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Course Outline

Course Name: Introduction to Marketing Communications (ADMC 150)

Academic Period: 2024 - 2025

Faculty:

Faculty Availability:

Associate Dean:
Moriba Baker
moriba.baker@humber.ca

Schedule Type Code:

Land Acknowledgement

Humber College is located within the traditional and treaty lands of the Mississaugas of the Credit. Known as Adoobiigok [A-doe-bee-goke], the “Place of the Alders” in Michi Saagiig [Mi-Chee Saw-Geeg] language, the region is uniquely situated along Humber River Watershed, which historically provided an integral connection for Anishinaabe [Ah-nish-nah-bay], Haudenosaunee [Hoeden-no-shownee], and Wendat [Wine-Dot] peoples between the Ontario Lakeshore and the Lake Simcoe/Georgian Bay regions. Now home to people of numerous nations, Adoobiigok continues to provide a vital source of interconnection for all.

Equity, Diversity and Inclusion Statement

Humber College and the University of Guelph-Humber (Humber) are leaders in providing a learning, working and living environment that recognizes and values equity, diversity and inclusion in all its programs and services. Humber commits to reflect the diversity of the communities the College serves. Students, faculty, support and administrative staff feel a sense of belonging and have opportunities to be their authentic selves.

Faculty or Department	Faculty of Media, Creative Arts, and Design
Program(s)	Advertising and Marketing Communications (04621)
Course Name:	Introduction to Marketing Communications (ADMC 150)
Pre-Requisites	MDCP 102
Co-Requisites	none
Pre-Requisites for	ADMC 251, ADMC 255
Equates	none
Restrictions	none
Credit Value	3
Total Course Hours	42

	Developed By:	Prepared By:	Approved by:
		Anna Santilli	Moriba Baker

Humber Learning Outcomes (HLOs) in this course.

The HLOs are a cross-institutional learning outcomes strategy aimed at equipping Humber graduates with the employability skills, mindsets, and values they need to succeed in the future of work. To explore all the HLOs, please consult the Humber Learning Outcomes framework.

Equity, Diversity, Inclusion & Belonging
Sustainability
Systems Thinking
Critical Thinking
Collaboration
Communication
Innovation
Leadership
Professionalism
Strategic Problem-Solving

Course Description

This course presents students with an opportunity for to interact with others in groups or teams to collect, analyze and organize relevant information on current industry issues. Student presentations and projects may be augmented by external guest speakers who will be invited to present on current issues.

Course Rationale

This course provides an overview of marketing principles and provides a foundation for further studies of key aspects of marketing and advertising as practiced in today's business environment.

Program Outcomes Emphasized in this Course

Advertising and Marketing Communications (04621)

Identify and respond to clients’ advertising and marketing communications* objectives by applying principles of marketing and communications.
Perform a market segmentation* analysis, identify the organization’s target market/audience* and define the consumer behaviour of each segment.
Develop an advertising plan and present and defend it persuasively.
Contribute to evaluating the effectiveness of advertising and marketing communications* initiatives.
Participate in the development of creative solutions to address advertising and marketing communications* challenges.
Contribute to planning, implementing, monitoring and evaluating projects by applying the principles of project management.
Complete all work in a professional, ethical and timely manner.

Course Learning Method(s)

Action Learning
Group or Team Work
Cooperative Learning

Course Learning Outcomes (CLO)

Learning Outcome	Learning Objectives	Summative Assessments
Organize the required activities to promote the client's services or products in meeting the client objectives within budgetary and time constraints.	To develop a marketing plan using strategies and tactics that help achieve the desired objectives.	Digital role play and simulations & readings quiz
Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints.	Assess target markets and marketing focus	Digital role play and simulations & readings quiz Text Readings
Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints.	Identify consumer segments, key brand characteristics and how brands form their identity, the consumer buying process and all factors that affect that process.	Final Test Digital role play and simulations & readings quiz
Outline with team mates, potential marketing strategies and tactics to address client communication objectives within the given budgetary and time constraints.	Develop a product, consumer segments, key brand characteristics and communication plan	Final Test Group marketing plan Digital role play and simulations & readings quiz
Act in a respectful and professional way in order to support themselves and teamates as they achieve the goals of each assignment and in class as described in the ADMC handbook.	Learn to be accountable and responsible when completing team based tasks.	In Class Participation and Professionalism
Prepare a professional presentation outlining required steps	Exhibit professional conduct and communication expertise	Group Presentation

