Lahore University of Management Sciences. MKTG 302 Using New Media Technologies in Marketing Spring Semester 2017
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1 MKTG 302 Using New Media Technologies in Marketing Spring Semester 2017 Instructor Dr. Zain ul abdin Khawaja Room No. 4 33, SDSB Building 4th Floor Office Hours Tuesday Zain.khawaja@lums.edu.pk Telephone LUMS Ext Secretary/TA Secretary: Abdul Basit / TA: TA Office Hours Course URL (if any) This course is taught face to face with document support available via web 2.0 platforms and other social media tools. You will be given the appropriate links to this syllabus and other course materials during the first two lectures. Suraj.lums.edu.pk COURSE BASICS Credit Hours 3 Lecture(s) Nbr of Lec(s) Per Week 2 Duration 75 Minutes Recitation/Lab (per week) Nbr of Lec(s) Per Week 0 Duration Tutorial (per week) Nbr of Lec(s) Per Week 0 Duration COURSE DISTRIBUTION Core Elective Open for Student Category Close for Student Category No Yes All COURSE DESCRIPTION Traditional media and its once unmatched power has been progressively eroded through the emergence of new communication technologies which make creating and distributing information an easy and low cost exercise. This has caused a change in the balance of power, as even individuals are able to find global audiences with simple tools like blog entries and social media posts as well as other methods. This development has immediately and significantly affected marketing and public relations as age old strategies, standards and methodologies that relied on the power and reach of traditional media stand challenged. This course will examine real world cases, research and theory on a topic that has attracted much attention across the world in the past decade, i.e. the role of new media technologies in the fields of marketing and public relations. The course focuses particularly on the innovative use of media and communication tools, including but not limited to, social media networks, desktop publishing, web 2.0, satellite and cable television and interactive technologies. Students are encouraged to envision the innovative deployment of new media technologies in the fields of marketing, public relations guided by theoretical frameworks. Students will find this to be a hands on course that will see them participate through the use of most of the technologies mentioned. Participants in the course will be required to write online blogs, create low cost video and audio advertising and public relations responses, develop short research reports based on social media monitoring, and engage in a strategic war game that pits a mock organization versus individuals, using the full spectrum of media tools. Prior knowledge of the technologies mentioned is not a pre requisite to the course as students will be fully oriented to the use of each tool as we progress in the course. NOTE: This course will require the students to own and bring to class one of the following: a smart phone, a tablet or a laptop computer. The students will get hands on experience with marketing and promotions using new media technologies, software and hardware innovations in interactive technology, social media communication, media channels and other avenues.
2 COURSE PREREQUISITE(S) MKTG 201 Principles of Marketing COURSE LEARNING OBJECTIVES Introduce students to the changing needs and power structures in marketing and public relations communication Help students grasp the enormity of the interconnected and global nature of modern marketing and public relations communication Familiarize students with the use of modern innovations in marketing and public relations communication LEARNING OUTCOMES After completing this course, students will be able to: Describe the paradigms in traditional marketing communication Identify key theories and concepts in modern marketing communication. Analyze the impact of media innovations on marketing and public relations methodologies and practices Assess the feasibility of introducing modern marketing communication methods to existing systems Explain in their own words the key marketing communication knowledge areas, needs and concerns that exist today Fluently and expertly use new media technology to communicate various course objectives, exercises and assignments UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES General Learning Goals & Objectives Goal 1 Effective Written and Oral Communication Objective: Students will demonstrate effective writing and oral communication skills Goal 2 Ethical Understanding and Reasoning Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context. Goal 3 Analytical Thinking and Problem Solving Skills Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions. Goal 4 Application of Information Technology Objective: Students will demonstrate that they are able to use current technologies in business and management context. Goal 5 Teamwork in Diverse and Multicultural Environments Objective: Students will demonstrate that they are able to work effectively in diverse environments. Goal 6 Understanding Organizational Ecosystems Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal, Technological, and Social environment of organizations. Major Specific Learning Goals & Objectives Goal 7 (a) Discipline Specific Knowledge and Understanding Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to real world situations (Including subject knowledge). Goal 7 (b) Understanding the science behind the decision making process (for MGS Majors) Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision support tools, interpret results and make meaningful recommendations to support the decision maker
