Course : Marketing Communication

Course Code : BMKT 21223

Credit Value : 3

Status : Compulsory

Level : Level 2

Semester : Semester I

Overall Learning Outcomes : At the end of the session students should be able to;

  1. describe the steps of marketing communication process and analyze marketing communication plans of organizations
  2. examine the components of a marketing communication plan in developing integrated marketing communication plans
  3. examine the role of event management as an integrated communication tool in modern marketing communication
  4. demonstrate knowledge of different contexts pertaining to marketing communication activities
  5. practice the acquired knowledge  in communication as an integral component to achieve marketing objectives

Course Content                     :

Topic No

Topic

Learning Outcomes

Teaching

and

Learning Method

Method of Assessment

1

Introduction to Marketing Communication

At the end of the session students should be able to;

  1. discuss the role of marketing communication and its changing nature.
  2. compare and contrast the components of communication mix (including advertising, sales promotion, direct marketing, publicity, public relation, sponsorship, exhibition and packaging)
  3. examine the importance of communication mix in different contexts
  4. discuss the importance of harmonizing the marketing mix with communication tools

Lectures

Class room discussions

End Semester Examination

2

The Marketing Communication Plan

At the end of the session students should be able to;

  1. discuss the marketing communication plan with the help of a specified case study
  2. analyze the application of marketing communication in consumer markets and industrial markets
  3. examine the common marketing communication objectives adopted by organizations based on the stages of response hierarchy models
  4. practice how to set marketing communication objectives integrated with the marketing objectives of the organization
  5. discuss each step of a marketing communication plan by relating to the real life scenarios

Lectures

Buzz groups

End Semester Examination

3

Advertising

At the end of the session students should be able to;

  1. identify advertising as a concept within marketing communication mix
  2. analyze the situation and set marketing & communication objectives for the advertising campaign
  3. demonstrate the conceptual understanding of developing an advertising strategy and creative brief
  4. recognize the concepts of media strategy, media schedule and stages of media planning (including client approval, production, clearance, testing, roll-out, tracking, etc…)
  5. develop advertising concepts including media strategy and media schedules

Lectures

Brainstorming sessions

Class room discussions

End Semester Examination

4

Sales Promotion

At the end of the session students should be able to;

  1. identify sales promotion as a concept within marketing communication mix
  2. analyze the sales promotion objectives, sales promotion strategies and tactics
  3. recognize the concepts of promotion wars, problem promotions and the process of managing a sales promotion

Lectures

Class room discussions

End Semester Examination  Group assignment

5

Direct Marketing

At the end of the session students should be able to;

  1. identify direct marketing as a concept within marketing communication tools
  2. recognize the advantages and disadvantages of direct marketing
  3. analyze the growth of direct marketing in the modern business environment
  4. discuss the role and operation process of tele-marketing
  5. practice data base marketing process and a direct mail campaign
  6. customize direct marketing campaign according to the other marketing communication mix components

Lectures

Class room discussions

Brainstorming sessions

End Semester Examination

6

Personal Selling and Salesmanship

At the end of the session students should be able to;

  1. identify the importance of sales force
  2. discuss the concepts of personal selling as an integrated part of marketing communication mix
  3. recognize the concept of salesmanship and creative selling process
  4. discuss the functions of  extended sales force (including mindshare, field marketing, multilevel marketing)
  5. analyze the role of the sales manager and functions of sales force
  6. discuss the selling theories on a given scenario or real life context

Lectures

Buzz groups discussions Case study

End Semester Examination

7

Sponsorships

At the end of the session students should be able to;

  1. identify sponsorship as an important concept in the modern marketing arena
  2. recognize techniques and strategies required to plan a successful sponsorship program
  3. analyze knowledge and competencies required to promote, implement and conduct sponsorship program
  4. develop ambush marketing programs for different marketing campaigns
  5. practice skills required to assess the quality and success of sponsorship program

Lectures

Group discussions

End Semester Examination

8

Event Management

At the end of the session students should be able to;

  1. identify event management  as an important concept in modern marketing arena (including historical perspective, introduction to event management, size & type of event, event team, code of ethics)
  2. recognize event planning and team management (including aim of event,  establishing objectives, preparing event proposal, evaluating suppliers, use of planning tools)
  3. recognize  knowledge and competencies required to promote, implement and conduct an event management program
  4. practice event marketing as an integrated component (including the way it integrates to advertising, public relations, sales promotions, events & experience etc...)

Guest lectures

Case study

Brainstorming sessions

End Semester Examination Organizing integrated event as an holistic assignment

9

Merchandising

At the end of the session students should be able to;

  1. identify merchandising as an important concept in the modern marketing arena
  2. recognize techniques and strategies required to plan a successful merchandising campaign by applying the concepts into a given scenario
  3. analyze knowledge and competencies required to promote, implement and conduct merchandising program
  4. practice the skills required to assess the quality and success of merchandise program

Lectures

Buzz groups Group discussions

End Semester Examination

10

Word of Mouth

At the end of the session students should be able to;

  1. identify word of mouth as an important concept in modern marketing
  2. recognize techniques and strategies required to plan a successful word of mouth campaign
  3. analyze knowledge and competencies required to promote, implement and conduct word of mouth program
  4. discuss the concepts of customer experience management (CEM)
  5. practice how to measure the success of a word of mouth programme

Lectures

Brainstorming sessions Group discussions

End Semester Examination

11

Corporate Identity

At the end of the session students should be able to;

  1. identify the concept of corporate identity in modern marketing
  2. recognize techniques and strategies required to build a successful corporate identity for an organization
  3. analyze knowledge and competencies required to promote, implement and conduct a corporate identity enhancing program
  4. practice the skills required to assess the quality and success of corporate identity programs
  5. align corporate image mix activities to enhance the corporate identity on a given scenario or real life context

Lectures

Group discussions

End Semester Examination

Recommended Reading        :

  1. Belch G. and Belch M. (2011), “Advertising and Promotion: An Integrated Marketing Communications Perspective”, 9th edition, McGraw-Hill/Irwin.
  2. Clow K.E. and Baack D.E. (2013), “Integrated Advertising, Promotion and Marketing Communications”  6thedition, Prentice Hall Publishers, New Delhi.
  3. Smith P.R. and Taylor J. (2004), “Marketing Communication: and Integrated Approach”, 4th edition, Kogan Page Business Books, India.
  4. Dahlen M., Lange F. and Smith T. (2009), “Marketing Communications: A Brand Narrative Approach”, Wiley Publishers.
  5. Blakeman R., (2007), “Integrated Marketing Communication: Creative Strategy from Idea to Implementation”, Rowman& Littlefield Publishers.
  6. Shimp T.A. (2008), “Advertising Promotion and Other Aspects of Integrated Marketing Communications”, 8th edition, Cengage Learning.
 

Highligts

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    Dr. Ravindra Dissanayake, Senior Lecturer, Department of Marketing Management, the Faculty of Commerce & Management Studies of the University of Kelaniya, has been appointed as the Chairman of the National Think-Tank of “Brand-Sri Lanka” project.

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    The inauguration ceremony of Master in Business and Management (MBM) in Marketing, (II Intake) offered by the Faculty of Commerce and Management studies, University of Kelaniya was successfully held on 27th of August 2017 at the CPMG Hall of Ananda Patabendige Building in the Faculty of...

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    The Department of Marketing Management (DMM) of the University of Kelaniya, signed an MOU with Marina Foods (Pvt) Ltd on 04th May 2017 at the Senate Room of the University. With this MOU, Marina Foods (Pvt) Ltd comes on board as a strategic partner of DMM. The MOU mainly focuses on the...

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