Module description
What is the module about?
The aim of this module is to augment students’ existing knowledge of marketing communications by enabling them: first, to recognise, analyse and criticise the diverse range of theories and modes of thought which underpin marketing communications; and second to develop a practical appreciation and interpretation of a variety of promotional techniques.
An emphasis is placed on the desirability of seeing marketing communications as an integrated organisational activity and as a primary social and cultural phenomenon.
At the end of this course you will be able to:
- Critically appraise various forms of marketing communications
- Understand the role of the marketer in the communications process
- Appreciate the responsibility of the marketer as a contributor to the communications environment.
Provisional Lecture Outline
Lecture 1: Introduction to Marketing Communications
Lecture 2: Contemporary forces, issues, process models
Lecture 3: Industry players, perception, attitudes, involvement
Lecture 4: Information processing, perception, attitudes and involvement
Lecture 5: Coms Strategy, Positioning, configuration plan
Reading Week
Lecture 6: Communications strategy planning framework, SM / SEM
Lecture 7: Budgeting and Media Planning
Lecture 8: Coms Mix, Digital and Traditional
Lecture 9: Coms Mix, Sales promotion, PR, sponsorship
Lecture 10: Evaluation
Assessment details
40% Group coursework
60% Individual coursework
Teaching pattern
Weekly Workshop
Suggested reading list
Core text: Any book on Marketing Communications is OK.
Slides are based on:Fill, C,; Turnbull, S. (2019). Marketing Communications 8th Ed. Harlow. Pearson Education Ltd