Assessment Weighting

Assessment	Weight
Test
Final Test	20%
Analysis
Text Readings	10%
Group Project
Group marketing plan	25%
Quiz
Digital role play and simulations & readings quiz	25%
Presentation
Group Presentation	10%
Demonstration
In Class Participation and Professionalism	10%
Total	100%

Modules of Study

Module	Course Learning Outcomes	Resources	Assessments
Course Introduction and Creating Customer Value	Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints. Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints. Act in a respectful and professional way in order to support themselves and teamates as they achieve the goals of each assignment and in class as described in the ADMC handbook.	None	Digital role play and simulations & readings quiz Final Test In Class Participation and Professionalism
Segmention, Targeting and Positioning	Organize the required activities to promote the client's services or products in meeting the client objectives within budgetary and time constraints. Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints. Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints. Outline with team mates, potential marketing strategies and tactics to address client communication objectives within the given budgetary and time constraints. Act in a respectful and professional way in order to support themselves and teamates as they achieve the goals of each assignment and in class as described in the ADMC handbook.		Final Test In Class Participation and Professionalism Text Readings
Marketing Environment	Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints. Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints. Act in a respectful and professional way in order to support themselves and teamates as they achieve the goals of each assignment and in class as described in the ADMC handbook.		Digital role play and simulations & readings quiz Final Test In Class Participation and Professionalism Text Readings
Products and Brands	Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints. Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints. Outline with team mates, potential marketing strategies and tactics to address client communication objectives within the given budgetary and time constraints.		Digital role play and simulations & readings quiz Final Test Text Readings
Pricing	Organize the required activities to promote the client's services or products in meeting the client objectives within budgetary and time constraints. Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints. Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints. Outline with team mates, potential marketing strategies and tactics to address client communication objectives within the given budgetary and time constraints.	text and instructor notes	Digital role play and simulations & readings quiz Final Test Group marketing plan
Promotion (IMC)	Organize the required activities to promote the client's services or products in meeting the client objectives within budgetary and time constraints. Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints. Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints. Outline with team mates, potential marketing strategies and tactics to address client communication objectives within the given budgetary and time constraints. Act in a respectful and professional way in order to support themselves and teamates as they achieve the goals of each assignment and in class as described in the ADMC handbook.		Digital role play and simulations & readings quiz Final Test In Class Participation and Professionalism Group marketing plan Text Readings
Place: Marketing and Supply Channels	Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints. Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints. Outline with team mates, potential marketing strategies and tactics to address client communication objectives within the given budgetary and time constraints. Act in a respectful and professional way in order to support themselves and teamates as they achieve the goals of each assignment and in class as described in the ADMC handbook. Prepare a professional presentation outlining required steps		Final Test In Class Participation and Professionalism Group marketing plan Text Readings
Presentations of Group Assignment	Outline with team mates, potential marketing strategies and tactics to address client communication objectives within the given budgetary and time constraints. Act in a respectful and professional way in order to support themselves and teamates as they achieve the goals of each assignment and in class as described in the ADMC handbook.	None required	In Class Participation and Professionalism
Final Exam	Apply research findings, micro & macro environment and SWOT analysis along with the understanding of the brand, consumer journey and key marketing concepts to create a plan that meet the client objectives within the given budgetary and time constraints. Critique an existing communication plan for a current brand in the market place by the original communication objectives articulated by the brand within the given time constraints. Outline with team mates, potential marketing strategies and tactics to address client communication objectives within the given budgetary and time constraints.	Assigned chapter reading and instructor notes	Final Test

Required Resources

Title	ISBN
Marketing: The Core, Core (7^th Can. Ed.) 2024, Kerin, Hartley et al, McGraw Hill. Connect only ISBN 9781265761578. Connect+Print ISBN 9781265761578

Supplemental Resources

Title	ISBN
Instructor will identify additional references during course of study. If student are to be tested on this material it will be noted in class.

