MKT404 MODULE 1-5 SLP

Daniel Kevins

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Module 1 – SLP

FROM MARKETING COMMUNICATION TO IMC

You have approximately 3 weeks to work on your Session Long Project. The outcome of that project is to develop a solid understanding of the IMC strategy that supports a brand of your choice. Perhaps, you will realize that your chosen brand is not communicated appropriately, according to an IMC approach.

In the end, your final report will summarize what has been learned and clearly identify how the band’s existing marketing communication strategy is or not integrated. If not, then you will suggest what needs to be done to integrate the process.

Altogether, I am not entirely sure that it would be appropriate to use a military organization for this project since its purpose may not be focused on customer relationship building. Thus, for those in the armed forces, if you were to select your or another unit, there is a chance of being stuck in the middle of the project. In other words, it might be safer to utilize a consumer brand that you are familiar with or loyal to. Such consumer brand might be local, regional, national or global. However, keep in mind that the larger the organization, the more it might communicate and the more available needed information should be. For instance, you will have to consider advertisements in the print and other media, elements of public relations efforts, sales promotion and personal selling. So, a smaller organization may not have the need or ability to use many different forms of communication. In other words, think proactively when selecting your organization so that you may be able to carry it through the whole spectrum of the project.

In terms of presentation, all submissions should be structured as follows:

  1. A cover page that includes
    1. Your name,
    2. Course name and reference: MKT 404
    3. Module identification (e.g., Module 2),
    4. name and address of the selected organization.
  2. The body of your submission: Typically, reports should be 2-3 pages long, and clearly address the questions stated in the module’s SLP presentation.
  3. A final paragraph summarizing what has been learned.

It is not necessary to include previous reports in the report you are submitting. For instance, when submitting SLP Module 3, there is no need to include the reports from the first 2 modules.

Further, since developing good writing skills is an integral part of your education, you are expected to run both spell and grammar checks before posting any assignment. While we normally do not take points away for grammar and spelling errors, a well-structured and written report is always better received and evaluated. Keep this in mind.

For this first report you are to:

  1. Identify a brand of your choice and explain how it relates to you. Perhaps, you and/or your family have been loyal to this brand for a large amount of time, and explain why. Perhaps, it is a brand that you wish you could buy, and explain why. etc… Whatever the reasons, you need to provide an explanation in support of your choice.
  2. Identify and develop your experience with the brand. For those who will choose a brand that they have not yet adopted but wish they had, the experience may be made up of anticipation, desire, etc.
  3. Discuss the brand identification elements: For instance what does the brand name evoke (e.g., Lexus conotes luxury, foreign appeal, …) to you? Identify symbols associated to the brand. Then, in your opinion, how does the selected brand compare to major competitors?

SLP Assignment Expectations

When your paper is done, proofread it (use both spelling and grammar checks), then upload it.

Use information from the modular background as well as any good quality resource you can find. Please, cite all sources at the end of your paper.

The following will also be specifically assessed:

  1. Your ability to clearly communicate your understanding of the concepts (i.e., clouding, etc.)
  2. Your ability to link the concepts to the issues of privacy, transparency and reliability.

Length: 2-3 pages, double spaced.

Points will be deducted for assignments that are less than at least two pages long and poorly written.

Rev. March 8, 2013

 
 

Module 2 – SLP

STRATEGIC FOUNDATION OF IMC

Going back to the organization or company you have previously selected, the purpose of this module’s report will be to assess specific aspects of its communication process. To do so, refer to the communcation model introduced in the first component of the Background section. Select a communication effort (i.e., printed advertisement from a magazine or newspaper, radio commercial, experience with a salesperson, a coupon received in the mail, etc…) produced by your chosen organization.

Address each element of the communication model:

  1. To whom is the message targeted?
  2. Who is the message’s sender?
  3. What encoding took place?
  4. Describe the message itself (verbal vs. non verbal, paid vs non paid form of communication, personal vs. non personal, etc.)
  5. Clearly identify the medium used to distribute the message (ex: TV, radio, billboard, newspapers, etc.)
  6. How did you decode the information?
  7. Identify the presence and nature of source(s) of noise,
  8. What type of feedback did you give in response to the message?

You may want to check with the PowerPoint slides made available in the presentation section and/or the description of the communication model accompanying this module to further discuss the issues identified here.

SLP Assignment Expectations

When your paper is done, proofread it (use both spelling and grammar checks), then upload it.

Use information from the modular background as well as any good quality resource you can find. Please, cite all sources at the end of your paper.

The following will also be specifically assessed:

  1. Your ability to clearly communicate your understanding of the concepts (i.e., clouding, etc.)
  2. Your ability to link the concepts to the issues of privacy, transparency and reliability.

