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School of Business & EconomicsDepartment of Marketing & International BusinessCourse NamePromotional Management Course Code & Section No.MKT 337Sec 3 & 4SemesterFall 2020Instructor NameDr. Farzana Nahid (FNa1)OfficeNAC 734(1)Office HoursEmail & Weebly Addressfarzana.nahid@northsouth.edu DepartmentMarketing & International BusinessLinksNorth South University Website: of Business Website: Course and Section Information Class Time & LocationMW 11:20 am-12:50pm; Room- NAC 306MW 1:00 pm- 2:30pm; Room- NAC 413Course Prerequisite(s)Mkt 202Course Credit Hours3Course DescriptionMarketing communications is a broad area encompassing many elements of a firm’s promotion mix, including advertising, sales promotion, public relations, direct marketing, personal selling etc. All these elements are related to communicating something about the firm to external audiences, usually about what the firm has to offer. Some communications are targeted on external audiences other than customers, but most are to customers. This course is specifically about different promotional activities, with a main focus on the very common elements of advertising.Course ObjectivesOn completion of this course, students will be aware of the key role effective promotional management play in the development of brands in the contemporary marketplace and in the creation and maintenance of mutually beneficial relationships between an organization and its key target markets. They will have studied the basic elements of promotional management theory and examined the significance of promotional management in the development of defensible and sustainable competitive advantage in increasingly dynamic market segments. This module seeks to explore essential individual elements of the marketing communications mix (advertising, public relations, sales promotion, direct marketing etc.) within the context of brand management. In addition, the way in which technological and competitive changes are impacting upon both marketing communications strategy, and communication vehicles, will be examined.Student Learning OutcomesOn successfully completing this course, students will be able to:CO 1. Comprehend and critically analyze the role of Integrated Marketing Communications tools towards building effective brand communicationCO 2. Demonstrate essential skills to construct creative strategies aimed at generating top of mind awarenessCO 3. Reproduce basic framework of an Integrated Marketing Communications plan in local contextCO 4. Practice elementary entrepreneurial and communication skills in a competitive working frameworkCO 5. Identify ethical and socially responsible standards in designing promotional strategies for organizationsMapping of Course Outcomes with Program Outcomes, Delivery Methods and Assessment StrategiesCourse Outcomes (CO)Bloom’s taxonomydomain/level(C: CognitiveP: Psychomotor A:Affective)Delivery methodsand activities (faculty members can choose any number of tools)Assessmenttools(faculty members can use any number of tools)CO-1Comprehend and critically analyze the role of Integrated Marketing Communications tools towards building effective brand communication C2, C4 Lecture, VideoDiscussion Quiz, Assignment CO-2 Demonstrate essential skills to construct creative strategies aimed at generating top of mind awarenessC3 Lecture, in-class group discussion,Videos Concept clarification,Midterm exam, Individual and group presentationCO-3Reproduce basic framework of an Integrated Marketing Communications plan in local contextP3 Lecture, DiscussionGroup report and presentation, Final ExamCO-4Practice elementary entrepreneurial and communication skills in a competitive working frameworkA2Experiential learning session, In-class activitiesConcept, Demonstration,Group Presentation, AssignmentCO-5Identify ethical and socially responsible standards in designing promotional strategies for organizationsA1 Lecture Video DemonstrationAssignment, Final ExamCognitive domain (knowledge-based): C1: Knowledge, 2: Comprehension, 3 Application, 4 Analysis, 5: Synthesis, 6: EvaluationThe affective domain (emotion-based): A1: Receiving, .2: Responding, 3: Valuing, 4: Organizing, 5: CharacterizingThe psychomotor domain (action-based): P1: Perception, 2: Set, 3: Guided response, 4: Mechanism, 5: Complex overt response, 6: Adaptation, 7: OriginationRECOMMENDED TEXT(s) – Primary and SupplementaryAuthorTitleEdition & YearPublisherMain Text Book:Belch G, Belch M: Additionally Similar Topic Covered By:Clow, K E Baack D:Advertising and Promotion, An Integrated Marketing Communication PerceptiveIntegrated Advertising, Promotion and Marketing Communication11th Edition or Later4th Edition11th Edition or Later4th EditionResource TypeDescription TypeCommentsPower point slides/ Handouts/InternetInformation about marketing information and practicesNewspaper Articles, websites, videos, other form of articlesThe instructor will provide and/or direct to the sources.Teaching Strategy The course is assessed by means of two midterms, one final, one final project with presentation and several quizzes and assignments both individual and group. Students are expected to actively involve and take initiative for their own learning experience.Assessment Strategy and Grading SchemeYour performance in ALL the exams determines your grade. The points are distributed in the following manner:Grading toolPointsFinal Report (Group)15%Interview/Viva/Presentation5%Midterm Exam 30%Final Exam35%Attendance5%Quiz (best 2 out of 3)10%Total 100%NSU’s grading and performance evaluation policies will be followed in assigning