Module Directory

The module is designed to introduce students to the marketing communications process and role of communications in marketing. The changing environment and impact of technology are explained as background for communications process.

The content includes communication theory and models; marketing communications plan; the marketing communications mix and tools - advertising, sales promotions, direct marketing, publicity and public relations, sponsorship, exhibitions, corporate identity, packaging, merchandising, word of mouth and Internet.

The aims of this module are:

• To provide the knowledge and skills that enable students to understand marketing communications and brand support activities within organisations.


• To introduce students to main issues involved in marketing communications: the market conditions, the public perceptions, positioning, branding, objectives, planning and strategy, relationships, technology, plus the utilisation of the tools of the promotional mix to deliver the marketing plan.

By the end of this module, students will be expected to be able to:

1. Demonstrate a good knowledge and understanding of the concepts of marketing communications.


2. Develop functional competency in marketing communications applications through a programme of practical work using ‘real world’ situation.


3. Individually design and create an advertisement to launch a new product to the market, based on a ‘live’ brief.


4. Work individually to write a marketing communications plan which integrates the advertisement into a comprehensive new product launch campaign.


5. Integrate the theory-based marketing decisions with budget management, operational planning, group management and decision making.


6. Apply the theory to develop analytical and decision-making skills in marketing communications applications

Syllabus

• Introduction to Marketing Communications

- Communication Theory

- Marketing and Integrated Communications Mix

- Ethics in Marketing Communications.

• Understanding How Market Communications Works

- How Customers Process Information and Make Decisions.

- Stakeholders: Supply Chains and Inter-organisational Relationship.

- Understanding Market Research, Agency Relationships and Media.

- The Communications Environment and Impact of Technology.

- International Marketing Communications.

• Strategies and Planning

- Marketing Communications Objectives and Positioning.

- Branding and Role of Marketing Communications.

- Corporate Identity, Reputation and Branding.

• The Market Communications Mix: disciplines and applications.

- Advertising, Strategy and Creative Approaches.

- Sales Promotion Principles and Approaches.

- Direct Marketing.

- Public Relations and Sponsorship.

- Personal Selling and Internet.

This module will be delivered via:

• One 1-hour lecture per week.
• One 1-hour seminar per week.

Students will be encouraged and required to refer to a wide range of resources covering text books and academic peer reviewed journal articles, to build an understanding of theoretical concepts and refer to articles in business newspapers and periodicals to follow current trends and practices concerning the application of international marketing strategy and planning in business.

The lectures will be developed around key concepts as mentioned in the indicative module content and will use a range of examples and cases from business practice to demonstrate the application of theoretical concepts.