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Marketing 596Integrated Marketing CommunicationsMarketing 596Integrated Marketing Communications

Introductions

• Professor & Class Introductions• Course Overview• Project Introduction• Introduction to IMC

Chuck Byers - Professionally

• Managing Director, Business Practicum – Corporate Learning & Marketing Consulting Company

• Director, Worldwide Brand Management, TSMC• Responsible for global IMC

– Led first Brand Valuation Study ($12.945 billion)– Grew small technical meeting into global industry event– Managed a global network of ad & pr agencies– Direct & indirect reports in NA, Taiwan, Europe

• 40- year career with companies & agencies– Started as a newspaper reporter– Last 20+ years in technology marketing

• Awards & Activities– Past President, Silicon Valley Chapter PRSA– Two Silver Anvils– Numerous Gold & Silver Addys

Chuck Byers - Academically

• Santa Clara University – ’09– Appointed Professor of Practice – ‘12– Integrated Marketing Communications– Achieving Brand Leadership– 2 Public Relations Courses

• MA - University of Texas, Austin• BSJ - Ohio University• APR, PRSA• Honorary Societies

– Sigma Delta Chi - Journalism– Pi Gamma Mu – Social Sciences– Honors College – Ohio University

Chuck Byers - Personally

• Married, 8 Children• 17 Grandchildren• 1 Great Grandchild• Hobbies

– Lacrosse official– Golf– Reading

• Music – Big Bands, ‘50-’60 Rock, Classical, Country & New Age

• Little Known Fact – Played “Tubby The Tuba” solo in concert while in high school

Who’s In The Class?

• Bachelor Degrees– Engineering and Science - – Business - – Others -– Holding advanced degrees -

• Job Description– Working in marketing– Working in a business (ops, accounting, finance,

sales,– Working in engineering/technical capacity

• What do you want to learn?

Marketing 596 Overview

• Text – Byers & Barr, “Integrated Marketing Communications”

• Reader – “Marketing 596 – Winter 20112• Premise – That a strategic, balanced

marketing communications plan more effectively reaches and motivates a target audience

• Three Modules– Theory – Models, Ethics, SCM– Strategy – Organization, Planning & Brand– Tactics – Ad, PR, Social Media, Sales Promotion

Course Objectives

• Provide an understanding of the role that Integrated Marketing Communications plays in business

• Provide insight into how organizations use promotional tools and tactics to build relationships with customers and other stakeholders

• Teach the skills to develop, write and execute marketing communications objectives and strategies

• Develop an understanding of the roles and functions of specific IMC tactics and tools

Class Format

• Emphasis on participation, involvement, demonstrated understanding and extra effort

• Each class will require pre-reading• Some classes will require case study reading

& written analysis• Current events as it impacts business,

marketing and branding

Attendance & Grades

• Some have overlapping conflicts (your welcome)

• Attendance will impact overall grade• 25% - Class Participation• 25% - Writing Assignments• 50% - Team IMC Project

– 25% Plan– 25% Presentation

The IMC Plan Project

• Divide into teams (5-6 per team; 7 teams max)

• Develop an IMC plan for the Santa Clara University Alumni Association

• Project components– A written IMC Plan– A team presentation – 30 min. including q&a

• Both will be due Tuesday, Aug. 9 and exam day

• Ok. Select your teams!!!!– Give me your team members– Give me your team name