your grade. Please note that all final grades are subject to departmental review and approval. Classroom Rules of Conduct(*** the following rules are given as sample rules. Faculty member can change it as per their preference)The ground rule for our class is respectful, open communication. We have many things to learn from one another. Every single question is appreciated! When you come to the class, you become part of a learning community. Please be conscious of your community role, and work toward creating a healthy learning atmosphere in the class. Don’t chat during the class. If you have to, then feel free not to attend the class at the expense of your attendance for the day. Inability to refrain from unnecessary, disruptive chatting may result in a request to leave the classroom.If you have to leave the class when it is in progress, sit near the door and leave silently. While in class, please switch off your cell phone. Inability to do so may result in some penalty.You must seek permission before using any sort of electronic gadget in the class such as a laptop. Use of such gadgets for purposes other than note-taking during lectures is strictly prohibited. Limit your eating while the class is in progress. Eat during the breaks. Academic Integrity Policy: The School of Business and Economics does not tolerate academic dishonesty by its students. At a minimum, you must not be involved in cheating, copyright infringement, submitting the same work in multiple courses, significant collaboration with other individuals outside of sanctioned group activities, and fabrications. You are advised that violations of the Student Integrity Code will be treated seriously, with special attention given to repeated offences. Please refer to NSU Code of Conduct at and Make Up Exams PolicyPlease note:You must come prepared for all your exams.You must come on time.Being late does not necessarily guarantee that you are going to get extra time for writing your tests and exam.You must bring your own pencil, pen, eraser, calculator and any other permitted items that you may need and you are allowed during the tests and exam.All cell phones must be switched off.Any deviation from the standard procedures will not be taken lightly.Any unfair means adopted in the tests and exam will be seriously dealt with.Academic misconduct or failure to comply with NSU Examination Code of Conduct may result in F. Attendance PolicyStudents need to be present in all the classes if he or she aspires a good grade. All students will get 5% marks if they do not miss more than 3 classes in the semester. However, students will lose 1 mark for each subsequent class missed after missing 3 classes.Class participation is different from class attendance. As this is a marketing course, students should practice participating in class discussions. Logical, creative and innovative participation will lead to 5% marks. In addition to this class behavior and punctuality will also affect this munication PolicyAll communications should take place using the instructor’s email. In addition, students can communicate in the class or during the instructor’s office hours.LESSON PLANChapterTopicsLearning ActivitiesAssessment ToolsLearning Outcomes1Introduction to Integrated Marketing CommunicationEmphasize on: Role of Marketing CommunicationThe Tools of IMCIMC Planning ProcessLectureVideo casesDiscussionsQuiz 1CO-12The Role of IMC in the Marketing ProcessEmphasize on: Strategy and AnalysisTarget Market ProcessPositioningPromotional Strategies: Push, PullLectureVideo casesExperiential Learning SessionDiscussionsQuiz 1 CO-13Organizations for advertising and promotions Emphasize on: Clients RoleAdvertising AgenciesEvaluating AgenciesSpecialized ServicesLectureCase StudiesDiscussionsMIDTERMCO-25The Communication ProcessEmphasize on: A Basic Model of CommunicationAnalyzing the ReceiverAIDA model or Hierarchy of Effects ModelLectureDiscussionsCase StudiesDiscussionsMIDTERMCO-16Source, Message and Channel FactorEmphasize on: Source FactorsLectureDiscussionsVideo CasesDiscussionsMIDTERMCO-17Establishing Objectives and Budgeting for the Promotional ProgramEmphasize on: Determining IMC ObjectivesSales vs. Communication ObjectivesLectureDiscussionsDiscussionsMIDTERM Group ReportCO-28Creative Strategy: Planning and Development Emphasize on: Advertising CreativityThe Creative ProcessCreative Strategy DevelopmentLectureDiscussionsVideo CasesDiscussionsQuiz 2 Group ReportCO-2MIDTERM9Creative Strategy: Implementation and EvaluationEmphasize on: Appeals and Execution StylesCreative TacticsLectureDiscussionsVideo CasesAgency Assignment Quiz 2CO-210 Media Planning and Strategy Emphasize on: Developing and Implementing Media StrategiesAdvantages and Disadvantages of Traditional MediaLectureDiscussionsFinal ExamGroup ReportCO-211Evaluation of MediaEmphasize on: Advantages and Disadvantages of Traditional Media (Broadcast)LectureDiscussionsQuiz 3Group ReportCO-1 & CO-212Evaluation of MediaEmphasize on: Advantages and Disadvantages of Traditional Media (Print)LectureDiscussionsQuiz 3Group ReportCO-1 & CO-213Support MediaEmphasize on: Traditional Support MediaNon-Traditional Support MediaLectureDiscussionsVideo CasesDiscussionsFinal ExamGroup ReportCO-214The Internet and Interactive MediaEmphasize on: Social Media MarketingLectureDiscussionsDiscussionsFinal ExamCO-115Sales Promotions Emphasize on: Sales Promotion Tools LectureDiscussionsDiscussionsFinal ExamCO-1FINAL PRESENTATION/VIVA/INTERVIEW FINAL EXAM***The faculty reserves the right to make changes to the course outline. ................
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