Marcom Management

MARCOM MANAGEMENT

Course code: BUS1207

Course time: 03 tín chỉ

Prerequisite knowledge: Marketing research, Marketing management

Lecturer in charge: MBA. Vu Quoc Viet Nam

Supporting lecturer:

Textbook:

David Pickton & Amanda Broderick (2007), Integrated Marketing Communications, Prentice Hall.

References:

1. George E. Belch, Michael A. Belch (2007), Advertising and Promotion – An integrated communications perspective, McGraw-Hill 2007.

2. Robyn Blakeman, (2007), Integrated Marketing Communication: Creative Strategy from Idea to Implementation

3. Don E.Schultz, Stanley I. Tannenbaum and Robert F. Lauterborn (1993),Integrated Marketing Communications: Putting It Together HYPERLINK "http://www.amazon.com/Integrated-Marketing-Communications-Putting-Together/dp/0844233633/ref=sr_1_2?s=books&ie=UTF8&qid=1299428507&sr=1-2"&HYPERLINK "http://www.amazon.com/Integrated-Marketing-Communications-Putting-Together/dp/0844233633/ref=sr_1_2?s=books&ie=UTF8&qid=1299428507&sr=1-2" Making It Work

4. Larry Percy (2008),Strategic Integrated Marketing Communications

5. Harvard Business Essentials, Các kỹ năng tiếp thị hiệu quả, First News và NXB Tổng hợp TPHCM 2007

COURSE GOALS

          This course provides students with in-depth knowledge about marketing communication

          At the end of the course, students will understand clearly the job of Marketing staff in business practice and be able to deploy marketing communication activities in a firm.

          At the end of this course, students’ knowledge will be evaluated in accordance with the expected learning outcomes of the communication management course within the expected outcomes of the Business Administration major. The level of achievement will be classified by Benjamin S. Bloom’s (1956) scale of 6 cognitive levels.

Course Desription

          This is a course that provides students with in-depth knowledge and skills and the practice of marketing communication in real life.

          In order to complete this course with good results, aside from class time, students need to self-study and attend conferences about advertising and communication to update their knowledge of the latest communication trends and technology.

          This course helps students pursue Marketing profession after graduation.

EXPECTED LEARNING OUTCOMES

CRITERIA

CODE

EXPECTED LEARNING OUTCOMES

CAPACITY

KNOWLEDGE

1.1.1.1.

Have scientific methodology to solve economic and business problems

 

1.1.3.2.

Have basic knowledge of management principles and theories about competition, production, investment, product distribution and customers

 

1.1.3.4.

Be able to apply knowledge in counterargument and building business strategies

 

1.1.3.5.

Be able to apply knowledge in planning and organizing business activities

 

SKILLS

2.2.1.1.

Be able to identify problems in business

 

2.2.1.2.

Be able to evaluate, analyze, synthesize and suggest solutions

 

2.2.1.3.

Be able to carry out solutions and projects in business

 

2.2.1.4.

Be able to manage a specific operating plan or a task such as a business plan

 

2.2.2.1.

Be able to come up with ideas and operating plans for business

 

2.2.2.2.

Be able to evaluate business solutions, projects and policies

 

2.2.2.4.

Be able to do research and discover new knowledge especially business issues

 

2.2.3.1.

Be capable of systematic thinking when approaching problems in life and the business and administration environmen

 

2.2.3.3.

Be able to identify and classify crucial factors in solving problems

 

2.2.3.4.

Be able to analyze matrices and select appropriate solutions in business administration

 

2.2.4.1.

Be able to perceive one’s own characteristics, personality and knowledge

 

2.2.4.2.

Actively devise one’s own career plan

 

2.2.4.3.

Be able to update market information and seize business opportunities

 

2.2.4.4.

Be able to manage resources and time

 

2.2.5.1.

Be active and willing to take risks in business

 

2.2.5.2.

Be patient and flexible in solving business problems

 

2.2.5.3.

Have business ethics and honesty and be responsible towards work

 

2.2.5.4.

Deal with business problems in a professional manner

 

2.3.1.1.

Be able to devise communication strategies in the global context

 

2.3.1.2.

Be able to devise an effective structure for communication with business partners

 

2.3.1.3.

Be able to communicate with others via written documents and multimedia

 

2.3.1.4.

Be able to present problems or ideas effectively in front of a community

 

2.3.1.5.

Be capable of listening to others and critial thinking

 

2.3.2.1.

Be able to form an independent working group

 

2.3.2.2.

Be able to organize group activities that can achieve goals

 

2.3.2.3.

Be able to develop a group

 

2.3.2.4.

Have teamwork skills

 

2.3.3.1.

Be able to communicate effectively via English written documents (500 TOEIC).

 

2.3.3.2.

Be able to communicate effectively via multimedia in English (500 TOEIC).

 

attitudes

3.4.1.3.

Be aware of business benefits that can be brought to the society

 

3.4.1.4.

Be aware of current events

 

3.4.3.2.

