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.
COURSE OBJECTIVES
 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
COURSE ORIENTATION  1 week
INTRODUCTION TO MARKETING
         Nature and Scope
         Marketing vs. Selling
         The Marketing Environment
         Marketing Systems
 2 weeks
THE MARKET
         Definition
         Identification of the Target Market
         Factors That Influence Buying Behavior
         Nature of the Communication Experience
 3 weeks
THE MARKETING MIX 
         Product   3 weeks
         Price   3 weeks
         Distribution  3 weeks
         Promotion  3 weeks

________
18 weeks

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.
 
 
Online Reference Materials


Principles of Marketing Tutorials

Marketing

Marketing 101: Some basic marketing theory

Marketing Basics

Marketing Basics (2)

About Marketing

Principles of Marketing

Marketing Your Product

Consumer Buying Behavior

Targeting Markets

Product Decisions

Managing Products

Distribution Decisions

Retailing

Wholesaling

Promotion Decision

Advertising

Managing the Advertising Campaign

Sales Promotion

Positioning Strategies, segmentation, niches

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