UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO

FACULTAD DE ESTUDIOS INTERNACIONALES

SYLLABUS

ENGLISH VERSION

FOR DAC 11 VER 12 03 09

COURSE: Marketing CommunicationsCODE: UMKT 363

FACULTY: Nuria LeónCREDITS: 3

# CONTACT HRS:48 H#NON CONTACT HOURS:96 H

YEAR:2011PERIOD:Winter

DAYS:Mon-ThursdaySCHEDULE:5:00 pm to 6:40 pm

ROOM #: F-206DATE: February, 2011

1. - DESCRIPTION

MKT 363 Marketing Communications: This course covers academic theories and practical applications for managing and evaluating integrating marketing communications programs. Students have the opportunity to examine marketing communications tools and their importance to business and non-business organizations. Advertising (consumer and trade), sales promotions, personal selling, public relations, publicity, direct marketing and online marketing are the major types of marketing communications that will be reviewed as strategic tools for creating corporate goodwill, brand equity and competitive advantage. It is assumed that students already know introductory marketing principles and have a basic understanding of consumer behaviour.

2. - JUSTIFICATION

It is assumed that students already know introductory marketing principles and have a basic understanding of consumer behavior.

3. - OBJECTIVES

3.1 GENERAL

  • To understand the importance of communication in global market.
  • To examine marketing communication tools currently in use in the global market.
  • To demonstrate effective use of various communication tools

3.2 SPECÍFIC

  • Business purposes, public relations, communication, direct marketing, sales promotions, goodwill creation, influencing consumer mind, psyche and emotions.

4. - COMPETENCIES

  • To define the meaning, importance and the role of marketing communications in the global market.
  • To identify and demonstrate the significance of marketing communications resources and tools.
  • To compare and evaluate the media different media platforms and marketing communication channels.
  • To analyze and describe the key aspects of marketing communications.
  • To explore strategies of marketing communications and its applications in the global market.
  • To successfully create a challenging project of marketing communications for the competitive global market.

