Connecting with consumers in our seamless world – the physical world and the digital world –  is a challenge. This Integrated Marketing Communications (IMC) course is designed to address this challenge by equipping future marketers with concepts, principles, and methods of IMC. The focus is on developing an IMC plan in terms of message and contact point management in order to answer the market challenge, based on consumer understanding (outside-in approach) and the understanding of brand, especially brand positioning. The course starts with the overview, concept, issue identification and objective setting. Then, the course will cover message and creative part of IMC. In this first half of the course, the students will be divided into groups, and work as a client – from issue identification to message development. After that, the content will cover media and IMC platform. In the second half of the course, each group will take turn to be other group’s creative agency. That is to turn the client’s message into a creative work. In this process, the students will learn not only the IMC content, but the process which resembles  the real world.

1.    For the students to understand the concept and process of IMC.
2.    For the students to plan IMC campaign from challenge identification to IMC strategy and implementation.
3.    For the students to analyze the real-world IMC strategy and implementation.

1.    Students are expected to attend all classes.
2.    Those who miss more than 80% of classes would not be allowed to take final exam.
3.    Special case will be considered on an individual basis.

Lecture, Class discussion, Workshop (Group Work), Group presentation

Final Examination 40 %
Assignment and Workshop 20 %
Term Project 40 %

Principle of Marketing, Consumer Behavior

Principle of Marketing, Consumer Behavior

Associate Professor Dr. Alisara R. CHARINSARN: alisara@tbs.tu.ac.th

For any administrative questions please contact Anna Rösch at coursesinenglish@wu.ac.at

Main Texts:
1.    Class handout
2.    The new marketing paradigm: Integrated marketing communications. By Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F.
3.    Advertising and Promotion : An Integrated Marketing Communication Perspective, By George E. Belch& Michael A. Belch

Suggested readings:
1.    https://adage.com/
2.    https://www.adweek.com/
3.    https://www.canneslions.com/about/news/2019-sibi-finalists

Important notes from the instructor
1.    The instructor expects each and every student to dedicate to the group work. Additionally, the instructor encourages each student in the group to take turn to present on behalf of the group.
2.    Those who do not contribute to the group work or contribute at a low level, their assignment/workshop and term project score will be calculated based on their group participation level. The group participation level will be determined by the average score given by other group members.
3.    Students are expected to pay attention to class, participate in the class discussion, check class facebook group, and submit their work throughout the class. There will not be additional assignment given to any student (for additional score).