Be capable of self-studying and updating new knowledge in business

 

3.4.3.3.

Be able to set personal goals and plan one’s career path

 

3.4.3.4.

Be able to apply methods and tool in independent research

 

3.4.3.5.

Be able to embrace and apply new technology to achieve career goals

 

 

COURSE ASSESSMENT

ASSESSMENT TYPES

ASSESSMENT EVIDENCE

COURSE LEARNING OUTCOMES

PERCENTAGE (%)

PROCESS ASSESS-
MENT (25%)

GROUP PRESENTATION

(Each group is given a specific topic about the course. A group has 45 minutes for their presentation and Q&A session in the class)

25%

Evaluating of the content preparation by default task division in the group.

2.3.2.1., 2.3.2.2., 2.3.2.3., 2.3.2.4. 1.1.1.1., 1.1.3.2., 1.1.3.4., 1.1.3.5.

30%

Evaluating presentation skills and the ability to apply supporting tools to deliver the course content

2.3.1.1., 2.3.1.2., 2.3.1.3., 2.3.1.4., 2.3.1.5., 2.3.3.1., 2.3.3.2.

30%

Evaluating student-to-student and student-to-teacher  interaction to reinforce the knowledge and openly receive new discoveries .

2.2.5.3., 2.2.5.4., 2.3.1.5., 2.3.3.1., 2.3.3.2.

20%

 

 

Evaluating students’ ability to internalize knowledge by the combination of their preparation process, professional skills, communication skills and personal qualities.

3.4.1.3., 3.4.1.4., 3.4.3.2.,3.4.3.3.,3.4.3.4., 3.4.3.5.,

1.1.3.4.,1.1.3.5.,2.2.1.1., 2.2.1.2., 2.2.1.3., 2.2.1.4.,2.2.2.1., 2.2.2.2., 2.2.2.4., 2.2.3.1.

20%

MID- TERM ASSESS-
MENT (25%)

GROUP ESSAY

The essay is 15 pages long about the topic that the group presents. The essay is divided into 3 sections: Literature review, The practice and The group’s suggestions.

25%

Evaluating students’ comprehension, coherent presentation of an essay with sections: Literature review, The practice and the group’s suggestions.

1.1.1.1., 1.1.3.2., 1.1.3.4., 1.1.3.5.,

30%

Evaluating systematical thinking, careful reasoning and academic report writing skills.

2.2.3.1., 2.2.3.3., 2.2.3.4., 2.2.4.1.

30%

Evaluating the ability to accumulate and update new knowledge, internalize already acquired knowledge and make counter-argument for presentations.

3.4.1.3., 3.4.1.4., 3.4.3.2., 3.4.3.3.,3.4.3.4., 3.4.3.5.,

2.3.1.5.

25%

The presentation skill for an academic report in terms of a proper format, references and citations that abide academic regulations

2.3.1.1., 2.3.1.2., 2.3.1.3., 2.3.1.4., 2.3.1.5., 2.3.3.1., 2.3.3.2.

15%

FINAL- TERM

ASSESSMENT

(50%)

CONSTRUCTED-RESPONSE TEST

(The test lasts for 90 minutes and consists of 2 questions that cover both theories and practical application. The test content is one of the in-class discussed parts of the group presentations and course content)

50%

Evaluating students’ comprehension, ability to systemize and apply knowledge to present and explain a specific problem of the subject.

1.1.1.1., 1.1.3.2., 1.1.3.4., 1.1.3.5.,  2.2.1.3., 2.2.1.4.

50%

Evaluating the abilities of logical thinking, careful reasoning and combining theories with the practice to explain a problem of the course.

2.2.3.1., 2.2.3.3., 2.2.3.4., 2.2.4.1.

20%

Evaluating the creativity and the ability of identifying problems in human resource management from theories to the practice.

2.2.2.1., 2.2.2.2., 2.2.2.4.,

3.4.1.3., 3.4.1.4., 3.4.3.2., 3.4.3.3., 3.4.3.4., 3.4.3.5.

20%

Evaluating the academic and creative presentation of an essay and the ability to apply in-depth knowledge in solving a problem.

2.3.1.3., 1.1.1.1., 1.1.3.2., 1.1.3.4.,1.1.3.5.,

2.2.1.1.

10%

 

RUBRIC FOR ASSESSMENT: ON A SCALE OF 1-10

                                Score

Criteria

(Bloom scale

<5

5-<7

7-<9

9-10

Course knowledge (70%)

Be able to remember and understand knowledge

No need for analysis ability

Be able to use knowledge to solve problems

Be able to listen to others and make counterargument

Be able to apply knowledge and methods in a reasonable manner

Make a deep  analysis about the problem

Be able to apply in-depth knowledge and methods

Make a deep and logical analysis about the problem

Writing style, reasoning and presentation

(30%)

Incomprehensible writing

Comprehensible writing

Comprehensible and logical writing

Comprehensible and logical writing

Nice presentation



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