Syllabus of Integrated Marketing Communication L.Basic Information of Courses Course Code:16099202 Course Name:Integrated Marketing Communications Course Category:Specialized Course Class Hours:32 Credits:2 Applicable To:Marketing Undergraduate Major Assessment Method:Examination Prerequisite:Marketing Management II.Course Introduction With the diversity of communication channels in the time of information explosion,it becomes more important that college students should understand and master the principles and skills of integrated marketing communication.This unit is applicable for the students majoring in business administration,marketing,advertising and journalism.It is based onon open and inclusive system of integrated marketing communications,It unifies the strategic theories and tactical approaches,Meanwhile,it introduces how to enhance the brand core value,unifies traditional and new marketing communication tools and methods and includes the integration of a variety of new media,It coordinates all MaRketing communications elements in order to influence consumer behavior and to maintain long-term brand relationship. This unit pays more attention to the combination oftheory and practice,On one hand,it introduces the basic principle of integrated marketing communications completely,On the other hand,it can improve the students&apos ability to analyze and solve practical problems through proposing creative Suggestions for operability of integrated marketing Communications and analysis integrated marketing communications cases of many famous enterprises
Syllabus of Integrated Marketing Communication I. Basic Information of Courses Course Code:16099202 Course Name: Integrated Marketing Communications Course Category: Specialized Course Class Hours: 32 Credits: 2 Applicable To: Marketing Undergraduate Major Assessment Method: Examination Prerequisite: Marketing Management Ⅱ.Course Introduction With the diversity of communication channels in the time of information explosion, it becomes more important that college students should understand and master the principles and skills of integrated marketing communication. This unit is applicable for the students majoring in business administration, marketing, advertising and journalism.It is based on on open and inclusive system of integrated marketing communications, It unifies the strategic theories and tactical approaches, Meanwhile, it introduces how to enhance the brand core value, unifies traditional and new marketing communication tools and methods and includes the integration of a variety of new media, It coordinates all MaRketing communications elements in order to influence consumer behavior and to maintain long-term brand relationship. This unit pays more attention to the combination of theory and practice, On one hand, it introduces the basic principle of integrated marketing communications completely, On the other hand, it can improve the students'ability to analyze and solve practical problems through proposing creative Suggestions for operability of integrated marketing.Communications and analysis integrated marketing communications cases of many famous enterprises
III.The Nature of Course and Teaching Purpose This course is a compulsory course for marketing majors.It has strong practicality and occupies an important position in the curriculum system of business management. Through the teaching of this course,studentscan fully and systematically grasp the basic theories and principles of integrated marketing communication,basic methods and means. improve their ability to solve practical problems in marketing communication practice,and lay a solid foundation for future practice in marketing management. IV.Teaching Contentsand Requirements Chapter I Integrative Communication Theory (1)Course objectives The new market environment and information background make the traditional marketing communication based on advertising face severe challenges.Integrated marketing communication not only integrates marketing and communication in an all-round way,but also considers marketing as communication and communication as marketing.Consumers as the basic starting point for the formulation of marketing plans.Through the implementation of two-way communication,it establishes arelationship between the twosides that originates from the exchange of information and the sharing of common values.This chapter focuses on the dilemma of traditional marketing communications and the two sidesThrough leaming we should have a clear understanding of the development of marketing communication concept,deeply understanding the concept of integrated marketing communication,and recognizing the inevitability of its emergence and development.In the formulation of the specific MarKeting plan,we can choose the appropriate means of communication according to the actual situation.We will also discuss what should be paid attention to in the theory of integrated marketing communication under the socialist core values (2)Teaching content Section I Development of Marketing Communication Concept 1 Main contents This paper expounds the concept ofmarketing communication and its development,and introduces the marketing communication in the period of product promotion and the modern marketing concept based on demand. 2 Basic concepts and knowledge points
