Module Code and Title:                MKT304 Product and Services Promotion

Programme:                                      Bachelor of Business Administration

Credit Value:                                      12

Module Tutors:                                 Shreejana Pradhan,Enchu Lhamo,Dip Raj Pradhan,Kezang Wangchuk,Carl Wonder,Priyanka Sharma,

Module Coordinator:            Kezang Wangchuk

General Objective: This module aims to develop an in-depth understanding of the modern concepts and latest techniques of product and service promotion. It also takes students through various challenges facing marketers through an examination of case studies for developing integrated marketing strategies. 

Learning Outcomes – On completion of the module, students should be able to:

1. Define key terms and concepts in advertising and promotion
2. Apply key concepts in advertising and promotion to a given business situation
3. Analyse how advertising and promotion affect individuals, organizations, markets and society
4. Describe the role of a marketing communication manager
5. Prepare integrated marketing strategies
6. Develop effective messaging strategies with media and other promotion plans
7. Plan an advertising and product introduction campaign
8. Formulate an operational strategy to manage the marketing function, incorporating the various theoretical topics and frameworks relevant for service marketing

Teaching and Learning Approach:

Assessment Approach:

Each student will complete a case study of 1000 words, based on a new product success or failure, and will present the findings in the form of a written essay.

5%       proper identification of the key issues in the given case study

5%       addressing the key issues with theoretical underpinning using relevant concepts

5%       quality of written report (organization, language, referencing)

In groups of 4, students will present existing products as mock new products to the rest of the class serving as a focus group, and analyse these “consumer” responses to the proposed new products. The groups should then submit a 1000-word summary analysing the focus group responses and proposing appropriate recommendations.

4%       presentation of the unique qualities of the new products

4%       professionalism of the focus group discussions

4%       report: analysis of the consumer responses

3%       report: recommendations

Students will individually complete a project on analysing an international firm and its products and promoting a product in the Bhutanese market using all aspects of product promotion strategy. Each project will result in a paper of 2000 words. 

5%       evidence-based analysis of new product potential in the local market

5%       plan for new product launching in the Bhutanese market

5%       cost-benefit analysis of the advertising and launch strategy

5%       quality of written report:

                        Organization: 1%

                        Language: 1%

Content: 2%

                        Referencing: 1%

Each student will contribute to class discussions by answering questions, stating their opinions, listening to others and sharing their understanding with theoretical underpinning.

3%       contributing to class discussion

2%       listening to others and responding professionally

Students will take a written exam of 2-hour duration covering topics up to the mid-point of the semester.

The module will have a semester-end exam for 2 hours covering the entire syllabus. The question will be divided into two parts – Part A (carrying 40% of the exam weightage) will be mostly of short answer including objective questions. Part-B (carrying almost 60% of the exam weightage) will be mostly of essay type or an extended response to the given question. This part of the question requires students to apply, analyse, and evaluate or construct knowledge and skills. Cases will also be used to test the levels of knowledge.

Pre-requisites: MKT201 Principles of Marketing

Subject Matter:

1. Understanding Advertising and Promotion
   1. Advertising and promotion as tools of marketing communication
   2. Integrated marketing communication
   3. Role of advertising in marketing mix
   4. Differences for products, services 

1. Benefits, Costs and Limitations of Advertising, Promotion
   1. Types and classification of advertising
   2. Economic and social aspects of advertising
   3. Limits and costs

1. Message Strategy and Tactics
   1. Attention and comprehension
   2. Attitudes, brand, image, and personality 
   3. Creative approach for message development
   4. Copy writing
   5. Types of media
   6. Selecting media
      1. Budget
      2. Planning
   7. Cost/benefit analysis of marketing and promotion strategies

1. Global Marketing and Advertising
   1. Advertising rules and regulations
   2. Advertising for various types of business
   3. Global marketing and advertising

1. Management of Marketing Functions in an Organization
   1. Marketing functions in an organization
   2. Core marketing functions
   3. Coordination between marketing and other departments

1. Tools of Promotion
   1. Tools of promotions 
      1. Advertising
      2. Sales promotion
      3. Public relation 
      4. Direct marketing
   2. Importance of promotional mix

Reading Lists:

1. Essential Readings
   1. Wells, W.D., Moriaty, S., & Burnett, J. (2005). Advertising: Principles and practices(7th ed.). Prentice Hall. 
   2. Arens, W., Weigold, M., & Aens, C. (2012). Contemporary advertising (14th ed.). McGraw-Hill Education.
   3. Lovelock, C., & Wirtz, J. (2012). Services marketing: People, technology, strategy (7th ed.). Boston: Prentice Hall.
2. Additional Readings
   1. Nargundkar, R. (2010). Services marketing: Text & cases (3rd ed.). New Delhi, India: Tata McGraw Hill Education.
   2. Verma, H. (2012). Services marketing text and cases (2nd ed.). New Delhi, India: Pearson Education/Dorling Kindersley.
   3. Zeithaml, V., Bitner, M., Gremler, D., & Pandit, A. (2012). Services marketing: Integrating customer (5th ed.). New Delhi: Tata McGraw Hill Education Private Limited.
   4. Balachandran, S. (2011). Services marketing (1st ed.). Shroff Publishers and Distributors Pvt. Ltd.

Date: July, 2017