Resource(s):

Course material costs can be found through the Humber Bookstore.

Essential Skills

Section	Skills	Measurement	Details
Communication	Reading Writing Speaking Listening Presenting	Teach and measure	class discussion Assignments, exam, group work, presentation, in class participation
Critical Thinking and Problem-Solving	Analysing Synthesizing Evaluating Decision-Making Creative and Innovative Thinking	Teach and measure	class discussion, in-class activity Assignment.
Information Management	Gathering and managing information Selecting and using appropriate tools and technology for a task or project Internet skills	Teach and measure	research, in-class discussion Team project submission
Interpersonal Skills	Teamwork Conflict resolution Leadership Networking	Teach and measure	Reflection activities, collaborative learning, authentic tasks. Group assignments, peer evaluations, etc.
Numeracy	Understanding and applying mathematical concepts and reasoning	Teach and measure	lecture, in-class activity test, in class case study

Prior Learning Assessment & Recognition (PLAR)

Prior Learning Assessment and Recognition (PLAR) is the formal evaluation and credit-granting process whereby candidates may obtain credits for prior learning. Prior learning includes the knowledge competencies and skills acquired, in both formal and informal ways, outside of post-secondary education. Candidates may have their knowledge, skills and competencies evaluated against the learning outcomes as defined in the course outline. Please review the Assessment Methods Glossary for more information on the Learning Portfolio assessment methods identified below.

The method(s) that are used to assess prior learning for this course may include:

To find out if this course is eligible for PLAR, and how this learning would be assessed, please contact the Program Coordinator for more details.

Please contact the Program Coordinator for more details.

Academic Regulations

It is the student's responsibility to be aware of the College Academic Regulations. The Academic Regulations apply to all applicants to Humber and all current students enrolled in any program or course offered by Humber, in any location. Information about academic appeals is found in the Academic Regulations.

Anti-Discrimination Statement

At Humber College, all forms of discrimination and harassment are prohibited. Students and employees have the right to study, live and work in an environment that is free from discrimination and harassment. If you need assistance on concerns related to discrimination and harassment, please contact the Centre for Human Rights, Equity and Inclusion or the Office of Student Conduct.

Accessible Learning Services

Humber strives to create a welcoming environment for all students where equity, diversity and inclusion are paramount. Accessible Learning Services facilitates equal access for students with disabilities by coordinating academic accommodations and services. Staff in Accessible Learning Services are available by appointment to assess specific needs, provide referrals and arrange appropriate accommodations. If you require academic accommodations, contact:

Accessible Learning Services

North Campus: (416) 675-6622 X5090

Lakeshore Campus: (416) 675-6622 X3331

Academic Integrity

Academic integrity is essentially honesty in all academic endeavors. Academic integrity requires that students avoid all forms of academic misconduct or dishonesty, including plagiarism, cheating on tests or exams or any misrepresentation of academic accomplishment.

Disclaimer

While every effort is made by the professor/faculty to cover all material listed in the outline, the order, content, and/or evaluation may change in the event of special circumstances (e.g. time constraints due to inclement weather, sickness, college closure, technology/equipment problems or changes, etc.). In any such case, students will be given appropriate notification in writing, with approval from the Senior Dean (or designate) of the Faculty.

Copyright

Copyright is the exclusive legal right given to a creator to reproduce, publish, sell or distribute his/her work. All members of the Humber community are required to comply with Canadian copyright law which governs the reproduction, use and distribution of copyrighted materials. This means that the copying, use and distribution of copyright- protected materials, regardless of format, is subject to certain limits and restrictions. For example, photocopying or scanning an entire textbook is not allowed, nor is distributing a scanned book.

See the Humber Libraries website for additional information regarding copyright and for details on allowable limits.

Humber College Institute of Technology and Advanced Learning • 2024/2025.