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
Reading Lists
Books ** Recommended Text
Belch, G E and M A Belch (2001) Advertising and Promotion: An Integrated Marketing Communications Perspective
5th Edition. Boston: McGraw Hill
Fill, C (2006) Simply Maarketing Communications
Harlow: FT Prentice Hall
** Supplementary Text
Kitchen, P J (1999) Marketing Communications: Principles and Practice
London: Thompson
Pickton, D and A Broderick (2005) Integrated Marketing Communication
2nd Edition. London: Pearson Education
Smith, P R (1999) Marketing Communications: An Integrated Approach
London: Kogan Page