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MRSyllabus_E0211.v1
Marketing Communication
Academic Year: 2013-2014 3rd Trimester Instructor: Tiago Simões __________________________________________________________________________________ Course Description: This course will provide you a chance to learn, discuss and participate in the full breadth of the integrated marketing communications process. The work we will do intends to give you the necessary insight and knowledge to use the main MarComm tools in your future business role. Specific course components • Theory will be consistently supported by numerous examples to illustrate issues and stimulate
discussion; • A Popup will be presented on every topic to cover the digital perspective of all Marketing
Communications process; • Sessions 2-5 will begin with Ignites - Each group will have the opportunity to share and discuss with
the class in 10 minutes an interesting Marketing Communications campaign of his choice; • Groups will develop and present a communications program for the launch of a new brand in the
Portuguese market; • A guest speaker will be invited to share real practice related to a relevant topic. __________________________________________________________________________________ Course Content: • Branding – developing and valuing brands • Understanding the new Consumer • Integrated MarComm • Elements of a MarComm Program • Advertising Process: from the Briefing to the Ad • Media – planning, using and measuring __________________________________________________________________________________ Course Objectives: • Analyse the components of an integrated marketing communication program and its role; • Understand the (new) consumer perspective; • Learn how to plan, develop, execute and measure a marketing communication program; • Understand the advertising process; • Realize the central role of the digital revolution and the impact of the always-on connected
consumer on the MarComm process.
MRSyllabus_E0211.v1
__________________________________________________________________________________ Full Teaching Plan • Introduction and course structure • Branding - developing and valuing brands
• What is a Brand? • Brand equity and value • Why strong brands?
• Understanding the new consumer
• (New) Consumer behaviour • Message delivering
• Integrated MarComm • Target and positioning • Setting objectives • Budgeting
• Elements of a MarComm Program
• Advertising; • Merchandising and POS; • Sales promotions; • Publicity and Public Relations; • Sponsorship and events; • Direct Marketing; • Packaging; • Web sites and social media;
• Advertising - from the briefing to the ad
• The agency - types and how it works • Overview of advertising development and flows
• Media Planning, using and measuring
• Key concepts; • Media strategy and selection; • Media Buying; • Media Plan; • Measurement of effectiveness;
• The MarComm Plan __________________________________________________________________________________
MRSyllabus_E0211.v1
Grading: • 10% Class attendance and participation • 10% Ignite • 30% Group project • 50% final exam Ignite Classes 2-5 will begin with “Ignites” an opportunity to each group presents and discuss a MarComm campaign of his choice. Each group will sign up for a week and lead a 10 min discussion on the chosen campaign. The goal is to engage, educate, and entertain the class. The focus of each presentation could be - (Re)Branding; Web Marketing; Advertising; Media Disruption. Here are a few sites to check out for inspiration: Ads of the world, Ad Age, Ad Week, Ad Critic Group Project Groups will develop the communication program for the launch of a new brand in the Portuguese market. Each group will be responsible for: • Analyse the industry and its competitive environment • Evaluate competitors’ current positions • Recommend the communication strategy for the new brand • Define the communication program for the first year • Present the first advertising campaign briefing Groups should submit a written report and to make a presentation in class (session 6). __________________________________________________________________________________ Bibliography: Smith, P.R. (2011), Marketing Communications: Integrating Offline and Online with Social Media, 5th Edition, KoganPage Course reading package __________________________________________________________________________________
MRSyllabus_E0211.v1
Biography: Tiago Simões • More than 15 years of experience in marketing and communications in Banking, Telecom and
Retail; • Worked with brands like Santander, Sonae, Optimus, Clix and Well’s; • Currently is Managing Director of Well’s at Sonae; • MBA at Universidade Nova, 2005; • Economics Degree at Universidade Católica, 1996; __________________________________________________________________________________ Contact(s) and Office hours: [email protected] +351 939 903 325 __________________________________________________________________________________
