American University of Beirut
Suliman S. Olayan School of Business
BBA Course Syllabus
Course Number:
MKTG 225
Course Name:
Marketing Communications
Credit Hours:
3
Section Number and
Time:
Section 1, TTh 9:30 am – 10:45 am, DTS 107
Section 2, TTh 11:00 am – 12:15 am, DTS 107
Instructor:
Ms. Leila KHAULI HANNA, MBA
Office:
CEC, Room 301
Phone:
01-374-374 Extension: 3751
E-mail:
lk02@aub.edu.lb
Office Hours:
TTh 12:30 pm – 1:30 pm
MW 1:00 pm – 2:00 pm
Or by appointment
Required Materials:
Text:
Terence A. Shimp, Advertising Promotion, Supplemental Aspects of
Integrated Marketing Communications, 7th edition, Harcourt College
Publishers, 2006
Other:
Supplementary readings – available on Reserve at the Library or on the web
Prerequisites:
MKTG 210 and business junior standing
Course Description:
An overview of promotion management and integrated marketing
communications. Topics covered include behavioral foundations of marketing
communications, environmental influences on marketing communications, and
the promotion management process and its execution.
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Last Approved: January 31, 2007
Relationship to Other
Coursework:
Program Learning
Goals Emphasized
Marketing Communications is a requirement for the Advertising and
Marketing Communication career path. In this course, the students learn the
importance of an effective Integrated Marketing Communication (IMC)
strategy to enhance brand equity and the necessity of integrating the various
marketing communication tools to “speak with a single voice” rather than
treating them as separate and independent elements. The main tools covered
are advertising, in store promotions, and direct marketing. Personal selling, and
sponsorship marketing are briefly discussed since they are offered as separate
courses.
Most of the BBA program learning goals are addressed throughout the
course as follows:

Professional Business Competence – Through this course, students
will be able to apply strategies that will allow a firm to compete
successfully within its environment. Graduates will use concepts,
principles and theories from other marketing courses. Performance will
be assessed by the instructor in the course through the final project and
the assignments.

Ethics – In this course, students will understand and explain ethical
principles/rules/codes of conduct and situational variables bearing upon
ethical dilemmas.

Teamwork – In this course, the student will apply teamwork principles
in the project.

Communication – In this course, the student will understand and
explain principles of effective and efficient business communication.
OSB graduates will demonstrate effective and efficient communication
skills (through reports, papers (writing) and presentations)
commensurate with expectations from a senior-level undergraduate
student.

Global Business Environment - In this course, the student will identify
and define key globalization factors and demonstrate their relevance on
business competitiveness.
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Last Approved: January 31, 2007
Instructional
Methodology:
Performance
Evaluation and
Grading:
Lecture, class discussion, individual project analysis and group project analysis
Midterm Exam (multiple choice +
short essay questions)
Final Exam (multiple choice +
short essay questions)
Ad Scrapbook Assignment
IMC Campaign Project
Attendance and Participation
Total
30%
30%
10%
25%
5%
100%
Summary of Topical
Coverage:
Overview of IMC Process & enhancing brand equity
Ethical, Regulatory, and Environmental Issues in
Marketing Communications
MarCom Positioning
MarCom Objective Setting And Budgeting.
Facilitation of Product Adoption, and Brand Naming and Packaging.
On- and Off-Premise Signage and Point-of-Purchase
Communications.
Overview of Advertising Management: Messages,
Media, and Measurement.
Creating Effective and Creative Advertising Messages.
Selecting Message Appeals and Endorsers.
Using Traditional Advertising Media.
Employing the Internet for Advertising.
Sales Promotion and the Role of Trade Promo-tions.
Consumer-Oriented Promotions: Sampling and
Couponing. + Premi-ums and other Promotional
Methods.
Total Hours
Use of Technology:
Hours
5 hrs.
2.5 hrs.
% of Time
13.33 %
6.66 %
2.5 hrs.
2.5 hrs.
2.5 hrs.
6.66 %
6.66 %
6.66 %
2.5 hrs.
6.66 %
2.5 hrs.
6.66 %
5 hrs.
13.33 %
2.5 hrs.
2.5 hrs.
2.5 hrs.
2.5 hrs.
2.5 hrs.
6.66 %
6.66 %
6.66 %
6.66 %
6.66 %
37.5 hrs.
100%
Students will be expected to use MS word, MS excel and MS PowerPoint in
completing their projects.
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Last Approved: January 31, 2007
Academic Honesty:
Other Course Policies:
Students are expected to complete all work with the highest standard of
integrity in line with AUB’s Student Code of Conduct and OSB’s Honor Code.
Plagiarism, forgery, cheating or any form of academic misconduct will not be
tolerated. Any of the above may cause a student’s final course grade to be
lowered significantly or the student may receive a failing grade, depending on
the severity of the offence. Plagiarism is the presentation of the work of
another as one’s own work.

Attendance: Students missing more than 3 classes will be penalized.
Students missing more than 6 classes may be dropped without notice. If
your absences accumulate after the drop deadline, you risk failing the
course.

Deadlines and Due Dates: These will be strictly enforced. Written
assignments are due at the beginning of class on the due date. Late
submissions will automatically lose one letter grade per day (24 hours).
Missing work will be assigned a grade of zero.
 Group work: Individuals must contribute their fair share to any group
effort resulting in a deliverable to the instructor. I n addition, everyone
in the group will be held accountable for the quality, originality and
proper sourcing of the entire group product.
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Last Approved: January 31, 2007