MARKETING COMMUNICATION (2 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: apply different management phrases and concepts in managing an organization; explain different challenges in management and decision-making processes; explain ethics and social responsibility in a business practice; describe marketing mix and marketing strategies in different business situations; apply appropriate marketing concepts in simple marketing strategies; identify and explain the effects of marketing practices towards the community and the environment at large; define existing consumer behavior concepts, theories, and models; describe the basic principles of consumer behavior from a variety of behavioral perspectives; describe the role of consumer behavior in mass communication from the perspectives of public relations and advertising; recognize the influence and roles of various factors related to consumers’ decision processes; demonstrate the usage of consumer marketing research and strategies to shape consumer behavior; analyze consumer decision making in a variety of situations, and be able to develop a decision model for a specific product/ brand/ situation.

Topics:

The class introduces students to the concepts, principles, and theories of management practice. The course examines generic management theories that are also applicable to a variety of organizational structures that students can apply to media industries. The course also explores issues of leadership, from decision making, planning, ethics, motivation for performance managerial controlling, and corporate responsibility.

This course is designed for media and social science students, intended to be the first gateway to the world of marketing. It provides fundamental theories, concepts, and techniques in the science of marketing and gives students a foundation of what marketing is all about. This course introduces an in-depth understanding of the roles and functions of consumers in the marketplace and the implications for marketing strategies related to public relations and advertising. The class demonstrates and analyzes the consumer decision making process, perceptions, learning, group influences, and marketing implications.

Pre-requisite(s):  None