|Delivery Type||Delivery length / details|
|Seminars / Tutorials||4 x 1 hour per student|
|Assessment Type||Assessment length / details||Proportion|
|Semester Exam||2 Hours Unseen written examination||50%|
|Semester Assessment||Individual coursework: comprising 1 essay of 2500 words||50%|
|Supplementary Exam||2 Hours Unseen written examination||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%|
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.
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.
- 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
- Fundamental Decisions
- Media Selection and Creative Implementation
- The Marketing Communications Mix: Advertising, Public Relations, Personal Selling, Sales Promotion, Direct and Database Marketing
- Implementation and Evaluation
|Skills Type||Skills details|
|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.|
|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.|
|Subject Specific Skills||Students develop their knowledge and understanding of the content, formulation process and implementation of marketing communications campaigns.|
Reading ListEssential Reading
Egan, J (2007) Marketing Communications London: Thomson Primo search Recommended Text
Fill, C (2005) Marketing Communications: Engagement, Strategies and Practice London: FT Prentice Hall Primo search Kimmel, A (2005) Marketing Communication: New Approaches, Technologies and Styles Oxford: Oxford University Press Primo search Pickton, D and A Broderick (2005) Integrated Marketing Communications 2e London: FT Prentice Hall Primo search Shrimp, T (2003) Advertising, Promotion and Supplementary Aspects of Integrated Marketing Communications 6th Edition Thomson Primo search
This module is at CQFW Level 6