COURSE
NUMBER: MBA265.1
COURSE
TITLE: Integrated Marketing Communications
UNITS
OF CREDIT: 2.0
INSTRUCTOR:
Lynn Upshaw
E-MAIL
ADDRESS: upshaw@haas.berkeley.edu
CLASS
WEB PAGE LOCATION: http://bspace.berkeley.edu
MEETING
DAY(S)/TIME: Mondays 4:00 – 6:00PM
PREREQUISITE(S):
MBA206
CLASS
FORMAT: The course will include
interactive class discussions, punctuated with talks and workshops by numerous
practicing IMC experts who will provide students with insider looks into the
fields of advertising, public relations, online/social networking marketing,
direct marketing, and sales promotion.
REQUIRED
READINGS: No textbook will be required for this course, but several will be
recommended to the class for further research if they have an interest in
pursuing the subject. A course reader will
be supplied that will include pertinent and recent IMC cases, articles, and
online sites and blogs.
BASIS
FOR FINAL GRADE: The final grade will be based on 1) a concepts and vocabulary
quiz (take-home, “open-book”) (10%), 2) a mid-term IMC-based customer contact
analysis of a brand of the students’ choice (with instructor approval) (30%),
3) a final, comprehensive IMC plan with specific strategic and tactical
recommendations (40%), and 4) a class participation grade (20%). The quiz and participation work will be
completed by individuals, and the remaining assignments will be completed in
teams.
ABSTRACT
OF COURSE'S CONTENT AND OBJECTIVES:
The
Integrated Marketing Communications course will expose students to all major
forms of marketing communications and provide them with the knowledge and
insight necessary to use IMC information in future business roles, or in
working with those who specialize in this growing field.
Students
will have an opportunity to debate and gain experience with IMC strategic and
tactical planning, as well as key issues and brands in such fields as
advertising, public relations (including “buzz” marketing and product
placement), online marketing (including social network marketing), direct
marketing and sales promotion. Students
will also be asked to regularly contribute their own experiences in IMC, as
applicable.
Specifically,
by the end of the course, students will:
• Have a working knowledge of all key aspects
of IMC;
• Be equipped with a strong strategic
framework within which to make sound IMC decisions;
• Be able to apply specific tools and
approaches to common marketing communications challenges;
• Establish realizable metrics and
critically assess the progress of IMC efforts over time.
Integrated
marketing communications is where the rubber hits the road in marketing. Upon completion of this course, the student
will be ready to pursue this field – or one or more disciplines within it –
with strong tools and knowledge, or simply work more effectively in or near
marketing with a much clearer understanding of how marketing communications can
create a significant impact in the marketplace, leading to stronger business
performance.
BIOGRAPHICAL
SKETCH:
Lynn
Upshaw is a highly experienced marketing communications professional, the
principal of the Upshaw Marketing consultancy, and a member of the professional
marketing faculty at the Haas School of Business, University of California, Berkeley. He has
served in the past as a Senior Consultant to Interbrand
and to Bridge Strategy Group management consultants.
Prior
to those roles, he was Executive Vice President for Client Brand Marketing at
Ketchum Advertising Worldwide, Managing Director of Ketchum Interactive, and
EVP/COO of Ketchum’s largest office, where he also personally managed some of
the agency’s largest marketing communications accounts, including Bank of
America, Pacific Bell (now AT&T), DHL Worldwide Express, ConAgra Foods, and
The Clorox Company. He was also founding
chairman of the Interactive Marketing Committee of the American Association of
Advertising Agencies (AAAA), as well as a member of the faculty of the Bell
Atlantic Marketing Leadership Institute.
Consulting
and Workshop Experience
In
his consulting, Lynn Upshaw helps corporate clients build marketing plans and
strategic brand platforms, assesses and manages brand equity research, counsels managers and senior executives on building
comprehensive marketing programs, leads marketing training, and conducts
strategic planning workshops. His
corporate consulting and workshop clients have included (abridged list): BEA
Systems, Coverity, Inc., Wind River Systems, TriNet HR Corp., 3Com Corp., DTS Digital Cinema, Visa
International, SBC Communications (now AT&T), Intel Corp., Bio-Rad
Laboratories, WellPoint Health Networks, Health Net, Inc., China Telecom, R.H.
Donnelley, Bayer Corporation, NEC Corporation, and esurance.com, among many
others.
Thought
Leadership
Lynn
has written numerous articles for such publications as Advertising Age, Brandweek, The Peking University Business Review (PRC),
brandchannel.com, The Journal of Brand Management (UK), marketingprofs.com,
Advertising Express (India), and The Journal of Integrated Marketing Communications. He has also authored or co-authored three
highly regarded books on marketing strategy:
• Building Brand Identity: A Strategy
for Success in a Hostile Marketplace (John Wiley & Sons, 1995), which has
been listed by Amazon.com as one of the ten most popular books on brand
building;
• The Masterbrand Mandate: The
Management Strategy That Unifies Companies and Multiplies Value (also from
Wiley, 2000), co-authored with Earl Taylor, which was awarded the 2001 WPP
Worldwide Atticus Grand Prix Award; and
• Truth: The New Rules for Marketing in
a Skeptical World, (Amacom, 2007), described by
marketing scholar Philip Kotler as a “blueprint for
winning marketing performance in an age of transparency.
Workshops
and Teaching
Lynn
has been the keynote or featured speaker at industry and client conferences
throughout North America, and in Europe, Asia, South America, and India. He has created and facilitated dozens of
brand building and strategic planning workshops covering a wide variety of
marketing subjects.
In
his teaching, Lynn has guided hundreds of MBA candidates at the Haas School of
Business through the intricacies of corporate and product/service brand
building, and he is a recipient of the Earl F. Cheit award for teaching
excellence. He is also the former
Faculty and Program Director for the Berkeley Executive Leadership Program at
the Berkeley Center for Executive Education.
Lynn currently serves on the MBA full-time program committee.
Additional
Credentials
Lynn
serves, or has served, on the advisory boards of brandchannel.com, The CMO
Council “Brand Protection” Program, Thunder Factory Marketing, Inc., MindPath Interactive Media, Benchmark Metrics, Inc.,
UC-Berkeley Extension/Marketing Group, and the Presidio School of Management.
Lynn
received his BSA and MSA degrees from Northwestern University. He lives with his wife, Susan, in Kentfield,
California.