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Marketing 596 Integrated 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 ($ 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 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