Professional Documents
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MKTG 302 – Using New Media Technologies in Marketing
Spring Semester 2018
Instructor Zain Ul Abidin Khawaja
Room No. SDSB building room no 433
Office Hours TBA
Email zain.khawaja@lums.edu.pk
Telephone Ext: 8031
Secretary/TA Sec: Abdul Basit
TA Office Hours TBA
Course URL (if any) http://suraj.lums.edu.pk/~ro/
COURSE BASICS
Credit Hours 3
Lecture(s) Nbr of Lec(s) Per Week 2 Duration 75 Minutes
Recitation/Lab (per week) Nbr of Lec(s) Per Week 0 Duration
Tutorial (per week) Nbr of Lec(s) Per Week 0 Duration
COURSE DISTRIBUTION
Core No
Elective Yes
Open for Student Category All
Close for Student Category None
COURSE DESCRIPTION
Traditional media and its once unmatched power has been progressively eroded through the emergence of new communication
technologies which make creating and distributing information an easy and low cost exercise. This has caused a change in the
balance of power, as even individuals are able to find global audiences with simple tools like blog entries and social media posts as
well as other methods. This development has immediately and significantly affected marketing and public relations as age old
strategies, standards and methodologies that relied on the power and reach of traditional media stand challenged.
This course will examine real world cases, research and theory on a topic that has attracted much attention across the world in the
past decade, i.e. the role of new media technologies in the fields of marketing and public relations. The course focuses particularly
on the innovative use of media and communication tools, including but not limited to, social media networks, desktop publishing,
web 2.0, satellite and cable television and interactive technologies. Students are encouraged to envision the innovative
deployment of new media technologies in the fields of marketing, public relations guided by theoretical frameworks.
Students will find this to be a hands‐on course that will see them participate through the use of most of the technologies
mentioned. Participants in the course will be required to write online blogs, create low cost video and audio advertising and public
relations responses, develop short research reports based on social media monitoring, and engage in a strategic war game that pits
a mock organization versus individuals, using the full spectrum of media tools.
Prior knowledge of the technologies mentioned is not a pre‐requisite to the course as students will be fully oriented to the use of
each tool as we progress in the course.
NOTE: This course will require the students to own and bring to class one of the following: a smart phone, a tablet or a laptop
computer. The students will get hands on experience with marketing and promotions using new media technologies, software and
hardware innovations in interactive technology, social media communication, media channels and other avenues.
Lahore University of Management Sciences
COURSE PREREQUISITE(S)
MKTG 201 Principles of Marketing
COURSE LEARNING OBJECTIVES
Introduce students to the changing needs and power structures in marketing and public relations
communication
Help students grasp the enormity of the interconnected and global nature of modern marketing and public
relations communication
Familiarize students with the use of modern innovations in marketing and public relations communication
LEARNING OUTCOMES
After completing this course, students will be able to:
Describe the paradigms in traditional marketing communication
Identify key theories and concepts in modern marketing communication.
Analyze the impact of media innovations on marketing and public relations methodologies and practices
Assess the feasibility of introducing modern marketing communication methods to existing systems
Explain in their own words the key marketing communication knowledge areas, needs and concerns that
exist today
Fluently and expertly use new media technology to communicate various course objectives, exercises and
assignments
UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES
General Learning Goals & Objectives
Goal 1 –Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 –Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational
context.
Goal 3 – Analytical Thinking and Problem Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.
Goal 4 – Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in business and management
context.
Goal 5 – Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse environments.
Goal 6 – Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal,
Technological, and Social environment of organizations.
Major Specific Learning Goals & Objectives
Goal 7 (a) – Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they interact including
application to real world situations (Including subject knowledge).
Goal 7 (b) – Understanding the “science” behind the decision‐making process (for MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate
decision‐support tools, interpret results and make meaningful recommendations to support the decision‐maker
Lahore University of Management Sciences
Indicate below how the course learning objectives specifically relate to any program learning goals and objectives.
PROGRAM LEARNING GOALS AND COURSE LEARNING OBJECTIVES COURSE ASSESSMENT ITEM
OBJECTIVES
Goal 1 –Effective Written and Oral Project, CP, Quizzes, Assignments, Exam
Communication
Goal 2 –Ethical Understanding and N/A N/A
Reasoning
Goal 3 – Analytical Thinking and Problem Critically analyze the nature of social Discussion Posts
Solving Skills media marketing, the velocity of
communication and propositions and
problems solving in the digital age
Goal 4 – Application of Information Use of social media groups, creation of Group Assignment & Discussion Posts
Technology blogs, websites, videos, audio clips,
graphic ads, social media listening posts,
social media monitoring and buffering
systems
Goal 5 – Teamwork in Diverse and One week long group based simulation Group Assignment
Multicultural Environments requiring joint strategy formulation and
execution
Goal 6 – Understanding Organizational Understanding of modern communication N/A
Ecosystems challenges to corporate organizations
Goal 7 (a) – Discipline Specific Knowledge Marketing in the digital age, real‐time Group Assignment, Midterm
and Understanding marketing, quick response decision Examination
making, real time consumer insights
Goal 7 (b) – Understanding the “science” N/A N/A
behind the decision‐making process
GRADING BREAKUP AND POLICY
Quiz (s): 20% (2 quizzes unannounced multiple choice)
Discussion Posts: 20% (5 posts, each is two short paragraphs or audio and video responses)
Class Participation: 15%
Attendance: 5%
Midterm Examination: 20%
Group Assignment (War Game): 20%
Final Examination: None
Lahore University of Management Sciences
EXAMINATION DETAIL
Yes/No:
Combine Separate:
Midterm
Duration: 1 Hr
Exam
Preferred Date:
Exam Specifications: MCQ and short answers
Yes/No:
Combine Separate:
Final Exam Duration:
Exam Specifications:
COURSE OVERVIEW
RECOMMENDED
LECTURE TOPICS SESSION OBJECTIVES
READINGS
What is communication? None Introduction to communication in
1.
