8 C-D Syllabus

56
FAR EASTERN UNIVERSITY

INSTITUTE OF ACCOUNTS, BUSINESS AND FINANCE
BUSINESS ADMINISTRATION COURSE SYLLABUS
(OUTCOMES BASED EDUCATION)
IMC
Integrated Marketing Communications
Course Prerequisite
ADVR & BRND MGT Advertising and Brand
Management (3 Units) Course Credit
Three (3) Units, 54 hrs
Name of Faculty: Dr.Edgar Moreno Sr
Day/Time: MTH
Room
NB610/
TECBLDG711
Far Eastern University

Vision-Mission
Guided by the core values of Fortitude, Excellence and Uprightness, Far
Eastern University aims to be a university of choice in Asia
Committed to the highest intellectual, moral and cultural standards, it strives
to produce principled and competent graduates.
It nurtures a service-oriented and environment conscious community
which seeks to contribute to the advancement of the global society.
Quality Policy
Far Eastern University is committed to providing
quality educational services.
Each person is expected to do the job right the first time with the intention
of consistently satisfying the requirement of our students, other members of
FEU community, and external parties.
Under any given circumstances we shall adhere to all the requirements
and standards for continuous improvement and efectiveness of the
quality managements systems.
Institute of Accounts,Business and Finance
Vision
The FEU Institute of Accounts, Business and Finance envision itself to be the
leading business school in Asia.
Mission
The FEI Institute of Accounts, Business and Finance is committed to produce
principled and competent business graduates espousing fortitude,
excellence, and uprightness.
FAR EASTERN UNIVERSITY - Department of Communication

Students Portfolio of MC1242 and MC1248
Integrated Marketing Communications 2015-2016
57
A. COURSE DESCRIPTION
It is a three-unit course covering the integration of different marketing
channel of communications such as Advertising, Personal Selling, Sales
Promotion, PR and Publicity, Direct Marketing, Events, Sponsorship Marketing
Graphics and Packaging as available promotional mix in communicating the
brand to its target market and eventually create a successful Brand. Topics will
include effective use of media strategies of brand in different IMC channels. The
course also includes understanding the current media innovation and
multimedia technology that can be utilized in developing effective Integrated
Marketing Communication plan. This course is the continuation of Advertising
and Brand Management subject.
B. COURSE OUTCOMES
At the end of this course, the learner will be able to:
1. exemplify fortitude, excellence and uprightness through execution of morally
acceptable
IMC campaigns
2. produce a strong brand equity for a certain brand
3. create an effective IMC strategy to push and pull a competitive brand
based on the product life cycle.
4. demonstrate the value of effective media scheduling as well as proper media
placement in different broadcasting network.
5. apply the basic effective way in having a powerful blend of chosen
media vehicle and media mix intended for the brand.
6. apply creative skills in developing a concept/marketing brand
campaign to achieve a longevity brand.
C. Course Outline and Timeframe
Week
TOPIC
PLANNED ACTIVITIES
Course Orientation
Textbook, References and
Self introduction and

goal setting
Discussion
Online
Resources
Sharing
Course Requirement
Informal discussion
Grading System
Classroom Management
Policy on Attendance
Distribute and review
Policy on Academic Integrity
Policy on non-Solicitation of
Funds

course syllabus (if

applicable)
Present the guide

for individual
58
KEY FEATURES OF IMC

2
Lecture
Changes in marketing
Lecture through
PowerPoint
communication process
Brand Equity enhancement
Marketing
Communication
course discussions
Discussion
Review of previous
Decision- making process

Brand level MarCom process
MarCom Implementation
decisions
Brand Image
Enhancing Brand Equity

-
Co-Branding
strategies
Characteristics of World Class
brands
THE COMMUNICATION PROCESS
3
Lecture
Elements in Communication
Lecture through
process
PowerPoint
The Nature of signs
Discussion
Meaning transfer: from
Recitation
culture to object to
Quiz July 9
consumer
Symbols and figurative
language in
4
MarCOm.
PERSUASION IN MARKETING
Lecture
COMMUNICATIONS
Lecture through
The Role of Attitudes
PowerPoint
Persuasions in Marketing
Discussion
Communications
Recitation
The Influence process: the
Online Activity
persons being persuaded
Video Presentation
Integrated Model of persuasion

