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• Undergraduate study:
• Courses
• Order a prospectus
• How to apply
• Information for applicants
• Why choose Kingston University
• Disability and mental health support
• Accommodation
• Undergraduate fees
• Fees, funding and payments
• Access, participation and inclusion

Marketing Communications

• Module code: BM7019
• Year: 2018/9
• Level: 7
• Credits: 15
• Pre-requisites: None
• Co-requisites: None

Summary

The module is relevant to all students who want to equip themselves for a career in marketing communications, either on the agency or client side. Marketing communications involves planning, organising, managing and evaluating communications between a company or organisation and its stakeholders. It traditionally involves the integration of advertising, sales promotion, public relations and interactive marketing. This module ensures that you understand the practical issues involved in creating effective integrated communications plans which incorporate both traditional and innovative elements. It also builds an understanding of the theoretical issues which underpin effective communications.

The module is delivered via lectures, in-class exercises, workshops, electronic learning and is supported by guest speakers. There is a strong emphasis on student-centred learning and you will be regularly asked to contribute to sessions with discussion of research projects, presentations and practical assignments.

Aims

• To introduce students to the issues involved in planning integrated communication campaigns at a strategic and operational level, through the study of theory and practical application.
• To ensure students are aware of and are able to understand the implications of new developments in the field.
• To develop the skills and knowledge necessary for developing effective communications plans
• To develop the skills necessary for employment in the communications industry, both on the agency and client side

Learning outcomes

On successful completion of the module, students will be able to:

• demonstrate a critical understanding of the relationship between the key components of the communications mix, namely advertising, sales promotion, public relations, and interactive marketing;
• structure a realistic and coherent marketing communications plan based on considered research and evidence;
• critically evaluate and plan media effectively for a specified target audience;
• assess and critically evaluate academic studies to inform practical decisions.

Curriculum content

• The marketing communications process: models of communication
• Campaign planning: structure of a communications plan, setting communications objectives, budget setting methods, evaluation
• Methods of segmentation; identifying target audiences; positioning: strategy and bases of positioning
• Media planning: planning integrated multi-media campaigns
• Advertising: objectives; how it works; measuring response
• Impact of interactive communications and social media on traditional one-way communications
• Sales promotion: the strategic and tactical role of sales promotion in an integrated communications mix; techniques; objectives; planning and new areas of application.
• Direct and database marketing: objectives; strategic and tactical role in an integrated communications campaign
• Public relations: objectives; PR organisation and techniques; crisis management; press relations; corporate identity; sponsorship
• Other elements of the communications mix, eg. sponsorship, product placement, word-of-mouth communications, mobile and digital marketing

Teaching and learning strategy

Scheduled learning and teaching sessions will combine the study of theory with an application to real life examples, either via pre-prepared case studies, in-class practical exercises or through individual and group project work. Outside speakers will cover specific topic areas. There is a strong emphasis on student-centred learning with regular research projects, presentations and practical assignments. Students will participate in all sessions by presenting material for discussion and debate.

Breakdown of Teaching and Learning Hours

Assessment strategy

Two assessments will ensure that the module's learning outcomes are met:

• Group assignment, typically an outline integrated marketing communications plan for a specified company/brand/organisation in the form of a 10-minute presentation (rather than a written report), worth 30% of the module mark.The production of the plan as a presentation reflects real-life practice, where an agency communications team would typically pitch its proposed communications plan to the client in this way.
• An individual written assignment that allows the student to demonstrate a critical understanding of current marketing communications theory and its application to practice, approximately 1,800-2,000 words, worth 70% of the module mark.

In addition, formative assessment will ensure students receive feedback during scheduled sessions which will help guide their assignments.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Elements of Assessment

Achieving a pass

It IS NOT a requirement that any major element of assessment is passed separately in order to achieve an overall pass for the module.

Bibliography core texts

Egan, J. (latest edition) Marketing Communications, Sage.

Bibliography recommended reading

Advertising Works, IPA Publications Vols 1-latest. (Held in Kingston Hill library in Short Loan).

Ouwersloot, H. and Duncan, T. (Latest Edition) Integrated Marketing Communications. McGraw Hill, Maidenhead.

Pickton, D and Broderick, A. (Latest Edition) Integrated Marketing Communications. Prentice Hall.

Smith, P.R. and Zook, Ze (Latest Edition) Marketing Communications: Integrating Offline and Online with Social Media . Kogan Page.

Smith, P.R. with Taylor, J. (Latest Edition) Marketing Communications: an integrated approach. Kogan Page Limited.

Journals

Admap; International Journal of Advertising; Journal of Advertising Research; 

Journal of Marketing Communications.

Trade press

Campaign, Marketing Week, Marketing