5.- COURSE CONTENT OUTLINE

DATE / Specific competencies / Content / Homework/projects/assignments
(Non-Contact Hours) / ASSESSMENT
(performance indicators)
March 14 / -The student registers the course aim, content & methodology.
-The student demonstrates the ability to brainstorm and knowledge about principles of marketing. / -Introduction of the course: Profiles, Syllabus Review.
-What is marketing communications? / -Review bibliography: communication/marketing books and pdfs required (1 hour of class) / -Discusses in class to elaborate the definition of marketing communications.
March 15 / -The student defines marketing communications / -Understanding of the communication process.
-Interpretation of the relation between communications and marketing.
-Definition of marketing communications. / The Communication Process
-Read and Study Chapter 6 (pg.151-182) Introduction to Advertising and Promotion Management, 3rd Edition(1993)
-Read:Utilization of Indigenous Communication Strategies in Promoting Marketing Practices in Rural Communities in Nigeria/UTILISATION DES STRATÉGIES DE COMMUNICATION AUTOCHTONES DANS LA PROMOTION DES PRATIQUES COMMERCIALES DANS LES COLLECTIVITÉS RURALES AU NIGERIA
Chris C Chukwueah.Canadian Social Science.Montreal:Dec 31, 2010.Vol. 6, Iss. 6;pg. 217, (5 pgs)
- Bring an article about marketing communications (minimum 5 pgs). / -Exercises in groups to understand the communication process.
-Discusses with classmates about the relation between communications and marketing.
-Exemplifies of what marketing communications is.
March 16 / -The student recognizes the importance and role of marketing communications in the global market. / -Understanding of consumer needs to reach the targeted market.
-Marketing communications for business purposes. / Marketing Communications Objectives
-Read Chapter 3 (pg.73) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
Consumer Behaviour
- Read and Study Chapter 5 (pg.144-175) Integrated Advertising, Promotion and Marketing Communications, 1stEdition (2003) / -Role plays of consumer behaviour to illustrate the influence and importance of an effective plan of marketing communications.
March 17 / -Examples that illustrate the effect of Marketing Communications. / -Read:Buying behaviour of consumers for food products in an emerging economy
Jabir Ali,Sanjeev Kapoor,Janakiraman Moorthy.British Food Journal.Bradford:2010.Vol. 112, Iss. 2;pg. 109 (16 pgs)
-Read:The Impact of In-Store Stimuli on the Impulse Purchase Behaviour of Consumers in Pakistan
Usman Ghani,Yasir Kamal.Interdisciplinary Journal of Contemporary Research In Business.Belleville:Dec 2010.Vol. 2, Iss. 8;pg. 155, (8 pgs)
-Choose2 example of marketing communications and bring a brief written comparison of both of them (an essay of 3.500 words) to discuss in class. / -Analyzes the different marketing communications campaigns and case studies
-Diagnoses what went right and what went wrong? And why?
-Formulates how would they make it different?
March 21 / -The student analyses and describes the key aspects of marketing communication. / -The influence of the changing communications environment. / -Read:Consumer Attitude Towards Environment-Friendly Products: A Comparative Analysis
Ubba Savita,Naresh Kumar.IUP Journal ofMarketingManagement.Hyderabad:Feb-May 2010.Vol. 9, Iss. 1/2;pg. 88, (11 pgs)
- Read: Destination Branding and Tourists' Attitudes (The Case of Isfahan as a Tourism Destination in Iran)Mohamad Reza Jalilvand,Sharif Shekarchizadeh Esfahani,Neda Samiei.International Journal of Marketing Studies.Toronto:Nov 2010.Vol. 2, Iss. 2; pg. 235, (10 pgs).
-Change needed to education
Anonymous.Penticton Western News.Penticton, B.C.:Jan 27, 2011.pg. 8
-Choose 2 examplesof changing communications environment and bring a brief written analysis of each one of them to discuss in class. This means 2 essays of 1.500 words each. / -Proposes changing communications environments and the results.
March 22 / -Understanding the implication of non-verbal, subliminal & psychological communication in marketing communications.
-The relevance of a plan programme of marketing communications.
-Are the basic questions answered? What? Who? How? Where? When? / Psychological Communication
-Read and Study Chapter 4 (pg.92-123) Introduction to Advertising and Promotion Management, 2nd Edition
-Read: 10 Minute guide Marketing Communication. The Chartered Institute. (5 pgs).