3 Indicate below how the course learning objectives specifically relate to any program learning goals and objectives. PROGRAM LEARNING GOALS AND OBJECTIVES Goal 1 Effective Written and Oral Communication Goal 2 Ethical Understanding and Reasoning Goal 3 Analytical Thinking and Problem Solving Skills Goal 4 Application of Information Technology Goal 5 Teamwork in Diverse and Multicultural Environments Goal 6 Understanding Organizational Ecosystems Goal 7 (a) Discipline Specific Knowledge and Understanding Goal 7 (b) Understanding the science behind the decision making process COURSE LEARNING OBJECTIVES Critically analyze the nature of social media marketing, the velocity of communication and propositions and problems solving in the digital age Use of social media groups, creation of blogs, websites, videos, audio clips, graphic ads, social media listening posts, social media monitoring and buffering systems One week long group based simulation requiring joint strategy formulation and execution Understanding of modern communication challenges to corporate organizations Marketing in the digital age, real time marketing, quick response decision making, real time consumer insights COURSE ASSESSMENT ITEM Project, CP, Quizzes, Assignments, Exam Discussion Posts Group Assignment & Discussion Posts Group Assignment Group Assignment, Midterm Examination GRADING BREAKUP AND POLICY Quiz (s): 20% (2 quizzes unannounced multiple choice) Discussion Posts: 20% (5 posts, each is two short paragraphs or audio and video responses) Class Participation: 15% Attendance: 5% Midterm Examination: 20% Group Assignment (War Game): 20% Final Examination:
4 EXAMINATION DETAIL Midterm Exam Yes/No: Combine Separate: Duration: 1 Hr Preferred Date: Exam Specifications: MCQ and short answers Final Exam Yes/No: Combine Separate: Duration: Exam Specifications: COURSE OVERVIEW LECTURE TOPICS RECOMMENDED READINGS SESSION OBJECTIVES 1. What is communication? Introduction to communication in general Traditional sources of media power: An overview of the power of 2. the age of corporations traditional media and its use by organizations Modern challenges to media power: communication challenges for An analysis of challenges to traditional media power and its 3. marketing and PR campaigns implications on marketing practices Discussion Post 1 due within 48 hours Introduction to modern marketing and public relations communication tools (Part 1) Introduction to modern marketing and public relations communication tools (Part 2) A familiarization with modern innovations in marketing and public relations communication and communication as a whole A continuation of the familiarization with modern innovations in marketing and public relations communication and communication as a whole Case exercise Revise session 1, 2, 3 A class discussion on a real world scenario focusing on the challenges that new technologies pose for traditional marketing Guest Lecture Brand Managers: Communication Challenges Discussion Post 2 due within 48 hours Diffusion of Innovations Theory: Key concepts (Part 1) An introduction to Everett Rogers' theory of how innovations are adopted
5 Diffusion of Innovations Theory: Key concepts (Part 2) Diffusion of new technology: Organizations A continuation of the introduction to Everett Rogers' theory of how innovations are adopted An account of diffusion of innovations in organizations Diffusion of new technology: Marketing & Public relations An account of diffusion of innovations in Marketing and Public relations Discussion Post 3 due within 48 hours Guest lecture Advertising Agencies: Current adoptions of communication tools in Pakistan 13. Mid term Using modern technologies in marketing research: Data sources, 14. needs assessment, and situation analysis Reaching target groups online: Practical tools for identifying, 15. understanding and segmenting target groups Introduction to modern data sources and research opportunities through innovations Online tools and resources for target group research Constraints of new communication technologies: Budgets, politics, legal, logistical and other constraints Constraints and limits of innovations Discussion Post 4 due within 48 hours Field visit Advertising Agency & Media Channel Studio Practical tutorials on creating low cost and high reach audio relations (Part 1) and video content. Introduction to basic aesthetics, web 2.0 design, fast video and sound editing, desktop publishing, social media distribution. relations campaigns (Part 2) A continuation of practical tutorials on creating low cost and high reach audio and video content. Introduction to basic aesthetics, web 2.0 design, fast video and sound editing, desktop publishing, social media distribution.
6 relations campaigns (Part 3) relations campaigns (Part 4) Discussion Post 5 due within 48 hours Creating and countering social media rhetoric A continuation of practical tutorials on creating low cost and high reach audio and video content. Introduction to basic aesthetics, web 2.0 design, fast video and sound editing, desktop publishing, social media distribution. A continuation of practical tutorials on creating low cost and high reach audio and video content. Introduction to basic aesthetics, web 2.0 design, fast video and sound editing, desktop publishing, social media distribution. A practical summation of the course through a class led brain storming session, discussing strategies for creating and countering social media rhetoric. Panel Discussion An open seminar style discussion between students and marketing and media industry professionals War game A week long scenario where student groups represent the marketing and public relations teams for mock organizations and formulate responses to various situations presented to them. The students are expected to use the full range of methods and tools taught in the course, including blog posts, social media audio and video content creation, social media monitoring, web 2.0 technologies, news story comments and other tools familiarized in the course. War game The continuation of a week long scenario where student groups represent the marketing and public relations teams for mock organizations and formulate responses to various situations presented to them. The students are expected to use the full range of methods and tools taught in the course, including blog posts, social media audio and video content creation, social media
7 monitoring, web 2.0 technologies, news story comments and other tools familiarized in the course. No Class Preparation for presentation No class Presentations Presentations of executive reports on war game performance Presentations Presentations of executive reports on war game performance TEXTBOOK(S)/SUPPLEMENTARY READINGS This course does not have a singular required textbook. We will make use of articles, book chapters, proposals and reports in electronic form. These resources, or links to them, will be made available on weekly basis via the web2.0 online platform and the LUMS LMS. The materials span several seminal authors like Rogers (1995), to assessments and case studies by national and international organizations, government reports, news media, online videos and documentaries and journal publications.
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