Idea Transcript
Module 44-602071
1 MODULE DESCRIPTOR
TITLE MODULE CODE LEVEL CREDITS JACS CODE FACULTY DEPARTMENT SUBJECT GROUP MODULE LEADER DATE OF APPROVAL
Integrated Marketing Communications BBDT3063 44-6849T0S 6 10 SBS Management 16/17th July 2014
MODULE AIM As outlined in the TAR UC Definitive Documents. Please refer.
MODULE LEARNING OUTCOMES LO Ref 1
Learning Outcome Develop an advanced understanding of the appropriate theoretical concepts in the marketing communications planning.
2
Construct strategic integrated marketing communication plans using appropriate creative strategy concepts for different brands, products and/or services.
3
Critically assess the regulatory requirements and ethical implication, and adopt a socially responsible approach to planning advertising and promotional campaigns.
4
Accept new ideas and capacity to pursue higher level of study and lifelong learning.
ASSESSMENT SUITABILITY Delivered to the appropriate level and skill Coursework (Mid-TermTests + Assignment) Examination
40% 60%
Comments regarding indicative content Delivered to the appropriate level and skill
ANY ADDITIONAL REQUIREMENTS FOR THIS MODULE - None
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1.
Name of Course Integrated Marketing Communications
2.
Course Code BBDT3063
3.
Name(s) of academic staff Lim Chin Hock
4.
Rationale for the inclusion of the course in the programme Marketing Communication (advertising and promotion) is an important tool in the marketing process. Advertising and promotion have evolved over the years into an integrated process to include public relations, personal selling and outdoor events. This course offers an in-depth knowledge of the relationships of the various elements of communication and how these can be integrated to make the activities synergise together to obtain greater returns per advertising and promotional ringgit spent. Objectives: 1. To develop students’ understanding of the psychological and processes of communications theory including the knowledge and skills of the processes, issues and associated vocabulary. 2. To equip students with the concepts of formulating creative strategies for different brands, products and services using various theoretical communication concepts. 3. To develop the students’ knowledge and skills to recognise, appreciate and contribute to the totality of an organisation’s system of communications with both internal and external audiences. 4. To enable students to manage marketing communications in different contexts and to explore the use of new communications medium and the importance of ethics and corporate social responsibility in advertising and promotional campaigns.
5.
Semester Offered Semester 8
6
Total Student Learning Time (SLT) Total Student Face to Face Learning Time (SLT)
L=Lecture T=Tutorial P=Practical O=Others 7.
Credit Value
L
T
P
O
28
21
0
5
Total Guided and Independent Learning
Total SLT
66
120
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8.
9.
3 Prerequisite (if any) Nil Learning outcomes Upon completion of the course, students should be able to: 1. Evaluate the appropriate theoretical concepts in the marketing communications plan. (C6) 2. Synthesise IMC plans based on the different creative strategy concepts for different brands, products and/or services (C5, CTPS). 3. Display ethics, moral professionalism and exhibit corporate social responsibility in advertising and promotional campaigns. (TS, EM) 4. Accept new ideas and capacity to pursue higher level of study and lifelong learning. (LL*)
10. Transferable Skills: Skills and how they are developed and assessed, project and practical experience and internship Transferable Skills
How they are developed Critical thinking and Developed through problem-solving skills lectures, tutorials, coursework and case studies Management Developed through information and lifelong coursework learning Sound judgement and Developed through professional ethics lectures, tutorials, coursework and case studies 11. Teaching-learning and assessment strategy
Assessment Assessed through coursework and examination Assessed through coursework Assessed through tutorials, coursework and examination
Teaching-learning strategy Lectures, tutorials, group discussions, individual/group presentation, case study, e-learning, independent research, independent reading, etc. Assessment strategy Coursework and Examination 12. Synopsis The course covers the comprehension of the various elements of an integrated communication process, and the application, analysis, synthesis of the marketing communication plan starting from setting the objectives, designing the creative and selecting the right broadcast and print media, direct marketing processes, Internet marketing including using social media, sales promotion, public relations, publicity, corporate advertising, personal selling and promotional programmes, , implementing and evaluation of the IMC programme, and measuring the effectiveness of the communications programme.
