Syllabus*

 

 

 

 

 

 

 

AL AKHAWAYN UNIVERSITY

SCHOOL OF HUMANITIES AND SOCIAL SCIENCES

COMMUNICATION STUDIES

 

 

Version 1.0

(Last Updated Thursday, 24 January 2009)

 

 

Class time:                          MWF 09.00 to 09.50

Class place:                         Multimedia Room at the Library

First class                            Wednesday 21 January 2009

Last class                             Friday 8 May 2009

Total 31 classes

Supervisor:                         Mohammed Ibahrine

Office:                                    Building 6, Room 9

Tel.:                                        (212) 0 35 86 24 42

Email:                                    advertisingcomauispring2009@googlemail.com

Course blog:                       http://advertisingauispring2009.wordpress.com/.

 

OFFICE HOURS:               

                                                Monday: 11.00-12.30 am

                                                Monday: 13.00-18.00 am

                                                Wednesday: 11.00-12.30 am

                                                Wednesday: 13.00-18.00 am

 

Please if you want to come to my office, please send me an e-mail to inform me about your visits and the purpose of the visit.

New Office Hours policy: 

For students, note that you have no more than 10 minutes

For capstone students, note that you have no more than 20 minutes

For master students, note that you have no more than 30 minutes

 

 

THE AIM OF THE COURSE

The course focuses on the roles of integrated marketing communication (IMC) in advertising and promotion. The goal is to help you develop theoretical foundations and professional competence in the field of marketing communication. In addition, the course will help you understand the nature, principles and practices of IMC. To allow students check their understanding of the material, we will use in-class exercise, discuss the learning objectives and go through the concept checks, bold key terms and chapter summaries. Intensive internet activities and end-chapter questions may be assigned as homework to confirm comprehension.

 

THE COURSE DESCRIPTION

The course guides you in dealing with IMC problems and opportunities, including promotions; package and branding strategies, point-of-purchase communication, marketing-oriented public relations, word-of-mouth buzz creation, and event- and cause-oriented sponsorship. In this course, students will combine video clips and interactive material to explore the concepts and theories presented in the textbook. Students will watch interviews, examine objectives of the advertising process, choose a strategy, and then create their own versions of the strategy. The course will thematize ethical issues in the advertising industry such as puffery, deceptive advertising, advertising to children and comparative adverting. The students will explore Moroccan advertising material to apply what they just learnt to real-world situations.

 

COURSE REQUIREMENTS:

The supervisor will use a student-centered teaching and learning approach, including lectures, seminars, collaborative learning, learning by doing, active learning. The students are asked to produce, since advertising is a production-oriented course.

 

Tasks	Percentage
Chapter outline before the class	(5%)
Assignments	(20%)
Contribution to the class google group	(5%)
Each student has to present one (1) required chapters of the textbook	(10%)
One IMC project	(20%)
Four tutorial quizzes	(20%)
Final-exam	(20%)

 

 

The submission of the Final Draft will be due on Sunday 29^th March 2009

 The students, who will be selected to participate in Dr. Emily Caston’s practical module on Advertising for television (Monday 20^th April and Monday 27^th April), will work on an advertising campaign based on a brief from the client. They have other deadlines. 

 

 

DEADLINES FOR THE PROJECTS: Sunday 29^th March 2009

DEADLINES FOR THE PROJECTS: Sunday 29^th March 2009

DEADLINES FOR THE PROJECTS: Sunday 29^th March 2009

 

 

The students, who will be selected to participate in Dr. Emily Caston’s practical module on Advertising for television (Monday 20^th April and Monday 27^th April), will work on an advertising campaign based on a brief from the client. They have other deadlines.

ACADEMIC HONESTY:

If you expect others to respect you, please respect yourself. So if you feel desperate, don’t make things worse by acting out of desperation: please come and talk to me about your problems before you do anything foolish. We will find a way.

 

READINGS:

In the practice of advertising, professionals do not skip meetings; therefore, consider yourself a professional and our class a meeting. Do not come unprepared. Do the readings before class and come to class. You will come to class having completed and submitted the outline of the chapter and participate fully in the co-creation of the class. I expect you to be a fully contributing member of the class by being prepared, taking responsibility for having productive discussions, helping yourself and others understand the material, and generating interesting ideas. I want to avoid the “professors teach, students learn” view of this enterprise.

Please note: The course requires a minimum of 4-6 hours of outside work per week (e.g., reading, analysis, group meetings, writing assignments, posting on the blog and the wikipedia and production of videos).

 

REQUIRED READINGS

There is ONE source of reading for this course: Terence A. Shimp, Integrated Marketing Communications in Advertising and Promotion, 7th Edition. Thomson South-Western, 2007

 

 

 

 

TENTATIVE CLASS SCHEDULE AND READINGS

 

Week 1.
January 21	Introduction
Week 2.
January 23	Overview of Integrated Marketing Communications
January 26
January 28
January 30
Week 3.
February, 2	Marcom’s Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable
February, 4:
February, 6
Week 4.
February 9:	Ethical, Regulatory, and Environmental Issues in Marketing Communications
February 11:
February 13:
Week 5.
February 16:	Marcom Targeting
February 18:
February 20:
Week 6.
February 23:	Marcom Positioning
February 25:
February 27
Week 7.
March 11:	Marcom Objective Setting and Budgeting
March 13:
Week 8.
March 11:	Developing Marketing and Advertising Plans
March 13:	Mid Semester Exam
Week 9.
March 16:	Creative Strategy and Creative Process
March 18:
March 20
Week 10.
March  23:	Facilitation of Product Adoption, Brand Naming, and Packaging
March 25
March 27
Week 11.	Deadline for the IMC PROJECT , March 29, 2009.
March 30:	Creating Effective and Creative Advertising Messages
April 1:
April 3
Week 12.
April 6:	Planning for and Analyzing Advertising Media
April 8:
April 10
Week 13.
April 13:	Using Traditional Advertising Media
April 15
April 17
Week 14.
April 20:	Employing the Internet for Advertising
April 22:
April 24
Week 15.
April 27:	Using Other Advertising Media
April 29:
May 1	No classes
Week 16.
May 4:	Marketing-Oriented Public Relations and Sponsorships
May 6:
May8
Week 17.
May 11	FINAL EXAM