III. The Nature of Course and Teaching Purpose This course is a compulsory course for marketing majors. It has strong practicality and occupies an important position in the curriculum system of business management. Through the teaching of this course, students can fully and systematically grasp the basic theories and principles of integrated marketing communication, basic methods and means, improve their ability to solve practical problems in marketing communication practice, and lay a solid foundation for future practice in marketing management. IV. Teaching Contents and Requirements Chapter 1 Integrative Communication Theory (1) Course objectives The new market environment and information background make the traditional marketing communication based on advertising face severe challenges. Integrated marketing communication not only integrates marketing and communication in an all-round way, but also considers marketing as communication and communication as marketing.Consumers as the basic starting point for the formulation of marketing plans. Through the implementation of two-way communication, it establishes a relationship between the two sides that originates from the exchange of information and the sharing of common values. This chapter focuses on the dilemma of traditional marketing communications and the two sidesThrough learning, we should have a clear understanding of the development of marketing communication concept, deeply understanding the concept of integrated marketing communication, and recognizing the inevitability of its emergence and development. In the formulation of the specific MarKeting plan, we can choose the appropriate means of communication according to the actual situation.We will also discuss what should be paid attention to in the theory of integrated marketing communication under the socialist core values. (2) Teaching content Section I Development of Marketing Communication Concept 1 Main contents This paper expounds the concept of marketing communication and its development, and introduces the marketing communication in the period of product promotion and the modern marketing concept based on demand. 2 Basic concepts and knowledge points
Marketing communication:Marketing communication refers to the sum of all elements of value exchange in a brand's marketing mix by establishing a consensus with a particular customers orusers "4C":The most popular new proposition since 1990s is "4C",which mainly refers to Consumer (customer desire and demand),Cost (cost of satisfying desire and demand). Convenience (convenience of purchase)and Communication (communication and communication). 3.Problems and Applications What stages has the concept of marketing communication gone through? Section 2 The Dilemma of Traditional Marketing Communication I Main contents The basic forms of traditional marketing communication involve:first,advertising second,sales promotion;third,public relations propaganda;fourth,personnel marketing.The common characteristics of traditional marketing communication methods are:first,linear communication;second,behavior first;third,information simplicity.Traditional marketing communication is facing a dilemma. 2 Basic concepts and knowledge points Advertising:Advertising refers to the non-personnel display and promotion of specific products and services by specific sponsors in the form of media payment for the purpose of determining interests. Sales promotion:Sales promotion as an important means of modern marketing,in a narrow sense,refers to short-term sales incentives aimed at immediate sales Public Relations Publicity:Public Relations Publicity is to introduce the related functions ofpublic relations into marketing communication.Itconcentrates on general public relations and is based on the characteristics of good communication between organizations and the outside world to publicize enterprises and their products.As a promotional tool different from advertisement,public relations publicity is to arrange information and news about enterprise business on the media in anon-paid form,or to make enterprises or products get favorable display through other forms,so as to achieve communication with enterprise customers or potential customers,and then help enterprises achieve specific marketing objectives. Personnel marketing:Personnel marketing refers to the employment of specialized personnel to communicate with one or more potential buyers and facilitate transactions. 3.Problems and Applications
Marketing communication: Marketing communication refers to the sum of all elements of value exchange in a brand's marketing mix by establishing a consensus with a particular brand's customers or users. "4C": The most popular new proposition since 1990s is "4C", which mainly refers to Consumer (customer desire and demand), Cost (cost of satisfying desire and demand), Convenience (convenience of purchase) and Communication (communication and communication). 3. Problems and Applications What stages has the concept of marketing communication gone through? Section 2 The Dilemma of Traditional Marketing Communication 1 Main contents The basic forms of traditional marketing communication involve: first, advertising; second, sales promotion; third, public relations propaganda; fourth, personnel marketing.The common characteristics of traditional marketing communication methods are: first, linear communication; second, behavior first; third, information simplicity.Traditional marketing communication is facing a dilemma. 2 Basic concepts and knowledge points Advertising: Advertising refers to the non-personnel display and promotion of specific products and services by specific sponsors in the form of media payment for the purpose of determining interests. Sales promotion: Sales promotion as an important means of modern marketing, in a narrow sense, refers to short-term sales incentives aimed at immediate sales. Public Relations Publicity: Public Relations Publicity is to introduce the related functions of public relations into marketing communication. It concentrates on general public relations and is based on the characteristics of good communication between organizations and the outside world to publicize enterprises and their products.As a promotional tool different from advertisement, public relations publicity is to arrange information and news about enterprise business on the media in a non-paid form, or to make enterprises or products get favorable display through other forms, so as to achieve communication with enterprise customers or potential customers, and then help enterprises achieve specific marketing objectives. Personnel marketing: Personnel marketing refers to the employment of specialized personnel to communicate with one or more potential buyers and facilitate transactions. 3. Problems and Applications
