Download June 2016 Marketing and Advertising 1C - ACOM172

FACULTY OF ARTS
DEPARTMENT OF COMMUNICATION SCIENCE
COURSE OUTLINE
Module Title
Marketing and Advertising 1C
Module Code
ACOM172
Programme in which
the module is offered
Diploma in Public Relations – ACPDP1
Year of offering
2nd year
SAQA Credits
15
NQF level
5
Name of Lecturer /
Lecturers
Mr. T. G. Mokgosi
Date: 11 July 2016
Dear Student
Welcome to the module Marketing and Advertising 1C - ACOM 172. You will be Learners
will understand the purpose of Advertising and Marketing within the scope of Public
Relations.
Lecturer’s expectations: Please refer to Annexure A: Guidelines for Communication
Science Students.
Lecturer’s contact details:
Mr. T. Mokgosi
Communication Science
2nd floor
Office A2 - 44
Telephone: 035 9026942
TABLE OF CONTENTS
Page
1. DEFINITION OF TERMS
3
2. MODULE PURPOSE
4
3. MODULE OUTCOMES
4
4. TOPICS WITH SCHEDULING
5
5. NOTIONAL HOURS
6
6. ASSESSMENT PROCEDURES
7
7. MODE OF DELIVERY
7
7.1 Practicals
7
7.2 Tutorials
7
8. ASSESSMENT CRITERIA
8
9. ASSESSMENT METHODS
8
10. ASSESSMENT FEEDBACK
8
11. GUIDELINE FOR PRESENTING ASSIGNMENTS
8
12. REFERENCING STYLE
8
13. ASSIGNMENT COVER SHEET
8
14. PRESCRIBED READINGS, AND ADDITIONAL (RECOMMENDED) READINGS
8
15. MATERIALS NEEDED FOR THE MODULE
9
16. COPYRIGHT AND PLAGIARISM
17. STUDENT SUPPORT
18. WORK INTEGRATED LEARNING (WIL)
19. QUALITY ASSURANCE ENHANCEMENT
20. RECORDING OF LECTURES
21. LECTURE ATTENDANCE
22. Table 1: Assessment Criteria Template
9
10
10
10
11
11
12
23. Table 2: Assignment Cover Sheet
13
24. Annexure A: Guidelines for Communication Science Students
14
1. DEFINITION OF TERMS
COURSE OUTLINES/SCHEME OF WORK/MODULE OUTLINE: Course/Module outline/Scheme of
work represent a contract between the lecturer and student stipulating the requirements for each
course: its aims, learning outcomes, course requirements and assessment.
LEARNER/STUDY GUIDE: A learner/study guide helps in organising lecture notes and textbook
material so that students can increase their comprehension and memory of large amounts of
information. Specific outcomes on topics covered, the summary of content, as well as revision
questions are included.
TUTORIAL: A tutorial is an interactive method of transferring knowledge in the learning process. A
tutorial seeks to teach by example and supply the information to complete a certain task.
PRACTICAL: A practical is a lesson in which theories and procedures learned are applied to the
actual making or doing of something.
FORMATIVE ASSESSMENT: The goal of formative assessment is develop and monitor student
learning to provide ongoing feedback that can be used by lecturers to improve their teaching and by
students to improve their learning.
SUMMATIVE ASSESSMENT: The goal of summative assessment is to evaluate student learning at
the end of an instructional unit by comparing it against some standard or benchmark.
GENERIC OUTCOMES: These are critical cross-field outcomes that inform all teaching and learning
as stipulated by SAQA Regulations.
Each module should enable students to:







work effectively as individuals and with others as members of a team;
organise and manage themselves and their activities responsibly and effectively;
identify and solve problems and make decisions using critical and creative thinking;
collect, analyse, organise and critically evaluate information;
communicate effectively using visual, symbolic and/or language skills in various modes;
use science and technology effectively and critically showing responsibility towards the
environment and the health of others; and
demonstrate an understanding of the world as a set of related systems by recognising
that problem solving contexts do not exist in isolation.
SPECIFIC/MODULE OUTCOMES: Learning outcomes are statements of what students will learn in
a lecture. Each lecture has its specific outcomes. The statements are focused on student learning.
2. MODULE PURPOSE
Learners will understand the purpose of Advertising and Marketing within the scope of Public
Relations.
3. MODULE OUTCOMES
Broad Outcome: The Learner will be able to: They will be made to understand how an
advertising agency works.
Specific outcomes – students will be able to:




Create a marketing strategy for any product or organisation;
Identify correct market segmentation for products;
Correctly price goods and
Create adverts.
4. TOPICS WITH SCHEDULING
SCHEME OF WORK
WEEKS
WEEK 1
11-14 July 2016
WEEK 2
18-22 July 2016
WEEK 3
25-29 July 2016
WEEK 4
1-5 August 2016
WEEK 5
8-12 August 2016
WEEK 6
15-19 August 2016
TOPICS




Welcome
Overview of course and assessments
Learning outcomes
Guidelines and Rules

