INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

INS3040
SEMINAR ASSIGNMENT

Guidelines
▪ Each group should read the textbook before attending the seminar
▪ The assigned group needs to prepare the presentation and class activities to lead the
seminar. Learning objectives and critical questions are some suggestions for you to prepare
the presentation and the activities.
▪ Other groups MUST put at least ONE question in one seminar. Bonus points will be given
to groups that put more than 10 questions in total.
▪ Assignment MUST be uploaded to the folder Seminar Assignment no later than the
presentation session.
▪ Each group will be evaluated by other groups in accordance with the criteria in the Formal
Presentation Evaluation Form. This form is uploaded in the Assigment Guidelines folder.
The peer evaluation score will account for 40% of the final score that the group get.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 1: Chapter 4

Learning objectives

Critical questions
1. What are popular viewpoints of ethics in business? Why a practical approach to ethical business
should be based upon a clear idea of the purpose of a business?
2. What is the difference between lying, misrepresentation and puffery in advertising? Give
examples.
3. What test should an advertiser apply to avoid misrepresentation? Explain.
4. Why is it both difficult and important for a company to take into account of individual privacy
in designingand implementing its marketing communications?
5. What evidence should help to differentiate between legitimate corporate hospitality and
unethical inducement, such as bribery?

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 2: Chapter 5

Learning objectives

Critical questions
1. What are the main elements of information processing? What is cognitive theory about and how
it helps to explain consumer behaviours?
2. Can you describe a purchase repertoire (or evoked set) and suggest how marketing
communications might assist perceptual selection?
3. What is the theory of reasoned action (TRA)? What are the implications of TRA for marketing
managers in communications?
4. How might the environment influence the marketing communications? Give examples to
explain.
5. Identify the different types of situational influences on the purchase process. Give examples.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 3: Chapter 6

Learning objectives

Critical questions
1. Describe the general decision-making process. What are EPS, LPS and RRB?
2. What are the elements of perceived risk in purchasing? How do elements of risk differ? Give
examples to explain.
3. Explain the involvement theory. What are the impacts of involvement theory on marketing
communications?
4. Describe the organizational buying decision process.
5. Explain the differences in approaches and content of marketing communications between
consumer and organizational buying.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 4: Chapter 10

Learning objectives

Critical questions
1. Explain the role strategy play in marketing communications.
2. What are the 3Ps of marketing communications strategy? Explain the differences between each
of them and use the marketing communications eclipse to support your answer.
3. What are the differences between “pull” and “push” positioning strategies in marketing
communications? Give examples. How the direction of communications in the two strategies
change?
4. What is a “core message” in marketing communications? Give examples.
5. Discuss the extent to which Internet strategies should be considered a part of marketing
communication strategies as a whole. Give example.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 5: Chapter 11

Learning objectives

Critical questions
1. Explain how promotional objectives are related to corporate strategy. Give examples.
2. Explain the DAGMAR model and the stages in the hierarchy of communications. Give
examples.
3. What are the differences between sales and communication-based objectives? Give examples.
4. What is positioning? What is perceptual mapping and how important is it for marketing
communications?
5. Explain the main types of positioning strategies. Give examples.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 6: Chapter 12

Learning objectives

Critical questions
1. What is branding? What are key characteristics of a brand?
2. How do brands assist customers and brand owners? Give examples.
3. What are brand portfolios? Describe the brand architecture and brand forms. Give examples.
4. What are the three elements that determine the strategic aspect of branding? Discuss their
relative importance in branding strategy.
5. Explain the role of advertising in the development of brands. Give examples.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 7: Chapter 16

Learning objectives

Critical questions
1. Explain the strong and weak theories of advertising. Give examples to support your viewpoint.
2. What are the three elements in adverstising that miht cause audiences to be offended? Give
examples of each.
3. What are the differences between involvement and salience frameworks of advertising? Find 04
advertisements that are examples of the two approaches.
4. Describe several popular models in advertising: alphabetical model, FCB matrix, Rossiter-Percy
grid. What are the implications for marketing managers?
5. Describe the strategic role that advertising plays within an organization’s overall promotional
activities.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 8: Chapter 19

Learning objectives

Critical questions
1. Define public relations (PR) and its principal characteristics
2. Choose an organization, identify the main stakeholders, anticipate their expectations and
comment on why it is important to communicate with them
3. What is the difference between corporate public relations and marketing public relations? Give
examples.
4. What are the main methods of publicity? Discuss their pros and cons.
5. What are the causes of crises for an organization. Discuss the models of crisis management.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 9: Chapter 21

Learning objectives

Critical questions
1. Explain the role and characteristics of direct marketing as a tool in marketing communications
2. Explain the types of direct brands and their relationship with direct response media and their
role
3. What is permission marketing? What are some problems associated with permission marketing?
Give examples.
4. Identify and evaluate three different media for deliverin direct response communications. Give
examples to justify.
5. Why direct marketing activities should be integrated with other elements of the promotional
mix? Give examples to explain.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION
 INS3040_INTEGRATED MARKETING AND BRANDING COMMUNICATION

Group 10: Chapter 22

Learning objectives

Critical questions
1. What are different types of personal selling? What are the strengths and weaknesses of personal
selling?
2. Which factors need to be considered when determining the significance of personal selling in
the promotional mix? Give examples to explain.
3. Can direct marketing assist personal selling activities? Give examples to justify.
4. What are the new roles that salepersons might be required to adopt in the future?
5. Describe two ways to structure the sale force. Give examples to explain.

INS3040_INTEGRATED MARKETING AND BRANDING

PHUONG-MAI
COMMUNICATION