MM30520 - MARKETING COMMUNICATIONS

Module Identifier

MM30520

Module Title

MARKETING COMMUNICATIONS

Academic Year

2007/2008

Co-ordinator

Mr Richard D Godfrey

Semester

Semester 1

Pre-Requisite

MM30710

Course delivery

Lecture

10 x 2 hour

Seminars / Tutorials

4 x 1 hour per student

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	2 Hours	50%
Semester Assessment	Individual coursework: comprising 1 essay of 2500 words	50%
Supplementary Exam	2 Hours	50%
Supplementary Assessment	Individual coursework: comprising 1 essay of 2500 words. A student must (re)submit any element of assessed work that previously was failed.	50%

Learning outcomes

On completion of this module, students should be able to:

Demonstrate an understanding of the consumer environment in which marketing communications programmes are formulated.

Critically discuss the relationship between marketing communications and brand management.

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 advertising as a marketing communications tool.

Describe and evaluate public relations as a marketing communications tool.

Describe and evaluate personal selling as a marketing communications tool.

Describe and evaluate sales promotion as a marketing communications tool.

Describe and evaluate direct and database approaches to marketing communications.

Demonstrate an understanding of what is needed to implement a marketing communications campaign effectively.

Aims

This module aims to provide students with an understanding of the concepts of communication within the Marketing paradigm. It builds on understanding acquired in the Marketing Management module.

Brief description

This module aims to provide students with an understanding of the range of communications concepts, tools and practices required by organizations to market their products/services effectively. This course covers a range of communications processes, including the issues of noise in the process, contemporary developments in marketing communications and the links to consumer behaviour. The importance of branding is also 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.

Content

Part 1: The Marketing Communications Environment

What is (Integrated) Marketing Communications?
Marketing Communications and the Consumer
Marketing Communications and Brand Management
Communications Theory
The Marketing Communications Industry
Ethical Issues in Marketing Communications

Part 2: Marketing Communications Planning

Fundamental Decisions
Media Selection and Creative Implementation
The Marketing Communications Mix:

Implementation and Evaluation

Module Skills

Problem solving	Identify problems. Identify factors wich 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.
Communication	Read in different contexts and for different purposes. Write for different purposes and audiences.
Information Technology	Use a range of commonly used software packages. 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.
Subject Specific Skills	Students develop their knowledge and understanding of the content, formulation process and implementation of marketing communications campaigns.

Reading Lists

Books
** Essential Reading
Egan, J (2007) Marketing Communications London: Thomson
** Recommended Text
Fill, C (2005) Marketing Communications: Engagement, Strategies and Practice London: FT Prentice Hall
Kimmel, A (2005) Marketing Communication: New Approaches, Technologies and Styles Oxford: Oxford University Press
Pickton, D and A Broderick (2005) Integrated Marketing Communications 2e London: FT Prentice Hall
Shrimp, T (2003) Advertising, Promotion and Supplementary Aspects of Integrated Marketing Communications 6th Edition. Thomson

Notes

This module is at CQFW Level 6