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COVENANT UNIVERSITY
COURSE COMPACT
College of Business and Social Sciences
2014/2015 Academic Session
Department: Business Management
Course Code and Title: MKT 321: Integrated Marketing Communications
Course Lecturer: Dr. Kehinde, O. J., Dr. Akinbode, M. O. & Mrs. Aka D.
Office No. & Ext.: CEDS Building, Ext. 7210, 7223; CBSS Building, F302F, Ext. 2258
Course Description:
This course exposes students to the concept of Integrated Marketing Communication. The marketing communication
process and the steps involved in developing an effective marketing communication programme. It will also involve
method of determining Advertising budget – such as marginal approaches, ROI method, the task method etc. Students will
be taught media selection strategies, Advertising planning, procedure and scheduling, global advertising issues,
contemporary issues in advertising, sales promotion, meaning and objectives; methods of sales promotional tools,
developing and evaluating sales promotion programmes, contemporary issues in advertising, sales promotion, public
relations and direct marketing.
Course Objectives:
At the end of this course, the students are expected to:
 Know the meaning of Integrated Marketing Communications, reasons, and steps involved in developing effective
marketing communications.
 Be exposed to Advertising techniques including meaning, Types, Advertising media and advertising agencies.
 Be exposed to all the elements of the marketing promotions such as: Advertising, Publicity and Public Relations,
Sales Promotion, Personal Selling, Direct and Interactive Marketing
Method of teaching/ Teaching Aids:
 Two hours lecture and one hour tutorial.
 Public Address System (PAS)
 Multi-Media
Module 1:
Week 1: Definition and Meaning of Integrated Marketing Communications.
- The Communication Process and the Marketing Promotional Mix.
- Steps in Developing an Effective Marketing Communication Programme.
- Cases and problem solving techniques & Tutorials
Week 2: Advertising.
- Objectives, Types and Functions of Advertising.
- Role of Advertising in Brand.
- Types of Media and Criteria for Media Selection.
- Cases and problem solving techniques & Tutorials
Week 3: The Advertiser.
Manufacturers, Government, Public and Social Organizations,
Consultants.
Cases and problem solving techniques & Tutorials
Module 2:
Week 4: Advertising Media.
- Nature, Characteristics, Advantages and Disadvantages of the
Categories of Media.
- Evaluation of Media, Newspaper, Magazines, Television, Outdoor etc.
- Cases and problem solving techniques & Tutorials
Week 5: Advertising Agencies.
- Organization of Advertising Agencies.
- Reasons for Using Advertising Agencies.
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Week 6:
-
Types of Advertising Agencies i.e. In-House Advertising Agencies and Full Service Advertising
Agency.
Reasons for the Use of either In-House or Outside Advertising Agencies.
Advertising regulatory Bodies i.e. APCON and AAPN.
Cases and problem solving techniques & Tutorials
Personal Selling
The Nature and Type of Personal Selling.
The Personal Selling Process and Objection Handling.
Cases and problem solving techniques & Tutorials
Module 3:
Week 7: Sales Promotion.
- Meaning of Sales Promotion, Tools and Objection.
- Below the line Promotion.
- Planning Effective Sales Promotion.
- Exclusion and Trade fairs.
- Cases and problem solving techniques & Tutorials
Week 8: Publicity and Public Relations.
- Definitions, Opinion Survey.
- Differences between Publicity and Public Relations.
- Public Relations Tools etc.
- Cases and problem solving techniques & Tutorials
Week 9: Direct and Interactive Marketing.
- Meaning of Direct Marketing.
- Data Base Marketing.
- Internet Marketing.
- Benefits and Pitfalls of Direct Market plus Internet Marketing.
- Cases and problem solving techniques & Tutorials
Module 4:
Week 10:
Week 11:
Week 12:
-
Advertising Research
Readership and viewership Research, Theme, Copy and Media Research.
Measurement of Advertising Effects.
Cases and problem solving techniques & Tutorials
Message Design in Advertising.
Copy Writing Format.
How Messages are Developed and Factors to Consider in Message Planning and Layout.
Cases and problem solving techniques & Tutorials
Advertising and Society
Ethical Issues in Advertising.
Critique of Advertising.
Cases and problem solving techniques & Tutorials
Week 13: Revision.
Week 14: Examination.
Method of Grading:
 Class Test / Assessment
= 10 marks
 Mid – Semester Test
= 20 marks
 End of Semester Examination= 70 marks
30%
70%
100%
Class Behaviour:
 Receptive to Education
 Ready to Learn.
 Always prepared to ask questions.
 Encouraging students to contribute.
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Topics of Term Paper / Assignment:
The planning of a promotional campaign requires a blend of the promotional mix elements. Identify these elements and
explain their usage in promotional campaign of a product of your choice.
Recommended Readings:
1. Chrish Fill (2005) Marketing Communications: Engagement, Strategies and Practice.
2. Belch E. G and Belch M. A. (2004) Advertising and Promotion: An Integral Marketing Communication
Perspective.
3. Ray Wright (2000) Advertising.
4. Jobber David and Fahy John (2003) Foundation of Marketing.
5. Kotler Philip (2001) Marketing Management.
6. Ibidunni, O. S (2004) Marketing Management: Practical Perspective.
7. Relevant Journal and Articles in Newspaper.
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