Course Outline Integrated Marketing Comm.

Course Title: Integrated Marketing Communication
Course Number: MMgt 632

Course Credit: 3
Prerequisite: MMgt 2011
Course classification: Major
Course Description
This course covers the functions of promotion mix with the emphasis on advertising, publicity, public
relations, sales promotion, personal selling, and direct marketing in relation to the Ethiopian context.
Communication is a fundamental part of most marketplace transactions. In its purest form price
communicates the information necessary for a transaction. In most other deviations from perfect
competition, any marketer has to communicate more than price in order to establish, sustain, and grow his
business. This course takes a marketing management perspective and explains how communication is
used to help satisfy Ethiopian consumers and achieve the goals of an organization.
Course Objectives
Upon successful completion of this course, students should be able to:
 have a sound understanding of marketing communication theories and their practical application
 have a sound understanding of marketing communication tools and their application
 be able to critique integrated marketing communication campaigns
 produce an integrated marketing communication plan
 develop analytical, problem solving, planning, communication, interpersonal and creative skills
 apply the general marketing and communication theory to the specific Ethiopian context with an
emphasis on culture
 design and implement marketing communication strategies in various product and service markets
Course Contents
Chapter 1: What is communication study (9hrs)
1.1. Meaning of Communication
1.2. Nature of Communication
1.3. Significance of Communication
1.4. Elements of Marketing Communication mix
1.5. Factors Affecting Communication
1.6. Communication Process
1.7. Advantage and disadvantage of oral communication
1.8. Advantage and disadvantage of communication
1.9. Types of non-verbal communication
1.10. Advantage and disadvantage of visual communication
Chapter 2: Sales Promotion (9hrs)
2.1 Definition of Sales promotion

2.2 Objectives of Sales
2.3 Characteristics of Sales promotion
2.4 Sales promotion methods
2.5 Objectives of consumer-oriented promotion
2.6 Importance of sales promotion
2.7 Types of consumer promotion
2.8 Types of trade promotion
2.9 Stages involved in sales promotion planning
2.10 Techniques of Evaluation
Chapter 3: Advertising (8 hrs.)

3.1 Definition of advertising
3.2 Basic factors of advertising
3.3 Component of advertising
3.4 Characteristics of advertisement
3.5 Functions of advertising
3.6 Importance of advertising
3.7 Benefits of advertisements
3.8 Types of advertising
3.9 Media selection
3.10 Advantage and disadvantage of advertising
Chapter 4: Personal Selling (8 hrs.)

4.1 Meaning and Importance of personal selling
4.2 Nature of personal selling
4.3 Objectives of personal selling
4.4 Steps in the selling process
4.5 Sales Tasks
4.6 Sales process
4.7 Managing the sales effort
4.8 Qualities of a good salesperson
Chapter 5: Public Relations (8hrs)

5.1 5.1. Definition of public relation
5.2 Function of public Relation
5.3 Public Relation Tools
5.4 Importance of Public relations
5.5 The characteristics of Public Relations
5.6 Principles of Public relations
5.7 Qualities of good Public Relation
Teaching/Learning Method
 Lectures  Case Study
 Group Discussions  Ad Agency Visit
 Project Work
Assessment Methods Evaluation Criteria Weight
Tests 20 %
Participation and discussion 5
Attendance 5
Group project 10
Individual presentation of group project 10
Final exam 50
Total 100%
Reading Lists
Textbook
 Percy, Larry (2008) Strategic Integrated Marketing Communication: Theory and Practice 1st ed
Boston: Elsevier Inc.
References
 Arens ,William F. and Michael F. Weigold (2013) Contemporary Advertising and Integrated
Marketing Communications 15th ed, New York: McGraw Hill
 Belch, George E. & Michael A. Belch. (2003). Advertising and Promotion: An Integrated
Marketing Communications Perspective, 6th edition New York: McGraw Hilll
 Chitty, William and etal (2008) “Integrated Marketing Communications”,. Pacific Rim 3rd
Edition, Thomson Publications.
 Clow, K.E. (2004). Integrated Advertising, Promotion and Marketing Communications. Mumbai:
Prentice Hall
 Hackley , Chris (2005) Advertising & Promotion 1st ed London: Sage Publication
 Kotler , Philip , Gary Armstrong and Marc Oliver Opresnik (2018)Principles of Marketing 17th ed
New York: Pearson
 Kotler , Philip and Gary Armstrong (2018)Principles of Marketing 14th ed Boston: Prentice Hall
 Lamb, Charles W. and etal (2011) Marketing 11th ed Ohio: South Western
 Moriarty, Sandra and etal (2012) Advertising & IMC: Principles and Practices 9th ed Boston:
Prentice Hall
 Pickton ,David and Amanda Broderick (2005) ‘Integrated Marketing Communications’, 2nd ed,
Pearson Education Ltd
 Smith , PR & Ze Zook (2011) Marketing Communications Integrating offline and online with
social media 5th ed London: Kogan Page Limited
 Shimp Terence A. (2007) Advertising, Promotion, and Other Aspects of Integrated Marketing
Communications,7th ed Ohio: Thomson South-Western

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Course Title: Integrated Marketing Communication

Course Number: MMgt 632

2.1 Definition of Sales promotion

Chapter 3: Advertising (8 hrs.)

Chapter 4: Personal Selling (8 hrs.)

Chapter 5: Public Relations (8hrs)

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