1.
2.
3.
4.
Name of Course
Course Code
Name(s) of academic staff
Rationale for the inclusion of the
course/module in the programme
5.
6.
Semester and Year offered
1/2
Total Student
Face to Face
Learning Time
(SLT)
L = Lecture
L T P
O
T = Tutorial
4 1
P = Practical
2 4
O= Others
Marketing Communication
BMCO1212
Consumers are affected by the communication a brand
has with them. This communication as well as the
experience they have adds to the brand's value in the
mind of the consumer and builds on their cognitive and
emotional ties to a brand.
An exploration of the nature and purpose of advertising
and sales promotion in accordance with an integrated
marketing communications perspective, shows how
these activities will fit into the general process of
marketing management, and specifically addresses
marketing objectives and budget, target audience
selection, communication objective, creative strategy,
integrated communication strategy and media strategy
Total Guided and Independent Learning
Independent study=70 hours
Total =126
7.
Credit Value
3
8.
Prerequisite (if any)
9.
Objectives:
 Understand what MARCOM is and its role in contemporary marketing;
 Understand a framework for making effective MARCOM and IMC management
decisions;
 Apply IMC concepts and tools to a variety of marketplace situations;
 Critically analyze IMC concepts to develop a personal view on its role in business
Principles of Marketing
1
10.
Learning outcomes:
At the completion of the subject, students should be able to perform the following tasks:
 To develop an understanding of the role of advertising and promotion within the
context of a balance of theoretical and practical perspectives through the integration
of various concepts/theories and practical applications.
 To analyze the relationship of five elements of the promotional mix.
 To develop and understanding of the overall marketing process and the role of the
promotional mix in the marketing mix and strategy.
 To understand the planning, implementation, and evaluation process of marketing
 communications.
 To develop an understanding of the legal and social issues, the regulatory process,
concerning the promotional mix.
 To determine the role of the promotional mix in the development of strategic/ tactical
marketing plans so as to understand how the marketing communication process
influences consumer decision making.
11.
Transferable Skills:
The Marketing Communications unit provides the skills and knowledge that enable marketers
to manage marketing communications and brand support activities within organisations. It
provides students with an understanding of the concepts and practice of promotional activity
at an operational level. Although reference is made to relevant strategic issues in order to
provide a relevant context for learning, the focus is primarily on creating applied coordinated
promotional activities, campaign development and the management of relationships with a
variety of stakeholders, particularly customers and members of marketing channels.
12.
Teaching-learning and assessment strategy
A variety of teaching and learning strategies are used throughout the course, including:
 Lecture sessions
 Tutorial sessions
 Case Studies
 Student-Lecturer discussion
 Collaborative and co-operative learning
 Workshops and Training Seminars
 Independent study
Assessment strategies include the following:
 Ongoing quizzes
 Midterm tests
 Performance Assessment (Participation, project, Assigned exercises)
 Case Presentations
2
13.
Synopsis:
The course of Marketing Communication is designed to increase students’ understanding of
the key issues, theories, strategies and tactics associated with marketing communication
decisions. Specifically, the course adopts an integrated marketing communication perspective
and aims to provide skills that would be useful for the planning,implementation, and
evaluation of various elements of the communications mix, including advertising, sales
promotions, and public relations. Emphasis is placed on understanding the strategic and
psychological principles in consumer behavior, which facilitate the development and
implementation of marketing communication programs.
14.
Mode of Delivery: Face to Face
 Lecture sessions
 Tutorial sessions
15.
Assessment Methods and Types:
The assessment for this course will be based on the following:
Coursework
50%
Quizzes
Assignments
Project
Mid-Semester Exam
Final Examination
16.
10%
10%
10%
20%
50%.
Total
100%
Mapping of the course/module to the Programme Aims
The individual course is mapped to the programme aims using a scale of one to five where
(One being the least relevant/related and five being the most relevant/ related).
17.
A1
A2
A3
A4
A5
A6
4
3
4
3
4
3
Mapping of the course/module to the Programme Learning Outcomes
The learning outcomes of this course are mapped to the eight MQF domains using a scale of one
to five where (one being the least relevant/related and five being the most relevant/ related).