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13. Mode of Delivery Lecture and Tutorial 14. Assessment Methods and Types Coursework (40%) Mid-term Test Assignment Examination (60%) 15. Mapping of the course to the Programme Aims PA1, PA2, PA4 16. Mapping of the course to the Programme Learning Outcomes LO3, LO4, LO6, LO7 17. Content outline of the course and the SLT per topic Week Topic Student Learning Time (SLT) L T P O Total Guided and Independent Learning 1
Introduction to Integrated Marketing Communication • The Role of IMC in Branding • The IMC Planning Process Integrated Marketing Program Situational Analysis • Organising for Advertising and Promotion • Advertising Agencies • Integrated Marketing Communication Services
2
1.5
2
1.5
3
3
Analysing the Communication Process • The Nature of Communication • Basic Model of Communication • The Response Process
2
1.5
3
4
Source, Message and Channel Factors • Source Factors
2
1.5
3
2
3
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5
• Message Factors • Channel Factors Establishing Objectives and Budgeting for the Promotional Program • The Value Objectives • Sales versus Communications Objectives • DAGMAR: An Approach to Setting Objectives • Problems in Setting Objectives • Establishing and Allocating
2
1.5
2
1.5
3
2
1.5
3
8
Media Planning and Strategy 2 • Overview of Media Planning • Developing the Media Plan • Establishing Media Objectives • Developing and Implementing • Evaluation and Follow-up
1.5
3
9
Evaluation of Broadcast and Print Media • Television • Radio • The Role of Magazines and Newspapers
2
1.5
3
10
Direct Marketing and the
2
1.5
3
6
7
Developing the Integrated Marketing Communications Program • Creative Strategy: Planning and Development • Importance of Creativity in Advertising • Planning Creative Strategy • The Creative Process • The Disruption Theory Creative Strategy: Implementation and Evaluation • Appeals and Execution Styles • Creative Tactics
3
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6 Internet and Interactive Media • Direct Marketing Objectives • Direct Marketing Strategies and Media • Evaluating and Effectiveness • The Internet and Integrated Marketing Communications 11
Sales Promotion • The Scope and Role • Growth of Sales Promotion • Consumer-Oriented Sales Promotion Techniques • Trade-Oriented Sales Promotion
2
1.5
3
12
Public Relations, Publicity, and Corporate Advertising • Process of Public Relations • Publicity • Corporate Advertising
2
1.5
3
13
Personal Selling 2 • Scope and Role of Personal Selling • Advantages and Disadvantages of Personal Selling • Combining Personal Selling
1.5
3
14
2
1.5
3
Measuring the Effectiveness of the Promotional Program • Conducting Research to Measure • The Testing Process • Measuring the Effectiveness Assessment: Coursework Examination Total Total Total SLT Subject Credit
28 21 120 3
0
2 3 5 5
14 10 24 66
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18. Main references supporting the course 1. Belch, George E. & Belch, Michael A 2011, Advertising & promotion: An integrated marketing communications perspective, 9th edn, McGraw-Hill.
Additional references supporting the course 1. Duncan, Tom 2005, Principles of advertising & IMC, 2nd edn, Irwin McGrawHill. 2. Blythe, Jim 2006, Essentials of marketing communication. 3rd edn, Pearson Education Asia.
3. Clow, Kenneth E. & Baack, Donald 2012, Integrated advertising, promotion and marketing communications. 4th edn. Prentice Hall. 4. Wells, William, Moriarty, Sandra, Burnett, John & Iwin, May 2009, Advertising: Principles and practice, 8th edn, Prentice Hall. 5. Fill, Chris 2005, Marketing Communications: Engagement, strategies and practice, 4th edn. Prentice Hall. 19. Other additional information: Nil
CHECKED Date Reason May Checked Against SI 2015 REVISIONS Date Reason