Practical implications:
Quiz (optional)
enhancing
consumers processing
motivations
The influence process
Lecture
Lecture through
MARKET SEGMENTATION AND

5
BRAND
PowerPoint
POSITIONING
Segmenting Customers
Discussion
Segmentation Variables
Games
Brand Positioning
In terms of brand Attributes
Positioning via product
Video Presentation
Online activity
Library work
features
Quiz-July 23

59
6
7
PRELIM EXAMINATION
ADVERTISING MANAGEMENT
Lecture
Perspective in Advertising
Lecture through
Investing in Brand Equity
PowerPoint
The function and Managing
Discussion
advertising process
Games
Setting advertising objectives

Budgeting for Advertising
Legal issues in Advertising
Video Presentation
Management
Simulation roles via
Online activity
Library work
Major Categories of
group dynamics are
Business Customers
portrayed as moderator,
presenter, critique, arbiter
/judge
Quiz-Aug. 6
ADVERTISING STRATEGY
AND
IMPLEMENTATION
Lecture
Lecture through
PowerPoint
The client and the Advertising
Discussion
Simulation
Agency Relationship
Creative Strategy Brief
Interview
Creative Advertising Strategy

The Role of Endorsers in
Games
Online activity
advertising
Humour in Advertising
Consumer appeals
The use of Sex in advertising
Subliminal messages
The functions of Music in
advertising
Comparative advertising
Video Presentation
Quiz (optional)
MEASURING ADVERTISING
Lecture
EFFECTIVENESS
Discussion
Overview on Advertising
Lecture through
Research
PowerPoint
Message Research methods

Measures of Recognition and
Games
Online activity
Recall
Measures of physiological
arousal
- Measures of Persuasion
Video Presentation
Library work
group dynamics are
/judge

60
10
BROADCAST
MEDIA
Lecture
Discussion
Media vehicles and Media Mix
Games
Television
TV ads strength and limitations
Infomercials
Brand or product placements
Video Presentation
TV audience measurement
Radio
Buying Radio Time
The Philippine Radio
Library work
Industry
Lecture through
PowerPoint
Online activity
Interview a T.V or
radio reporter
Simulation
Interview
group dynamics are
portrayed as
Brand Positioning
In terms of brand Attributes
Positioning via product
features
11
PRINT AND SUPPORT MEDIA
Video Presentation
Online activity
Library work
Quiz-July 23
Lecture
Newspapers
Discussion
Buying newspaper space

Newspaper ads strength and
Games
limitations
Magazines
Buying magazine space
PowerPoint
Magazine ads strength and
Library work
limitations
12
Audience measurement on
magazine
Directory advertising
Out of home advertising
Packaging
Point of Purchase advertising
MIDTERM
EXAMINATION
(Departmental Exam )

Lecture through
Video Presentation
Online activity
group dynamics are
/judge
Quiz-Sept.3
61
13
TECHNOLOGY BASED
Lecture
MARKETING
Discussion
COMMUNICATION
Lecture through
Individualization and
PowerPoint
Interactivity
Video Presentation
TRIMEDIA advertising
Group Dynamics
The
TRIMP
group dynamics are
Media
/judge
14
MEDIA PLANNING AND
Lecture
ANALYSIS
Discussion
Media Plan: scheduling the
Lecture through
IMC plan
PowerPoint
Media Planning process
Games
Selected the target audience

Media Objectives
Media Categories and
Video Presentation
Online activity
vehicles
Library work
group dynamics are

/judge
15
DIRECT MARKETING
Quiz (optional)
Lecture
The Nature of Direct marketing
Discussion
Components of Direct
Lecture through
marketing
PowerPoint
Media
Creative
Database
Video Presentation
Recitation
Simulation
Interview
SALES PROMOTION
16
Field Visit
The nature of sales promotion
Types of promotion
group dynamics are
Pull VS push strategies
Consumer Promotions
Trade Promotions

