1. NAME OF COURSE  / MODULE MARKETING COMMUNICATION
2. COURSE CODE MCA2023
3. NAME(S) OF ACADEMIC STAFF  
4. RATIONALE FOR THE INCLUSION OF THE COURSE/MODULE IN THE PROGRAMME The course will expose students on different communication tools in integrated marketing communication.
5. SEMESTER & YEAR OFFERED Semester 3 / Year 2
6. TOTAL STUDENT LEARNING TIME (SLT) Face to face:

L T P O
28 28 13 51

L=lecture ; T=Tutorial; P=Practical; O=Others (Exam)

Total Guided and Independent Learning:

120
7. CREDIT VALUE 120/40 = 3.00 (3 credit); 2+2
8. PREREQUISITE (IF ANY) NIL
9. OBJECTIVES 1.    To familiarize and provide student with basic overview, key concepts and theories of marketing communication.

2.    To provide students with an understanding and awareness of the important role that marketing communications plays within the marketing organization.

3.    To show students how to put marketing communications concepts into action in various marketing scenario.

10. LEARNING OUTCOMES At the end of the course, learners will be able to:

1.     Discover the effective of integrated marketing communications (LO1-C3).

2.     Apply the basic theories and principles of Marketing Communication (LO1-C3)

3.     Produce the application of marketing communication tools to a specific brand of a company (LO3-CTPS3, C3)

11. TRANSFERABLE SKILLS Student should be able to develop a good understanding of background of marketing communication, necessary tools and decision making process skills through a process of lectures, tutorial and group assignment.
12. TEACHING-LEARNING AND ASSESSMENT STRATEGY Teaching-learning strategy:

·       The course will be taught through a combination of formal lectures, exercise, group work, using authentic materials, informal activities and various textbooks. Collaborative teamwork will be fosters throughout the course. The use of examination and internal reporting assessment will assess the student’s ability to apply theoretical concept in context.

Assessment strategy:

·       Formative

·       Summative

13. SYNOPSIS This course introduces the students with the fundamentals, principles and concepts of marketing communication in a business entity. Marketing communication is one of the important areas in modern marketing. All organizations, large and small, commercial, government, charities, educational and other non-profit organization, need to communicate with a range of stakeholders. Marketing communications provides a core activity so that all interested parties can understand the intentions of others and appreciate the value of the goods and services offered. There are five main marketing communication disciplines or tools: advertising, sales promotion, personal selling, public relations and direct marketing. A key topic to be discussed in this subject is engagement. Effective marketing communications enables audiences to engage with products, services, brand and organizations. The two main ones concern in marketing communication comprising of relationship marketing and integrated communications.
14. MODE OF DELIVERY Lectures, tutorial and online learning
15. ASSESSMENT METHODS AND TYPES
Component %
Continuous assessment 50
Final examination 50
Total 100
16. CONTENT OUTLINE OF THE COURSE/MODULE AND SLT PER TOPIC

 

Topics Lecture Tutorial Test/Quiz/Exam Assignment Assessment (Library Search) Self-study Total SLT
An Introduction to Integrated Marketing Communication 2 2 3 7
Consumer Buying Behaviour 2 2 3 7
The Marketing Communication Process and Planning 2 2 3 7
Establishing Objectives and Budgeting for the Promotional Program 2 2 3 7
Creative Strategy: Planning, Development, Implementation and Evaluation 4 4 5 13
Media Planning and Strategy 2 2 3 7
Types of Advertising – Media Print Media, Support Media and Interactive Media 3 3 4 10
Direct Marketing, E- Commerce and Importance of Internet 3 3 4 10
Tools of Sales Promotion 2 2 3 7
Public Relations, Publicity and Corporate Advertising 2 2 3 7
Personal Selling 2 2 3 7
Ethical Marketing Communication and Islamic  Regulatory Environment and Issues 2 2 3 7
Continuous Test/Quiz/Assessment 2 6 4 12
Final Exam 3 9 12
Total 28 28 5 6 13 40 120
17. REFERENCES Main reference:

1.     Belch & Belch, (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th Edition. Mcgraw Hill.

Additional references:

1.     Kenneth E. Clow and Donald E. Baack. (2014). Integrated Advertising, Promotion and Marketing communications, 6th Edition. Prentice Hall

2.     John Egan. (2009). Marketing Communications. Prentice Hall.  Thomson South – Western

3.     Terence A. Shimp. (2008) Advertising, Promotion and Other Aspects of Integrated Marketing Communications. Thomson South –Western.

4.     Abdullah, Kalthom. 2008. Marketing Mix from An Islamic Perspective. Prentice Hall