-Read: Identification of Secondary Factors that Influence Consumer's Buying Behaviour for Soaps and Chocolates
Manoj Patwardhan,Preeti Flora,Amit Gupta.IUP Journal ofMarketingManagement.Hyderabad:Feb-May 2010.Vol. 9, Iss. 1/2;pg. 55, (18 pgs) / -Interprets different videos and examples to noticehow the consumer mind and emotions react to visual sensorial communication.
March 23 / -The student identifies and demonstrates the marketing communications resources and tools. / -Description of the communications mix feeds.
- Advertising
-Sales Promotion
(Trade &
Consumer)
-Personal selling
-Word-of-Mouth / Sales Promotion (Trade & Consumer)
-Read and Study Chapter 11 &12 (pg.374-435) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
-Read and Study Chapter 17 (pg.474-515) Introduction to Advertising and Promotion Management, 3rd Edition(1993)
-Read:RES Software; RES Software Rolls Out Enhanced Product Pricing and Packaging Model Allowing for Persistent Personalization starting at $30
Anonymous.Marketing Weekly News.Atlanta:Mar 5, 2011.pg. 973 (1 pg)
Personal Selling
-Read and Study Chapter 13 (pg.444-473) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
Word of Mouth
-Sandra serves up top service
Anonymous.Evening Gazette.Middlesbrough (UK):Oct 13, 2010.pg. 5 / -Determines the significance of communication skills in marketing communications.
-Role plays of marketing campaign: Buyer and seller using the communications feeds.
March 24 / -Description of the communications mix feeds:
-Public Relations
& Publicity
-Sponsorship
-Exhibitions / Public relations & Publicity
-Read and Study Chapter 18 (pg.516-536) Introduction to Advertising and Promotion Management, 3rd Edition(1993)
-Read and Study Chapter 14 (pg.482-506) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
-Read and Study Chapter 18 (pg.516-536) Introduction to Advertising and Promotion Management, 3rd Edition(1993)
-Read: A conceptual model for public relations in museums
Eda Gürel,Bahtisen Kavak.European Journal of Marketing.Bradford:2010.Vol. 44, Iss. 1/2;pg. 42 (24 pgs)
-Read:Health Care Marketing and Public Relations in Not for Profit Hospitals in Nigeria
R A Gbadeyan.International Journal of Business and Management.Toronto: Jul 2010.Vol. 5, Iss. 7;pg. 117, (9 pgs)
-Read: what can teacher-librarians do to promote their work and the school library media program? offensive formula: P+M=A
Sara Kelly Johns.Teacher Librarian.Seattle:Dec 2008.Vol. 36, Iss. 2;pg. 30, (2 pgs)
Sponsorship
-Read: Providers, Co-Providers, Commercial Entities, and Sponsors: Keeping Them Straight
Pamela S. Dickerson.The Journal of Continuing Education in Nursing.Thorofare:Dec 2010.Vol. 41, Iss. 12;pg. 534, (2 pgs)
Read: Industry Insider: John Brody
Jim Kadlecek.Sport Marketing Quarterly.Morgantown:Dec 2010.Vol. 19, Iss. 4;pg. 183, (4 pgs)
Exhibitions
-Read:The Guide: events: The Outdoor Show, London
Johnny Dee.The Guardian.London (UK):Jan 8, 2011.pg. 38 (1 pg) / -Distinguishes the way in which elements of design, location and image influences the marketing communications plan.
March 28 / -Description of the communications mix feeds:
-Packaging
- Point-of-Sale
-Corporate Identity / Packaging
-Accelerating structured consumer-driven package design
Alex Gofman,Howard R. Moskowitz,Tõnis Mets.The Journal of ConsumerMarketing.Santa Barbara:2010.Vol. 27, Iss. 2;pg. 157 (12 pgs)
-Read: GoSolarUSA, Inc.; GSLO Finalizes Packaging for Volt Launch
Anonymous.Energy Weekly News.Atlanta:Mar 4, 2011.pg. 872 (1pg)
-The impact of extrinsic and package design attributes on preferences for non-prescription drugs
Hannele Kauppinen-Räisänen.Management Research Review.Patrington: 2010.Vol. 33, Iss. 2;pg. 161 (13 pgs)
-Howpackagingaffects the product preferences of children and the buyer behaviour of their parents in the food industry
Ike-Elechi Ogba,Rebecca Johnson.Young Consumers.Bradford:2010.Vol. 11, Iss. 1;pg. 77 (13 pgs)
Point-of-sale
-Read:The Synergistic Interaction Between Point of Purchase Communications and Public Relations
Nurhan Babur Tosun.The Business Review, Cambridge.Hollywood:Dec 2008.Vol. 11, Iss. 1;pg. 273, (6 pgs)
Corporate Identity (Branding)
-Read and Study Chapter 4 (pg.106-137) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
- Read: International Committee of the Red Cross: emblems of humanity
Ann M. Torres.Marketing Intelligence & Planning.Bradford:2010.Vol. 28, Iss. 2;pg. 223, (13 pgs) / -Distinguishes the way in which elements of design, location and image influences the marketing communications plan.
