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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