general
Traditional sources of media power: TBA An overview of the power of
2. the age of corporations traditional media and its use by
organizations
Modern challenges to media power: TBA An analysis of challenges to
communication challenges for traditional media power and its
marketing and PR campaigns implications on marketing
3.
practices
Discussion Post 1 due within 48 hours
of the class
Introduction to modern marketing None A familiarization with modern
and public relations communication innovations in marketing and
4.
tools (Part 1) public relations communication
and communication as a whole
Introduction to modern marketing None A continuation of the
and public relations communication familiarization with modern
5. tools (Part 2) innovations in marketing and
public relations communication
and communication as a whole
Case exercise Revise session 1, 2, 3 A class discussion on a real world
scenario focusing on the
6.
challenges that new technologies
pose for traditional marketing
Guest Lecture TBA Brand Managers: Communication
Challenges
7.
Discussion Post 2 due within 48 hours
of the class
Diffusion of Innovations Theory: Key TBA An introduction to Everett
concepts (Part 1) Rogers' theory of how
8. innovations are adopted
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Diffusion of Innovations Theory: Key TBA A continuation of the
concepts (Part 2) introduction to Everett Rogers'
9.
theory of how innovations are
adopted
Diffusion of new technology: TBA An account of diffusion of
10. Organizations innovations in organizations
Diffusion of new technology: TBA An account of diffusion of
Marketing & Public relations innovations in Marketing and
11. Public relations
Discussion Post 3 due within 48 hours
of the class
Guest lecture TBA Advertising Agencies: Current
12. adoptions of communication
tools in Pakistan
13. Mid‐term
Using modern technologies in TBA Introduction to modern data
marketing research: Data sources, sources and research
14.
needs assessment, and situation opportunities through
analysis innovations
Reaching target groups online: TBA Online tools and resources for
Practical tools for identifying, target group research
15. understanding and segmenting target
groups
Constraints of new communication TBA Constraints and limits of
technologies: Budgets, politics, legal, innovations
logistical and other constraints
16.
Discussion Post 4 due within 48 hours
of the class
Field visit None Advertising Agency & Media
17.
Channel Studio
Creating low‐cost and high‐reach TBA Practical tutorials on creating
content for marketing and public low‐cost and high‐reach audio
relations (Part 1) and video content. Introduction
18. to basic aesthetics, web 2.0
design, fast video and sound
editing, desktop publishing, social
media distribution.
Creating low‐cost and high‐reach TBA A continuation of practical
content for marketing and public tutorials on creating low‐cost and
relations campaigns (Part 2) high‐reach audio and video
content. Introduction to basic
aesthetics, web 2.0 design, fast
19. video and sound editing, desktop
publishing, social media
distribution.
Lahore University of Management Sciences
Creating low‐cost and high‐reach TBA A continuation of practical
content for marketing and public tutorials on creating low‐cost and
relations campaigns (Part 3) high‐reach audio and video
content. Introduction to basic
20.
aesthetics, web 2.0 design, fast
video and sound editing, desktop
publishing, social media
distribution.
Creating low‐cost and high‐reach TBA A continuation of practical
content for marketing and public tutorials on creating low‐cost and
relations campaigns (Part 4) high‐reach audio and video
content. Introduction to basic
21.
Discussion Post 5 due within 48 hours aesthetics, web 2.0 design, fast
of the class video and sound editing, desktop
publishing, social media
distribution.
Creating and countering social media TBA A practical summation of the
rhetoric course through a class‐led brain
22. storming session, discussing
strategies for creating and
countering social media rhetoric.
Panel Discussion None An open seminar style discussion
23. between students and marketing
and media industry professionals
War game None A week long scenario where
student groups represent the
marketing and public relations
teams for mock organizations
and formulate responses to
various situations presented to
them. The students are expected
24. to use the full range of methods
and tools taught in the course,
including blog posts, social media
audio and video content creation,
social media monitoring, web 2.0
technologies, news story
comments and other tools
familiarized in the course.
War game None The continuation of a week long
scenario where student groups
represent the marketing and
public relations teams for mock
organizations and formulate
responses to various situations
25.
presented to them. The students
are expected to use the full range
of methods and tools taught in
the course, including blog posts,
social media audio and video
content creation, social media
Lahore University of Management Sciences
monitoring, web 2.0
technologies, news story
comments and other tools
familiarized in the course.
Preparation for presentation – No None No Class
26.
class
Presentations None Presentations of executive
27. reports on war game
performance
Presentations None Presentations of executive
28. reports on war game
performance
TEXTBOOK(S)/SUPPLEMENTARY READINGS
This course does not have a singular required textbook. We will make use of articles, book chapters, proposals and reports in
electronic form. These resources, or links to them, will be made available on weekly basis via the web2.0 online platform and the
LUMS LMS. The materials span several seminal authors like Rogers (1995), to assessments and case studies by national and
international organizations, government reports, news media, online videos and documentaries and journal publications.