FACULTY OF HUMANITIES AND SOCIAL SCIENCE

LEARNER GUIDE

Module Title

Marketing and Advertising 2A

Module Code

ACOM241

Programme in which the module is offered

Diploma in Public Relations – ACPDP1

Year of offering

2rd year

SAQA Credits

16

NQF level

07

Name of Lecturer / Lecturers

Mr. T. G. Mokgosi

TABLE OF CONTENTS

Page

1. DEFINITION OF TERMS 3

2. MODULE PURPOSE 4

3. MODULE OUTCOMES 4

4. TOPICS WITH SCHEDULING 5

5. NOTIONAL HOURS 6

6. ASSESSMENT PROCEDURES 7

7. MODE OF DELIVERY 7

7.1 Practicals 7

7.2 Tutorials 7

8. ASSESSMENT CRITERIA 8

9. ASSESSMENT METHODS 8

10. ASSESSMENT FEEDBACK 8

11. GUIDELINE FOR PRESENTING ASSIGNMENTS 8

12. REFERENCING STYLE 8

13. ASSIGNMENT COVER SHEET 8

14. PRESCRIBED READINGS, AND ADDITIONAL (RECOMMENDED) READINGS

8

15. MATERIALS NEEDED FOR THE MODULE 9

16. COPYRIGHT AND PLAGIARISM 9

17. STUDENT SUPPORT 10

18. WORK INTEGRATED LEARNING (WIL) 10

19. QUALITY ASSURANCE ENHANCEMENT 10

20. RECORDING OF LECTURES 11

21. LECTURE ATTENDANCE 11

22. Table 1: Assessment Criteria Template 12

23. Table 2: Assignment Cover Sheet 13

24. Annexure A: Guidelines for Communication Science Students 14

1. DEFINITION OF TERMS

COURSE OUTLINES/SCHEME OF WORK/MODULE OUTLINE: Course/Module outline/Scheme of

work represent a contract between the lecturer and student stipulating the requirements for each

course: its aims, learning outcomes, course requirements and assessment.

LEARNER/STUDY GUIDE: A learner/study guide helps in organising lecture notes and textbook

material so that students can increase their comprehension and memory of large amounts of

information. Specific outcomes on topics covered, the summary of content, as well as revision

questions are included.

TUTORIAL: A tutorial is an interactive method of transferring knowledge in the learning process. A

tutorial seeks to teach by example and supply the information to complete a certain task.

PRACTICAL: A practical is a lesson in which theories and procedures learned are applied to the

actual making or doing of something.

FORMATIVE ASSESSMENT: The goal of formative assessment is develop and monitor student

learning to provide ongoing feedback that can be used by lecturers to improve their teaching and by

students to improve their learning.

SUMMATIVE ASSESSMENT: The goal of summative assessment is to evaluate student learning at

the end of an instructional unit by comparing it against some standard or benchmark.

GENERIC OUTCOMES: These are critical cross-field outcomes that inform all teaching and

learning as stipulated by SAQA Regulations.

Each module should enable students to:

work effectively as individuals and with others as members of a team;

organise and manage themselves and their activities responsibly and effectively;

identify and solve problems and make decisions using critical and creative thinking;

collect, analyse, organise and critically evaluate information;

communicate effectively using visual, symbolic and/or language skills in various modes;

use science and technology effectively and critically showing responsibility towards the

environment and the health of others; and

demonstrate an understanding of the world as a set of related systems by recognising

that problem solving contexts do not exist in isolation.

SPECIFIC/MODULE OUTCOMES: Learning outcomes are statements of what students will learn in

a lecture. Each lecture has its specific outcomes. The statements are focused on student learning.

2. MODULE PURPOSE

Learners will understand the purpose of Advertising and Marketing within the scope of Public

Relations.

3. MODULE OUTCOMES

Broad Outcome: The Learner will be able to: They will be made to understand how an

advertising agency works.

Specific outcomes – students will be able to:

Create advertisements for various media: broadcast, print and internet.

Identify the steps in the decision making process;

Design a media plan

Select and negotiate media channels for advertisements

Conduct evaluative research on consumers.