Advertising and Public Relations

Setting advertising objectives

Advertising objective

Informative advertising

Persuasive advertising

Reminder advertising


Setting the Advertising Budget
Product life-cycle stage

Market share

Developing the Advertising Strategy

Advertising strategy

Creating the Advertising Message

Message strategy

Creative concept

Message execution

Selecting Advertising Media




Deciding on reach-frequency-impact
Selecting media vehicles
Deciding on media timing

Evaluating Advertising Effectiveness and Return on
Advertising Investment


Communication effects
Sales and profit effects


Public relations
Press relations or press agency

Product publicity

Public affairs

Lobbying

Investor relations



Development
Direct and Online Marketing
The New Direct-Marketing Model

Growth and Benefits of Direct Marketing
WEEK 11
26-30 September2016

Customer Databases and Direct Marketing

Forms of Direct Marketing
WEEK 12

Online Marketing

Integrated Direct Marketing

Public Policy Issues in Direct Marketing
WEEK 7
29-02 Aug-Sep 2016
WEEK 8
5-9 September 2016
WEEK 9
12-16 September 2016
WEEK 10
19-23 September 2016
03-7 October 2016
WEEK 13
10-14 October 2016
Revision and preparation for exam
EXAMINATION (SUMMATIVE ASSESSMENT) DATE: TBA
11. NOTIONAL HOURS
Contact Study
Notional Hours
Lecturers
45
Practical’s
30
Fieldwork
Tutorials
5
Guided revision
5
Total
85
Total notional hours (16 weeks) 150
Self-Study
Lecture related
Practical related
Assignments
Revision
Assessments
Total
Notional Hours
15
10
20
20
65
12. ASSESSMENT PROCEDURES
All class activities have been given weights which add up to 50%:
Assessment weighting: ACOM172
ASSESSMENT
DUE DATE
WEIGHT TYPE
12 August 2016
Individual Assignment
27 September 2016 20%
Class Test 2
04 October 2016
15%
50%
Summative
Assessme
nts
50%
15%
TBA
EXAMINATION
DP
Class Test 1
50%
09 September 2016 15%
Formative
Assessments
Group Assignment and
practical
13. MODE OF DELIVERY




Formal lectures
Practical’s
Tutorials
Guided revision
a. Practicals
This module will include practicals in the form of public speaking presentations, group
sessions and debates on topical issues in South Africa.
b. Tutorials
This module will offer students tutorials. Dates and times will be discussed in class.
14. ASSESSMENT CRITERIA
Outcomes will be judged by students’ ability to:




Create a suitable marketing strategy for either a product or an organization;
Identify correct market segmentation for products in an assignment format
Develop a market based strategy on how to price goods
Create advertisements of local products and organizations.
15. ASSESSMENT METHODS

Group Assignment

Individual Practical Assignment

Tests and Exams
16. ASSESSMENT FEEDBACK
Feedback will be provided within 14 days of submission. Feedback sessions and revision will be
provided so that students will gain clarity and attention will be paid to areas students find
difficulty.
17. GUIDELINE FOR PRESENTING ASSIGNMENTS
Arial is the official font chosen by the university. Use 12 Point font, 1.5 line spacing unless stated
otherwise by the lecturer. Sizes of pages and margins will be communicated to the student by the
lecturer in class. Use the university approved assignment cover page.
18. REFERENCING STYLE
Kindly follow the Harvard referencing style. Visit
https://www.staffs.ac.uk/assets/harvard_quick_guide_tcm44-47797
19. ASSIGNMENT COVER SHEET
Use the university approved assignment cover sheet to submit your assignments.
20. PRESCRIBED READINGS
Prescribed Text Book: Kotler et al. (2010) Principles of Marketing: Global and South African perspectives Pearson
Education South Africa
21. MATERIALS NEEDED FOR THE MODULE - ONLINE SUPPORT AND
MATERIAL
Please make use of the Faculty LMS – Moodle
Kindly log onto http://arts-online.unizulu.ac.za/ and register for the class Marketing and
Advertising 1C - ACOM172 (Department of Communication Science) using the enrolment
key provided in class. Please download the support material provided which includes:

Study guides

All assessments and rubrics.

PowerPoint presentations used in class.

Further readings: journal articles and presentations.

Case studies (including questions).

