UNIVERSITY OF SANTO TOMAS

DEPARTMENT OF LEGAL MANAGEMENT

OUTCOMES -BASED TEACHING - LEARNING PROGRAM
FOR MARKETING COMMUNICATIONS (CA 3)
1st semester, SY 2018- 2019
Course Title: MARKETING COMMUNICATIONS

Course Number: CA 3

Credit Units 3

Contact Hours: 3 hours/ week lecture

Course Placement:
Pre-requisites: CA 1

Course Facilitator: Asst. Prof. Gwenetha Y. Pusta, PhD

Consultation Place /Time: W: 14:00-15:00/ AB Consultation Room
Email: gwenetha@yahoo.com
Course Description: This course introduces students to the fundamental concepts and application of marketing
as the bridge between customers and products / services. It deals with developing an
analytical framework for understanding the consumer market using tools such as market
research methods, consumer buying behavior models and competitive strategic and
segmentation techniques that will enable learners to make strategic decisions in choosing
the appropriate marketing mix for the best available options in given market situations.

Approve by: PROF. MICHAEL ANTHONY C. VASCO, PHD

Date of Approval:
 UNIVERSITY OF SANTO TOMAS
DEPARTMENT OF COMMUNICATION
Department of Communication’s Program Intended Learning Outcomes
Learning Intended Outcomes
It is expected that Thomasian students of It is expected that an Artlet Communica-
Communication Arts, will be able to man- tion Arts student will be able to demon-
ifest the following: strate the following:
1. The ability to demonstrate critical • Progressive demonstration of critical
thinking and ethical consciousness. planning and operational skills.
• Cognition of relevant marketing princi-
ples to obtain desired organization goals. 2. Compare and contrast, analyze , relate
2. The ability to critically assess and ar- • Grounded engagement in theorizing,
ticulate various marketing theories. generalizing and synthesizing competi-
tive market actions of a firm.
3. The ability to contribute to the con- • Assimilate the value and techniques of
ceptual planning and execution of a market research.
sound marketing plan. • Critically plan the concept, tools, tech-
niques and strategies of a marketing plan.
• Contribute to the increased market per-
formance of a firm.
Course Intended Learning Outcomes
It is expected that, after the course a stu-
dent will be able to do the following:
1. Discuss the environmental factors, is-
sues of consumer behavior in case anal-
ysis.
and apply learned principles towards
competitive market actions.
3. Identify, describe and evaluate factors
affecting market performance.
4. Elucidate the basic tenets of marketing
and be able to critically engage with these.
5. Design a marketing plan for the firm on
specific issues confronting the market per-
formance.
6. Engage in a revalida presentation of the
proposed plan with oral defense.
 Department of Communication’s
Learning Intended Outcomes
4. Preparedness for professional areas
and industries
INTENDED LEARNING
OUTCOMES
• Locate marketing principles
in the taxonomy of consumer
marketing laws.
• Understand Consumer Buy-
ing Behavior & IMC Models
Program Intended Learning Outcomes Course Intended Learning Outcomes
• Creative countenance of principles 7. Exhibit academic excellence through
learned as preparation for legal profes- the efficient completion of the course
sion in the consumer market industry. requirements.
8. Communicate the relevance of theories
and principles learned in their practice
of ethical profession.
9. Work efficiency and professionalism in
chosen discipline.
CONTENT TEACHING- LEARN- ASSESSMENT TASKS
ING ACTIVITIES
I Introduction to IMC in the Asian Lecture
Context • socialized discussion and
a. The Dynamic Nature of IMC sharing of expectations
b. The Growth of IMC in ASEAN
c. Factors Affecting the Integration
in Asia and overcoming them
d. The challenges and opportunities
e. The strengths & weaknesses
f. The new prospects for IMc in the
21st century
II. The Consumer Decision Making Lecture / Socialized Dis-
Process / Paradigms cussion
a. Factors Affecting the Consumer Student Inquiries
Buying Behavior
• Accurately articulate the con-
cepts, elements, characteris-
tics in planning and analyzing
the consumer market.
c. Role of Branding
d. How brands create value
e. Customer-based Brand Equity
f. Brand Development
g. Brand Positioning
h. Brand Mantras
i. Brand Elements & Strategies
Recitation • objective quiz
Readings: Marketing and
Marketing Management
Creatine Customer Value
and Satisfaction

