Marketing Communications

Transcription

1 2011/2012 Academic Year dd/mm/yyyy Course Code Marketing Communications Course Joana César Machado Course Coordinator Joana César Machado insert class code Ext 417 Lecturer name Class code address Office phone number Course presentation - Topics and Objectives Objectives This course has the following primary goals: - to provide an overview of the development of an integrated marketing communications strategy; - to develop a critical understanding of the role of the different communications instruments in the creation of value for the organization and its various stakeholders. Topics The following topics will be covered in this course: 1. Marketing and the communications mix 2. Integrating marketing communications 3. How marketing communications work 4. Developing a marketing communications plan 5. Sales promotions 6. Point-of-purchase communications 7. Public relations 8. Sponsorship 9. Online marketing communications 10. Direct marketing Study methods Classes should be complemented with home readings. Students should search for scientific papers in the data bases provided by the university. The critical analysis of papers related to the topics of this course is fundamental for the development of the group assignment. Students should also look for cases that illustrate the topic selected for their group assignment. Topics/Objectives Marketing Communications dd/mm/yyyy 1/5

2 Syllabus [Bibliography] - Blyth, A. (2010), Brillant Online Marketing - How to use the Internet to market your business, Pearson Prentice Hall, Harlow. - De Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2007), Marketing Communications A European Perspective, 3rd edition, Prentice Hall. - Fill, C. (2005), Marketing Communications Engagement, Strategies and Practice, 4th edition, Prentice Hall. - Hughes, M. (2008), Buzz Marketing: Get people to talk about your stuff, Penguin, New York. Blyth, A. (2010), Brillant Online Marketing - How to use the Internet to market your business, Pearson Prentice Hall, Harlow. - Kotler, P. et al. (2009), Marketing Management, 1st European edition, Prentice Hall. - Lendrevie, J. et al (2010), Publicitor, 7ª edição, Publicações D. Quixote. - Pickton, D. and Broderick, A (2005), Integrated Marketing Communications, 2nd edition, Prentice Hall - You can find information regarding main bibliography, which is d in detail in Mandatory bibliography. Marketing Communications dd/mm/yyyy 2/5

3 Mandatory bibliography - De Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2007), Marketing Communications A European Perspective, 3rd edition, Prentice Hall. - Fill, C. (2005), Marketing Communications Engagement, Strategies and Practice, 4th edition, Prentice Hall. Mandatory bibliography Other bibliography Other bibliography Marketing Communications dd/mm/yyyy 3/5

4 Assessment a. Normal Assessment Period Assessment will have two components: Final Exam - 50% Group Assignment and Participation - 50% To pass students have to obtain a final mark of at least 9,5 and none of the two previous components may be less than 7,5. Participation Students should attend classes and participate. The mark in the group assignment will be individualized according to the participation in classes. Group Assignment The group assignment should be original and all the references used in the assignment should be correctly and completely cited. Furthermore, the assignment has to be submitted in paper and presented orally by all the group members after the last session of the course. Appeal final exam can substitute the final exam in the final mark calculation. b. Final Exam (Resit) The Access to the Appeal Final Exam is limited. Students might choose to submit to a maximum of 18 ECTS throughout the entire program Marketing Communications dd/mm/yyyy 4/5

5 Academic calendar Marketing Communications Lecture 1 Integrating communications; How communications work; Development of a communications plan Lecture 2 Development of a communications plan (continued); Sales promotions Lecture 3 Point-of-Purchase communications Lecture 4 Public Relations and Sponsorship Lecture 5 Online communication; Direct marketing insert date insert date insert date insert date insert date Main dates: Lecture 5 Lecture 6 Lecture 8 Lecture 9 Lecture 10 insert date insert date insert date insert date insert date Comprehensive Exam insert date Final Exam (Resit) insert date This table provides an integrated view of the semester: main topics and assessment. Lecturer can request from students other kinds of assessment. Marketing Communications dd/mm/yyyy 5/5