March 29 / -Description of the communications mix feeds:
-Direct Marketing
-E-Marketing / Direct Marketing
-Read and Study Chapter 15 (pg.524-538) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
-Read: Measuring the Effectiveness of E-mail Direct Marketing in Building Customer Relationship
Abdel Baset I Hasouneh,Marzouq Ayed Alqeed.International Journal of Marketing Studies.Toronto:May 2010.Vol. 2, Iss. 1;pg. 48, (17 pgs)
E-Marketing
-Read and Study Chapter 16 (pg.546-573) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
-Read: BLOGS AS A MEANS OF INFORMATION SHARING AMONG TOURISM CONSUMERS: THE CASE OF TURKEY
Burcu Selin Yilmaz,Osman Nuri Ozdogan.Faculty of Tourism and Hospitality Management in Opatija. Biennial International Congress. Tourism & Hospitality Industry.Opatija:2010.pg. 1639, (10 pgs) / -Measures the impact of technology in marketing communications.
- Student 3 chooses 5 of the 15 communications feeds and creates an example of each one to discuss in class.
March 30 / -Review for Mid-term exam
March 31 / MID-TERM EXAM
April 4 / -The student compares and evaluates the different media platforms and marketing communication channels. / -Description of the different media platforms.
-Conventional: (TV, Radio, Newspaper, Magazine)
-Non-conventional: Online and Multimedia.
-Social networks phenomenon. / -Read and Study Chapter 7 (pg. 184-209) Introduction to Advertising and Promotion Management, 3rd Edition(1993)
-Read and Study Chapter 8 (pg.254-288) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
TV & Radio
-Read and Study Chapter 11 (pg. 332-369) Introduction to Advertising and Promotion Management, 2nd Edition(1990)
Print Media: Magazines & Newspaper
Read and Study Chapter 12 (pg. 378-416) Introduction to Advertising and Promotion Management, 2nd Edition(1990)
Internet
-Read: Segmenting The Web 2.0 Market: Behavioural And Usage Patterns Of Social Web Consumers1
Carlota Lorenzo-Romero,Efthymios Constantinides,María-del-Carmen Alarcón-del-Amo.Journal of Business Case Studies.Littleton:2010.Vol. 6, Iss. 7;pg. 55, (12 pgs)
-Success makes a happy birthday; Gloucester-based 10 Yetis Public Relations Ltd is an entrant in the Montpellier MarketingCommunicationsGroup-sponsored Communicator of the Year category in the Citizen and Echo Business Awards 2010.
Anonymous.The Citizen Gloucestershire.Stoke (UK):Aug 10, 2010.pg. 4
-Multimedia, Online, Internet; Large Asian corporations increase exposure onsocial networks
Anonymous.Marketing Weekly News.Atlanta:Mar 5, 2011.pg. 749 / -Identifies the media platforms and the accurate used of it according to the marketing communication plan.
-Experiments with the different communications feeds combined with the media channels.
April 5 / -The student explores strategies of marketing communication. / -Understanding of the integrated marketing communications approach (IMC):
The marketing communications mix.
-Marketing communications strategies applied in certain industries. / -Read and Study Chapter 1 & 2 (pg.2-57) Integrated Advertising, Promotion and Marketing Communications, 1stEdition
-Read: Effectiveness of integrated marketing communications; Empirical analysis of two brands in India
Mehir Baidya,Bipasha Maity.Journal of Indian Business Research.Bingley:2010.Vol. 2, Iss. 1;pg. 23 (9 pgs) / -
April 6 / -The student applies all the concept and tools learned in course. / -Analysis of the Communications plans of:
“Budweiser in Ecuador”
“The change of name from Porta to Claro” / -Bring 4 different examples of recent marketing communications published in the media platforms to discuss in class. (minimum 2 pages each).
-Choose 1Marketing communications plan and bring a brief written analysis (an essay of 3.500 words) to discuss in class. / -Starts to elaborate the final project applying the integrated marketing communications approach.
April 7 / -The student creates a challenging marketing communications plan for the competitive global market. / -Outline of the following steps to create the marketing communications plan. / -Research work at the UEES Library.
-Choose the company and answer the basic questions. / -Pre-project plan presentation.
-Revision of the developed work.
April 11 / Project class presentation.
April 12 / Project class presentation.
April 13 / -Project class presentation.
April 14 / -Project class presentation.
April 18 / -Project class presentation.
April 19 / -Review for the final exam.
April 20 / FINAL EXAM
April 21 / -Review of final Exam