• Critically assess and juxta- II. The Creative Process of IMC Lecture / Socialized Dis- • Case Study
pose the marketing mix in se- a. Creative Process Defined cussion • Group work
lected marketing case studies b. Core message of A Campaign Student Inquiries
 INTENDED LEARNING CONTENT TEACHING - LEARNING AC- ASSESSMENT TASKS
OUTCOMES TIVITIES
c. How to Develop a Creative Lecture / Socialized Discussion • Objective quiz
Message Strategy
d. Linking Objective & Strat- Student Inquiries • Store Check Report and A
egy Comparative Analysis of
e. Five steps in the Creative Brands, Labels and Pack-
Process ages in various Distribu-
tion Outlets

Evaluate the value of the mar- III. Designing the Marketing Case Study Analysis • Create a marketing Plan
keting plan to the firm’s corpo- Plan on a given institutional ac-
rate objectives a. Elements of a marketing count
plan
b. Evaluating the effectiveness
of a marketing plan
c. Promotions and Advertising
d. New Product Development
e. Determining Price

Apply the fundamental tenets IV. Create Marketing Strate- Structuring Content Inter-section competition
gies Designing Campaigns & Media Marstrat 2018
 References:

1. Ac-ac, Maria Victoria. Principles of Marketing. Anvil Publishing, Manila: Philippines, 2009
2. Garovillas, Eduardo P. O. Out of the box marketing principles that work and make sense. Mandaluyong City: Books atbp Publish-
ing, 2007.
2. Marketing Principles and best practices. Australia: Thomas South Western c 2005.
3. Bearden, Willaim O. Marketing principles & perspectives. Boston,MA:McGraw Hill, 2004
4. Kinnear, Thomas C. Dynamics of marketing principles: A Reader. Glenview, Ill.; Foresman:Scott c.2003
5. Weinrach, J. Donald. Applied marketing principles. englewood Cliffs, N.J: Prentice Hill, c. 2009
6. Gomez, Julieta del Rosario. Marketing Principles and their applications. Manila: GIC Enterprises, c. 2008
7. Philips, Charles Franklin. 1910 Marketing Principles and methods. Homewood, Ill: Richard D Irwin, c. 2005
8. Lynn, Robert, Athan. Marketing Principles and market action. New York: McGraw Hill, c. 2009
9. Phillips, Charles Franklin, 1910. Marketing principles and methods, Homewood III, Richard D Irwin, 2008.

Grading System:

Prelims (50%) Finals (50%)

Class Participation/ quizzes 30% Class Participation / quizzes 30%
Major Exams 40% Quill Work plan 40%
Analytical (Paper) 30% Markstrat 2018 Campaign 30%
Total 100% Total 100%
 UNIVERSITY OF SANTO TOMAS
DEPARTMENT OF COMMUNICATION

Course Policies:
 UNIVERSITY OF SANTO TOMAS
DEPARTMENT OF COMMUNICATION

TENTATIVE COURSE CALENDAR:

WEEK CONTENT
1 I Introduction to IMC in the Asian Context
a. The Dynamic Nature of IMC
b. The Growth of IMC in ASEAN
c. Factors Affecting the Integration in Asia and overcoming them
d. The challenges and opportunities
e. The strengths & weaknesses
f. The new prospects for IMC in the 21st century
2 II. The Consumer Decision Making Process / Paradigms
a. Factors Affecting the Consumer Buying Behavior
3 Planning & Analyzing for Market Segmentation, Targeting & Positioning
4 Brands, Labels and Packaging
5 Developing the Marketing Mix
6 Creating the Marketing Plan
WEEK CONTENT
7 Marketing Strategies
8 Pricing Considerations
9 Preliminary Examinations
10 The Creative Process
11 Marketing Communications Plan
12 Conceptualizing Brands and Labels
13 Packaging and Distribution
14 Advertising and Sales Promotions
15 Markstrat 2018
16 Course Recap and Semester Enders
17 Evaluation
18 Presentation of Quill Entries