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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.