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INTRODUCTION TO MARKETING COMMUNICATIONS

3rd TERM, AY 2014-2015
RCBC MAKATI | THURSDAYS | 6:00PM-9:15PM
TAFT AVENUE | SATURDAYS | 12:45PM-4:00PM
PROFESSOR: IREENE LEONCIO (icl2@georgetown.edu, 09178840668)

INTRODUCTION TO MARKETING COMMUNICATIONS
3rd TERM, AY 2014-2015
RCBC MAKATI | THURSDAYS | 6:00PM-9:15PM
TAFT AVENUE | SATURDAYS | 12:45PM-4:00PM
DE LA SALLE UNIVERSITY | RAMON V. DEL ROSARIO COLLEGE OF BUSINESS
PROFESSOR: IREENE LEONCIO (icl2@georgetown.edu, 09178840668)
COURSE DESCRIPTION:
This course is designed to empower students to think & act as analytical and socially responsible
leaders in our hyper connected yet fragmented society. Students must understand the foundation
of every strategic campaign initiative: thorough research & insightful understanding of the target
audience. Students must internalize the transformational power of communicators as “diplomats
and ambassadors” who can influence behavior, advance agendas, challenge the status quo,
resolve conflicts and embrace our world’s beautiful diversity.
- Teaching Minds. Touching Hearts. Transforming Lives. Animo!LEARNING OUTCOMES:
To exhibit academic excellence and creative competence in marketing communications.
To exhibit humane virtues rooted in profound audience research and understanding.
To have a clear understanding of the IMC concepts and its role in Marketing and Promotions.
To develop an IMC plan with strategic thought process to serve a target audience for a desired
brand.
To internalize the long-term and irreversible societal impact of IMC and discern key
considerations to positively influence a target audience at local and global levels.
To probe one’s self about his/her own professional interest in marketing communications and its
alignment to his/her personal values and ambition.

UNIVERSITY ELGA
Spirit of Faith


Zeal for Service
Communion in Mission


LEARNING OUTCOME
Reflect on key Christian values in acknowledging and
developing marketing campaigns.
Realize that campaigns can be both beneficial and harmful to
audiences, thus conent and media must primarily consider
respect for others and promote the values of service and
community in diversity.
Develop concepts and campaigns that suggest altruism.
Embrace diverse perspectives, values, culture, and spirituality
of others in interconnected & vulnerable world.

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INTRODUCTION TO MARKETING COMMUNICATIONS
3rd TERM, AY 2014-2015
RCBC MAKATI | THURSDAYS | 6:00PM-9:15PM
TAFT AVENUE | SATURDAYS | 12:45PM-4:00PM
PROFESSOR: IREENE LEONCIO (icl2@georgetown.edu, 09178840668)

COURSE OUTLINE:
I.
Integrated Marketing Communications: Processes, Brand Equity, and Marcom’s Role in
Introducing New Brands
1.
Overview of Integrated Marketing Communications
2.
Marketing Communications Challenges: Enhancing Brand Equity Influencing
Behavior And Being Accountable
3.
Facilitating the Success of New Brands
II.
The Fundamental Marcom Decisions: Targeting, Positioning, Objective Setting, and
Budgeting
1. Segmentation, Targeting, Positioning & Differentiation
2. Objective Setting and Budgeting
a. Applications in Personal Care, Food, Pharmaceuticals, Beverage, Home Care,
Telecom, Media and Entertainment, Others
III.
Advertising Management
1. Overview of Advertising Management
2. Effective and Creative Advertising Messages
3. Case Analysis of Known Advertised Brands
IV.
Sales Promotion Management
1. Sales Promotion and the Role of Consumer and Business-to-Business Promotions
2. Sampling, Couponing, Premiums and Other Promotions
3. Evaluation of current FMCG Sales Promotions
V. Other Marcom Tools
1. Marketing-Oriented Public Relations and Word-of-Mouth Management
2. Personal Selling
3. Direct Marketing
4. E-Marketing
5. M-Marketing
6. Event and Cause Sponsorships
7. Signage and Point of Purchase Communications
VI.
Marcom Constraints and Possibilities in an Interconnected Flatter World
1. Ethical, Regulatory, Environmental Issues and Opportunities
2. Green Marketing, Social Entrepreneurship and Other Advocacy Campaigns
VII.
Final Integration of Marketing Communications Components
VIII.
Presentation of IMC Group Campaign (Group composition: Maximum of 3 members /
minimum of 2 members)

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INTRODUCTION TO MARKETING COMMUNICATIONS
3rd TERM, AY 2014-2015
RCBC MAKATI | THURSDAYS | 6:00PM-9:15PM
TAFT AVENUE | SATURDAYS | 12:45PM-4:00PM
PROFESSOR: IREENE LEONCIO (icl2@georgetown.edu, 09178840668)

READINGS/REFERERENCE MATERIALS
TEXT BOOK: Integrated Marketing Communications by Terence Shrimp (you are NOT
required to buy this book)
MASHABLE.COM : Latest digital, social media, business, tech, entertainment and mobile news
from Mashable.com, the top resource and guide for digital culture.
HBR.ORG : Harvard Business Review
ADAGE.COM : Advertising Age. Join the conversation about marketing, advertising and media.
On our timeline, look back at the industry’s milestones over the years.
JOURNAL
OF
INTEGRATED
MARKETING
COMMUNICATIONS:
http://jimc.medill.northwestern.edu/current-issue/
GRADING SYSTEM
ATTENDANCE
10%
(Maximum of 2 Absences only)
CLASS PARTICIPATION
15%
(Minimum of 8 Class Participations)
IMC ORAL GROUP PRESENTATION
15%
WRITTEN REPORTS
20%
(Interviews, Research, Assignments)
IMC GROUP PAPER
40%
(Group composition: Maximum of 3 members / minimum of 2 members)

IMPORTANT DATES:
Aligned with the 2015 Unicalendar for Graduate Students (as of 12/2014)
Visit http://calendar.dlsu.edu.ph
Week of Jan 8: Start of 3rd sem
February 7 (Sat): Global Business Conference at DLSU (atiftap.org)
Feb 19 (Thurs): No Class- Chinese New Year Holiday
April 14 (Tues, but will follow Thurs schedule) & March 28 (Sat class): IMC Paper Due
April 2 (Thurs): No Class- Maundy Thursday Holy Week
April 9 (Thurs): No Class-Araw ng Kagitingan Holiday
April 20 (Mon, but will follow Thurs sched) April 11 (Sat class): IMC Oral 5-min Presentation
April 21– April 28: Finals week
April 28: Release of Grades
April 29: Grade Consultation
Please join our Facebook Page: DLSU IMC Master's (3rd term, AY 2014-2015)
“For me, I am driven by two main philosophies: know more today about the world than I knew yesterday and
lessen the suffering of others. You'd be surprised how far that gets you.” ― Neil deGrasse Tyson

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