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1. COURSE OBJECTIVES
The course presents the strategic approach to marketing communications and IMC tools. It allows students to understand and put into practice the different development stages of a marketing communication plan for a brand:
- The diagnosis of the situation and the challenges to which the communication plan has to respond;
- The definition and in-depth understanding of the target audience;
- The definition of strategic communication objectives and the mobilisation of important persuasion theories;
- The creative process and the implementation of the communication plan across different communication tools.
The course does explain traditional media but, at the same time, puts an emphasis on the variety of new media offered within the digital environment as well as on new trends in marketing communication.
2. COURSE CONTENTS
No.
Contents
Time Allocation
Contribution to CLO
Hour(s) on the class
Essays, exercise,
Assignments...
(3)
Self-study with teacher’s tutorials
(4)
Lecture
(1)
Practice, Seminar…
(2)
1
Chapter 1: Introduction to marketing communications and and communication strategy
2
1
2
5.5
1,2
2
Chapter 2: The communication process and influencing factors
2
1
2
5.5
1,2,3,8
3
Chapter 3: The target audience
2
1
1.5
5.5
1,2,3
4
Chapter 4: Objectives and budgeting for communication programs
2
1
1.5
5.5
1,2,4
5
Chapter 5: The big idea and creativity
2
1
1.5
5.5
1,2,4,7
6
Chapter 6: Traditional communication tools – Advertising
2
1
1.5
5.5
1,2,4
7
Chapter 6: Traditional communication tools – Advertising (cont.)
2
1
1.5
5.5
1,2,4
8
Chapter 7: Traditional communication tools – Public Relations
2
1
1.5
5.5
1,2,4
9
Chapter 8: Traditional communication tools – Sales promotion
2
1
1.5
5.5
1,2,4
10
Chapter 9: Traditional communication tools – Personal selling
2
1
1.5
5.5
1,2,4
11
Chapter 10: Traditional communication tools – Direct marketing
2
1
1.5
5.5
1,2,4
12
Chapter 11: Digital communication tools
2
1
1.5
5.5
1,2,4
13
Chapter 11: Digital communication tools (cont.)
2
1
1.5
5.5
1,2,4
14
Discussion of new topics in marketing communications and Group project presentation
2
1
1.5
5.5
1,2,5,6,7
15
Discussion of new topics in marketing communications and Group project presentation (cont.)
2
1
1.5
5.5
1,2,5,6,7
Total (hour)
30
15
22.5
82.5
3. COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
Form
Content
Criteria
CLO
Proportion
Formative
Attendance
Attendance checking: minimum of 5 times
Students actively engage in lesson (3 in-class contributions: 1 extra point to mid-term exam, 6 in-class contributions: 1 extra point to final exam. Extra points can not exceed 2 points for mid-term exam and 1 point for final exam.)
The number of attendances and participation in lesson
1,2
10%
Midterm group assignment
- Group assignment includes two parts:
+ Group essay: 10 pages A4 (excluding Appendices)
Font: Times New Roman 12
Top, bottom, left and right margins are 2.5cm, 2.5cm, 3.5cm, 2cm respectively
lines spacing
+ Group presentation: 15 minutes per group (including Q&A session)
- Essay grading:
+ Clear subject matter : 2 points
+ In-depth analysis: 2 points
+ Diversified list of references: 1 point
+ Concise presentation (language): 1 point
+ Creativity: 1 point
Total: 7 points
- Presentation grading:
+ Focused and concise presentation and Q&A: 3 points
1,2,3,4,5,6,7,8
30%
Summative
Final test
- Final exam will include two parts (50 mins):
+ Part 1: 30 multiple choice questions
+ Part 2: 2 essay questions
- Students are not allowed to use materials during the final exam.
MCQ + writing (50 mins)
- Grading criteria
+ Concise anwers to 2 essay questions: 4 points
+ Correct answers to multiple choice questions: 6 points
Total: 10 points
1,2,3
60%
Total:
100%