AAA School of Advertising Part Time Bachelor of Arts in Marketing Communication

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1 AAA School of Advertising Part Time Bachelor of Arts in Marketing Communication 2014

2 CURRICULUM BA IN MARKETING COMMUNICATION DURATION: 4 YEARS COURSE STRUCTURE YEAR 1: 5 MODULES 1. Principles of Marketing 2. Presentation and Writing Skills 3. Marketing Communication issues in Multicultural Markets 4. Principles of Communication 5. Principles of Business Management YEAR 2: 4 MODULES 1. Global Marketing and Advertising 2. Entrepreneurship 3. Practice of Marketing 4. Research for Marketing Communication

3 CURRICULUM CONT YEAR 3: 5 MODULES 1. emarketing 2. Analytical and Financial Decision-making 3. Integrated Marketing Communication 4. Advertising Production 5. Consumer & Buyer Behaviour YEAR 4: 5 MODULES 1. IMC campaigns 2. Creativity and Problem solving 3. Marketing and Advertising planning process 4. Specialization: Account or Brand or Digital or Media Management 5. Work based learning (Internship)

4 WHO QUALIFIES? You must have matric (NSC) with at least 24 APS points. Candidates who have passed relevant modules at Unisa, IMM or a university or PHEI can apply for exemptions of modules (i.e. a max. of 3 in year 1 and 3 in year 2). Successful completion of all 19 modules is required in order to receive the degree.

5 DURATION? The Degree is done over 4 years minimum The course is structured in such a way that you should do 5 modules in year 1, 4 in year 2, 5 in year 3 and 5 in year 4. The Work Based Learning (Internship) can be done at your current employer.

6 ENROLMENT PROCEDURE Complete Application Form & on acceptance the Enrolment Agreement Attach a certified copy of your ID Document, Matric Certificate and Degree/Diploma (if applicable) Fax to (011) for attention Suvarni Achary (Randburg) or (021) for attention Cinthia Strydom (Cape Town) See Terms of Payment in the Enrolment Agreement.

7 ENROLMENT PROCEDURE Upon acceptance you will be notified and issued with an invoice All cheques to be made payable to the AAA School of Advertising please use your student number as your reference number All online transfers must have your student number as your reference number

8 Year 1: Module 1 Principles of Marketing Concepts regarding marketing. Concepts regarding building long-term customer relationships. Marketing opportunities and strategies by critically evaluating the marketing environment. Marketing information and Marketing Research. Consumer markets and consumer behaviour. Targeting and positioning The marketing mix (product, price, place & promotion) The management of an organisation s marketing activities.

9 Year 1: Module 2 Presentation and Writing Skills Interaction, composition, orchestration, and management of professional pitch presentations. Framework for advertising pitch presentations. Presentation tools and technology such as PowerPoint, video and sound. Fear associated with presentations and how to deal with that fear Importance of and the reason for doing presentations The correct tools of personal appearance Evaluate an audience before a presentation Follow a logical and direct flow in a presentation Effectively prepare a presentation Different presentation personalities Understand left brain / right brain communication

10 Year 1: Module 2 Presentation and Writing Skills (Cont) Deliver a presentation with enthusiasm and energy in a creative manor Prepare effective visual aids Correct communication Skills Correct and effective eye communication Correct and effective posture and movement Issues of voice and vocal clarity Correct and effective gestures and facial expressions Correct and effective language, pauses and non-verbal cues Implement effective listener involvement techniques Issues surrounding the correct use of humour in a presentation Use imagination when preparing for and executing a presentation

11 Year 1: Module 3: Marketing Communication issues in Multicultural Markets Popular Culture changes on a daily basis. A structured course is, therefore, too inflexible. The Module covers all the topics listed, but the outcomes and assignments will vary according to current trends and developments. SAARF and Lsm s Black diamonds The South African Population Mindsets and trendscapes Celebrations and ceremonies My home/stokvels Trendyouth Trend watching Popular Culture over the decades

12 Year 1: Module 4: Principles of Communication Process of Human Communication Personal Perception The verbal message Listening Conflict & Negotiation Ethics & Communication Relationships in Process Interpersonal Communication Intercultural Communication Interviewing Small-Group Communication Public Communication Organisational Communication Mass Communication

13 Year 1: Module 5: Principles of Business Management Business management in perspective and the challenges facing businesses today. Business environment. Different management tasks. Planning as a management task. Organising as a management task. Discuss leading as a management task. Motivating as a management task. Controlling as a management task.

