Course : Applied Marketing Communication

Course Code : BMKT 31213

Credit Value : 3

Status : Compulsory

Level                           : Level 3

Semester                     : Semester I

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

  1. recognize the role of integrated marketing communication (IMC) in building brands
  2. recognize techniques and strategies required to plan an integrated marketing communication program
  3. design strategies and tactics to develop an integrated marketing communication program successfully
  4. integrate knowledge and competencies required to promote, implement and conduct an integrated marketing communication program
  5. appraise the quality and success of an integrated marketing communication program

Course Content :

Topic No.

Topic

Learning Outcomes

Teaching

and

Learning Method

Method of Assessment

1

Management Process of Marketing Communication

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

  1. examine the concept of management processes in the marketing communication
  2. build and integrate management processes for a given organization's marketing communication program
  3. apply management processes to develop a marketing communication program for a given scenario

Lectures

Class Room Discussion

End Semester Examination

2

Designing Communication Strategy

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

  1. appraise the concept of communication strategy in the marketing communication
  2. build a communication model for an organization considering different communication models (including single step communication model, mass communication, two step communication model, multi-step, web)
  3. construct a communication strategy for a marketing communication program (including word of mouth and adoption models)
  4. select a communication strategy aligning with overall marketing strategy
  5. ascertain the factors leading to ethical and unethical behavior when managing marketing communication programs

Lectures

Brainstorming sessions

Case Study

End Semester Examination

3

Integrated Marketing Communication

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

  1. appraise the concept of integrated marketing communication (including message, channel, time, objective)
  2. build an integrated marketing communication strategy for a given organization (push, pull and profile)
  3. practice the skills required to develop an integrated marketing communication program
  4. build IMC concept for an organization considering the vision, mission and objectives
  5. evaluate the strategic consistency of IMC plan in real life context (planning to execution level)

Lectures

Buzz groups

Field Research

End Semester Examination

Field research report

4

Advertising Strategy

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

  1. appraise the concept of advertising strategy in the marketing communication mix
  2. build advertising campaign for an given organization and relate it with a real market operation (including the process of agency and media)
  3. practice advertising as a components of a total communication strategy (including its role as an integrated component)
  4. construct advertising campaign in line with theoretical and practical framework
  5. modify given advertising campaign with deep understanding on practicality

Lectures

Debates

End Semester Examination

5

Understanding Agencies-Agency relationship

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

  1. appraise the concept of agency structure, agency types, agency remuneration and agency selection process
  2. build agency structures (including major concepts like account executive, planning department, creative department, media department, production department, traffic department, account management team)
  3. practice agency remuneration methods (including commission, commission rebating, fees, pay by results)
  4. coordinate the agency selection process including pool list, credentials, the pitch, pre-pitch.........etc.
  5. customize the management style based on the agency type (including different working relationship / how to ensure good agency relationship)

Lectures

Classroom Discussions

End Semester

Examination

6

Media Planning and Strategy

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

  1. appraise the concept of media mix, media selection, media buying, and media research
  2. build media selection process for an organization (including audience size, type, state of mind, cost of production, minimum cost of space, cost per thousand, message, ease of media buying)
  3. practice the skills required for media planning and strategy
  4. integrate media research and media strategy for a given organization with an understanding of media scheduling

Lectures

Simulation

End Semester Examination

Assignment report on creative brief and media plan

7

Public Relation

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

  1. appraise Publicity and Public Relation (PR) as a concept within marketing communication tools (including product PR and corporate PR, PR mix, controlled integration of publicity, measuring media relation)
  2. integrate the concepts of public relations with all other marketing mix components
  3. formulate a PR program for a given organizational context

Lectures

Group assignment

End Semester Examination

8

Event Management

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

  1. construct techniques and strategies required to plan a successful promotional event
  2. build knowledge and competencies required to promote, implement and conduct promotional events
  3. improve the skills required to assess the quality and success of promotional events
  4. develop outsourced event planning in a simulated environment

Lectures

Simulation

End Semester Examination

9

Budgeting methods

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

  1. appraise the concept of budgeting in marketing communication
  2. build communication budgeting methods for a given organization
  3. practice the skills required to develop budgets for a marketing communication program
  4. modify given budget for a campaign (aligned to set prioritizing like time, adjustments, media rescheduling and reshaping execution)

Lectures

Individual assignment

End Semester Examination

10

Controlling promotional programs

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

  1. appraise the concept of controlling promotional programs in marketing communication
  2. practice different methods of management control of promotional program
  3. decide exact method of controlling from given techniques
  4. design timing for a given promotional campaign based on each decisive stage
  5. evaluate Return on Investment (ROI) for a given budget and time cost pertaining to IMC plan

Lectures

Group discussions

End Semester Examination

Recommended reading   :

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

Highligts

  • The certificate awarding ceremony of Diploma in People Skills Facilitated by Nestlé Lanka PLC
    News

    Diploma in People Skills is a unique programme offered by the Department of Marketing Management, Faculty of Commerce and Management Studies to its undergraduates focused on soft skills development. In January 2017, Nestlé Lanka PLC; a leading multinational of Sri Lanka which is the world’s...

    (254)
    Read more...
  • Dr. Ravindra Dissanayake has been appointed as the Chairman of the National Think-Tank of Brand-Sri Lanka” Project
    News

     

    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.

    The National Budget of 2017 has proposed that...

    (99)
    Read more...
  • The inauguration ceremony of MBM in Marketing -II Intake
    News

     

    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...

    (139)
    Read more...