| Module Identifier |
MM31610 |
| Module Title |
MARKETING COMMUNICATIONS |
| Academic Year |
2004/2005 |
| Co-ordinator |
Ms Suzanne M Cole |
| Semester |
Semester 1 |
| Pre-Requisite |
MM30710 , Final year students only |
| Course delivery |
Lecture | 16 Hours |
| |
Seminars / Tutorials | 3 Hours 3 per student |
| Assessment |
| Assessment Type | Assessment Length/Details | Proportion |
|---|
| Semester Exam | 1.5 Hours | 60% |
| Semester Assessment | Individual report | 40% |
| Supplementary Exam | 1.5 Hours | 100% |
|
Learning outcomes
On successful completion of this module students should be able to:
-
Understand and critically evaluate the main marketing and communication processes used by organisations to promote/sell their goods and services.
-
Determine and academically justify best practice marketing communication strategies for a diverse range of goods and services and types of communication strategies
-
Successfully communicate effective marketing related communication strategies to other members of an organisation
Aims
At the end of this module students will be expected to have an increased understanding of how key aspects of the marketing communications tools operate. They will be in a position to examine communications options in terms of delivering a message to the target audience and to appreciate how this underpins the marketing process.
Brief description
This module aims to provide students with an understanding of the range of communication concepts, tools and practices required by organisations to market their products/ services effectively. This course covers the range of the communication processes, including the issues of noise in the process, the issues of communication concepts and the links to buying behaviour. The importance of branding is then developed as a strategic communications tool. The module concludes with an evaluation of the marketing tools and their ability to communicate effectively to the target consumer.
Think of the marketing communications process as an iceberg, that will help to illustrate the nature of the course. The part of the iceberg you see reflects the communications tools but to ensure wise choices are made the underpinning concepts, which are below the water line are essential and form the start of the module.
Content
The marketing communications planning framework
The marcoms process
Communications tools
Branding
Transferable skills
To be able to research and gather information
To work independently and as part of a team
To apply marketing communications concepts to marketing campaigns
Reading Lists
Books
** Recommended Text
Fill, C (2002) Marketing Communications, Contexts, Strategies and Applications
FT Prentice Hall 0 273 65500 0
De Pelsmacker, P., Geuens, M. and Van den Bergh, J (2002) Marketing Communications
FT Prentice Hall 0 273 63871 8
Notes
This module is at CQFW Level 6