/judge
MARKETING PUBLIC RELATIONS
Quiz-Oct. 1
Lecture
AND
Discussion
SPONSORSHIP MARKETING
Lecture through
PowerPoint
Marketing in Public Relations

Sponsorship and Events
Marketing

Games
62
Cause Related marketing
Video Presentation
Online activity
PERSONAL SELLING
Library work
Personal selling and its role in
Simulation
IMC
Interview
The Features Personal selling

The process of personal selling
Salesperson performance
Field Visit
group dynamics are
/judge
17
18
IMC Application
Quiz (optional)
Presentation
Lecture through
PowerPoint
Simulation
Interview
Field Visit/Plant Visit
Discussion
Quiz-Oct. 15
IMC Plan
In-house seminar latest
FINAL EXAMINATION ( Essay type)
trend in IMC
D. Required Reading (Textbook)
Chitty, W., Barker, N. & Shrimp, T. Integrated Marketing Communications 2

edition.Cengage Learning, c2012
E. Suggested Readings and References
Shimp, Terence A. Advertising, promotion, and other aspects of
integrated marketing communication. [S. l.] : South-Western Cengage
Learning, c2013.
Belch, George E. Advertising and promotion : an integrated marketing
communication
perspective. New York, NY : McGraw-Hill/Irwin, c2012.
Chitty, William, Integrated marketing communications. Victoria, Australia :
Cengage Learning
Australia Pty Limited, 2012
Clow, Kenneth E. Integrated advertising, promotion, and marketing
communications. Upper
Saddle River, NJ : Pearson Education, c2010.
Dahlen, Micael. Marketing communications : a brand narrative approach. West
Sussex : Wiley, c2010.
Mizrahi, Janet, Fundamentals of writing for marketing and public relations :
a step-by-step guide for quick and effective results. New York, NY :
Business Expert Press, c2010.
Al Ries, Jack Trout (2013). The Marketing Classic: Positioning. McGraw-Hill
nd
63
Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn. Integrated Marketing

Communications: Putting It Together & Making It Work
Philip J. Kitchen, Patrick de Pelsmacker(2004). Integrated Marketing
Communications: A Primer
Online/URL:
https://www.youtube.com/watch?
v=RqGIemVf4cY&list=PLpuVnBP5V7v44E7CXkzbx mkuSdd73qLjH
v=XRNHv7eNlVM
v=Z1D8OLGh0TM
v=QPr0iRKQ7IM
v=WSQxzwn-i4E
F. Course Requirements
PRELIM PERIOD
Attendance
Quizzes
Recitation
Assignments
Prelim
MIDTERM PERIOD
Attendance
Quizzes
Recitation
Assignments
Midterm exam - Departmental
From
Decimal
Equivalence
To
FINAL PERIOD
Attendance
Quizzes
Recitation
Assignments
Final Exam Essay type
G. Grading System
A. COMPUTATION OF PERIODIC GRADES CLASS STANDING
o Average Quizzes (AQ)
o Class Participation (CP)
MAJOR EXAMINATION
30 %
20 %
o (PEx/MEx/FEx)
50 %
TOTAL
100 %

64
B. COMPUTATION OF 1ST PRELIMINARY GRADE (1ST PG)

1ST PG = AQ (30%) + CP (20%) + PEx (50%)
C. COMPUTATION OF 2ND PRELIMINARY GRADE (2ND PG) AND
MIDTERM GRADE (MG)
2NDPG = AQ (30%) + CP (20%) + MEx (50%) MG = 1ST PG (1/3) + 2ND PG (2/3)
D. COMPUTATION OF 3RD PRELIMINARY GRADE (3RD PG) AND FINAL
GRADE (FG)
3RDPG = AQ (30%) + CP (20%) +FEx (50%) FG = MG (1/3) + 3RDPG (2/3)
E. COMPUTATION OF PERIODIC GRADES CLASS STANDING
Average Quizzes (AQ)
30 %
Class Participation (CP)
20 %
MAJOR EXAMINATION
(PEx/MEx/FEx)
50 %
TOTAL
100 %
Grading System
75
77.5
79.5
81.5
84.5
87.5
89.5
91.5
94.5
Below 75
5.0
3.0
2.75
2.50
2.25
2.00
1.75
1.50
1.25
1.00
77.4
79.4
81.4
84.4
87.4
89.4
91.4
94.4
100
New Grading System

