Marketing Communications
Title: Marketing Communications
Code: MKT306
Credit Hours: 3 C.H.
Prerequisite(s): MKT201
Classification: Major Compulsory Course
Course Description
The course addresses the management of the firm’s communication effort
which aims to develop an integrated program consisting of four elements;
advertising, sales promotion, personal selling, and publicity. It primarily
deals with advertising and sales promotion with light coverage of
personal selling and publicity. The main topics covered in the course are:
market segmentation and positioning, the communication process,
creative message content, tone, budget setting and allocation, media
planning and scheduling, organization of the promotion function, the
evaluation of the marketing communications effectiveness, and its social,
ethical, and economic impact.
Learning Objectives
 To acquaint students with the role and components of the integrated
marketing Communications (IMC) mix.
 To study the alternative organization designs of the promotional
function and perspectives of consumer behavior.
 To learn how the advertising program is planned, developed, and
implemented.
 To familiarize students with sales promotion, and the basics of
personal selling, and publicity.
 To make students familiar with methods of measuring promotional
effectiveness and its social, ethical, and economic impact.
Learning Outcomes
Upon completion of the course, students will be knowledgeable about
and have the skills to:
 Determine the opportunity for using the different elements of the
integrated communications mix.
 Design the organizational structure for the promotional function.
 Relate the elements of consumer behavior to the promotional effort.
 Develop a simple (elementary) advertising, sales promotion, and
publicity program for a certain product.
 Design an effective personal selling training and development
program.
 Determine how to measure the effectiveness of the promotional
program and its societal impact.
Course Outline
No. of hours
Module/Topic
Week
Lecture
Practical
Module 1: Introduction to Integrated Marketing
Communications (IMC)
Topic: The Role of IMC in the Marketing Process
1
3
Topic: Organization for the Promotion Function
2
3
1
Topic: Perspectives on Consumer Behavior
3
3
1
Topic: The Communication Process
4
3
1
Module 2: Developing the IMC Program
Topic: Establishing Objectives and Budgeting for
5
3
1
the Promotional Program
Topic: Creative Strategy: Planning and
6
3
1
Development
Topic: Creative Strategy: Implementation and
7
3
1
Evaluation
Mid Term Examination
8
Topic: Media Planning and Strategy
9
3
1
Topic: Evaluation of Broadcast and Print Media
10
3
1
Topic: Sales Promotion
11
3
1
Topic: Public Relations, Publicity , and Corporate
12
3
1
Advertising
Topic: Personal Selling
13
3
1
Module 3: Monitoring, Evaluation, and Control
Topic: Measuring the Effectiveness of the
14
3
1
Promotional Program
Topic: Evaluating the Social, Ethical, and
15
3
1
Economic Aspects of Promotion
Final Examination
*Delivery mode of each subject will be determined by instructor and could differ
from one semester to the other.
Delivery
Mode
Internet/
Face to
Face*