Mass Com 412: MARKETING AND MASS COMMUNICATION

Syllabus

Wesleyan University-Philippines                                               Mass Com 412 – Marketing and Mass Communication
College of Arts and Sciences                                                                                                  Course Credit: 3 units
 

COURSE DESCRIPTION

The course tackles the nature, scope and practices of marketing, and the role played by mass communication in the process.

 At the end of the course, the students are expected to:

 Cognitive

have a basic knowledge of marketing with emphasis on the role of mass communication in the process.

Affective

realize the value of communication and human inter-action in business and commerce.

Psychomotor

apply the knowledge gained from the course in creating more effective advertising and public relations projects.

METHODOLOGY

 Lectures
 Listening and viewing sessions
 Practical exercises
 Interaction with marketing practitioners
 Field trips to marketing companies

COURSE OUTLINE

  Topic                                                                                                 Timeline

CONSULTATION HOURS

 Monday to Friday      12:00 Noon – 1:00 PM

REQUIREMENTS

 Individual Projects
 Individual Reports
 Critiqueing Sessions

GRADING SYSTEM

Term Examination --------------------------------- 40%

Academic Exercises:

Quizzes/Homework --------------------- 40%
Class Participation----------------------- 10%
Attendance-----------------------------------10%

REFERENCES

Stanton, W. J. (1985). Fundamentals of Marketing. New York. McGraw-Hill.

About Marketing

Principles of Marketing

Marketing Your Product

Consumer Buying Behavior

Targeting Markets

Product Decisions

Managing Products

Distributioin Decisions

Retailing

Wholesaling

Promotion Decision

Advertising

Managing the Advertising Campaign

Sales Promotion

Positioning Strategies, segmentation, niches

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