Cases in Integrated Brand Promotion Management is designed for college and university faculty teaching a course that uses the case method to provide their undergraduate or graduate students with experience in developing solutions to the opportunities and problems that face marketing communication management.
The case book is organized into 13 chapters. The first two chapters are intended to set the stage for lively case analyses discussions in which competing teams of students present their recommended course of action in Integrated Brand Promotion (IBP) management decision-making situations. Chapters three through nine focus on specific areas of management decision-making. The two concluding chapters pose client/agency relationships and ethical issues often facing IBP management.
A Teacher's Manual that provides suggestions for teaching the course, an example syllabus and handouts, plus suggestions for using each of the 49 cases is available to adopters by contacting Dr. Murphy.
The first chapter focuses on the case method of learning and posits a framework for analysis. The framework presents a seven-step process that guides students through a logical sequence of analysis to arrive at a reasoned recommendation.
The second chapter presents suggestions for developing persuasive presentations. These recommendations are relevant to student classroom presentations. However, the principles of effective, persuasive communication suggested in this chapter are relevant to any setting.
Chapters three through eleven basically track along with the development of an IBP campaign. This group of nine chapters begins with the marketing context of IBP decisions, followed by research, establishing objectives and an appropriation, developing creative strategies, sales promotion strategies, public relations strategies, guerrilla, direct, and event marketing strategies.
Finally, the last two chapters 12 and 13 present management dilemmas in terms of client/agency relations and ethical issues. These two areas are often of critical concern in implementing the most appropriate and effective IBP efforts.