6.- METHODOLOGY

Attendance & Punctuality is of vital importance.

- 4 absences permitted. At the 5th the student fails. (Short-term)

- 5 minutes late is one absence.

- 5 delays equal to 1 absence.

Participation in class. Student’s interaction and dynamism would be graded. Discussion and critical thinking are essential.

Complete homework, readings, research, projects and class activities on each topic.

Positive and effective group work performance.

Prepare for pop quizzes

Pass (minimum 70/100) mid-term & final exam

7. - EVALUATION

7.1Assessment Criteria

  • Class discussion: student’s critical thinking about the different marketing communications topics.
  • Analysis of the marketing communications resources and create their own criteria of how can they used them in a competitive market.
  • Synthesis of the strategic and mainpointsofmarketing communications.
  • Application of the concepts and tools of marketing communications in a practical challenging project.

7.2Performance Markers

  • Determines the definition of marketing communication and its role in local and global market.
  • Resolves to analyze and comprehend all types of communications feeds.
  • Analyzes background and actual process of communications.
  • Identifies basic subliminal communications.
  • Chooses and decides its practical project.
  • Uses physical, intellectual and communicational skills to elaborate a formal project presentation.
  • Presents the project in class

7.3 Weighting

  • Homework, Research & Readings
  • Assignments:15%

Outlines, Essays, Quizzes: 10%

  • Mid-term Exam 20%
  • Oral Presentation -Final project: 25%
  • Final Exam: 30%

8. - BIBLIOGRAPHY

8.1 Required

  • MAIN TEXTBOOK(s): Integrating Advertising, Promotion and Marketing Communications, 1st Edition, (2003) by Kenneth E. Clow and Donald E. Baack, Indianapolis, Indiana: Prentice Hall.
  • MAIN TEXTBOOK(s): Introduction to Advertising and Promotion. An Integrated Marketing Communications Perspective, 3rd Edition (1993)by George E. Belch and Michael A. Boston, Massachusetts: Richard D. Irwin Inc.
  • MAIN TEXTBOOK(s): Introduction to Advertising and Promotion Management, 2ndEdition (1990), by George E. Belch and Michael A. Boston, Massachusetts: Richard D. Irwin Inc.

8.2 Complementary

  • Scholarly Journals described in each session.
  • It is fundamental that the student permanently is researching and bringing material of examples to discuss in class: news articles, advertisements, videos, and more.
  • I would be giving them some hints of the sources of search, such as Business Week, The Wall Street Journal Business, The Economist, The New York Times, CNN Business, Bloomberg, Reuters, Online Social Media Website, The Guardian Business, The Financial Times, BBC, The Telegraph Business, NBC Business, Forbes, BizInvestChina, Travel Channel and more.

8.3 Hand-outs

  • Will be given during the class.

8.4 WEBliography

  • Proquest:
  • Google Scholar:
  • You Tube:

9. -FACULTY INFORMATION

NAME: Nuria Maité León Moral

ACADEMIC QUALIFICATIONS:

2010- Post-Graduate Diploma in Business Administration at the LondonCollege of

International Business Studies (LCIBS). London, United Kingdom.

2009- MA in Media Management at the University of Westminster. London, United

Kingdom.

2002- Bachelors Degree in Communications: International Journalism. Minor in

CorporativeCommunications. Universidad de Especialidades Espíritu Santo.

Guayaquil, Ecuador.

1998- International Studies. AFS Exchange Student at Mulernes Legatskole. Odense,

Denmark.

E-mail:

Blog:

Twitter:@NuriaLeonM

10. - FACULTY SIGNATURE AND OR DEAN/DIRECTOR’S APPROVAL (SIGNATURE)

Prepared by: Nuria León Moral Date: February, 2011

Reviewed by: Dean Monica Reynoso Date: February, 2011