LO1
LO2
LO3
LO4
LO5
LO6
LO7
LO8
3
4
4
2
2
2
2
2
LO9
2
LO10
LO11
2
2
LO12
4
18.
Content outline of the course/module and the SLT per topic
Details
L
3
T
Total
WEEK
Indep.
SLT
WEEK 1
Introduction to IMC
 Overview of IMC
 What is IMC? – Managing IMC
 Barriers to Effective IMC
 Identifying IMC Opportunities
 IMC Strategic Planning
WEEK 2
Brands and IMC
 The Role of IMC in Building Brands
 Positioning - Understanding how markets are defined
 Determining brand positioning
 Building Brand Equity
 Brand Portfolio Considerations
WEEK 3
Companies and IMC
 The Role of IMC in Strengthening Companies
 Company Identity, Image, and Reputation
 Target group perceptions
 Building Positive Identity and Image
3
 When to use advertising and other marketing
communications
 Leveraging image
 Establishing and Maintaining a Positive Reputation
WEEK 4
Traditional Advertising
 The Role of Traditional Advertising in IMC
 Types of Advertising
 Consumer oriented advertising
 Retail, corporate, and business-to-business advertising
 Communication Effects
 Establishing Brand Awareness and Brand Attitude
 Brand awareness strategies
 Brand attitude strategies
WEEK 5
Traditional Promotion
 The Role of Traditional Promotion in IMC
 Nature and Types of Traditional Promotion
 Trial vs. repeat purchase
 Consumer Promotion
 Trade and Retail Promotion
4
3
1
5
9
3
1
5
9
1
5
9
3
1
5
9
3
1
5
9
WEEK 6, 7
Direct Marketing and Other IMC Options
 The Role of Direct Marketing in IMC
 Database marketing
 The Role of Other IMC Options
 Sponsorships
 Event marketing
 Exhibition and trade shows
 The Role of Personal Selling in IMC
 Public Relations
WEEK 8
New Media
 The Role of New Media in IMC
 More than a delivery vehicle
 Internet Advertising –
 Interactive Marketing Communication
 Point-of-purchase kiosk
 Interactive television
 Emerging Trends
WEEK 9
Message Processing
 How Messages are Processed
 Attention
 Learning and Acceptance
 The Role of Memory
 The Role of Emotion
WEEK 10, 11
Creative Execution
 General Creative Techniques
 Gaining attention
 Facilitating learning
 Specific Creative Tactics
 Branding via brand awareness
 Persuasion via brand attitude
 Ensuring Consistency in IMC Executions
WEEK 12
Planning Consideration
 Communication Objectives
 Relative Communication Strengths of Advertising and
Promotion
 Market Characteristics Influencing the Effectiveness of 3
Advertising and Promotion
 Advantages of Using Advertising and Promotion
Together
5
3
1
5
9
3
1
5
9
3
1
5
9
3
1
5
9
1
5
9
19.
WEEK 13
Developing the Plan
 Reviewing the Marketing Plan
 Selecting a Target Audience
 Determining How Decisions are Made
 Establishing a Brand Positioning
 Benefit selection
 Benefit focus
 Setting Communication Strategy
 Matching Media Options
WEEK 14
Implementing the Plan
 Identify Touchpoints in the Decision Process
 Optimize Communication Objectives
 Determine Appropriate Target Audience
 Select Best Media Options
 IMC Task Grid
Total
Main references supporting the course:
3
1
5
9
3
1
5
9
42
14
70
126
Larry Percy. Strategic Integrated Marketing Communication (Lates Edition), Elsevier
Additional references supporting the course:
1. Engel, James F., Martin R. Warshaw and Thomas C. Kinner, (Latest Edited),
Promotional Strategy: Managing the Marketing Communication Process, Latest
Edition, Irwin-McGrawill
2. Belch, George E. and Michael A. Belch, Introduction to Advertising and Promotion:
An Integrated Marketing Communications Perspective, (Latest Edition). Irwin
McGraw-Hill.
20.
Other additional information
All related subject materials will be available to the students during the period of the course
6