What are the contents of traditional marketing mix?What are their characteristics? How to understand the common characteristics of traditional marketing communication? What difficulties and challenges doestraditional marketing communication face in the new market environment? Section 3 The Rise of Integrated Marketing Communication and Integrated marketing communication theory under the The Core Values of Chinese Socialism 1 Main contents This paper introduces the background of the rise of integrated marketing communication, expounds that communication has become the basis for realizing marketing,and the concept of integrated marketing communication.It also tells how it will improve consumer happiness What are the new contents of these theories under Core Values of Chinese Socialism 2 Basic concepts and knowledge points Integrated Marketing Communication:Integrated Marketing Communication is a process of managing customer relationship by using brand value.Specifically,integrated marketing communication is an interactive process.On the one hand,it influences customers and stakeholders by strategically transmitting information,using database operations and purposeful dialogue,on the other hand,it also creates and cultivates profitable relationships.consumer happiness. The core values of Chinese socialism:It focuses on the spirit of honesty,friendliness love and dedication.The teaching of these spirits should be integrated into each stage of IMC theory. 3.Problems and Applications Discuss the background of the rise of integrated marketing communication. (3)Thinking and Practice 1 What is the difference between modern marketing concept and marketing concept? 2Compare the similarities and differencesbetween USPtheory and brand image theory 3 What does the traditional marketing mix include?What are their characteristics? 4 How to understand the common characteristics of traditional marketing communication? 5 What difficulties and challenges does traditional marketing communication face in the new market environment?
What are the contents of traditional marketing mix?What are their characteristics? How to understand the common characteristics of traditional marketing communication? What difficulties and challenges does traditional marketing communication face in the new market environment? Section 3 The Rise of Integrated Marketing Communication and Integrated marketing communication theory under the The Core Values of Chinese Socialism 1 Main contents This paper introduces the background of the rise of integrated marketing communication, expounds that communication has become the basis for realizing marketing, and the concept of integrated marketing communication.It also tells how it will improve consumer happiness.What are the new contents of these theories under Core Values of Chinese Socialism. 2 Basic concepts and knowledge points Integrated Marketing Communication: Integrated Marketing Communication is a process of managing customer relationship by using brand value.Specifically, integrated marketing communication is an interactive process. On the one hand, it influences customers and stakeholders by strategically transmitting information, using database operations and purposeful dialogue, on the other hand, it also creates and cultivates profitable relationships.consumer happiness. The core values of Chinese socialism:It focuses on the spirit of honesty, friendliness, love and dedication.The teaching of these spirits should be integrated into each stage of IMC theory. 3. Problems and Applications Discuss the background of the rise of integrated marketing communication. (3) Thinking and Practice 1 What is the difference between modern marketing concept and marketing concept? 2 Compare the similarities and differences between USP theory and brand image theory. 3 What does the traditional marketing mix include?What are their characteristics? 4 How to understand the common characteristics of traditional marketing communication? 5 What difficulties and challenges does traditional marketing communication face in the new market environment?
6What is the difference between language acceptance and visual acceptance? 7 Why say"Marketing is communication,communication is marketing"? 8 Talk about your understandingofthe concept of integrated marketing communication (4)Teaching methods and means Classroom teaching,classroom discussion,case analysis,multimedia teaching. Chapter 2 Communication and Communication Professionalism (1)Purpose and requirements Integrated marketing communication is not only a strategic concept but also a process of implementation.It uses a comprehensive approach to consider marketing communication needs,and presents a company,brand or service with a single orientation.Therefore, systematization has become an important task of integrated marketing communication management.This chapter focuses on the work flow of integrated marketing communication and the zero-based plan of integrated marketing communication strategy development involving the implementation principles,organizational structure and basic strategic planning steps of integrated marketing communication,and focuses on the strategic target positioning and systematic tactical management of integrated marketing communication.Through leamning.we need to clarify the strategic planning process of integrated marketing communication and understand the basic meaning and implementation process of zero-based plan.At the same time,on the basis of full understanding.master the specific operation methods of SWOT analysis and market segmentation,and can be used flexibly.What professional qualities doan excellent communication process need. (2)Teaching content Section I Workflow of Integrated Communication 1 Main contents Grasp the principle of consistency and synergy,construct integrated marketing communication organization,design strategic process planning.and formulate perfect plan 2 Basic concepts and knowledge points Principle of Consistency and Synergy:Consistency can not only reduce self consumption in different marketing communication processes,but also reduce the cost of marketing communication and make brand information clearer.Consistency can be seen from two aspects:one is the unity of information.all communication channels and all contact
