Module Identifier MMM3210  
Module Title MARKETING COMMUNICATIONS  
Academic Year 2005/2006  
Co-ordinator Mr Krzysztof Kubacki  
Semester Semester 2  
Other staff Mr Kato M Kimbugwe  
Course delivery Seminars / Tutorials    
  Lecture    
Assessment
Assessment TypeAssessment Length/DetailsProportion
Semester Exam1.5 Hours  60%
Semester Assessment One 2,000 word project40%
Supplementary Exam Resit exam and/or resubmission of project100%

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 plan
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

Module Skills

Reading Lists

Books
** Recommended Text
Smith, P R and J Taylor (2005) Marketing Communications 4th edition. London: Kogan Page
** Supplementary Text
Pickton, D and A Broderick (2005) Integrated Marketing Communications 2nd edition. London: Pearson Education
Belch, G E and M A Belch (2001) Advertising and Promotion: An Integrated Marketing Communications Perspective 5th edition. Boston: McGraw-Hill
Kitchen, P J (1999) Marketing Communications: Principles and Practice London: Thomson
Smith, P R (1999) Marketing Communications: An Integrated Approach London: Kogan Page

Journals
Journal of Marketing Communications Journal of Advertising International Journal of Advertising Journal of Advertising Research.

Notes

This module is at CQFW Level 7