School of Business & Economics

Department of Marketing & International Business

Course Name
Promotional Management
Course Code MKT 337
& Section No. Sections: 6 and 7
Semester FALL 2021

Instructor Name Shahneela Naheed [Sne]

Office NAC 712
Office Hours Available online
Office Phone 6091
Email Address shahneela.naheed@northsouth.edu
Department Marketing & International Business
Links North South University Website: http://www.northsouth.edu

COURSE AND SECTION INFORMATION

Class Time & MW 2:40 PM – 4:10 PM (Section 7)

Location MW: 4:20 PM - 5:50 PM (Section: 6)
Course MKT 202
Prerequisite(s)
Course Credit Hours 3.0

Course Description Marketing communications is a broad area encompassing many elements of a firm’s promotion
mix, including advertising, sales promotion, public relations, direct marketing, personal selling
etc. All these elements are related to communicating something about the firm to external
audiences, usually about what the firm has to offer. Some communications are targeted on
external audiences other than customers, but most are to customers. This course is specifically
about different promotional activities, with a main focus on the very common elements of
advertising.
Course Objectives On completion of this course, students will be aware of the key role effective promotional
management play in the development of brands in the contemporary marketplace and in the
creation and maintenance of mutually beneficial relationships between an organisation and its
key target markets. They will have studied the basic elements of promotional management
theory and examined the significance of promotional management in the development of
defensible and sustainable competitive advantage in increasingly dynamic market segments.
 This module seeks to explore essential individual elements of the marketing communications
mix (advertising, public relations, sales promotion, direct marketing etc.) within the context of
brand management. In addition, the way in which technological and competitive changes are
impacting upon both marketing communications strategy, and communication vehicles, will be
examined.
Student Learning On successfully completing this course, students will be able to:
Outcomes
CO 1. Comprehend and critically analyze the role of Integrated Marketing Communications
tools towards building effective brand communication
CO 2. Demonstrate essential skills to construct creative strategies aimed at generating top of
mind awareness
CO 3. Reproduce basic framework of an Integrated Marketing Communications plan in local
context
CO 4. Practice elementary entrepreneurial and communication skills in a competitive working
framework
CO 5. Identify ethical and socially responsible standards in designing promotional strategies for
organizations

Mapping of Course Outcomes with Program Outcomes, Delivery Methods and

Assessment Strategies
Course Outcomes (CO) Bloom’s Delivery Assessment
taxonomy methods tools
domain/level and activities (faculty members
(C: Cognitive (faculty can use any number
P: Psychomotor members can of tools)
A:Affective) choose any
number of
tools)
CO-1 Comprehend and critically analyze the role of
Integrated Marketing Communications tools C2, C4 Lecture, Quiz, Assignment
towards building effective brand communication Video
Discussion
CO-2 Demonstrate essential skills to construct C3 Concept
creative strategies aimed at generating top of Lecture, in- clarification,
mind awareness class group Midterm exam,
discussion, Individual and
Videos group presentation
CO-3 Reproduce basic framework of an Integrated P3 Lecture, Group report and
Marketing Communications plan in local context Discussion presentation, Final
Exam
CO-4 Practice elementary entrepreneurial and A2 Experiential Concept,
communication skills in a competitive working learning Demonstration,
framework session, In-class Group Presentation,
activities Assignment
CO-5 Identify ethical and socially responsible standards in A1 Lecture Assignment, Final
designing promotional strategies for organizations Video Exam
Demonstration
 Cognitive domain (knowledge-based): C
1: Knowledge, 2: Comprehension, 3 Application, 4 Analysis, 5: Synthesis, 6: Evaluation

The affective domain (emotion-based): A

1: Receiving, .2: Responding, 3: Valuing, 4: Organizing, 5: Characterizing

The psychomotor domain (action-based): P

1: Perception, 2: Set, 3: Guided response, 4: Mechanism, 5: Complex overt response, 6: Adaptation,
7: Origination

RECOMMENDED TEXT(s) – Primary and Supplementary

Author Edition & Year Publisher

Title
Main Text Book: Advertising and Promotion, An 11th Edition
Belch G, Belch M: Integrated Marketing Communication or Later
Perspective

Additionally Similar Integrated Advertising, Promotion and 4th Edition

Topic Covered By: Marketing Communication
Clow, K E Baack D: 11th Edition or Later

Resource Type Description Type Comments

Power point slides/ Information about Newspaper The instructor will provide
Handouts/Internet marketing information Articles, and/or direct to the sources.
and practices websites,
videos, other
form of articles
TEACHING STRATEGY

The course is assessed by means of two midterms, one final, one final project with presentation and several quizzes
and assignments both individual and group. Students are expected to actively involve and take initiative for their
own learning experience.

ASSESSMENT STRATEGY AND GRADING SCHEME

Your performance in ALL the exams determines your grade. The points are distributed in the following manner:

Grading tool Points

Midterm Exam 25%

Final Exam 30%
Final Report (Group) 15%
Individual Viva 5%
Quiz [Best 2 out of 3] 10%
Attendance 5%
 SLA 5%
Assignment or Quiz [At faculty members’ discretion] 5%
Total 100%

NSU’s grading and performance evaluation policies will be followed in assigning your grade. Please note that all
final grades are subject to departmental review and approval.

CLASSROOM RULES OF CONDUCT

(*** the following rules are given as sample rules. Faculty member can change it as per their preference)

1. The ground rule for our class is respectful, open communication. We have many things to learn from one
another. Every single question is appreciated!

