POST Lecture 1a UG 4156 1 .pptx - Integrated Marketing...

© Hoffman 2018 |
Integrated Marketing
Communications
Professor Donna L. Hoffman
Fall 2018

© Hoffman 2018 | © Hoffman 2018 |
Course Introduction
and Overview
2

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What’s the Plan?
●
Review Syllabus and Course Structure
●
Why an IMC Approach?
3

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A Little Bit About Me…
Education:
■
Ph.D., M.A. UNC-Chapel Hill – Go Tarheels!
■
A.B. (Psychology), UC Davis – Cal Aggies!
Research:
■ Co-Direct the Center for the Connected Consumer at GW; consumer experience with AI
devices and systems; perceptions of smart object experience; computational approaches
to analysis of IoT interaction data; applications of speculative realism (assemblage
theory) approach to understanding emergent media
Hometown:
■ Beverly Hills, CA ( did go to BHHS – Go Normans!)
Personal:
■
Married to and work with Professor Tom Novak here at GW, entrepreneurial son co-
founded Magic, the viral on-demand startup
4

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On the Web:
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IMC 4156 Course Components and Deliverables
●
Class Participation, In-Class Exercises and Activities 15 points
● Low Stakes Retrieval Practice #1 10 points
●
Low Stakes Retrieval Practice #2 10 points
●
Low Stakes Retrieval Practice #3 10 points
●
Low Stakes Retrieval Practice #4 10 points
●
Campaign Positioning Strategy Deliverable (team)* 10 points
● Campaign Assessment (current strategy and tactics) (team)* 20 points
●
Campaign Experimentation (tech innovations) (team)* 15 points
Total 100 points
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* If necessary, within-group peer evaluations will be used to adjust team grade
components based upon your individual level of participation.
6

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IMC MKTG 4156 Course Organization
Week 1
Overview and Intro
Week 2
STP and CB
Week 3
LSR #1
Campaign Brand Audit
Week 4
Consumer Response to Comm
Communications Theory
Week 5
Communication Objectives
Campaign Positioning Strategy
Week 6
LSR #2
Campaign Assessment
FALL BREAK
Week 7
Creative Strategy
Week 8
Current Strategy and Tactics
Team Presentations
Week 9
LSR #3
Branded Entertainment
Week 10
Digital
Week 11
LSR #4
Innovative New Tech I
Week 12
Virtual Class
Innovative New Tech II
Week 13
Innovative New Tech III
Week 14
Campaign Experimentation
Team Presentations
7

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IMC MKTG 4156 Deliverables – see syllabus for dates and details
Week 5: Campaign Positioning Strategy Deliverable (10% of grade)
B
rand audit of an advertiser campaign, includes target segment, competitive framework, POD
benefit and reason why, and brand character. Outcome is a formal statement of the brand’s
current positioning. A template will be provided so teams can adhere to a common format.