBR, 2005)

Assignments:

1. Participate in the discussion forum.
2. Complete practice self-assessment.
3. Submit Case Study #3: Creative Advertising.

Readings:

• Text: Chapter 14, "Direct Marketing"
• Text: Chapter 16, "Sales Promotion"
• "Giant Consumer Products: The Sales Promotion Resource Allocation Decision" (Bharadwaj & Delurgio, HBR, 2011)

Assignments:

1. Participate in the discussion forum.
2. Complete practice self-assessment.
3. Submit Case Analysis #4: Resource Allocation Decision.

Readings:

• Text: Chapter 17, "Public Relations, Publicity and Corporate Advertising"
• Text: Chapter 18, "Measuring the Effectiveness of the Promotional Program"
• Article: "Public Relations Comes of Age" (D. Robinson)

Assignments:

1. Participate in the discussion forum.
2. Complete practice self-assessment.
3. Begin IMC Project plan and presentation.

Readings:

• Text: Chapter 20, "Regulation of Advertising and Promotion"
• Text: Chapter 21, "Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion"
• Article: “The Distorted Mirror: Reflections on Unintended Consequences in Advertising” (R. Pollay)

Assignments:

1. Participate in the discussion forums.
2. Complete practice self-assessment.
3. Continue work on the IMC Project plan and presentation.

Readings:

• None

Assignments:

1. Submit IMC Project plan.
2. Complete IMC plan presentation – enter link in Discussion Forum.
3. Complete IMC plan presentation Peer Evaluation.

Readings:

• None

Assignments:

1. Participate in discussion forums.
2. Complete final exam.