Course Specification

(1)

T4 2022

Course Title:

Integrated Marketing Communication

Course Code:

5402484-3

Program:

Bachelor

Department:

Marketing

College:

College of Business

Institution:

Umm Al-Qura University

Version:

2

Last Revision Date:

2/2/2023

Course Specification

T-104

2022

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2

Table of Contents:

Content Page

A. General Information about the course 3

1. Teaching mode (

mark all that apply)

2. Contact Hours

(based on the academic semester)

3 B. Course Learning Outcomes (CLOs), Teaching Strategies and

Assessment Methods 5

Course Content 6

No List of Topics Contact

Hours

1 introduction in Integrated Marketing Communications 3

2 Corporate Image and Brand Management 3

3 Buyer Behaviors 3

4 The IMC Planning Process 3

5 Advertising Management 3

6 Advertising Design 3

7 Traditional Media Channels 3

8 E-active Marketing 3

9 Alternative Marketing 3

10 Database Direct Response Marketing Personal Selling 3

11 Sales Promotions 3

12 Public Relations and Sponsorship Programs 3

6

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3

Total

D.

Student Assessment Activities

E. Learning Resources and Facilities 8

1. References and Learning Resources 8

2. Required Facilities and Equipment 8

F. Assessment of Course Qualit 8

G. Specification Approval Data 9

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4

A. General information about the course:

Course Identification

1. Credit hours:

3

2. Course type

a.

University

☐

College

☐

Department

☒

Track

☐

Others

☐ b. Required ☒ Elective☐

3. Level/year at which this course is offered:

Level 8

4. Course general Description

5. Pre-requirements for this course (if any):

E-Marketing, Marketing data

6. Co- requirements for this course (if any):

7. Course Main Objective(s)

1. Teaching mode (

mark all that apply)

No Mode of Instruction Contact Hours Percentage

1. Traditional classroom 80%

2. E-learning 3.

Hybrid

 Traditional classroom

 E-learning

20%

4. Distance learning

2. Contact Hours

(based on the academic semester)

No

^Activity Contact Hours

1. Lectures 30

2. Laboratory/Studio 3. Field

4. Tutorial 5. Others (specify)

Total

30

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5

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6

B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods

Code Course Learning Outcomes

Code of CLOs aligned with

program

Teaching Strategies

Assessment Methods 1.0 Knowledge and understanding

1.1

Knowledge of principles and concepts for specific core subject areas.

K1 Lectures, Real

examples and case studies.

Continuous assessment (short quizzes).

1.2

Match the principles and the concepts to analyze problems within specific core areas.

K2 Lectures, Real

1.3

2.0 Skills

2.1 Discuss how to overcome educational problems

S1 Lectures, Real

2.2 Analyze and interpret campaign results.

S1 Lectures, Real

3.0 Values, autonomy, and responsibility

3.1

Work effectively in groups and exercise leadership if needed

V1 Lectures, Real

3.2

Recognize life-long learning is a necessity as well as a responsibility of every Graduate.

V2 Lectures, Real

...

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7 B. Course Content

No List of Topics Contact

Hours

1 introduction in Integrated Marketing Communications 3

2 Corporate Image and Brand Management 3

3 Buyer Behaviors 3

4 The IMC Planning Process 3

5 Advertising Management 3

6 Advertising Design 3

7 Traditional Media Channels 3

8 E-active Marketing 3

9 Alternative Marketing 3

10 Database Direct Response Marketing Personal Selling 3

11 Sales Promotions 3

12 Public Relations and Sponsorship Programs 3

Total

D. Students Assessment Activities

No Assessment Activities *

Assessment timing (in week no)

Percentage of Total Assessment Score

1. Mid-term Exam 8^h 25%

2. assignments and Group Project na 25%

3. Attendance and participation ^{All week} 10%

4 Final Exam 16^th 40%

*Assessment Activities (i.e., Written test, oral test, oral presentation, group project, essay, etc.)

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8

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9

E. Learning Resources and Facilities 1. References and Learning Resources

Essential References Journals, Reports, etc.) Supportive References

Electronic Materials UQU e-learning and black board platform

Other Learning Materials

such as computer-based programs/CD, professional standards or regulations and software.

MS Excel, PPT presentation used in class in teaching was provided.

2. Required Facilities and equipment

Items Resources

facilities

(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)

A good classroom is important along with presentation facilitates such as data show.

Technology equipment (projector, smart board, software)

● blackboard

● Data show

● internet connection

● large room for student projector

Other equipment

(depending on the nature of the specialty) N/A

F. Assessment of Course Quality

Assessment Areas/Issues Assessor Assessment Methods

Effectiveness of teaching

Chair, Students, External Stakeholders

Department and quality committee

Open discussions with the students

Anonymous surveys

Effectiveness of students assessment

Checking marking by the students themselves if it’s possible

Using the help of other members in reviewing the assignments/exams

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10

Assessment Areas/Issues Assessor Assessment Methods

Quality of learning resources

Review of course portfolios

Instructor assessment by students

The extent to which CLOs have been achieved

Course specifications are periodically reviewed at the departmental level.

Courses are updated periodically and compared to the benchmark standards.

Other

Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)

G. Specification Approval Data

COUNCIL

/COMMITTEE

MARKETING DEPARTMENT

REFERENCE NO.

DATE

28/01/2023