Integrated Marketing

Communication

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI
UNIVERSITAS NEGERI
JAKARTA
 INTEGRATED MARKETING
COMMUNICATION

SYLABUS
OVERVIEW OF IMC
SEGMENTATION, TARGETING, AND POSITIONING
(CBL)
ENVIRONMENTAL, REGULATORY, AND
ETHICAL ISSUES (CBL)
COMM PROCESS & CONS BEHAVIOR

BRAND EQUITY AND ACCOUNTABILITY

MARKETING COMMUNICATION
BRAND ADOPTION, BRAND NAMING, AND
UTS
INTELLECTUAL PROPERTY

JUDUL SKRIPSI HALAMAN 02

Book Reference
 Assessment Rubric
Presence and class activity 15%
Group Assignment 25%
Mid test 30%
Final test 30%

Note:
• Make a study group consisting of 4-5
students to do a case discussion or
group assignment
"The most important thing in communication is hearing what
isn't said." (Peter Drucker)

-Enjoy Our Learning Journey-

Integrated Marketing
Communication
META BARA BERUTU, S.E., M.M., CRP.

FAKULTAS EKONOMI
UNIVERSITAS NEGERI
JAKARTA
Chapter 1

An Overview of Integrated Marketing

Communication

L EA R NIN G OB J EC T IV E S
• Understand the practice of marcom and recognize the tools
• Differentiate among the following terms of the marketing mix, marketing,
communication, marcom, the promotional mix, and integrated marketing
communication (IMC)
• Recognize the activities involved in developing an IMC program

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
General Objectives of Marketing
Communication
• Informing customers about products, services, and terms of sale
• Persuading customers to choose certain products and brands, shop
in a particular stores, website, attend events, etc
• Inducing action (purchase behavior)

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Terminology
• Marketing --> human activity directed at satisfying (customer) needs and wants through exchange
processes
• Marketing Mix --> the collection of specific elements of a brand's 4P's or 7P's
• Communication --> The process whereby commonnes of thought is established and meaning is
shared between two/more parties
• Marketing Communication --> Collection of all elements in an organization's marketing mix that
facilitate exchange by establishing shared meaning with its customers
• Promotional Mix --> The blend of advertising, public relations, personal selling, direct marketing,
digital marketing/social media elements usually aimed at a specific target market

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Marketing Mix

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Promotion Mix

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Advertising

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Public Relations

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Sales Promotion

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Personal Selling

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Direct Marketing

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Digital Marketing

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Word-of-Mouth

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Integrated Marketing Communication?

Coordination of the promotional mix elements with each other

and the other elements of the brands' marketing mix such as all
that elements speak with one voice

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
 META BARA BERUTU, S.E, M.M. CRP.
FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Key Features of IMC

1. Start with the customers

2. Use any form of relevant contact/touchpoint
3. Speak with a single voice
4. Build relationship
5. Affect bahavior

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Marketing
Communication
Program

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
Marcom Implementation
Decision

1. Mixing elements
2. Creating messages
3. Selecting media
4. Establishing momentum

META BARA BERUTU, S.E, M.M. CRP.

FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
According to this topic, mention one brand that already implement integrated
marketing communication?
COCA COLA VS PEPSI

VS
COCA COLA VS PEPSI
COCA COLA VS PEPSI
COCA COLA VS PEPSI
Group Assignment 1
• Design a creative digital content
marketing (printed ad)
• Design a creative digital content
marketing (video ad) -
• Observe and analyze the environmental,
regulatory, and ethical issues (choose one
issues in Indonesia)
 References

• Andrews, J. C and Shimp, T. A (2018). Advertising, Promotion, and other

aspects of Integrated Marketing Communications. 10th Edition, Cengage.

• Clow, K. E and Baack, D (2018). Integrated Advertising, Promotion, and

Marketing Communications. Eight Edition, Global Edition, Pearson.