BE531-6-SP-SO:
Marketing Communications

The details
2017/18
Essex Business School
Southend Campus
Spring
Undergraduate: Level 6
Current
Monday 15 January 2018
Friday 23 March 2018
15
-

 

Requisites for this module
(none)
(none)
(none)
(none)

 

(none)

Key module for

BBA N100 Business Administration,
BBA N103 Business Administration (Including Placement Year),
BBA N110 Business Administration (Including Year Abroad),
BSC N501 Marketing,
BSC N502 Marketing (Including Year Abroad),
BSC N504 Marketing (Including Placement Year)

Module description

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 module aims to provide the knowledge and skills that enable students to understand marketing communications and brand support activities within organisations. It will 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.

Learning Outcomes

On successful completion of this module, students should be able to:

1) Demonstrate a good knowledge and understanding of the concepts of marketing communications (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5) ;
2) Develop functional competency in marketing communications applications through a programme of practical work using ‘real world’ situation. (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5);
3) Individually design and create an advertisement to launch a new product to the market, based on a ‘live’ brief (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
4) Work individually to write a marketing communications plan which integrates the advertisement into a comprehensive new product launch campaign (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
5) Integrate the theory-based marketing decisions with budget management, operational planning, group management and decision making (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
6) Apply the theory to develop analytical and decision-making skills in marketing communications applications (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)

Indicative Content

• 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

Module aims

No information available.

Module learning outcomes

No information available.

Module information

No additional information available.

Learning and teaching methods

The following learning and teaching methods will inform the pedagogic structure of the course: Lectures; Case studies; Class exercises; Group Work; Signposting to other resources and support. 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. The lectures will follow a weekly format of 2 hours 1 hour lecture and 1 hour seminar per week for 10 weeks.

Bibliography

This module does not appear to have a published bibliography.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Individual Report    80% 
Practical   Group Presentation (week 24)    20% 
Exam  Main exam: 120 minutes during Summer (Main Period) 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
50% 50%

Reassessment

Coursework Exam
0% 0%
Module supervisor and teaching staff
Dr Kholoud Mohsen, email: kmohsen@essex.ac.uk.
Dr Kholoud Mohsen
kmohsen@essex.ac.uk

 

Availability
No
No
No

External examiner

Prof Sunil Sahadev
The University of Salford
Professor of Marketing
Resources
Available via Moodle
Of 28 hours, 28 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).

 

Further information
Essex Business School

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