4. TOPICS WITH SCHEDULING

SCHEME OF WORK

WEEKS TOPICS

WEEK 1

08 – 12 February 2016

Introduction To Types of Advertising

Transactional Advertising

Relational Advertising

WEEK 2

15 – 19 February 2016

Product Advertising

Institutional Advertising

WEEK 3

22 – 25 February 2016

The consumer audience

Target market process

WEEK 4

29 February - 04 March 2016

Market segmentation

WEEK 5

07 - 11 March 2016

Target audience options

10 MARCH 2016 SUBMISSION OF THE GROUP ASSIGNMENT

WEEK 6

14 - 21 March 2016

Target audience profile

EASTER & TEACHING RECESS: 25 MARCH – 01 APRIL 2015

WEEK 7

04 – 08 April 2016

Profile for media

WEEK 8

11 – 15 April 2016 Profile for IMC tools

15 APRIL 2016 CLASS TEST 1

WEEK 9

18 April – 22 April 2016

Consumer behavior

Consumer characteristics

Product characteristics

Environmental characteristics

Merchant and intermediary characteristics

WEEK 10

25 April – 29 April 2016

Media channels of communication

Print media

Electronic media

Creative advertising

29 APRIL 2016 PRESENTATION: GROUP PRACTICAL

WEEK 11 The integrated advertising campaign

03 – 06 May 2016 Public Relations

Personal Selling

Media Advertising

WEEK 12

09 – 13 May 2016

Sales Promotion

Sponsorship

Direct marketing

11 MAY 2016 CLASS TEST 2

WEEK 13

16 – 19 May 2016

Revision and preparation for exam

EXAMINATION (SUMMATIVE ASSESSMENT) DATE: TBA

11. NOTIONAL HOURS

Contact Study Notional Hours Self-Study Notional Hours

Lecturers 45 Lecture related 15

Practical’s 30 Practical related 10

Fieldwork Assignments 20

Tutorials 5 Revision 20

Guided revision 5 Assessments

Total 85 Total 65

Total notional hours (16 weeks) 150

12. ASSESSMENT PROCEDURES

All class activities have been given weights which add up to 50%:

Assessment weighting: ACOM141

ASSESSMENT DUE DATE WEIGHT TYPE

Group Assignment and

practical

09 March 2016 15%

Form

ative

Assessm

en

ts

50

%

DP

Class Test 1 13 April 2016 15%

Individual Assignment 26 April 2016 20%

Class Test 2 11 May 2016 15%

EXAMINATION

TBA

50%

Sum

mative

Assessm

e

nts

5

0%

13. MODE OF DELIVERY

Formal lectures

Practical’s

Tutorials

Guided revision

a. Practicals

This module will include practicals in the form of public speaking presentations, group

sessions and debates on topical issues in South Africa.

b. Tutorials

This module will offer students tutorials. Dates and times will be discussed in class.

14. ASSESSMENT CRITERIA

Outcomes will be judged by students’ ability to:

Document an understanding of the theory underpinning public relations practices in an

assignment format;

Analyse the role of public relations in the South African government;

Document the impact of online technology in public relations.

15. ASSESSMENT METHODS

Group Assignment

Individual Practical Assignment

Tests and Exams

16. ASSESSMENT FEEDBACK

Feedback will be provided within 14 days of submission. Feedback sessions and revision will be

provided so that students will gain clarity and attention will be paid to areas students find

difficulty.

17. GUIDELINE FOR PRESENTING ASSIGNMENTS

Arial is the official font chosen by the university. Use 12 Point font, 1.5 line spacing unless stated

otherwise by the lecturer. Sizes of pages and margins will be communicated to the student by

the lecturer in class. Use the university approved assignment cover page.

18. REFERENCING STYLE

Kindly follow the Harvard referencing style. Visit

https://www.staffs.ac.uk/assets/harvard_quick_guide_tcm44-47797

19. ASSIGNMENT COVER SHEET

Use the university approved assignment cover sheet to submit your assignments.

20. PRESCRIBED READINGS

Prescribed Text Book: Kotler et al. (2010) Principles of Marketing: Global and South African perspectives Pearson

Education South Africa

21. MATERIALS NEEDED FOR THE MODULE - ONLINE SUPPORT AND

MATERIAL

Please make use of the Faculty LMS – Moodle

Kindly log onto http://arts-online.unizulu.ac.za/ and register for the class Marketing and

Advertising – ACOM241 (Department of Communication Science) using the enrolment key

provided in class. Please download the support material provided which includes:

Study guides

All assessments and rubrics.

PowerPoint presentations used in class.

Further readings: journal articles and presentations.

Case studies (including questions).

Videos and social media samples of current Public Relations trends and techniques

practiced nationally and globally.

22. MATERIALS NEEDED FOR THE MODULE

ONLINE SUPPORT AND MATERIAL

Please make use of the Faculty LMS – Moodle

Kindly log onto http://arts-online.unizulu.ac.za/ and register for the class Marketing and

Advertising – ACOM241 (Department of Communication Science) using the enrolment key

provided in class. Please download the support material provided which includes:

Study guides

All assessments and rubrics.

PowerPoint presentations used in class.

Further readings: journal articles and presentations.

Case studies (including questions).

Videos and social media samples of current Public Relations trends and techniques

practiced nationally and globally.

