MKT20021

Integrated Marketing Communication

Semester Jan 2023 – Week 1
By Zulik Nguyen
Internal use only
Zulik Nguyen
Master of Marketing – RMIT University Australia
Master of Commerce – RMIT University Australia

Email: [email protected]
1. Unit overview

2. What is IMC?

3. Campaign analysis

4. Assignment 1a
1. Unit Overview
Learning structure & Assessment
Tasks Type Weighting Due date
Assignment 1a: Individual 15% End of week 3
Pre-podcast preparation
Assignment 1b: Individual 35% End of week 6
Podcast
Assignment 2a: Group 35% End of week 11
IMC Plan
Assignment 2b: Group 15% End of week 12
IMC Plan Pitch
How to pass? Class rules

• Attend classes • Be punctual

• Read weekly readings before classes • Be proactive

• Submit all assignments on time • Be creative

• Be curious

• YOU’RE HERE TO LEARN, NOT TO LISTEN

2. What is IMC?
What is IMC?

• Process for planning, executing, and

monitoring the brand messages that create
customer relationships (Duncan 2015).

• A planning process designed to assure that

all brand contacts received by a customer
for a product or service are relevant to that
person and consistent over time (American
Marketing Association).

• In short: IMC is all about how marketers

can leverage the best channels (traditional,
digital, social media) to engage customers.
Benefits of IMC? Barriers to IMC?
• Time
IMC should be IMC should have
• Elitism
• Enhancing • Coherence

• Economical • Consistency • Mindset

• Efficient • Continuity • Manager ability

• Effective • Complementary • Magnitude of task

communications • Adequacy of budgets

• Taxonomy and language

• Structure of organizations

• Dimensions of integration

• Agency remuneration systems

IMC is not only about advertising

• Advertising and promotion expenditures on a global level are growing in

importance and increasingly becoming a significant part of marketing
communications  advertising clutter.

• Demand for more sophisticated IMC activities rather than simply advertising in a
non-integrated manner.
Promotion mix
Promotional tool Key characteristics Examples of tools
Advertising Paid form of non-personal one-way communication by • TV, radio
an identified sponsor. • Print media
Often involves mass communication. • Out-of-home.
Personal selling Person-to-person communication with prospective Sales forces:
buyers for the purpose of making a sale, or to • Company distributor
persuade prospects to act on an idea. • Retailer.
Sales promotion Short-term incentives used to encourage purchases or • Point of sale, Samples
stimulate immediate sales. • Contests
• Trade shows
• Price deals.
Public relations When an organization systematically plans and • Special publications
distributes information to control and manage its • Sponsorships fundraising
image and the nature of publicity it receives. • News releases
• Feature articles.
Direct marketing A system of marketing by which an organisation • Direct mail, direct selling
communicates directly with its target customer with the • Telemarketing
aim of generating a direct response (and/or sale). • Direct response ads
• Internet sales.
Business plan
HUMAN RISK
CORPORATE MARKETING OPERATIONS FINANCE
RESOURCE MANAGEMENT
STRATEGY PLAN PLAN PLAN
PLAN PLAN
Vision We do this first as This details how Describes when All companies This plan
Mission it is the plan that we make the we need people; face risks. identifies the
Corporate Goals generates Cash product or service what type of revenue from
Flow to allow us to sell, to produce people with the They need to be sales, and the cost
to spend money revenue. right skills; when identified and of production &
on the business. we need those treated. overheads.
This includes ALL people & how
human, physical many of them This is to protect Revenue – Costs
and digital we need to the future of the = Profit
resources produce our company.
required. Output. This plan also
reflects Company
Cash Flow.
 Marketing plan – where does IMC fit into?

Define your SWOT Analysis Who are Choose your Set marketing Strategies Tactics
market competitors & target market objectives Action Plan
what are they
doing?

What industry Internal Analyze Segment the Specific things How am I going What are you
am I in and what strengths & competition: market: you want to to achieve these going to do to
do I want to weaknesses. - what do they - Geographic achieve: objectives? implement your
achieve? have to offer? - Demographic 1. strategies?
External - who is their - Psychographic 2. 4Ps, 7Ps
What is opportunities & target market? - Behavioral 3. Method to gain
happening threats. 4. Desired position desired position.
around me? Select your
target market.
Micro & Macro
environmental Position yourself
factors. in your target
market.
Emerging trends

• Greater emphasis on accountability, measurable results and changes in roles & tasks performed.

• Websites, blogs, and social networks provide two-way communications & interactivity with consumers.

• Companies are shifting huge dollars from traditional media to newer, alternative media.

• Change in channel power

• Increase in global competition

• Increase in brand parity

• Emphasis on customer engagement

• Increase in micro-marketing

• Growth in advertising & promotion expenditures on a global level.

3. Campaign analysis
Campaign analysis PANTENE – Really strong hair

• Objectives

• Audience

• Effectiveness

• Type of presenter

• The motivational appeal

• Tone/mood and manner

• How would you make

improvements?
Campaign analysis REDBULL – #PutACanOnIt

• Objectives

• Audience

• Effectiveness

• Type of presenter

• The motivational appeal

• Tone/mood and manner

• How would you make

improvements?
Campaign analysis

• Objectives

• Audience

• Effectiveness

• Type of presenter

• The motivational appeal

• Tone/mood and manner

• How would you make

improvements?
4. Assignment 1a
Assignment 1a

Find a marketing industry podcast about influencer marketing.

When listening to the podcast, think about what aspects you enjoy (e.g. the sound
quality, music, interview style, storytelling).
Zalo Group
Thank you for listening!
Next week: The Communication Process
Acknowledgement of Country
We respectfully acknowledge the Wurundjeri People of the Kulin Nation, who
are the Traditional Owners of the land on which Swinburne’s Australian
campuses are located in Melbourne’s east and outer-east, and pay our
respect to their Elders past, present and emerging.

We are honoured to recognise our connection to Wurundjeri Country, history,

culture, and spirituality through these locations, and strive to ensure that we
operate in a manner that respects and honours the Elders and Ancestors of
these lands.

We also respectfully acknowledge Swinburne’s Aboriginal and Torres Strait

Islander staff, students, alumni, partners and visitors.

We also acknowledge and respect the Traditional Owners of lands across

Australia, their Elders, Ancestors, cultures, and heritage, and recognise the
continuing sovereignties of all Aboriginal and Torres Strait Islander Nations.