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Course Outline MKTG 304 IMC 2017-2018

This document outlines the course for Integrated Marketing Communications. It will be taught by Dr. Prince Kodua and is aimed at providing an overview of IMC. The course objectives are to understand the nature and role of IMC, appreciate its elements and influences, and apply IMC concepts to real examples. Students will work in teams on assignments, including a group presentation, and there will be individual exams and assignments. Topics will range from the IMC planning process to social media, personal selling, and evaluating IMC programs. Assessment is based on exams, presentations, and assignments.

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255 views4 pages

Course Outline MKTG 304 IMC 2017-2018

This document outlines the course for Integrated Marketing Communications. It will be taught by Dr. Prince Kodua and is aimed at providing an overview of IMC. The course objectives are to understand the nature and role of IMC, appreciate its elements and influences, and apply IMC concepts to real examples. Students will work in teams on assignments, including a group presentation, and there will be individual exams and assignments. Topics will range from the IMC planning process to social media, personal selling, and evaluating IMC programs. Assessment is based on exams, presentations, and assignments.

Uploaded by

Daniel
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Department of Marketing and Entrepreneurship

Bachelor of Science in Business Administration

Course Outline (2017/2018)


MKTG 304: INTEGRATED MARKETING COMMUNICATIONS

LECTURER/INSTRUCTOR: Dr. Prince Kodua

Office: RT 10, UGBS-Main Campus, Legon


Email: [email protected]

Introduction and Course Description:


Welcome to the truly fascinating world of Integrated Marketing Communications
(IMC)! Primarily, marketing communications bridges the gap between an
organization and its many stakeholders. It is the ‘face’ of the organization that its
audiences learn to know and respect. Marketing communications is pervasive. It
occurs formally and informally, internally and externally to the organization, at all
contact points, wherever and whenever people interact with the organization.

Marketing communications is one of the most exciting and creative areas within
marketing. Offering many career opportunities in this growing multi-billion dollar
industry, the area strives on continual innovation and requires progressive
marketers to demonstrate initiative and dynamism in order to harness the
opportunities and minimize the challenges and threats of today’s market place.
One such challenge facing the industry today is that of integration – to ensure the
cohesion of the many activities involved in marketing communications, from
advertising and public relations to exhibitions, packaging and sales promotion
among other communications tools. These and many other issues are discussed in
this course, alongside the strategic and planning issues necessary to integrate
communications activities effectively. During this course we will explore
communication and related marketing elements that influence how target audiences
receive and give meaning to stimuli within the marketing environment. In this
regard the course is also interested in the selection and usage of products and
services among target audiences. As a student of this course, you will also be
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expected to learn about, and try to use, some of the techniques that marketers use
to understand and influence consumers, and how these techniques contribute to our
daily lives and the culture in which we live.

Course Objectives:
This course is designed to provide students with an overview of Integrated
Marketing Communications. The learning outcomes of the course are:

i. To understand the nature and the role of Integrated Marketing


Communication (IMC) in achieving the overall marketing objectives of
business.
ii. To appreciate the various elements and influences in the marketing
communications process.
iii. To be able to apply IMC concepts and principles to real life examples.
iv. To work effectively in teams to analyze and prepare reports on marketing
communications issues

Learning Outcome
On successful completion of this course, you will be able to:
i. Identify and explain factors influencing Integrated Marketing
Communications
ii. Demonstrate how knowledge of Integrated Marketing Communications can
be applied to marketing
iii. Display critical thinking and problem solving skills
iv. Gain, evaluate and synthesise information and existing knowledge from a
number of sources and experiences
v. In a team, work effectively to prepare a professional, logical and coherent
report on consumer behaviour issues within a specific context
vi. Deliver an oral presentation in a professional and engaging manner.

The Approach
The course is lecture and discussion-based. Where possible, case studies will be
used to enhance understanding of concepts and their practical application in
business. Students are especially encouraged to cite examples from the Ghanaian
and international marketing communications environment.

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Assessments: The assessment component of the course is tentatively given as
follows:
Component Weighting Assessment
Final Exams (2-3 70% Individual mark
hours)
Group 20% One mark per group
presentation(s)
Individual 10% Individual mark
Assignment(s)
Total 100%

Assignments: There will be at least one project to be conducted in teams. This


assignment is designed to enhance your knowledge about current communications
issues in marketing of goods and services and will be used to generate discussion
during class. Further, this assignment will improve your research skills, especially
your information collection and interpretation proficiency. The purpose is to apply
theoretical concepts to real-world cases. Using team approach, students will need
to work with other class members. Students will divide into teams of ideally 5 – 7
(depending on the class size).

Assignment Presentation
Students will prepare quality professional presentations of maximum 30 minutes
duration (including class discussion time) each for the selected project. Every team
member must present in order to be allocated a presentation mark. Stimulation of
effective discussion and debate will be an important and integral part of the
presentation assessment. The student is expected to give a handout of the
presentation (ideally 4 slides per page) to the lecturer prior to the presentation.

Exam
The final exams will consist primarily (but not only) of essay-type questions. It
will usually consist of four compulsory questions that may contain sub-questions
and you will have two to three hours to write the exam. You will be tested on all
topics covered during class and even materials not mentioned in the official class
notes.

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Topic Outline:
1. IMC- An Introduction
2. The IMC Planning Process
3. Advertising Campaign Management
4. Advertising Design
5. Traditional Media Channels/
6. Digital Marketing/Social Media
7. Group Presentation
8. Group Presentation
9. Group Presentation
10.Personal Selling
11.Sales Promotions
12.Evaluating an IMC Programme

Main Text:
1. Integrated Advertising, Promotion, and Marketing Communications by
Kenneth E. Clow and Donald Baack
2. Integrated Marketing Communications by David Pickton and Amanda
Broderick
3. Integrated Marketing Communications by George E. Belch and Michael A.
Belch

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