Gwybodaeth Modiwlau
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 11 x 2 hours |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | One 2,000 word project | 40% |
| Semester Exam | 1.5 Hours | 60% |
| Supplementary Exam | 1.5 Hours Resit exam and/or resubmission of project | 100% |
Learning Outcomes
On successful completion of this module students should be able to:
1. Define the key terms in marketing communications
2. Appraise the impact of contexts on marketing communications
3. Evaluate the power of branding
4. Apply the campaign planning process
5. Explain the merits of the marketing communications tools
6. Appraise the importance of agencies
7. Evaluate the performance of the marketing communications plan
Brief description
This module helps students to develop an understanding of the variety of communication concepts, tools and practices required by organisations to communicate with their stakeholders effectively. It will begin with the introduction to communication process focusing on communications theory and the understanding of the communication environment. In the second part particular marketing communication tools will be introduced, analysed and evaluated in terms of their ability to communicate effectively with different stakeholders.
Content
Communications media
Communications environment
Communications mix - advertising and direct marketing, personal selling, sales promotions, pr, sponsorship, corporate identity
E-marketing
Communications mix - supportive communications
Creative aspects of marketing communications
Branding and brand management
Reading List
Recommended TextBelch, G E and M A Belch (2001) Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Boston: McGraw Hill Primo search Fill, C (2006) Simply Maarketing Communications Harlow: FT Prentice Hall Primo search Supplementary Text
Kitchen, P J (1999) Marketing Communications: Principles and Practice London: Thompson Primo search Pickton, D and A Broderick (2005) Integrated Marketing Communication 2nd Edition London: Pearson Education Primo search Smith, P R (1999) Marketing Communications: An Integrated Approach London: Kogan Page Primo search
Notes
This module is at CQFW Level 7