Course Syllabus

Integrated Marketing Communications- Course Syllabus   

 Class Schedule and Instructor

 Schedule:         Monday, 5:30pm-7:30pm ET

 Instructor:        Nicole Ames                                            

Email:                nicole_ames@fas.harvard.edu

You may also follow me on social media- be sure to reference that you are a student in this class so I know who you are! 

twitter: @twistimc @nicoleames

LinkedIn: Nicole Ames

Instagram: @twistimc

 

Teaching Facilitator:  Michael Durand

Email:  michaelmdurand@gmail.com

 

Course Description

Integrated marketing communication (IMC) is a strategic marketing process that aligns business objectives with customer-centric communications. Students will learn about various methods to advance an organization’s success ranging from internally focused initiatives to restructure teams and workflows to help understand how to breakthrough siloed and channel mindsets.  The days of broadcast communication are behind us, but to be truly integrated marketers must reflect customer experiences and multiple methods of engagement in their communication initiatives.  Case studies, assignments and discussion help students share experiences and learn how to evaluate and structure effective IMC.

 

Text and Readings

A complete course packet will be available on Harvard Business Publishing online.  The link will be posted on the course site.

In addition, students will be expected to be up to speed on current news & events in media & social media.  I reserve the right to add current news articles into weekly assignments.

 

Course Work

 This course relies on reading, class discussion and synthesis from your own marketing experience and exposure to advertising, public relations, branding and social media. Students are expected to read all assigned materials and be prepared to discuss them in class. READ THE MATERIALS BEFORE class each week.  Assignments will be graded for both content and quality of writing.

• Please be sure to format your documents with required information. Failure to do so will result in grade a minimum ½ grade reduction. Requirements are as follows:
• Double-spaced, normal margins
• 10/12 point font using a normal font
• Only MS Word/MS PowerPoint will be accepted
• Title of the assignment,
• Date
• Your name (last name first) at the top of paper as well as on the FILE.
• All materials must be submitted electronically, so please put your full name and assignment in the subject line
• All assignments due at 5pm the day of class.

  

Evaluation

I maintain all grades in an Excel spreadsheet that weights each assignment automatically. 

 Graded work:

Midterm exam                                           30%

Group Project                                            35%            

Assignments                                              20%

Discussion                                                 15%                                                               

====

Total                                                           100%

 

 

 

 

Assignments:

Assignments are based on class readings and lectures and are meant to support learning & class discussion.  No late assignments will be accepted- even if you have to miss a class, your assignment should be submitted by 5pm the day of class.  I reserve the right to assign additional questions or readings over the course of the semester based on quality of work and class participation.  Therefore, make sure to check the course site weekly to ensure you do not miss an update.

 

Attendance:

 Overall I see this class as a gathering of professionals.  Attend this class as if you were attending a business meeting or strategy session at work.  I expect students to participate both by asking questions electronically during lectures and by responding to discussion posts written by fellow students.

 

Attendance for the live lecture is encouraged. Obviously, illness, work and time zones for a global course, can create conflicts with schedules. Classes will be recorded so you will be responsible for watching the course if you’ve missed the live session.  There will be a few courses with mandatory attendance.  Please make sure you make arrangements to attend these classes.

 

 

Participation via Discussion groups:

There is a main class discussion board to introduce yourself and a ‘water cooler’ for current events that related to class. 

 

Graded, weekly discussions will take place within assigned groups in Canvas.  Discussion topics are posted after class and you will have until the end of the week to participate.  Discussion sections will close Saturday at 11:59 pm ET and participation will be graded. 

 

For your discussion post, be sure to read the required materials prior to class and post your discussion in your forum.  We are looking for your point of view, based on your readings and your experience.   You will also be required to respond to at least one of your fellow students’ posts.  Be open to suggestions and be ready to take a side if necessary.  All participants should be ready to actively discuss readings as well as current events as they pertain to the course.  Your comments should be based on the class materials and your background experience--either your working experience or academic experience.  Simply put, if you are a metrics person who sees things in numbers & ROI please bring this insight and expertise to the class.  IMC is a multi-disciplinary strategy.  PR sees IMC differently than marketing, or finance, etc.  Your unique perspective is appreciated, but, be ready to back your position. 

 

There are no ‘make ups’ for missed discussions. Your total participation in the discussion groups is cumulative for the entire semester.