Course

code	MD322
credit_hours	3
title	Advertising and media planning
arbic title
prequisites	MD314, EA316
credit hours	3
Description/Outcomes	The course aims to introduce students to the broad aspects of marketing communications with an emphasis on the role of advertising in the management of marketing communication strategies. It helps help students develop their skills in how to use advertising media and other marketing communication tools in a coordinated manner to build and maintain brand awareness, identity, and equity. The course presents the different perspectives of the communication theories and the role of semiotics in marketing communications and provides students with a deeper understanding of the theoretical elements which structure the practice of marketing communications. It helps students develop a sound and effective media plan in the real-world business contexts. The emphasis in this course will be on the role of advertising, public relations, event and cause sponsorship and interactive direct media within the integrated marketing communications (IMC) program of an organization. The development of an IMC program requires an understanding of how companies organize for advertising with emphasis on creative and media strategies.
arabic Description/Outcomes
objectives	By the end of the term, students should be able to:rnrn-Identify the nature, role and importance of marketing communications as both a managerial tool and a significant component of our daily lives. rn-Analyze the role of advertising in a changing business environment and examine the media planning process. rn-Developing, comparing and contrasting the various types of advertising media.rn-Develop a media plan and apply communications objectives, strategies and techniques to different mass advertising methods for that market.rn-Critically analyze the different perspectives of theory in understanding and producing marketing communications programs. rn-Explain the underlying processes, meanings, and issues implied by marketing communications. rn-Evaluate the key factors in contemporary marketing communications from a number of perspectives. rn-Develop an integrated marketing communications strategy.rn-Describe the role of PR, event and cause sponsorship in Marketing.
arabic objectives
ref. books	-Clow, K.E., and Baack, D. (2002), Integrated Advertising, Promotion, & Marketing communications, Prentice Hall, N.J.rnrn-Belch, G.E., & Belch, M.A. (2004) Advertising and Promotion: An integrated Marketing Communications Perspective, 6th Ed., McGraw Hill.rnrn-Fill, C. (2002) Marketing communications: contexts, strategies, and applications Prentice Hall, an imprint of Pearson education.rnrn-Kitchen, P.J. (ed), (1999) Marketing communications: principles and practice, London: International Thomson Business Press.rnrn-Shimp, T. A. (2000) Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, 5th Ed, Dryden Press.rnrn
arabic ref. books
textbook	Shimp, T (2008). Advertising Promotion and other Aspects of Integrated Marketing Communications. 8th Edition. South-Western College Pub.
arabic textbook
objective set
content set

Course Content

content serial	Description
1	Overview of integrated marketing communications
2	Marketing communication challenges: enhancing brand equity and influencing behavior. Consumption values, consumer choice behavior and brand concept
3	The fundamental Marcom decisions, targeting and positioning.
4	The fundamental Marcom decisions, objective setting and budgeting.
5	Overview of advertising management.
6	Effective and creative advertising messages.
7	7th exam
8	Message appeals and endorsers.
9	Measuring advertising message effectiveness.
10	Advertising media planning and analysis.
11	Internet and other advertising media.
12	12th week exam- term paper presentation
13	Sales promotion and the role of trade promotions.
14	Marketing-oriented public relations, event and cause sponsorship.
15	Ethical, regulatory and environmental issues.
16	Final exam- Project presentations