Download mac114 – history of the nigerian mass media

COVENANT UNIVERSITY
COURSE COMPACT
2013/2014 Academic Session
College: Development Studies
Department: Mass Communication
Course Code: PRE327
Unit(s): 2
Semester: Omega
Course Title: Integrated Marketing Communication
Lecturer: Miss Angie O. Igbinoba
Office No: E302E Extension: N/A
Time: 6:00p.m-8:00p.m (Thursdays)
Venue: F401
(A). BRIEF OVERVIEW OF COURSE
This course is designed to train students to become proficient integrated
marketing communicators who would facilitate sustainable national
development via corporate communication administration. Its target is that of
ingraining in students the hallmarks of integrity, productivity and professional
excellence that would their brand communication activities.
(B). COURSE OBJECTIVES/GOALS
By the end of this course, students will have learned to:
1. Understand basic concepts that relate to integrated marketing
communication.
2. Be mindful of the needs of consumers, clients and organisations whilst
managing corporate communication;
3. Practice integrated marketing communication in a professional manner;
4. Show accountability and ethical consideration in the course of
discharging their roles as integrated marketing experts.
5. Adopt combined skills in marketing, advertising, sales promotion and
public relations to achieve set targets in the corporate world.
(C). METHOD OF LECTURE DELIVERY/TEACHING AIDS
1. Lectures
2. Assignments
3. Multimedia facilities
4. Practical Classroom Sessions
COURSE OUTLINE
MODULE ONE: PREFATORY CONCEPTIONS
Week 1: a) The Marketing Concept
b) The Communication Concept
c) Integrated Marketing Communication Defined
Week 2: a) Broad Areas of Integrated Marketing Communication
b) Elements of Direct Marketing
Week 3: b) Media of Integrated Marketing Communication
MODULE TWO: A HOLISTIC APPROACH TO INTEGRATED MARKETING
COMMUNICATION (IMC)
Week 4: a) Importance of Integrated Marketing Communication.
b) Growth Factors for Integrated Marketing Communication.
Week 5: a) Challenges to Integrated Marketing Communication Practice.
b) Criteria for Successful Practice of Integrated Marketing
Communication.
Week 6: Participants in the Integrated Marketing Communication Process.
Week 7: Ethical Concerns for the Integrated Marketing Communication
Profession.
Week 8: Mid-Semester Test.
MODULE THREE: INTEGRATED MARKETING COMMUNICATION IMC
ENVIRONMENT
Week 9: a) Internal Environment of Integrated Marketing Communication.
b) External Environment of Integrated Marketing Communication.
Week 10: a) Integrated Marketing Communication Environment and
Management.
b) Issues in the Integrated Marketing Communication Environment.
MODULE FOUR: MARKETING COMMUNICATION (MARCOM) PLAN
Week 11: a) Developing a Marketing Communication Plan.
b) Elements of Integrated Marketing Communication Plan.
Weeks 12-14: Revision and Examination
Tutorials
Tutorial class may be organized whenever it is perceived that students have
challenges that could not be tackled during regular lecture periods.
METHODS OF GRADING
A. Assignments and tests attract a minimum of 30%
B. Examination attracts a maximum of 70%
Total ____________________________100%
(F). GROUND RULES AND REGULATIONS
 Anyone guilty of academic theft, cheating or plagiarism will face
disciplinary action.
 Attendance below 75% disqualifies any student from sitting for the
course examination. Students who miss class for health reasons or grave

challenges are to see the course instructor with a doctor’s note and
acceptable evidence to explain their absence.
Students would be required to observe punctuality in attending lectures
and in submitting assignments.
Recommended Texts
Sengupta, S. (2006). Management of public relations and communication. New
Delhi: Vikas Publishing House PVT Limited.
Okigbo, C. (1996). Integrated marketing communications: The new approach to
advertising. In I. E. Nwosu & U. Ekwo (eds) Mass Media & Marketing
Communications: Principles, Practices & Perspectives. Enugu: Thought
Communication Publishers.
Yeshin, T. (1998). Integrated marketing communications: The holistic approach.
Oxford: Butterworth-Heinemann.
Folkerts, J., Lacy, S. and Larabee, A. (2008). The media in your life: An
introduction to mass communication. USA: Pearson Education, Inc.
Okunna, C. S. (2002). Teaching mass communication: A multi-dimensional
approach. Nigeria: NEW GENERATION BOOKS.
Nwosu, I. E., Aliede, J. E. and Nsude, I. (2005). Mass communication: One
course, many professions. Enugu, Nigeria: Prime Targets Limited.
Any other relevant text.