Module Information

Module Identifier
MM30520
Module Title
MARKETING COMMUNICATIONS
Academic Year
2012/2013
Co-ordinator
Dr John Follett
Semester
Semester 1
Pre-Requisite
MM30120

Course Delivery

Delivery Type Delivery length / details
Lecture
Seminars / Tutorials 4 x 1 hour per student
 

Assessment

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   Repeat Failed Elements or equivalent  Unseen written examination  50%
Supplementary Assessment Repeat Failed Elements or equivalent  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 successful 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:
    • Advertising, Public Relations, Personal Selling, Sales Promotion, Direct and Database Marketing
  • Implementation and Evaluation

Module Skills

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 List

Essential 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

Notes

This module is at CQFW Level 6