Videos and social media samples of current Public Relations trends and techniques
practiced nationally and globally.
22. COPYRIGHT AND PLAGIARISM
Students cannot use another person’s material without citation and reference. The legal
repercussions of plagiarism can be quite serious.
Kindly refer to the policy and procedures on managing and preventing acts of plagiarism in The
University of Zululand calendar (Annexure B).
23. STUDENT SUPPORT
Identifying at risk students
Dynamics such as university-related factors, family and community factors, and personal factors
play a pivotal role in identifying students at risk. The lecturer under the guidance of the HOD will
assess the student’s position taking into consideration the highlighted factors and provide ongoing
support to help optimise the student’s ability to perform better in class.
Strategies to assist at risk students

Continuum of Instructional Supports for Addressing Student Diversity

Peer assisted sessions (collaborative teaching)

Support groups (i.e. social, financial and health issues)

Use of blended learning

Use of tutors

Consultation sessions
24. WORK INTEGRATED LEARNING (WIL)
Work integrated learning (WIL) is a purposeful, organised, supervised and assessed educational
activity required for the completion of the programme that integrates theoretical learning with its
applications in the workplace.
The modules within the Department of Communication Science equip students with a vast range
of theoretical and practical skills that they will implement in the workplace.
25. QUALITY ASSURANCE ENHANCEMENT
Feedback from students enables the lecturer to enhance the quality and content of the module.
The following feedback mechanisms will be used:

Feedback session in class.

Questionnaires at the end of the module.

Interviews with students.

Feedback activities with class representatives.

Student’s assessment performance.

Students’ exam performance.

Student evaluation conducted by the quality assurance team at the University of
Zululand.
26. RECORDING OF LECTURES
Prior consent to be obtained from the lecturer.
27. LECTURE ATTENDANCE
You are required to attend not less than 80% of lecturers.
Table 1: Assessment Criteria Template
Learning outcomes
Assessment criteria
The critical cross field
outcomes are as follows:
Outcomes will be judged by
o
o
o
Create a marketing strategy for
any product or organisation;
Identify correct market
segmentation for products;
Correctly price goods and
Create adverts.




Assessment methods
Create a suitable
marketing strategy for
either a product or an
organization;
Identify correct market
segmentation for
products in an
assignment format
Develop a market based
strategy on how to price
goods
Create advertisements of
local
products
organizations.
and
 Group Assignment
 Individual Practical
Assignment
 Tests and Exams
(Please refer to the
assessment weighting table
on page 8 for tentative
dates).
Table 2: Assignment Cover Sheet
FINAL %
FACULTY OF -------------------------------------------------------------DEPARTMENT OF-------------------------------------------------------ASSIGNMENT COVER SHEET
Student Name
Student Number
Module Title
Module Code
Assignment Topic
Due Date
NON - PLAGIARISM DECLARATION
I know that plagiarism means taking and using the ideas, writings, works or inventions of another as if they were
one’s own. I know that plagiarism not only includes verbatim copying, but also the extensive use of another person’s
ideas without proper acknowledgement (which includes the proper use of quotation marks). I know that plagiarism
covers this sort of use of material found in textual sources and from the Internet. I acknowledge and understand
that plagiarism is wrong. I understand that my research must be accurately referenced. I have followed the rules
and conventions concerning referencing, citation and the use of quotations as set out in the Departmental Guide.
This assignment is my own work, or my group’s own unique group assignment. I acknowledge that copying
someone else’s assignment, or part of it, is wrong, and that submitting identical work to others constitutes a form of
plagiarism. I have not allowed, nor will I in the future allow, anyone to copy my work with the intention of passing it
off as their own work. By signing this cover sheet, I agree that I have read and understood the above. I
acknowledge that should it be found to be higher than the acceptable similarity percentage, I may receive 0 (ZERO)
for my assignment.
Name of Lecturer
Lecturer’s
Remarks
Annexure A: Guidelines for Communication Science Students
University of Zululand
Guidelines for Communication Science Students
1. Ensure that you are correctly registered. It is the students’ responsibility to ensure that
you are registered for the correct modules.
2. It’s important that you don’t lose your PROOF OF REGISTRATION
3. Editions to your registration will only be done within the first two weeks of registration.
4. Attend only the modules that appear on your proof of registration. Students are not
allowed to attend lectures if they are not registered for a module.
5. If you have obtained a mark of 40% to 49% in your final score (assessments
plus examinations), you are entitled to write the supplementary examinations.
6. You may be allowed to write supplementary examinations if you have been VERY sick
during the examinations. You will be required to produce a medical certificate.
7. SUPPLEMENTARY EXAMINATIONS WILL BE WRITTEN AT THE END OF
EACH SEMESTER (NOT IN THE NEXT SEMESTER). Please do not leave campus soon
after your examinations. Check that all your problems are sorted out before leaving
campus. Dates for supplementary examinations will be posted on departmental notice
boards.
8. Students will not be allowed to write two supplementary examinations. No matter what
the reason is, you will only be given ONE SECOND CHANCE to rewrite an examination
(only if you qualify to do so). If you wish to re-write after you have already written a
supplementary examination, YOU WILL HAVE TO RE-REGISTER the module.
9. If you have missed a supplementary examination, you must re-register for it.
If you have been found guilty of copying you will be suspended from this institution (and
other institutions) for a period of two years. We cannot do anything to minimise the
sentence.
10. In order to pass a module you must submit all assignments timeously and write all tests
and examinations. You must also attend AT LEAST 80% of the lectures. This is NOT A
PART-TIME university. The Department of Communication Science will NOT issue
academic records.
11. The Department of Communication Science is NOT a printing centre. DO NOT bother the
lecturing staff to do your printing
12