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Description A study of how to plan, develop and execute integrated marketing
communications programs using the tools of advertising, direct marketing, sales promotion,
public relations, special events marketing, online advertising, and personal selling. Emphasis
will be on cooperative learning and free discussion.
Professor Seal has an MBA in Marketing from New York University and has spent the last 0
years in the advertising industry working as a senior executive in account management for
BBDO Worldwide, Lintas Worldwide, and Ted Bates Advertising. Thus, there will be much
real-life advertising experience as well as theory shared with the class. Professor Seal has also
taught Marketing Management and Marketing Communications at New York University for the
past three years since his retirement from advertising.
There will be several Harvard Business School cases discussed during the course, as well as
cases that the professor has developed himself based upon his own 0 years experience in
advertising. There will be numerous TV commercials shown and analyzed, and several short
video cases also will be used to illustrate specific points and foster discussion.
Course Objectives
1. Communicate the role of marketing communications within the total context of a marketing
strategy and plan and its critical importance in the creation and enhancement of a brand.
. Communicate the specific functions of the components of an integrated marketing
communications program and how they work together and complement each other.
. Discuss the advertising process, including how an advertising agency works. This will
include marketing research, creative, media and account management functions, with an
explanation of the contributions of each to the advertising process.
4. Create a highly interactive environment within the classroom to involve students in the
discussion of textbook material and the cases. Students must be committed to staying current
with all reading assignments.
5. Ensure that every student who completes this course will have a firm basis for creating,
implementing and evaluating marketing communications programs.
The flow of learning over 14 classes will be as follows
Class 1, Jan. 0, 00. Overview of integrated marketing communications and its role in the
marketing plan, beginning with the basics of what constitutes a brand and how marketing
communications helps create a brand and enhances brand equity. Discussion focuses on the
relationship between consumers and brands, and how those relationships are formed and
nurtured. Reading Chapter One, Advertising & Promotion, Supplemental Aspects of Integrated
Marketing Communications, Prof. Terence A. Shimp, 5th Ed., Dryden Press.
Class , Feb. 6. Discussion focuses on the marketing communications process, including
organizing for decision-making, setting objectives, creating the right communications "mix", and
evaluating/refining the process. Discussion also includes environmental, regulatory and ethical
issues in marketing. Reading Chapters Two and Three.
Class , Feb. 1. Emphasis will be on marketing communications from the consumer's
perspective focusing on how to define target audiences and how to analyze buyer behavior and
relate it to your brand. Reading Chapters Four and Five
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