|| MM30520 |
|| MARKETING COMMUNICATIONS |
|| 2007/2008 |
|| Mr Richard D Godfrey |
|| Semester 1 |
|| MM30710 |
| Course delivery
|| Lecture || 10 x 2 hour |
|| Seminars / Tutorials || 4 x 1 hour per student |
|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%|
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.
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.
Part 1: The Marketing Communications Environment
What is (Integrated) Marketing Communications?
Marketing Communications and the Consumer
Marketing Communications and Brand Management
The Marketing Communications Industry
Ethical Issues in Marketing Communications
Part 2: Marketing Communications Planning
Media Selection and Creative Implementation
The Marketing Communications Mix:
Advertising, Public Relations, Personal Selling, Sales Promotion, Direct and Database Marketing
Implementation and Evaluation
|| 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. |
|| Produce academically appropriate reports. |
|| Read in different contexts and for different purposes. Write for different purposes and audiences. |
|| 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. |
** Essential Reading
Egan, J (2007) Marketing Communications
** 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
This module is at CQFW Level 6