6 What is the difference between language acceptance and visual acceptance? 7 Why say "Marketing is communication, communication is marketing"? 8 Talk about your understanding of the concept of integrated marketing communication. (4) Teaching methods and means Classroom teaching, classroom discussion, case analysis, multimedia teaching. Chapter 2 Communication and Communication Professionalism (1) Purpose and requirements Integrated marketing communication is not only a strategic concept but also a process of implementation.It uses a comprehensive approach to consider marketing communication needs, and presents a company, brand or service with a single orientation.Therefore, systematization has become an important task of integrated marketing communication management.This chapter focuses on the work flow of integrated marketing communication and the zero-based plan of integrated marketing communication strategy development, involving the implementation principles, organizational structure and basic strategic planning steps of integrated marketing communication, and focuses on the strategic target positioning and systematic tactical management of integrated marketing communication.Through learning, we need to clarify the strategic planning process of integrated marketing communication and understand the basic meaning and implementation process of zero-based plan.At the same time, on the basis of full understanding, master the specific operation methods of SWOT analysis and market segmentation, and can be used flexibly.What professional qualities do an excellent communication process need. (2) Teaching content Section I Workflow of Integrated Communication 1 Main contents Grasp the principle of consistency and synergy, construct integrated marketing communication organization, design strategic process planning, and formulate perfect plan. 2 Basic concepts and knowledge points Principle of Consistency and Synergy: Consistency can not only reduce selfconsumption in different marketing communication processes, but also reduce the cost of marketing communication and make brand information clearer.Consistency can be seen from two aspects: one is the unity of information, all communication channels and all contact
points must agree;theother is the continuity ofinformation,in the process ofcommunication all communication channels and all contact points should be consistent.not inconsistent.The synergy in integrated marketing communication management is tostrive to penetratethe cor value into the marketing level and reflect it in the marketing communication level through a good fomm of team cooperation,relying on organizational efforts and mutual cooperation. which can also be said to be a concentrated reflection of consistency and synergy. Zero-based plan:To determine goals and strategies based on the existing brand and market environment,the existing conditions here are regarded as zero starting point.It means that this plan is not a simple repetition of past plans.but a new requirement of marketing communication function from new market background and brand positioning 3.Problems and Applications What are the principles of integrated marketing communication? How to design integrated marketing communication strategic planning process? Section 2 Communication goal and professional quality 1 Main contents Strategic development is based on SWOT analysis and market segmentation.On this basis,the target of marketing communication and the combination of information strategy and communication are formulated.The ability that an excellent communicator should hav 2 Basic concepts and knowledge points SWOT analysis:It focuses on four key elements:Strengths and Weaknesses, Opportunities and Threats,which affect product or brand. Market Segmentation:Market Segmentation is also called Market Segmentation.It means"dividing the market into different groups,which have the same needs and will respond similarly to market actions' Section 3 Tactical Management and System Optimization 1 Main contents This paper expounds the optimization and coordination of the integrated system. introduces the basic methods of fund support and cost budget,and tests and assesses the communication effect.Advertising testing and evaluation mainly evaluates the effect of advertising information,which includes three aspects:first,the effect of advertising information content:second,the effectofadvertising communication third,the direct impact of advertising on the market or sales
points must agree; the other is the continuity of information, in the process of communication, all communication channels and all contact points should be consistent, not inconsistent.The synergy in integrated marketing communication management is to strive to penetrate the core value into the marketing level and reflect it in the marketing communication level through a good form of team cooperation, relying on organizational efforts and mutual cooperation, which can also be said to be a concentrated reflection of consistency and synergy. Zero-based plan: To determine goals and strategies based on the existing brand and market environment, the existing conditions here are regarded as zero starting point.It means that this plan is not a simple repetition of past plans, but a new requirement of marketing communication function from new market background and brand positioning. 