2. When you come to the class, you become part of a learning community. Please be conscious of your
community role, and work toward creating a healthy learning atmosphere in the class.

3. Don’t chat during the class. If you have to, then feel free not to attend the class at the expense of your
attendance for the day. Inability to refrain from unnecessary, disruptive chatting may result in a request to
leave the classroom.

4. If you have to leave the class when it is in progress, sit near the door and leave silently.

5. While in class, please switch off your cell phone. Inability to do so may result in some penalty.

6. You must seek permission before using any sort of electronic gadget in the class such as a laptop. Use of
such gadgets for purposes other than note-taking during lectures is strictly prohibited.

7. Limit your eating while the class is in progress. Eat during the breaks.

8. Academic Integrity Policy: The School of Business and Economics does not tolerate academic dishonesty
by its students. At a minimum, you must not be involved in cheating, copyright infringement, submitting
the same work in multiple courses, significant collaboration with other individuals outside of sanctioned
group activities, and fabrications. You are advised that violations of the Student Integrity Code will be
treated seriously, with special attention given to repeated offences. Please refer to NSU Code of Conduct at
http://www.northsouth.edu/student-code-of-conduct.html

EXAMS AND MAKE UP EXAMS POLICY

Please note:
 You must come prepared for all your exams.
 You must come on time.
 Being late does not necessarily guarantee that you are going to get extra time for writing your tests and exam.
 You must bring your own pencil, pen, eraser, calculator and any other permitted items that you may need and you
are allowed during the tests and exam.
 All cell phones must be switched off.
 Any deviation from the standard procedures will not be taken lightly.
 Any unfair means adopted in the tests and exam will be seriously dealt with.
 Academic misconduct or failure to comply with NSU Examination Code of Conduct may result in F.

ATTENDANCE POLICY
Students need to be present in all the classes if he or she aspires a good grade. All students will get 5% marks if they do not
miss more than 3 classes in the semester. However, students will lose 1 mark for each subsequent class missed after missing
3 classes.

Class participation is different from class attendance. As this is a marketing course, students should practice participating in
class discussions. Logical, creative and innovative participation will lead to 5% marks. In addition to this class behavior and
punctuality will also affect this mark.

COMMUNICATION POLICY
During class time, via email or by appointment.

LESSON PLAN

Lesson Topics Chapter Learning Assessment Learning

Activities Tools Outcomes
Introduction to Integrated 1 Lecture Discussions CO-1
Marketing Communication
Video cases
Emphasize on:
1
 Role of Marketing
Communication
 The Tools of IMC
 IMC Planning Process
The Role of IMC in the Discussions CO-1
2 Lecture
Marketing Process
MIDTERM
Video cases
Emphasize on:
2  Strategy and Analysis Experiential
 Target Market Process Learning
 Positioning Session
 Promotional
Strategies: Push, Pull
Organizations for Quiz 1 CO-2
3 Lecture
advertising and promotions Discussions
Case
MIDTERM
Emphasize on: Studies
3  Clients Role
 Advertising Agencies
 Evaluating Agencies
 Specialized Services

The Communication Process CO-1

5 Lecture Discussions
Emphasize on: Discussions
 A Basic Model of
5 Communication Case
 Analyzing the Receiver Studies
 AIDA model or
Hierarchy of Effects
Model
Source, Message and CO-1
6 Lecture Discussions
Channel Factor
6 Discussions MIDTERM
Emphasize on:
 Source Factors Video Cases
 Establishing Objectives and CO-2
7 Lecture Discussions
Budgeting for the
Promotional Program Discussions MIDTERM

Emphasize on: Group Report

7
 Determining IMC
Objectives
 Sales vs.
Communication
Objectives
Creative Strategy: Planning CO-2
8 Lecture Discussions
and Development
Discussions MIDTERM
Emphasize on:
8 Video Cases Group Report
 Advertising Creativity
 The Creative Process
 Creative Strategy
Development
MIDTERM EXAM

Creative Strategy: Discussions CO-2

9 Lecture
Implementation and Participations
Evaluation Discussions Final Exam
9 Video Cases
Emphasize on:
 Appeals and Execution
Styles
 Creative Tactics
Media Planning and CO-2
10 Lecture Group Report
Strategy
Emphasize on: Discussions
 Developing and
10 Implementing Media
Strategies
 Advantages and
Disadvantages of
Traditional Media
Evaluation of Media CO-1 & CO-2
11 Lecture
Emphasize on:
 Advantages and Discussions Final Exam
11
Disadvantages of Group Report
Traditional Media
(Broadcast)
Evaluation of Media CO-1 & CO-2
12 Lecture Final Exam
Emphasize on:
Group Report
 Advantages and Discussions
12
Disadvantages of
Traditional Media
(Print)
Support Media CO-2
13 Lecture Discussions
Emphasize on: Discussions Final Exam
13  Traditional Support
Media Video Cases Group Report
 Non-Traditional
Support Media
14 The Internet and CO-1
15 Lecture Discussions
 Interactive Media
Discussions Final Exam
Emphasize on:
 Social Media Marketing
Sales Promotions CO-1
16 Lecture Discussions
Emphasize on:
15  Sales Promotion Tools Discussions Final Exam

Individual Interview
FINAL EXAM

***The faculty reserves the right to make changes to the course outline.

Exam Syllabus

Quiz 1 1,2

MIDTERM Chapters: 2, 3, 6, 7, 8

Quiz 2 9,10

Quiz 3 11,12

FINAL EXAM Chapters: 9, 11, 12, 13, 15, 16