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Zimbabwe Ezekiel Guti University: 1. Nature of IMC

This document outlines the course description, aims, objectives, content, schedule, assignments, and assessment for an Integrated Marketing Communications course. The course aims to prepare students for marketing careers by teaching them to apply IMC concepts and generate positive results. Over 15 weeks, students will learn about key IMC topics like advertising, personal selling, sales promotion, and public relations. They will be assessed through assignments applying IMC planning models and analyzing an advertising model, as well as a final examination. The course is intended to give students theoretical and practical understanding of IMC to help tailor appropriate communication combinations.

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Faustino Kufakunesu
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110 views4 pages

Zimbabwe Ezekiel Guti University: 1. Nature of IMC

This document outlines the course description, aims, objectives, content, schedule, assignments, and assessment for an Integrated Marketing Communications course. The course aims to prepare students for marketing careers by teaching them to apply IMC concepts and generate positive results. Over 15 weeks, students will learn about key IMC topics like advertising, personal selling, sales promotion, and public relations. They will be assessed through assignments applying IMC planning models and analyzing an advertising model, as well as a final examination. The course is intended to give students theoretical and practical understanding of IMC to help tailor appropriate communication combinations.

Uploaded by

Faustino Kufakunesu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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ZIMBABWE EZEKIEL GUTI UNIVERSITY

FACULTY OF COMMERCE
DEPARTMENT OF ACCOUNTING & MARKETING
COURSE CODE: MCM 207
JUNE 2015
COURSE DESCRIPTION: INTEGRATED MARKETING COMMUNICATIONS
COURSE OUTLINE
Lecturer: Mr F. Kufakunesu
Consultation hours: Monday to Friday 09:30 to 15:30 hrs
Email: [email protected]
Cell: 0774 173 398

COURSE AIMS AND OBJECTIVES:

AIM
To prepare students to undertake marketing duties and responsibilities in their careers through
the ability to apply integrated marketing communication concepts and generate positive results.

INTENDED LEARNING OUTCOMES


After the completion of the course the students should be able to:
 Define and elaborate the IMC concept
 Understand the theoretical and practical aspects of IMC
 Know the pros and cons of IMC and being able to tailor-make the suitable IMC combination on
the right time and right place.
 Produce the IMC plan

Course outline
Week Lecture (Hrs) Content
1 1 (2) 1. Nature of IMC
 Definition of IMC
 Evolution of Integrated marketing communications
 Interpersonal versus mass communication

2 (2)  Barriers, benefits and criticisms of IMC


 Marketing communication models
a) Basic communication Model
b) AIDA Model
c) Hierarchy of Effects Model
2 3 (2) 2. Introduction to promotional mix/IMC Mix
 Advertising
 Sales promotion
 Personal selling
4 (2)  Public Relations

1
 Product, Price and place
 Exhibitions
3 5 (2) 3. Advertising
 Definition of advertising
 Characteristics of advertising communication
 Types of advertising
 Role of research in advertising campaign planning

6(2)  Advertising planning


 Advertising Agencies
 Advertising budget
 Advertising media
 Advertising coordination
 DAGMAR

4 7(2) 4. Personal Selling


 Definition of Personal selling
 Dyadic nature of Personal Selling
 Advantages and disadvantages of personal selling
8(2)  Personal selling process
 Ethics in Personal selling
5 9(2)  Role of sales people
 Relationship marketing aspect
10(2) 5. Sales promotion
 definition
 Types of sales promotion
 Objectives of sales promotions
6 11(2)  Critiques of sales promotion in the IMC

12(2) 6. Publicity and public Relations


 Definitions
 Publics of PR
 Types of Publicity
7 13 (2)  Role of Public Relations in IMC.
 Real Publicity items and critical analysis
14(2) 7. Direct Marketing and Internet marketing.
 Definitions
 Types of Direct marketing
8 15(2)  Benefits and demerits of direct marketing
 Evaluation of Direct marketing
16(2) 8. IMC Planning process (SOSTAC) (RABOSTIC)
 Situation analysis
 Targets( Audiences)
9 17 (2)  Goal setting
 Promotional strategies
 tactics

18 (2)  Implementation
 Control and evaluation

2
10 19(2)  RABOSTIC versus SOSTAC Planning Technique
20 (2)  RABOSTIC versus SOSTAC Planning Technique
11 21 2) 9. Ways of integrating various communication mix
Elements
22(2) Course Overview
12 23 (2) TUTORIAL
24 (2) TUTORIAL

13 REVISION
14 EXAMINATIONS
15

Assignments

1. Using practical Examples show how can the SOSTAC model can be used in IMC
Planning
Due Date 15/04/2015

2. Taking lead of practical examples, critically analyze the DAGMAR Model


Due Date: 30/04/2015

Assessment
Assignments 25%
Examination 75%
Total 100%

The assignment mark will be generated by averaging the two individual assignments.

Recommended Literature

Percy L. (2014) Strategic Integrated Marketing Communications Second edition, Butterworth


Heinemann; New York

Shimp T. A. and Andrews C. J. (2013) Advertising, Promotion, and other aspects of Integrated
Marketing Communications ninth edition, Cengage Learning Australia

Chitty B. etal (2018) Integrated Marketing Communications 5th Asia-pacific Edition, Cengage
learning, Australlia

Belch E.G and Belch A.M (2004) Advertising and promotion an IMC perspective. fourth edition

Yeshin .T (2012) integrated marketing communications, the Holistic approach. Butterworth,


Heinemann.

3
https://books.google.co.zw/books?isbn=0415314216
https://books.google.co.zw/books?isbn=1136395067
http://www.johnstockmyer.com/enmu/452ch1.pdf
http://www.pearsoned.ca/highered/divisions/virtual_tours/kotler/kotler_ch13.pdf
http://www.deu.edu.tr/userweb/ozge.ozgen/integrated%20marketing%20communication.pdf

NB: Plagiarism, cheating and copying are major offences that carries huge penalty

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