3. Problems and Applications What are the principles of integrated marketing communication? How to design integrated marketing communication strategic planning process? Section 2 Communication goal and professional quality 1 Main contents Strategic development is based on SWOT analysis and market segmentation. On this basis, the target of marketing communication and the combination of information strategy and communication are formulated.The ability that an excellent communicator should have 2 Basic concepts and knowledge points SWOT analysis: It focuses on four key elements: Strengths and Weaknesses, Opportunities and Threats, which affect product or brand. Market Segmentation: Market Segmentation is also called Market Segmentation.It means "dividing the market into different groups, which have the same needs and will respond similarly to market actions". Section 3 Tactical Management and System Optimization 1 Main contents This paper expounds the optimization and coordination of the integrated system, introduces the basic methods of fund support and cost budget, and tests and assesses the communication effect.Advertising testing and evaluation mainly evaluates the effect of advertising information, which includes three aspects: first, the effect of advertising information content; second, the effect of advertising communication; third, the direct impact of advertising on the market or sales
2 Basic concepts and knowledge points Two-way latitude of integrated marketing communication:The task of integrated marketing communication department is not only to communicate with the outside world but also to communicate with the relevant departments within the company to maintain information coordination.At the same time,it is necessary to explain customer and market needs in time and transmit these information to all departments of the company.Because of this consistent interal and external information communication requirements,we call the management communication of integrated marketing communication a two-way communication latitude. 3.Problems and Applications The advantages and disadvantagesof four cost budgeting methods are briefly described What are the main contents of ad vertising effectiveness testing and evaluation? (3)Thinking and Practice 1 What conceptual changes will integrated marketing communication bring? 2 Discuss the strategic planning process of integrated marketing communication. 3This paper briefly describes the basic meaning and implementation process ofzero base plan. 4 What is the main content of SWOT analysis? 5 What are three strategies for target market selection? 6 How to set the target of integrated marketing communication? 7 Briefly describe the advantages and disadvantagesof four cost budgeting methods. 8 What are the main contents of advertising effectiveness testing and evaluation? (4)Teaching methods and means Classroom teaching.classroom discussion,case analysis,multimedia teaching Chapter 3:Persuasion and Related Ethical Standards (1)Purpose and requirements Integrated marketing communication is an organic combination of marketing and communication under the background of information technology.Therefore,in order to understand it,we must understand the basic theory of persuation.This chapter mainly introduces the marketing persuation model based on the basic communication model and the corresponding consumer response hierarchy model.This paper focuses on the problems of noise and interference in the process of marketing communication,and on this basis,puts
2 Basic concepts and knowledge points Two-way latitude of integrated marketing communication: The task of integrated marketing communication department is not only to communicate with the outside world, but also to communicate with the relevant departments within the company to maintain information coordination.At the same time, it is necessary to explain customer and market needs in time and transmit these information to all departments of the company.Because of this consistent internal and external information communication requirements, we call the management communication of integrated marketing communication a two-way communication latitude. 3. Problems and Applications The advantages and disadvantages of four cost budgeting methods are briefly described. What are the main contents of advertising effectiveness testing and evaluation? (3) Thinking and Practice 1 What conceptual changes will integrated marketing communication bring? 2 Discuss the strategic planning process of integrated marketing communication. 3 This paper briefly describes the basic meaning and implementation process of zerobase plan. 4 What is the main content of SWOT analysis? 5 What are three strategies for target market selection? 6 How to set the target of integrated marketing communication? 7 Briefly describe the advantages and disadvantages of four cost budgeting methods. 8 What are the main contents of advertising effectiveness testing and evaluation? (4) Teaching methods and means Classroom teaching, classroom discussion, case analysis, multimedia teaching. Chapter 3: Persuasion and Related Ethical Standards (1) Purpose and requirements Integrated marketing communication is an organic combination of marketing and communication under the background of information technology. Therefore, in order to understand it, we must understand the basic theory of persuation.This chapter mainly introduces the marketing persuation model based on the basic communication model and the corresponding consumer response hierarchy model.This paper focuses on the problems of noise and interference in the process of marketing communication, and on this basis, puts