Institute of Accounts, Business and Finance
Business Administration
75% Passing Zero Base
From
Below 75
75
77.5
81.5
84.5
88.5
91.5
95.5
To
77.4
81.4
84.4
88.4
91.4
95.4
100

Quality Pt
0.0
1.0
1.5
2.0
2.5
3.0
3.5
4.0
Letter Grade
F
D+
D
C
C+
B
B+
A
65
H. Classroom Policies
POLICY ON ATTENDANCE
A. There are no excused absences.
According to the rules of the Commission
on Higher Education, every student is required to attend no less than 80% of all
class periods in a given subject to earn the corresponding units. Twenty percent
(20%) of the periods are deemed more than sufficient to take care of emergencies such
as illness or death in the family, and similar circumstances.
B. Students are required to attend class punctually and regularly.
A student who
absents himself due to illness must submit a physicians certification of his illness, or if
absent for some reasons, he must present an excuse letter from his parents or guardian.
Any student who accumulates more than the maximum number of absences tolerated
in a given subject disqualifies himself from earning any unit of it, and causes himself to
be dropped automatically from the classes with a final mark of 5.00 (Failure).
POLICY ON ACADEMIC INTEGRITY:
Anchored on the core values of Fortitude, Excellence and Uprightness, Far Eastern
University (FEU) believes that its students, administration, faculty and staf should
demonstrate academic integrity at all times.
Academic integrity means that the
members of the entire academic community adhere to the fundamental values of

honesty, hard work, originality, respect and responsibility.
FEU students are
expected to always adhere to the highest standards of academic excellence.

FEU students are expected to demonstrate beliefs, attitudes and behaviour s
associated with academic honesty.
are not tolerated.
Thus, all acts of academic dishonesty in FEU
Academic dishonesty comes largely in two forms: cheating and
plagiarism. It is considered a major offense subject to disciplinary actions if students

cheat or plagiarize their work.
Cheating is broadly defined as getting unauthorized help on an assignment,
quiz or examination. The following are considered as acts of cheating:
Copying from another student during a test or

examination, with or without his/her knowledge;
Allowing another student to copy his/her work;

Using unpermitted notes during a test or examination;
Having in ones possession written notes or electronic devices

during a test or examination;
Getting questions or answers from someone else
who has already taken a test or examination;

Turning in work done by someone else;
Taking a test or examination for another student;
Writing or providing an assignment for another student.
Plagiarism is another form of academic dishonesty.
All FEU students are
expected to turn in work that is a product of their own efforts, study and
research. Thus, copying work of others (in whole or in part) and claiming it as
ones own is considered an act of plagiarism. A work is also plagiarized if the
student did not properly cite or acknowledge the sources or references for
his/her work. One must remember that plagiarism is identified not through
intent but through the act itself.
plagiarism:
The following are considered acts of
66
Repeating someone elses words verbatim without

acknowledgement;
Presenting someone elses ideas without acknowledgement;
Paraphrasing, translating, or summarizing someone elses ideas

without acknowledgement;
Improperly acknowledging of sources, as with

incomplete/imprecise documentation;
Having ones work done by someone else or having ones work

substantially revised by someone else.
POLICY ON NON-SOLICITATION OF FUNDS:

All official fees of the University are collected through the Cash
Department. Students should not pay any additional fees such as
those for tickets, entrance fees, transportation fees, hand-outs,
readings, quizzes or tests to any faculty or staff member of the
University.
I. Consultation Hours:
A faculty member must be available for at least one (1)
hour per week for consultation.
Areas of concern for consultation shall be limited to academic
matters. Deficiencies on absences and tardiness, uniform related,
faulty grievances and other related disciplinary issues shall be under
the care of the office of student affairs through the student discipline.
This rubric is designed to make a clear grading system for Integrated Marketing
Communications as to what key elements are expected by the institute.
Scoring Level
Classroom
Attendance
Excellent
4.0 3.5 (10091.5)
Good
3.0 2.5 (91.484.5)
Fair
Poor
2.0 1.0 (84.4 - Below 1 (Below 75)
75)
The student is
never absent
and actively
participates
in all class
activities.
The student is
very
seldom absent
and actively
participates in
most class
activities.
The student
is
normally
present and
tries to
participate in
some class
activities.

