Module Information
Course Delivery
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Essay (2,500 words) | 50% |
| Semester Assessment | Report | 50% |
| Supplementary Assessment | Essay (2,500 words) | 50% |
| Supplementary Assessment | Report | 50% |
Learning Outcomes
On successful completion of this module students should be able to:
Explain and compare different theoretical perspectives on how communications work within a marketing environment.
Discuss the industry structure in which marketing communications programmes are formulated.
Identify the ethical issues inherent in marketing communications programmes.
Describe and evaluate the contemporary Marketing Communications Mix elements.
Demonstrate an understanding of what is needed to implement a marketing communications campaign effectively.
Brief description
This module develops an understanding of the range of communications concepts, tools and practices required by organizations to market their products/services effectively. The module covers a range of communications processes and the contemporary marketing communications mix.
Content
- What is (Integrated) Marketing Communications?
- Marketing Communications and the Consumer
- Communications Theory
- Ethical Issues in Marketing Communications
MARKETING COMMUNICATIONS PLANNING
- Fundamental Decisions
- Media Selection and Creative Implementation
- The Marketing Communications Mix:
Advertising
Public Relations
Personal Selling
Sales Promotion
Direct, Digital and Database Marketing
- Implementation and Evaluation
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | Associated with Campaign evaluation |
| Communication | Read in different contexts and for different purposes. Write for different purposes and audiences |
| Improving own Learning and Performance | Through evaluation of formative feedback |
| Information Technology | Use a range of commonly used software packages (Google/Facebook/Other). Present information and data. Use e-mail/internet appropriately and effectively |
| Personal Development and Career planning | Develop awareness of personal skills, beliefs and qualities in relation to course/career progression |
| Problem solving | Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem. |
| Research skills | Produce academically appropriate reports |
| Subject Specific Skills | ShapeStudents develop their know ledge and understanding of the content, formulation process and implementation of marketing communications campaigns. |
| Team work | During Seminars/Workships/Tutorials |
Notes
This module is at CQFW Level 6