الاتصالات التسويقية


# Course Name Credit Hrs Prerequisite
MKT 623 Marketing Communication 3 None

Brief Description


The course enables MBA students to know the key elements that are important in marketing communication. For marketers, communication is extremely important as it forms the foundation that could create product demand, brand images, positioning and so on. The emphasis in this course will be on the role of advertising as an important element in the marketing communication mix, and various promotion tools (direct marketing, sales promotion, publicity/public relations, and personal selling) in the marketing program. In addition, focus is also directed to important factors such as: an understanding of the overall marketing process, consumer behavior, environmental influences, communication channels, available media options and implementing effective promotional campaigns and programs.


Course Objectives


After completing this course, the student will be able to:

  1. Discuss organization’s marketing communication mix for sending a consistent message to customers and markets.
  2. Describe the role of other marketing communications agencies.
  3. Critically analyze the various ways of measuring the effectiveness of an MC program.
  4. Analyze issues and demonstrate skillfulness in planning, executing and evaluating strategies and action plans.
  5. Examine the various ways of establishing the communication budget for a program.
  6. Compare and contrast different range of media and methods available to marketers.
  7. Discuss the various ways of measuring the effectiveness of an MC program.
  8. Illustrate the importance of communicating with people from a diverse range of backgrounds with empathy.

Course Topics


  1. Introduction to Marketing Communications
  2. Organizing for Advertising and Communication
  3. Influence on Consumer Behavior
  4. The Communication Process
  5. Budgeting for MC Programs
  6. Implementation and Evaluation of a Creative Strategy
  7. Media Planning & Strategy
  8. Evaluating Broadcast and Print Media
  9. Direct Marketing, Marketing on the Internet, and Sales Promotion
  10. Public Relations, Publicity, Corporate Advertising and Salesmanship
  11. Measuring the Effectiveness of a Marketing Communication Program
  12. Social, Ethical, and Economic Aspects of Advertising & Promotion
  13. International Marketing Communications

Text Book


O’Guinn, T., Allen, C. and Semenik, R. (2019). Advertising and Integrated Brand Promotion. Mason, OH: Thomson-South-Western.



Additional References


Wilson, J. A. J. (2018). Halal Branding. London: Claritas Books.



24/11/2020
14:06 PM