14 Year 1: Module 5: Principles of Business Management (Cont) Operations function in detail. Logistics management in detail. Financial management in detail. Human resources management in detail. Identifying the target market. Marketing management in detail. Entrepreneurship in detail. Crafting of a business plan.

15 Year 2: Module 1 Global Marketing and Advertising Nature and importance of global marketing. Global economic environment of global marketing. Global trade environment of global marketing. Social and cultural environments of global marketing. Political, legal and regulatory environments of global marketing. Global information systems and market research. Concepts of segmentation, targeting and positioning. Concepts of exporting, importing and sourcing. Global market entry strategies of licensing, investment, and strategic alliances. Product and brand decisions within the context of global marketing.

16 Year 2: Module 1 Global Marketing and Advertising (Cont) Pricing decisions within the context of global marketing. Global marketing channels and physical distribution. Advertising and public relations within the context of global marketing. Sales promotion, personal selling, special forms of marketing communication and new media within the context of global marketing. Strategic elements of competitive advantage. Concepts; leadership, organisation, and control; with regard to managing the global marketing effort. Digital revolution and global electronic market place.

17 Year 2: Module 2: Entrepreneurship Introduction to entrepreneurship Concepts of franchising, Retailing, Multi-level marketing as well as the service industry Business opportunities A business plan Introduction to production planning process Managing an organisations labour force Introduction to importance of Information technology Financial record keeping Stocks and inventory management Different business forms and tax implications Introduction to important legal issues Introduction to sources of finance Reading and interpretation of financial statements

18 Year 2: Module 3: Practice of Marketing Evolution of strategic marketing Functioning of strategic business units Macro environmental analysis Market/Industry analysis Customer management Competitor analysis Identification of sustainable competitive advantage Competitive strategies Life Cycle strategies Strategies for building relationships with key stakeholders Global strategies Strategic management of marketing value-mix variables Strategic marketing planning Strategy implementation Strategy evaluation and control

19 Year 2: Module 4: Research for Marketing Communication Introduction and review Marketing Research environments The Research Planning and Design Process Secondary Data Sources Primary Data Sources Quantitative and Qualitative Techniques Methodology Survey Interviewing Experimental Research Sampling Process Sample Size Determination Concepts of Measurement Measurement Scales Questionnaire Design Basic Data Analysis Ethical Issues Presenting Research

20 Year 3: Module 1: emarketing Concept of what e-marketing is as well as who e-marketers are and what they do. Context of e-marketing by taking a closer look at issues affecting e-marketing, identifying internet activities and opportunities and understanding the concept of e- Marketing. Necessary skills, knowledge and work experience an internet marketer must possess. Clear understanding of the different types of internet businesses that exist, as well as issues regarding how business is conducted via the internet. marketing as a component of the e-marketing plan How a business can use online advertising Search-engine marketing. SEO

21 Year 3: Module 1: emarketing (Cont) PPC advertising Social media. Affiliate marketing. Viral marketing. Online reputation management Web PR Website development and design Online copywriting Web analytics and conversion optimisation

22 Year 3: Module 2: Analytical and Financial Decision-making Statistical methods and their role in marketing decisions and strategies Apply the statistical methods taught Apply analysis techniques to marketing decisions Apply statistical analyses to quantitative research projects Conduct descriptive statistical analysis by using Excel Financial aspects and their role in practical marketing decisions and strategies Concepts and importance of long, medium and short term financial and marketing planning Analyse financial statements to determine performance levels of companies Apply financial analysis techniques to the marketing mix

23 Year 3: Module 3: Integrated Marketing Communication IMC (past, present & future) Persuasive Communication Advertising Planning the Ad Campaign Advertising Creativity Advertising Media Personal Selling Shopper Marketing & Sales Promotion Direct Response Marketing Public Relations & Word-of-mouth Sponsorship & Event marketing Digital Media Marketing Alternative tactics Evaluating the Marketing Communication Efforts

24 Year 3: Module 4: Advertising Production Role of the Production Department in the Ad Agency Challenges involved in production Basic elements involved in various production processes such as: Print Production Television Production Radio and Audio Production Outdoor Production New media Production

25 Year 3: Module 5: Consumer & Buyer Behaviour Overview of consumer behaviour Applications to marketing communications Psychological forces Motivation Personality Perception Learning, memory and product positioning Attitudes Reference groups Family Cultures Social class Consumer decision-making process and problem recognition

26 Year 4: Module 1: IMC Campaigns Integrate and apply all theoretical issues studied in practical campaigns Develop strategic solutions to briefs incorporating all theory studied in all courses. work in teams (mini-ad. agencies) marketing plans IMC solutions media plans budgets

27 Year 4: Module 2: Creativity and Problem Solving This is a practical module where creativity is explored and ways of solving problems are mastered.

