Course Syllabus 3542402 Integrated Marketing Communication (Education for staff and regulars)

Instructor: Mr.Kittichai Jaroenchai The Faculty of Management Science, Marketing Program, Rajabhat Mahasarakham University. Phone : 085-857-1810 E-mail : Kittichai_Jaroenchai@hotmail.com Course Description : Nature and importance of communication. Marketing communication process. Form of public relations. Process of public relations, internal and external agencies. Techniques and tools of marketing communications and public relations. Communication with the advertising and public relations. Course Assessment: Event Marketing 25% Term project 25%

Mid-term exam Final exam

20% 30%

Course grade will be decided by standards. Scale Grade Scale 80% - 100% A 75% - 79% 70% - 74% B 65% - 69% 60% - 64% C 55% - 59% 50% - 54% D 0% - 49%

Grade B+ C+ D+ F

Other references: Richard J Semenik , Promotion & Integrated marketing communication George E Belch & Michale A. Belch , Advertising and Promotion, Fifth Edition Detail of Course Assessment 1. Mid-term exam 20% : Chapter 1-7 2. Final exam 30% : Chapter 8-14 3. Event Marketing 25% (Group) : Congratulations to graduates of the marketing. 4. Term project 25% (2 people per group) : Print Advertising. Them concept : Marketing RMU : Step 1 Topic in IMC Plan 1. Executive Summary 2. Company Analysis 3. Objective of Marketing plan 4. Benefits expected to receive 5. Competitor Analysis 6. SWOT Analysis
Course Syllabus : Integrated Marketing Communication 2/2553

7. Consumer Behavior Analysis 8. STP Marketing Analysis (Market Segmentation, Target Market, Positioning Market) 9. IMC Strategy 10. Implementation of Marketing Plan 11. Budgeting of Marketing Plan 12. Control and evaluation of Marketing Plan Step 2 Presentation : 30 minute

***NO LATE SUBMISSION IS ACCEPTED UNLESS THERE IS A SOUND REASON WITH PROPER WRITTEN DOCUMENTS!!!
Tentative Schedule and Topics Lecture Topic Syllabus 1 Chapter 1 The role and importance of management, marketing promotion in the marketing process Chapter 2 Analysis of target market: an analysis of consumer behavior. Market 2 segmentation. Selecting target markets. Product placement. Chapter 3 The process of marketing and communications elements in the marketing 3 communications process: the process response information resources and news channels, news. 4 Chapter 4 Objectives and budget for marketing communications. Chapter 5 Nature of advertising. Organization business advertising and related 5 agencies. 6 Chapter 6 Management advertising And advertising plans. 7 Chapter 7 Media planning and media selection strategies. 8 Mid-term exam Chapter 8 Creative advertising strategy and tactics of advertising. 9 Chapter 9 Measuring the effectiveness of the program. Marketing Communications. 10 Chapter 10 Sale promotion and administration of the sale promotion. 11 Chapter 11 Personal Selling and personal selling management agencies. 12 Chapter 12 Public relations 13 Chapter 13 Direct Marketing. 14 Chapter 14 Communications market by using other tools. 15 16 Final exam Note: Items may vary depending on the situation.

Course Syllabus : Integrated Marketing Communication 2/2553