Judul Mata Kuliah : Marketing Communication

Kode/ SKS : EKM1322 / 3 SKS

Deskripsi Singkat
: Mata Kuliah Marketing Communication merupakan mata kuliah pilihan yang membahas teori-teori Marketing
Communication dalam lima pokok bahasan utama yaitu 1) Pengenalan proses dan lingkungan Integrated Marketing
Communication . 2) Dasar-dasar pengambilan keputusan di dalam Marketing Communication 3) Marketing Communication
untuk produk baru, penanda toko serta Point of Purchase Communication 4) Advertising Management 5) Promotion
Management, Marketing Oriented Public Relations and Sponsorship. Selain itu, di dalam mata kuliah mahasiwa ditugaskan
untuk mempraktekan personal selling, public relation dan publisitas, pembuatan iklan, serta perencaan integrated marketing
communication.

Tujuan Instruksional Umum : Setelah mengikuti matakuliah Marketing Communication diharapkan mahasiswa dapat memahami teori-teori Marketing
Communication dan mempraktekan personal selling, public relation dan publisitas, pembuatn iklan, serta perencaan
integrated marketing communication.

No. Pertemuan Materi Pembahasan Referensi Tugas Kelompok

1. IMC in marketing,the Pengantar Perkuliahan dan 1. Pengantar 1. Shimp,ch.1
role of IMC Overview of Integrated 2. Kontrak Perkuliahan 2. Belch,ch 1&2
Marketing Communication 3. Overview of
Integrated
Marketing
Communication

2. People/organizati 1. Processes, 1. Ch. 2,3

on involve in Brand Equity 2. Belch,ch. 3
2. Marketing
IMC and carrier Communication
Environment

3. Consumen and The Fundamental 1. Segementing 1. Chapter 4

communication Marketing Communication 2. Targeting 2. Ch 4, 5
3. Positioning
4. Communicatio
 n

4. Objective and Objectives and Budgeting 1. Objective 1. Ch. 5/6

budget for IMC program 2. Budgeting 2. Ch. 4

5. Marketing Communication 1. New Product Ch. 7 & 8

for New Product, Store 2. Store Signage
Signage and Point of and Point of
Purchase Communication Purchase

Tools in IMC 1. Messages, Ch. 9

6. Media and
Measurement

7. Advertising Advertising 1. Creating Effective Ch.10, 11, 12

and Creative
Advertising
Messages
2. Selecting Message
Appeals and Picking
Endorser
3. Assesing Ad
Message
Effectiveness
8. Media Advertising 1. Planning for Chapter 13, 14, 15
and Analyzing
Advertising Media
2. Using
Traditional
Advertising Media
3. Employing the
Internet for
Advertising
 UTS
5.

9. Promotion Promosi 1. Sales Chapter 17, 18

Promotion and the
role of Trade
Promotions
2. Sampling and
Couponing

10. Promosi 1. Premiums and Chapter 19, 20

Other
Promotional
Method
2. Public
Relation and
Sponsorships

11. Praktek Membuat IMC

program dengan
tools dan media
apapun
12. Praktek Membuat IMC
program dengan
tools dan media
apapun
13. Monitoring dan Advertising
Evaluasi
Effektivitas IMC
14. Promosi

15. Review

16. UAS