THE UNIVERSITY OF HAIFA
Graduate School of Management
MBA Program for Educational Institutes
"Adam " Class, Course 4750, Period 8, 2007, Thursdays 08.30-11.30
FOR EDUCATIONAL INSTITUTES
COURSE INSTRUCTOR: DR. GRAHAM I. JACKSON
E-mail: firstname.lastname@example.org : Tel: 04-8240612, 0544-418313
Teaching Assistant : Josh Porath, email@example.com
Integrated Marketing Communications (IMC) strategies, tactics and concepts have been
developed for the marketing of Consumer Products and applied to the field of Non Profit
Organizations. These tools include Media Advertising, Promotion and Public Relations.
In this course they will be applied to Educational Institutes such as Schools, Colleges and
Universities and other educational projects. Many educational organizations in the public
and private sector find themselves in a competitive environment and need to promote their
Institute or particular programs or specific courses or new activities. Specifically, their
marketing goals could include:
- Increasing the number of pupils or students (and hence revenues)
- Raising funds from donors (for better facilities, faculty, scholarships, etc.)
- Creating a favorable image of the organization (differentiated from its competitors)
In all such cases Educational Institutions need to adapt, understand and apply the appropriate
Marketing Communications strategies and tools: particularly in the fields of advertising,
promotion and public relations. This course introduces the subject of Marketing
Communication to the students, and uses examples from the Israeli education sector to
demonstrate their application to Educational Institutes.
1. Increase students' understanding of IMC campaign planning, Advertising Design, Budget
Preparation, Media Choice, Promotion and Public Relations for Educational Institutes.
2. Develop students' ability to plan a campaign, prepare a budget, create appropriate
advertising concepts, design the advertising and associated communications materials for a
particular Educational Institute, program or activity.
Eight weekly sessions: July – August 2007.
MAIN COURSE SUBJECTS
Integrated Marketing Communication Objectives
The Marketing Communications Mix
Integrated Marketing Communication Models
The Media Infrastructure in Israel
Planning the IMC Campaign
Budgeting and Media Laydown
The course will assume prior knowledge of the Marketing Mix, Market Segmentation,
Life-Style Segmentation, Brand Strategy and the basics of Market Research.
TEACHING / LEARNING STRATEGY
The course is built around two student team assignments. The first assignment is to analyze
an ad. The second assignment is in the form of a Final Project. The project goal is to develop
a focused Integrated Marketing Communication campaign for a particular Educational
Institute or project, selected by each student team. (The subject and scope of the project must
be approved by the Course Instructor).The course will also include appropriate lectures and
ADVERTISING AND PROMOTION - COURSE READING
The basic material for this course is: “Marketing Communications"
– PowerPoint Lecture slides, G. Jackson, 2007
The best basic textbook is Kotler P. and Keller K. L. (2006, 12th Edition), Marketing
Management, PrenticeHall, in which chapters 17, 18 and 19 are relevant to this course.
,'"ניהול השיווק – שיטות, עיונים וסטרטגיה", (1987) יעקב הורניק, האוניברסיטה הפתוחה, כרך ד
.'"ניהול הפרסום", (1887), יעקב הורניק ויהושוע ליברמן, האוניברסיטה הפתוחה, כרך א' ו-ב
)71 ,71 "שיווק בשירותי אנוש – היבטים תאורטיים ויישומיים", (9887) אמנון בהם (במיוחד פרקים
"שיווק החינוך" (1113), חנה בר-ישי, מכון הנרייאטה סאלד
Students will work in teams of 3-5 and will be assessed on the basis of:
- A First Assignment: analysis of an ad for an Israeli Educational Institute.
Deliverable: a typed report (4-8 pages long, Hard Copy in Hebrew or English)
to be submitted on 26.7.07 - 30%
- A Final Project: Integrated Marketing Communications campaign plan.
Deliverables: creative design work (minimum 3 items) to be presented in class on 23.8.07
plus a typed report (10-15 pages long, Hard Copy in Hebrew or English) with
Appendices to be submitted by 7.9.07 - 65%
Any report longer than the designated number of pages or submitted after the deadline will be
penalized (the grade will be reduced progressively according to the over-run or delay).
In addition: the overall course grade will include a grade for attendance plus individual
contribution to class discussions - 5%
FINAL PROJECT GUIDELINES: IMC CAMPAIGN PLAN
The objective of the Final Project is to test the students’ ability to integrate all aspects of the
course in a practical way, by developing a complete Integrated Marketing Communication
Campaign for a particular public or private educational institution or project in Israel.
Students must choose their own project ideas – to be approved in advance by Dr. Jackson.
The Integrated Marketing Communications Campaign must be based on a reasonable
understanding of the market, market segmentation and customers' needs, wants and
resistances - as determined through the collection of available published data plus appropriate
The Campaign must include Marketing assumptions, a clear definition of the Communication
objectives, an integrated campaign plan including Advertising, Promotion, Public Relations
plus actual creative designs for Press Advertising or a TV storyboard plus at least two other
media or communication items. See the "Final Project Evaluation and Grading Template"
INTEGRATED MARKETING COMMUNICATIONS (IMC) CAMPAIGN PLAN
FINAL PROJECT EVALUATION AND GRADING TEMPLATE
Section of Work Grade Comments
1. Institution / project (status)
2. Market background and competitors
3. Market Segments & Customer Characteristics
OBJECTIVES AND ASSUMPTIONS (10%)
4. Objectives of the IMC Campaign
5. Other Marketing assumptions (price, selling)
TOTAL IMC PLAN (30%)
6. Communication Strategy and budget
7. Advertising (Media choice)
9. Public Relations
10. THE ADVERTISING CONCEPT (10%)
- Main and Subordinate Messages
- Advertising Style and Techniques
11. CREATIVE DESIGNS (VISUALS) (40%)
In class presentation of the Creative Concept
and execution: actual designs for Press
Advertising or TV storyboard plus at least two
other media or communication items.
Grader’s Name: Signature: Date:
MARKETING COMMUNICATION (ADVERTISING AND PROMOTION)
Introduction to the Course Goals, Structure and Materials
Example "The Israel Circus School – Ideology, Serendipity and Fun"
Lecture Normative Models for Non Profit Organizations
Lecture Integrated Marketing Communications (IMC)
)81 ,81 אמנון בהם (1998), שיווק בשירותי אנוש – היבטים תאורטיים ויישומיים, (במיוחד פרקים
Lecture Advertising Design Styles and Techniques
Lecture Good and Bad ad designs
First assignment: Analyses of ads for Israeli Educational Institutes
Lecture Introduction to Advertising and Media
Example: The Emek Yizrael Regional College (1994)
Lecture Israeli Media Structure and Trends
Example: The University of Haifa advertising campaign (2007)
Student Presentations Analyses of ads for Israeli Educational Institutes
Lecture Marketing Communication Campaign Planning
Final Project Briefing: See Final Project Guidelines and Evaluation / Grading template
(In-Class presentations on 23.8.07 and submission by 7.9.07)
Lecture Theoretical Communication Models for IMC
Lecture Marketing Communications Budgets and Media Planning
Film & Lecture Public Relations
Lecture Sales Promotion
Film & Discussion The Cottage Cheese War, (Israel, 2002)
Students Presentations Final Project: Design presentations
Students Final Projects submission by: 7.9.07