Examine Discuss This week's discussion focuses on the Class Discussion (20 points) integrated integrated integrated marketing communication This week's discussion focuses on marketing marketing process. It is very important for integrated marketing communications. communication communication companies to implement IMCs Companies use various promotional and its process strategies that deliver clear and tools in order to design successful consistent messages. integrated marketing communication strategies. Reading: In Marketing: The Core, read: Explain how the promotional tools Chapter Marketing used by an airline would differ if 15, “Integrated Communications and Direct the target audience were (a) pages 332-255. consumers who travel for pleasure, Marketing,” or (b) corporate travel departments that select the airlines to be used by company employees. Working individually, prepare a one handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Instructional Learning Activities Graded Activities Outcome Objectives Examine Discuss The following learning activities will (40 points) Individual Work integrated integrated provide you with additional The following assignment illustrates marketing marketing information regarding integrated the process a company initiates in communication communication marketing communication. For order to implement a successful and its process example, you will have the opportunity integrated marketing communications to examine Nike's IMC strategy. strategy. Lesson Presentation: Complete Please read the “Under Armour: the following: Using IMC to Create a Brand for Discuss the presentation for Week This case Generation's Athletes” 9, Marketing study (page 352-355). “Integrated Communications and Direct After reading the case, please Marketing.” answer the following questions: Visit the Web site What promotional opportunities webpronews.com and read the gave Under Armour its initial article on An success? “Implementing Integrated Marketing Which of the promotional Plan” elements described in Figure 15-2 are used by Under Armour in its for IMC campaigns? additional information regarding What are several new strategies integrated marketing Under Armour might pursue as it
Examine integrated marketing communication Discuss integrated marketing communication and its process This week's discussion focuses on the integrated marketing communication process. It is very important for companies to implement IMCs strategies that deliver clear and consistent messages. Reading: In Marketing: The Core, read: Chapter 15, “Integrated Marketing Communications and Direct Marketing,” pages 332-255. Class Discussion (20 points) This week's discussion focuses on integrated marketing communications. Companies use various promotional tools in order to design successful integrated marketing communication strategies. Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure, or (b) corporate travel departments that select the airlines to be used by company employees. Working individually, prepare a one handwritten summary of today’s class discussion and submit it for grading. You may add new thoughts or your perspective on the discussion if desired. Assure that your work is neat and legible. Part 2 of 2 Course Outcome Instructional Objectives Learning Activities Graded Activities Examine integrated marketing communication Discuss integrated marketing communication and its process The following learning activities will provide you with additional information regarding integrated marketing communication. For example, you will have the opportunity to examine Nike's IMC strategy. Lesson Presentation: Complete the following: Discuss the presentation for Week 9, “Integrated Marketing Communications and Direct Marketing.” Visit the Web site webpronews.com and read the article on “Implementing An Integrated Marketing Plan” for additional information regarding integrated marketing Individual Work (40 points) The following assignment illustrates the process a company initiates in order to implement a successful integrated marketing communications strategy. Please read the “Under Armour: Using IMC to Create a Brand for This Generation's Athletes” case study (page 352-355). After reading the case, please answer the following questions: What promotional opportunities gave Under Armour its initial success? Which of the promotional elements described in Figure 15-2 are used by Under Armour in its IMC campaigns? What are several new strategies Under Armour might pursue as it