MASTER OF MARKETING COMMUNICATIONS
Course Requirements
Basic Subjects (4) 12 units
Major Subjects (7) 21 units
Cognates (3) 9 units
Marketing Communication Campaign 3 units
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Total 45 units
May be finished in 7 terms
Basic Courses
Introduction to Marketing Communications (3 units)
An introductory course that deals on with principles and techniques of mass communications, the theories and concepts that serve as the foundation of marketing a product, service, institution, or idea, and the pragmatics of marketing communications in the different fields of advertising and promotions.
Strategic Planning (3 units)
An orientation on the philosophy of scanning the environment using research tools and consumer insights. Both external and internal factors of strategic planning are evaluated with the objective of developing and implementing a sound multi-media strategy for a product, service, institution, or idea.
Marketing Statistics (3 units)
This course deals with statistical tools and methods in marketing, business decision-making and research. The topics include descriptive statistics, non-parametric statistical tests, and parametric tests, such as regression and correlation with the aid of computer software. This course provides the foundation for the use and application of statistical tools for marketing research.
Marketing Research Methods (3 units)
This course is designed to help students learn the underlying principles of Marketing Research. It will enable the future users of research to learn to judge how useful research information would be in order to help solve specific marketing problems and give insights on the potential of research as a career in business. This course attempts to assist students in designing and conducting research projects at the least potential costs. Emphasis is on the discussion of the different steps in the integrated marketing research process. A research proposal is required and a final research study is defended at the end of the course.
Major Courses
Advertising (3 units)
Introduces the students to the various strategies and philosophies of developing an advertising campaign or a marketing communications plan. Focuses on the account management function of an advertising agency and the role of the account executive in supervising an advertising campaign. As a requirement, the student prepares an advertising plan covering an analysis of the industry or market, the product, the target consumer, setting goals and strategies. On the basis of the marketing brief, the creative and media strategies and tactics are eventually developed and visualized into a campaign.
Personal Selling (3 units)
This course is designed to educate students on the value of selling as a tool as well as its role in the promotion mix. Students will learn and develop selling skills as well as the new strategies that will insure the successful marketing of a product in the environment, either as an entrepreneur or sales personnel.
Sales Promotion (3 units)
This course deals with the various strategies and tools in encouraging the purchase of a product or service by providing incentives to the target audience. Students will be applying these tools in various cases and the final project focuses on the combination of these tools and its effectiveness on the market.
Direct Marketing (3 units)
This course focuses on the concepts and function of direct marketing as a promotion tool. Students will be exposed in the actual application of direct marketing in terms of telemarketing, direct mail, and personal selling. This course will also feature the latest trends both in the local and international settings.
Public Relations (3 units)
A course which focuses on the concepts and functions of Advocacy Public Relations (ADVOCPR) in the contemporary world of business and industry. This is in relation to other societal sectors, like Government Public Relations (GPR) and Public Affairs, Corporate Public Relations (CPR), and Marketing Public Relations (MPR). A study of the principles, philosophy, and dynamics of corporate “institutionalization” and corporate internship ingrained in CPR and MPR, embodied in PR’s strategy for decision-making and policy formulation, vis-à-vis the target publics, through the conceived integrated communication scheme.
Events Marketing (3 units)
This subject is designed as an introductory course in event marketing. The students will learn the rudiments of planning and executing events within the marketing setting. The basic concepts in event marketing, its various applications and its important role in the fulfillments of the marketing communication function. Students will be given a chance to learn via lectures, guest speakers, library research, actual participation in marketing events, planning and designing their own event projects for a specific target institution or corporate sponsor.
Electronic (E) Marketing (3 units)
A course acquaints students on the rudiments of communicating a product, service, institution or idea via the Internet medium, the use of e-mail, and the essence of both e-commerce and mobile commerce. It tackles the issue of tri, trip, or trimp media as the marketing communications technology to sell goods and services.
COGNATES (Select 3 subjects)
Account Management (3 units)
This course allows the students to experience the challenging position of an account manager and his role in the management of the account management division of an advertising agency. In addition, the students will learn the various strategies used by practitioners in developing marketing communications campaign.
Media Planning (3 units)
This course if designed to help the students understand the value of media and its computation in deriving favorable results for advertisers. In addition, the students will learn how to compute and analyze the best alternative in terms of cost and effectiveness. As future marketers, they will learn how to use these tools in decision-making.
Copywriting (3 units)
This course deals with the creative function of the agency with emphasis on copywriting. It aims to expose and familiarize the students to the management of creative department of an advertising agency and the role of the copywriter in the conceptualization of advertising, ideas based on strategies.
Visualization and Art Direction (3 units)
This course aims to discuss advertising concepts from the standpoint of the visual details; the art in advertising – what it is, where it comes from, and how it’s done. This course will tap the visualization, drawing and artistic abilities of the students in line with the “big idea.” Various stages and techniques of visualization will be discussed and the student’s inherent drawing skills will be honed. Print ads and television commercials will be evaluated in search of the “big idea” which is the key to an effective advertising campaign.
Advertising Production (3 units)
This subject deals with the traditional and non-traditional methods of conceptualizing, developing, and actually producing marketing communication campaigns. Laboratory will be used for experiential learning.
Mobile Marketing (3 units)
An innovative tool that practices SMS/MMS to sell products and services. Various exercises will be used to come up with communications materials relevant to the business world.
Special Topics (3 units)
This will be a seminar type session that discusses relevant developments in the field.
Legal and Ethics of Marketing Communications (3 units)
An introductory course on the legal and ethical aspects of marketing communications and how companies have learned the value of legal consultations. The Code of Advertising Ethics will be used as frame of reference.
Global Marketing Communications (3 units)
A survey of marketing communications campaigns and executions around the world. The students evaluates if American or European campaigns are acceptable in the Philippines or scenarios for Asian advertising.
FINAL PAPER
Marketing Communications Campaign (3 units)
A supervised project that directs the mentee to develop a comprehensive marketing communications campaign dealing on a combination of media and the strategies behind it. To be defended before a panel.