28 Year 4: Module 3: Marketing & Advertising Planning Process Introduction overview of the MAP process Current and global marketing communication issues Marketing research basics Macro environmental analysis PEST environmental and analysis methodology: Political Economic Socio-cultural Technological Industry analysis Competitor Analysis Company environment analysis (micro analysis) GAP analysis Company resource analysis Brand review SWOT and Key Issues Analysis Setting company objectives Understanding the consumer

29 Year 4: Module 3: Marketing & Advertising Planning Process (cont) Strategic thinking and generating strategic alternatives Product Price Distribution Process and systems People IMC (Integrated Marketing Communications) IMC (Integrated Marketing Communications) Advertising Personal selling Public relations (PR) Sponsorship Direct marketing Selecting and implementing a single minded strategy Forecasting and budgets Valuation and control measures

30 Year 4: Module 4: Specialization: Account Management: The Job The Account Executive is the link between the client and everyone on the ad agency team. He/she ensures that the agency s objectives and values are represented and the account remains profitable. This individual will be a good organizer and a people s person.

31 Year 4: Module 4: Account Management (Elective) Evolution of the ad agency and the new environment Overview of ad agency processes & systems Fundamentals of Account Management: the scope and role Understanding media Financial Management and issues Understanding strategic planning Understanding the Wants, Needs & Expectations of Clients, Creatives & Media Understanding production Relationship building Understanding pitches, tenders and negotiations Understanding legal and self regulation issues Account management in the integrated world of advertising Developing your career

32 Year 4: Module 4: Brand Management (The Job) The Brand manager is the custodian of the brand in a marketing company adding value to the company by building brands. This individual needs to be highly competent, proactive and have a thorough understanding of marketing, research, advertising and consumer behaviour.

33 Year 4: Module 4: Brand Management (Elective) Introduction Assignment Brief (Theory) Brands and Brand Management (Theory) Intro to Brands and Brand equity (Practical) Customer Based Brand equity (Theory) Brand positioning and Brand values (Theory) Consumer Insights and brand development (Practical) Brand Management: (Practical) Brand system Branding strategies Choosing Brand Elements to Choose Equity (Theory) Brands and the Law (Practical) Designing Marketing Programmes to Build Brand Equity (Theory) Brand elements and Brand equity (Practical) Integrating IMC to Build Brand Equity (Theory)

34 Year 4: Module 4: Brand Management (Elective) (Cont) Brand equity, research and tracking (Practical) Brand leveraging (Theory) Brand leveraging (Practical) Developing Brand Equity Measurement (Theory) Corporate branding (Practical) Measuring Sources of BE: Capturing Consumer Mindset (Theory) Launching a new brand (Practical) Measuring BE Outcomes: Capturing Market Perform (Theory) Managing a brand in the trade (Practical) Design & Implementation of Branding Strategies (Theory) Financial issues in branding (Practical) Introduction and Naming of New Products (Theory) Brand advertising (Practical) Managing Brands Over Time (Theory) Global Branding (Theory) Brand research (Practical)

35 Year 4: Module 4: Media Management (The Job) A Media Planner is someone with numerical and computer skills who identifies the optimum mix of media channels to deliver the advertising message to the right people within the client s budget.

36 Year 4: Module 4: Media Management Developing a standpoint for media Media RSA Defining the target market Concepts of media planning Media research Reading computer runs Television Magazines Radio Outdoor Cinema The Internet /Digital Alternative media Creativity in media Thinking out of the box Sponsorships Relationship marketing Developing a strategy The media plan Reading rate cards Relationships and Service Presentation skills

37 Year 4: Module 4: Digital Media Marketing (The Job) The Digital Media Marketer understands all the digital tools and how to design and integrate a digital media strategy with classical advertising tools. This individual will have new media knowledge and strategic thinking ability.

38 Year 4: Module 4: Digital Media Marketing (Elective) DMM as a marketing channel Key DMM tools: Website development & management Search Engine marketing and SEO Reporting marketing Paid advertising (Google Adwords, pay-per-click etc) Social media Mobile marketing Viral marketing Crowdsourcing Banner and affiliate advertising Digital marketing strategy The future of digital marketing

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