The student
has
exceeded the
allowable
number of
absences and /
or committed a
minor/ major
ofense and has
been sent to the
Discipline Office
67
Classroom
feedback
Classroom
Presentation
The student
gives
insightful
discussion/an
alysis and asks
relevant
questions to
enhance the
learning of the
class as a
whole.
The student
expresses
some
discussion/
analysis and
asks
interesting
questions to
improve the
class sessions.
Presenters are
ready to
present way
ahead
of time. Copies
of the report
have been
submitted to
the Professor.
Power point
/video are on
cue. Reporters
are wearing
proper attire.
Presenters are
very wellorganized.
Always
brings all
lecture
notes and
hand-outs
every
meeting
and the
oficial
prescribed
textbooks
Lecture Notes,
Handouts,
Official
Prescribed
Textbooks
The student
has very few
discussion/an
alysis and
questions in
class
The student does

not exert any
efort to
contribute to
class discussions
and analysis.
Presenters are
ready to
present ahead
of time. Case
Analysis
paper is
organized.
Power point/
video are on
cue. Reporters
are wearing
proper attire
Presenters are
organized.
Presentation
started on
time.
Reporters
are wearing
proper attire.
Power point
/ video are
on cue.
Presenters
are
somewhat
organized.
Presentation
started late.
One or more
group
member is
absent.
Presenters are
still working
on the case
analysis as
the
presentation
is about to
begin.
Reporters are
not wearing
the proper
attire.
Presenters are
unorganized
Almost
always brings
all lecture
notes and
hand-outs
every meeting
and the
oficial
prescribed
textbooks
Seldom brings
the lecture
hand-outs to
class and the
oficial
prescribed
textbooks
Never brings the

lecture hand-outs
to class and the
oficial
prescribed
textbooks
Prepared /Revised by:
Noted by:
DR. JOSELITO TEM

Program Head, Business Administration
DR. EDGAR MORENO SR

IABF Faculty
Approved by:
MR. GERALD L. VILLAR

68
Associate Dean, Institute of Accounts, Business and Finance


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56

FAR EASTERN UNIVERSITY

ADVR & BRND MGT Advertising and Brand

Management (3 Units) Course Credit

Three (3) Units, 54 hrs

Name of Faculty: Dr.Edgar Moreno Sr

Far Eastern University

FAR EASTERN UNIVERSITY - Department of Communication

Self introduction and

Distribute and review

Policy on Academic Integrity

FAR EASTERN UNIVERSITY - Department of Communication

course syllabus (if

Present the guide

KEY FEATURES OF IMC

Decision- making process

Enhancing Brand Equity

The Nature of signs

Meaning transfer: from

The Role of Attitudes

The Influence process: the

persons being persuaded

Integrated Model of persuasion

MARKET SEGMENTATION AND

FAR EASTERN UNIVERSITY - Department of Communication

Investing in Brand Equity

The function and Managing

Setting advertising objectives

Simulation roles via

group dynamics are

The client and the Advertising

Creative Strategy Brief

Creative Advertising Strategy

The functions of Music in

Message Research methods

Simulation roles via

FAR EASTERN UNIVERSITY - Department of Communication

Media vehicles and Media Mix

PRINT AND SUPPORT MEDIA

Buying newspaper space

Magazine ads strength and

FAR EASTERN UNIVERSITY - Department of Communication

Simulation roles via

group dynamics are

MEDIA PLANNING AND

Media Plan: scheduling the

Media Planning process

Selected the target audience

Simulation roles via

group dynamics are

The Nature of Direct marketing

The nature of sales promotion

Simulation roles via

group dynamics are

Pull VS push strategies

presenter, critique, arbiter

MARKETING PUBLIC RELATIONS

Marketing in Public Relations

FAR EASTERN UNIVERSITY - Department of Communication

Cause Related marketing

Personal selling and its role in

The Features Personal selling