CASE STUDIES IN MARKETING COMMUNICATION

Course Description

This course aims to strengthen the students’ understanding of concepts and tools for marketing communication processes by examining a variety of real-world marketing communication cases. The course is designed to provide students opportunity to examine and evaluate different cases. They are required to do readings and research on each case and be prepared to come to class to discuss and reflect on the case drawing on their background knowledge. The course aims to help students understand how marketing communication tools help build brand value and be able to assess the role of marketing communications in the world of advertising, promotions and public relations.

CASE STUDIES IN MARKETING COMMUNICATION

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 to strengthen the students’ understanding of concepts and tools for marketing communication processes by examining a variety of real-world marketing communication cases.
2. 02 to provide students opportunity to examine and evaluate different cases.
3. 03 to discuss case studies, analyze, offer different solutions and rejuvenate within cultural context.
4. 04 to help students understand how marketing communication tools help build brand value
5. 05 to be able to assess the role of marketing communications in the world of advertising, promotions and public relations.

Course Syllabus

Reference Books & Course Materials

1. 01 Advertising And Promotion: An Integrated Marketing Communications Perspective. George E. Belch & Michael A. Belch-Both of San Diego State University. Copyright © 2021 By Mcgraw-Hill Education
2. 02 Integrated Advertising, Promotion, and Marketing Communications, Fourth Edition, by Kenneth E. Clow and Donald Baack. Published by Prentice Hall. (2010)

Learning Outcomes

1. L01 to strengthen the students’ understanding of concepts and tools for marketing communication processes by examining a variety of real-world marketing communication cases.
2. L02 to provide students opportunity to examine and evaluate different cases.
3. L03 to discuss case studies, analyze, offer different solutions and rejuvenate within cultural context.
4. L04 to help students understand how marketing communication tools help build brand value
5. L05 to be able to assess the role of marketing communications in the world of advertising, promotions and public relations.

Program Outcomes

1. P01 Gain the ability to apply the Pharmacy profession.
2. P02 Interpret the accuracy and reliability of the current theoretical and practical knowledge in the field of pharmacy, as well as being able to follow and evaluate innovations.
3. P03 Practically apply the knowledge they gain on pharmaceutical sciences. The acquired knowledge and skills allow the graduates to act as the closest health consultant to the public with the ability to inform the public.
4. P04 Evaluate and apply current technology related to basic subjects and principles covering pharmacy and health sciences and take part in in-service training seminars.
5. P05 Know the risks and evaluation of the use of drugs and other chemicals and safe laboratory practices (GMP).
6. P06 Acquire the ability to interpret the findings obtained by qualitative and quantitative measurements and to reach valid scientific results from the data.
7. P07 Prepare pharmaceuticals and provide guidance on the use of pharmaceutical products.
8. P08 Design research and develop projects related to pharmaceutical products; manage and share the results.
9. P09 Be competent to accurately and intelligibly communicate and transfer knowledge about prescription content and pharmaceutical products to the patient / user. The graduates are trained on taking necessary precautions for safe drug usage and encouraging rational drug use, as well as providing consultancy and supervision.
10. P10 Work in an interdisciplinary environment. Graduates can cooperate with other professional groups, participate in vocational training and activities, have proper knowledge and communication skills.
11. P11 Take part in social responsibility projects related to health. Graduates have awareness on sustainable environment and participate in activities and practices related to their profession.
12. P12 Open a community pharmacy, also work in hospital pharmacies, can work in different fields related with pharmaceuticals, cosmetics, medical and herbal products, as well as production and quality control in the pharmaceutical industry. Takes part in the professional development of herself/himself, her/his colleagues and pharmacy students.
13. P13 Implements the legal and professional law and ethics as a health professional, in issues concerning public health.
14. P14 Knows and applies the processes related to drug design from natural or synthetic sources, as well as development, preparation, analysis and metabolism of drugs in the human body.

Po-Lo Matrix