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UNIVERSITI TEKNOLOGI MARA
COURSE OUTLINE
MKT 547
Marketing Communications
-----------------------------------------------------------------------------------------------------------Instructor
: Shamshul Anaz Hj. Kassim
Office
: Faculty of Business Management
Room No
: B2-58
Contact No
: 012-4236856
Email
: [email protected] / shamanaz.com
COURSE DESCRIPTION
This course will introduce the various promotional tools available to marketers. Because
of the comprehensiveness of this process, the term marketing communication is used
instead. All of the marketing communication program must be integrated so as the
objective of enhancing the brand equity is achieved.
COURSE OBJECTIVES
At the end of the course the students should be able to:
a) Analyze the different marketing communications options available to a marketer.
b) Integrate the various marketing communication tools.
c) Apply the marketing communication process both in theory as well as in practice.
METHODS OF INSTRUCTION
 Lectures
 Tutorial
Syllabus Contents/Lesson Plan
WEEK
TIME
TOPIC
Development of Integrated Marketing
Communication
 The importance of achieving
integration
 The Brand Equity Concept
The Marketing Communication
Process
 Interrelationship among all
aspects of Marketing
Communication
 The process of integrating the
various tools
Environmental Issues in Marketing
Communication
 Internal Environmental Factors
 External Environmental Factors
 Optimizing both the factors
The Underlying Aspects of Consumer
Behavior
 Fundamentals of consumer
behavior
 The role of persuasion in
marketing communications
Advertising
 What makes effective advertising
 Being creative
 Advertising plan and strategy
 Message appeal
Direct Marketing and Internet
Marketing
 Types of direct marketing
 Internet promotion
Sales Promotion
 Introduction
 The shift from advertising to sale
promotion
 What sales promotion can and
cannot do
 The Sales Promotion Tools
LECTURE/
TUTORIAL
ASSESSMENT
RESOURCES
Personal Selling
 Fundamentals of personal selling
Publics Relations and Sponsorship
Marketing
 PR activities and functions
 Form of PR
 Sponsorship marketing
 Cause-related marketing
 Event marketing
Point of purchase and the role of
packaging and branding
 The role of point purchase
 Packaging
 Assessing packaging
effectiveness
Appropriation for IMC
 Factors to consider when setting
budget
 Types of appropriation
Media Strategy
 Media planning process
 Strengths and weaknesses of
each media
 Media vehicles selection
ASSESSMENT
2 tests
1 group project
1 group presentation
Individual presentation
Attendance and participation
Final Examination
Total
20%
10%
10%
5%
5%
50%
100%
REFERENCES
Text Books
1) Terence A. Shimp, “Advertising, Promotion and Supplemented Aspects of
Integrated Marketing Communication”- Fifth Edition, The Dryden Press 1998.
2) Burnett, John and Moriarty, Sandra. “Introduction to Marketing Communications
– An Integrated Approach”. Prentice Hall International, 1998
Additional References
1)
Ubaidah and Rozita, Marketing Communication Manual
2)
Marketing Journal and Magazines.