forward the two-way interactive marketing communication process in integrated marketing communication.Through learning.it is required to master the process of consumer brand decision-making and the basic motivation of influencing consumer decision-making according to the basic knowledge of marketing communication mode,and to deeply understand the object-based marketing communication mode and its connotation in the process of integrated marketing communication.In this chapter,we will also talk about the manifestations of unethical persuasion.We will also talk about the harm of these behaviors What professional standards should we set. (2)Teaching content Section I Marketing Communication Process and Interactior 1 Main contents This paper introduces the application of general communication mode in marketing communication,and expounds the noise and interference in the process of marketing communication,as well as the two-way interactive marketing communication process. 2 Basic concepts and knowledge points Noise:The so-called noise refers to the distracting factors generated by the surrounding environment in the process oftransmission,as if the noise of passing vehicles in the working process. Disturbance:The act of consciously distracting the audience's attention by using a corresponding means of communication Purposeful dialogue:refers to the company or brand in its marketing communication process,the information transmitted is not only a simple commercial promotion,but also a concern for the interests of customers and stakeholders.Purposeful dialogue also means that enterprises or brands can not indiscriminately promote the process of communication interaction in designing their marketing information. 3 Problems and Applications What are the causes of information interference in marketing communication? What is a purposeful dialogue? Section 2 Consumer Behavior and Cognitive Change 1 Main contents Consumers&apos,brand decision-making process involves the following five stages:(1) problem confirmation;(2)information collection;(3)selection evaluation;(4)purchase
forward the two-way interactive marketing communication process in integrated marketing communication.Through learning, it is required to master the process of consumer brand decision-making and the basic motivation of influencing consumer decision-making according to the basic knowledge of marketing communication mode, and to deeply understand the object-based marketing communication mode and its connotation in the process of integrated marketing communication.In this chapter, we will also talk about the manifestations of unethical persuasion. We will also talk about the harm of these behaviors. What professional standards should we set. (2) Teaching content Section I Marketing Communication Process and Interaction 1 Main contents This paper introduces the application of general communication mode in marketing communication, and expounds the noise and interference in the process of marketing communication, as well as the two-way interactive marketing communication process. 2 Basic concepts and knowledge points Noise: The so-called noise refers to the distracting factors generated by the surrounding environment in the process of transmission, as if the noise of passing vehicles in the working process. Disturbance: The act of consciously distracting the audience's attention by using a corresponding means of communication. Purposeful dialogue: refers to the company or brand in its marketing communication process, the information transmitted is not only a simple commercial promotion, but also a concern for the interests of customers and stakeholders.Purposeful dialogue also means that enterprises or brands can not indiscriminately promote the process of communication interaction in designing their marketing information. 3 Problems and Applications What are the causes of information interference in marketing communication? What is a purposeful dialogue? Section 2 Consumer Behavior and Cognitive Change 1 Main contents Consumers'brand decision-making process involves the following five stages: (1) problem confirmation; (2) information collection; (3) selection evaluation; (4) purchase
decision-making(5)post-purchase evaluation.The exteral factors of consumer behavio include interpersonal factors and non-interpersonal factors.Consumer cognitive response models include cognitive response method and speculative possibility model. 2 Basic concepts and knowledge points Consumer's brand decision-making process:This paper mainly discusses the consumer's demand motivation and the process of behavior caused by it.It focuses on the intrinsic occurrence mode of consumer behavior Reference group:Reference group refers to an example respected or contrasted by an individual in contact witha group. Opinion leaders:Also known as opinion leaders.this "refers to a small number of influential and active people who are neither elected nor nameless in the process of information transmission and interpersonal interaction" 3.Problems and Applications This paper talks about the brand decision-making process of consumers with examples Section 3 The Ethical Standards of Persuasion Model 1 Main contents People has become the dominant factor in the process of marketing communication. This paper expoundsthe value highlighting and its influence of the target of communication and introduces the new marketing communication mode.It also expounds the ethical standards that should be paid attentionto in the process of persuasion 2 Basic concepts and knowledge points Consumer's selective information contact is the intrinsic operating mechanism of the audience's acceptance of information,which can be generally divided into selective attention,selective understanding and selective memory It is conducive to the new marketing communication model in information integration: the equality of source and destination,the consistency of information content and the unity of communication channels,and the corresponding relationship between them through the direct connection as far as possible The harm of unethical persuasion:The disadvantages of persuasion at the expense of social interests will be emphasized in this part. 3.Problems and Applications Examples are given to illustrate three types of consumer selective information contact (3)Thinking and Practice
