Summary of YSP517 FUNDAMENTALS OF INTEGRATED MARKETING COMMUNICATION

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YSP517 FUNDAMENTALS OF INTEGRATED MARKETING COMMUNICATION

Lecturer: PROFESOR MADYA DR. HASRINA BINTI MUSTAFA

Skill Level: Beginner

General

Announcements

Student's letter of certification

Sample Interview Questions for IMC case study

Introduction to Screencast-O-Matic

Course outline

Coursework Grade 60%

4 April - 10 April

Reading 1: Schultz &amp; Schultz (1998): Transitioning marcom into the 21st century

Reading 2: Insights on IMC by Šeric, Gil-Saura &amp; Ozretic-Došen (2015)

Reading 3: Traditional and Emerging Integrated Marketing Communication Touchpoints Used in Effie Award-Winning Promotional Campaigns

Reading 4: Embedding brands within media content

Reading 5:A model of image creation and transfer in event sponsorship

Reading 6: Theoretical concept or Management Fashion: Cornelissen &amp; Lcok (2000)

Case study 1: Prospan Campaign 2018 in Australia

Week 1 - Online Lecture via WebEx (6 April 2022)

11 April - 17 April

MALAYSIAN MEDIA LANDSCAPE 2020

MALAYSIA ADEX 2020

Week 2 - Online Lecture via WebEx (13 April 2022)

18 April - 24 April

Definitions of IMC (new)

The Switch is On To Panasonic

Case study Prospan 2018 Australia

Webex link 20 April 2022

Forum for Case study 1 Prospan 2018 Campaign

Week 3 - Online Lecture via WebEx (20 April 2022)

25 April - 1 May

Factors leading to the rise of IMC

IMC Theories and Models

Case study 5: SK-II Campaign in China 2018

Case Study: MRT SSP Public Inspection Roadshow 2015

What is Big Data

Ariel TV Ads on Why laundry is a mother's job?

Webex link 27 April 2022

Online Forum 2: SKII China Campaign 2018

Week 4 - Online Lecture via WebEx (27th April 2022)

2 May - 8 May

9 May - 15 May

Case study 2: The Other Sanders KFC Women's Day Campaign

WEBEX LINK 12 MAY 2022

Online Forum 3 : The Other Sanders KFC Campaign 2018

Week 6 - Online Lecture via WebEx (12th May 2022)

16 May - 22 May

IMC Touch Point Analysis

IMC planning process 15 April 2020

Sample Questionnaire for Brant Touchpoint Audit

Case study 6: Dutch Lady Susu Sahur

Marketing landscape in China-Chris Farquhar, GoDigitalChina

Webex link 18 May 2022

Online Forum 4: Dutch Lady Milk and Sahoor Campaign

Week 7 - Online Lecture via WebEx (18th May 2022)

30 May - 5 June

Case study 4: KFC Hot &amp; Cheezy Burger campaign

Anlene Hourglass campaign

Media Advertising 2021

Webex link 1 June 2022

Online forum 5: Hot and Cheezy KFC campaign

Week 9 - Online Lecture via WebEx (1 June 2022)

6 June - 12 June

Sample presentation Dutch Lady campaign

Webex link 8 June 2022

Case study 3: Shell Select Refreshing Moment Campaign

Online Forum 6: Shell Select Refreshing Moment Campaign

Week 10 - Online Lecture via WebEx (8 June 2022)

13 June - 19 June

Week 8: Personal Selling

chapter on personal selling

Sales Promotion 14.11.2016

Maybank Treat Fair 2012

Minority Report - Personal Advertising in the Future

Case study: Maxis For SME

Webex link 15 June 2022

Online Forum 7: Maxis SME Campaign 2017

Week 11 - Online Lecture via WebEx (15 June 2022)

20 June - 26 June

Transformer

Hasrina &amp; Zulkifli Product Placement Paper

Product Placement new

Elken

Reading 1: Schultz & Schultz (1998): Transitioning marcom into the 21st century

Reading 2: Insights on IMC by Šeric, Gil-Saura & Ozretic-Došen (2015)

Reading 6: Theoretical concept or Management Fashion: Cornelissen & Lcok (2000)

Case study 4: KFC Hot & Cheezy Burger campaign

Hasrina & Zulkifli Product Placement Paper