Length: 2-3 pages, double spaced.

 
 

Module 3 – SLP

CREATING, SENDING, AND RECEIVING BRAND MESSAGES

It’s time to return to the organization you have selected for this session.

Consider the following questions:

  1. What media are used by your organization? Are these mass media or niche media? Identify and explain.
  2. Does your organization use print media? If so, what are the advantages for your organization of doing so? If not, would you recommend that your selected organization use print media? Why or why not?
  3. Does your organization use broadcast media (i.e., radio and/or TV)? If so, what are the advantages for your organization of doing so? If not, would you recommend that your selected organization use broadcast media? Why or why not?
  4. Does your organization use out-of-home media (i.e., billboards, bus/taxi, etc.)? If so, what are the advantages for your organization of doing so? If not, would you recommend that your selected organization use out-of-home media? Why or why not?
  5. Finally, can you detect any type of attempts at interactivity in your organization’s messages?

SLP Assignment Expectations

When your paper is done, proofread it (use both spelling and grammar checks), then upload it.

Use information from the modular background as well as any good quality resource you can find. Please, cite all sources at the end of your paper.

The following will also be specifically assessed:

  1. Your ability to clearly communicate your understanding of the concepts (i.e., clouding, etc.)
  2. Your ability to link the concepts to the issues of privacy, transparency and reliability.

Length: 2-3 pages, double spaced.

Points will be deducted for assignments that are less than two pages long and poorly written.

 
 

Module 4 – SLP

MARKETING COMMUNICATION FUNCTIONS

Module 5 – SLP

THE BIG PICTURE

Referring to your chosen organization, consider the following questions:

  1. Is it involved in any form of stereotyping in its communication? For instance, some brands may tend to show successful women only as being slim, Caucasian, blonde, etc. other brands may use national/racial stereotypes.
  2. Does it target vulnerable groups such as children, the elderly, minorities, developing countries? If so, how does this reflect in their communication messages?
  3. Does it use potentially offensive brand messages, such as sex-related images, taboo topics, subliminal advertising? If so, describe the offensive part(s) of the message and explain what, in your opinion, is offensive.

(In addressing this question, please read the following article—available in the Presentations section of this course)

Crossen, Cynthia (2007). For a time in the ’50s, a huckster fanned gears of ad “hypnosis.” Wall Street Journal (November 5). Available March 7, 2013, athttp://online.wsj.com/article/SB119422046839181941.html

  1. Is it involved in international communication? If so, discuss whether the international messages appear culturally sensitive or not.

SLP Assignment Expectations

When your paper is done, proofread it (use both spelling and grammar checks), then upload it.

Use information from the modular background as well as any good quality resource you can find. Please, cite all sources at the end of your paper.

The following will also be specifically assessed:

  1. Your ability to clearly communicate your understanding of the concepts (i.e., clouding, etc.)
  2. Your ability to link the concepts to the issues of privacy, transparency and reliability.

Length: 2-3 pages, double spaced.

Referring to the material developed in the Background section and accompanying slides, and with respect to the brand or organization you have selected, consider the following questions:

  1. Sales Promotion:
    1. What seem to be the objectives of the sales promotion effort?
    2. Does the brand/organization utilize sales-promotion tools such as coupons, premiums, rebates, etc.?
  2. Packaging:
    1. Is packaging used as an advertisement? If so, how?
  3. Loyalty Program:
    1. What type of loyalty/partnership program does your brand/organization use?
  4. Co-marketing:
    1. Is your brand/organization involved in co-marketing? If so, with which other brands, and how?
  5. Personal Selling:
    1. Does your brand/organization use salespeople?
    2. If so, do the salespeople complement the brand/organnization? Discuss why or why not.
  6. Public Relations and Brand Publicity:
    1. Is the brand/organization involved in mission or cause marketing? If so, describe how
  7. Direct Marketing:
    1. Does your brand/organization have a website?
    2. If so, describe its appeal to you.
  8. Experiential Contacts:
    1. Does your brand/organization run trade events, sponsorships, etc.?
    2. From your experience/observation, how does the brand/organization retain customers?

Assignment Expectations

When your paper is done, proofread it (use both spelling and grammar checks), then upload it.

Use information from the modular background as well as any good quality resource you can find. Please, cite all sources at the end of your paper.

The following will also be specifically assessed:

  1. Your ability to clearly communicate your understanding of the concepts (e.g., clouding, etc.)
  2. Your ability to link the concepts to the issues of privacy, transparency and reliability.

Length: 2-3 pages, double spaced.

 

 

 

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