decision-making; (5) post-purchase evaluation.The external factors of consumer behavior include interpersonal factors and non-interpersonal factors.Consumer cognitive response models include cognitive response method and speculative possibility model. 2 Basic concepts and knowledge points Consumer's brand decision-making process: This paper mainly discusses the consumer's demand motivation and the process of behavior caused by it. It focuses on the intrinsic occurrence mode of consumer behavior. Reference group: Reference group refers to an example respected or contrasted by an individual in contact with a group. Opinion leaders: Also known as opinion leaders, this "refers to a small number of influential and active people who are neither elected nor nameless in the process of information transmission and interpersonal interaction". 3. Problems and Applications This paper talks about the brand decision-making process of consumers with examples. Section 3 The Ethical Standards of Persuasion Model 1 Main contents People has become the dominant factor in the process of marketing communication. This paper expounds the value highlighting and its influence of the target of communication, and introduces the new marketing communication mode.It also expounds the ethical standards that should be paid attention to in the process of persuasion 2 Basic concepts and knowledge points Consumer's selective information contact is the intrinsic operating mechanism of the audience's acceptance of information, which can be generally divided into selective attention, selective understanding and selective memory. It is conducive to the new marketing communication model in information integration: the equality of source and destination, the consistency of information content and the unity of communication channels, and the corresponding relationship between them through the direct connection as far as possible. The harm of unethical persuasion:The disadvantages of persuasion at the expense of social interests will be emphasized in this part. 3. Problems and Applications Examples are given to illustrate three types of consumer selective information contact. (3) Thinking and Practice
1 What are the causes of interference in the process of marketing communication? 2 Briefly describe the basic elements of a purposeful dialogue. 3 Discuss the brand decision-making process of consumers with examples 4 Connecting with the interpersonal influencing factors of consumer behavior,thinking about the matters that enterprises should pay attention to in the marketing process 5 According to the speculative possibility model,this paper points out the differences between consumersapos different reactions to information and processing methods. 6 What is the selective contact mechanism of audience information acceptance?What does it include? 7 What are the two main aspects of the change of communication motivation? 8 Analyse the difference between the new marketing communication mode and the traditional marketing communication mode. (4)Teaching methods and means Classroom teaching.classroom discussioncase analysis,multimedia teaching Chapter 4 Brand and Role in Social Responsibility (1)Purpose and requirements The uimate pursuit of integrated marketing communication is to achieve brand value through establishing relationships.This chapter focuses on the basic connotation of brand concept and brand,pays attention to brand phenomenon from a comprehensive brand perspective,and systematically analyses the concepts of brand identity,brand image,brand equity,etc.On this basis,it puts forward the relevant path of brand value integration and communication mode.Through learning,we need to understand the value of brand in integrated marketing communication,master the theory of brand identity,understand the essence of brand relationship and the premise of establishing brand relationship.Leamn to analyze the application ofbrand phenomenon in practical operation,and be able toeffectively apply brand relationship to integrated marketing communication.At the same time.we will talk about the role of brand in social responsibility.How to improve consumers happiness and social welfare through the power of brand. (②)Teaching content Section I The Ultimate Pursuit of Integrated Marketing 1 Main contents
1 What are the causes of interference in the process of marketing communication? 2 Briefly describe the basic elements of a purposeful dialogue. 3 Discuss the brand decision-making process of consumers with examples. 4 Connecting with the interpersonal influencing factors of consumer behavior, thinking about the matters that enterprises should pay attention to in the marketing process. 5 According to the speculative possibility model, this paper points out the differences between consumers'different reactions to information and processing methods. 6 What is the selective contact mechanism of audience information acceptance?What does it include? 7 What are the two main aspects of the change of communication motivation? 8 Analyse the difference between the new marketing communication mode and the traditional marketing communication mode. (4) Teaching methods and means Classroom teaching, classroom discussion, case analysis, multimedia teaching. Chapter 4 Brand and Role in Social Responsibility (1) Purpose and requirements The ultimate pursuit of integrated marketing communication is to achieve brand value through establishing relationships.This chapter focuses on the basic connotation of brand concept and brand, pays attention to brand phenomenon from a comprehensive brand perspective, and systematically analyses the concepts of brand identity, brand image, brand equity, etc. On this basis, it puts forward the relevant path of brand value integration and communication mode.Through learning, we need to understand the value of brand in integrated marketing communication, master the theory of brand identity, understand the essence of brand relationship and the premise of establishing brand relationship.Learn to analyze the application of brand phenomenon in practical operation, and be able to effectively apply brand relationship to integrated marketing communication.At the same time, we will talk about the role of brand in social responsibility. How to improve consumers' happiness and social welfare through the power of brand. (2) Teaching content Section I The Ultimate Pursuit of Integrated Marketing 1 Main contents