23. COPYRIGHT AND PLAGIARISM

Students cannot use another person’s material without citation and reference. The legal

repercussions of plagiarism can be quite serious.

Kindly refer to the policy and procedures on managing and preventing acts of plagiarism in The

University of Zululand calendar (Annexure B).

24. STUDENT SUPPORT

Identifying at risk students

Dynamics such as university-related factors, family and community factors, and personal factors

play a pivotal role in identifying students at risk. The lecturer under the guidance of the HOD will

assess the student’s position taking into consideration the highlighted factors and provide

ongoing support to help optimise the student’s ability to perform better in class.

Strategies to assist at risk students

Continuum of Instructional Supports for Addressing Student Diversity

Peer assisted sessions (collaborative teaching)

Support groups (i.e. social, financial and health issues)

Use of blended learning

Use of tutors

Consultation sessions

25. WORK INTEGRATED LEARNING (WIL)

Work integrated learning (WIL) is a purposeful, organised, supervised and assessed educational

activity required for the completion of the programme that integrates theoretical learning with its

applications in the workplace.

The modules within the Department of Communication Science equip students with a vast range

of theoretical and practical skills that they will implement in the workplace.

26. QUALITY ASSURANCE ENHANCEMENT

Feedback from students enables the lecturer to enhance the quality and content of the module.

The following feedback mechanisms will be used:

Feedback session in class.

Questionnaires at the end of the module.

Interviews with students.

Feedback activities with class representatives.

Student’s assessment performance.

Students’ exam performance.

Student evaluation conducted by the quality assurance team at the University of

Zululand.

27. RECORDING OF LECTURES

Prior consent to be obtained from the lecturer.

28. LECTURE ATTENDANCE

You are required to attend not less than 80% of lecturers.

Table 1: Assessment Criteria Template

Learning outcomes Assessment criteria Assessment methods

The critical cross field

outcomes are as follows:

a) Create a suitable

marketing strategy for

either a product or an

organization;

b) Identify correct market

segmentation for

products in an

assignment format

c) Develop a market based

strategy on how to price

goods

d) Create advertisements

of local products and

organizations.

Outcomes will be judged by

The learner’s ability

to understand how

an advertising

agency works.

The learner’s ability

to understand the

decision making

process.

Further learners will

learn to create print,

broadcast and

internet advertising.

Media selection

procedures and

negotiation

techniques will be

introduced to

complete the

marketing and

advertising concept

Group Assignment

Individual Practical

Assignment

Tests and Exams

(Please refer to the

assessment weighting table

on page 8 for tentative

dates).

Table 2: Assignment Cover Sheet

FACULTY OF --------------------------------------------------------------

DEPARTMENT OF--------------------------------------------------------

ASSIGNMENT COVER SHEET

Student Name

Student Number

Module Title

Module Code

Assignment Topic

Due Date

Name of Lecturer

Lecturer’s Remarks

FINAL %

13

Annexure A: Guidelines for Communication Science Students

University of Zululand

Guidelines for Communication Science Students

1. Ensure that you are correctly registered. It is the students’ responsibility to ensure

that you are registered for the correct modules.

2. It’s important that you don’t lose your PROOF OF REGISTRATION

3. Editions to your registration will only be done within the first two weeks of

registration.

4. Attend only the modules that appear on your proof of registration. Students are not

allowed to attend lectures if they are not registered for a module.

5. If you have obtained a mark of 40% to 49% in your final score (assessments

plus examinations), you are entitled to write the supplementary examinations.

6. You may be allowed to write supplementary examinations if you have been VERY

sick during the examinations. You will be required to produce a medical certificate.

7. SUPPLEMENTARY EXAMINATIONS WILL BE WRITTEN AT THE END OF

EACH SEMESTER (NOT IN THE NEXT SEMESTER). Please do not leave campus

soon after your examinations. Check that all your problems are sorted out before leaving

campus. Dates for supplementary examinations will be posted on departmental notice

boards.

8. Students will not be allowed to write two supplementary examinations. No matter

what the reason is, you will only be given ONE SECOND CHANCE to rewrite an

examination (only if you qualify to do so). If you wish to re-write after you have already

written a supplementary examination, YOU WILL HAVE TO RE-REGISTER the module.

9. If you have missed a supplementary examination, you must re-register for it.

If you have been found guilty of copying you will be suspended from this institution (and

other institutions) for a period of two years. We cannot do anything to minimise the

sentence.

10. In order to pass a module you must submit all assignments timeously and write all

tests and examinations. You must also attend AT LEAST 80% of the lectures. This is

NOT A PART-TIME university. The Department of Communication Science will NOT

14

issue academic records.

11. The Department of Communication Science is NOT a printing centre. DO NOT bother

the lecturing staff to do your printing