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.
On successful completion of the module, students will be able to:
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.
Definitive UNISTATS Category | Indicative Description | Hours |
---|---|---|
Scheduled learning and teaching | A combination of lectures, workshops, and practical sessions | 33 |
Guided independent study | 117 | |
Total (number of credits x 10) | 150 |
Two assessments will ensure that the module's learning outcomes are met:
In addition, formative assessment will ensure students receive feedback during scheduled sessions which will help guide their assignments.
Learning Outcome | Assessment Strategy |
---|---|
1) Demonstrate a critical understanding of the relationship between the key components of the communications mix, namely advertising, sales promotion, public relations, and interactive marketing | Group assignment Individual assignment |
2) Structure a realistic and coherent marketing communications plan based on considered research and evidence | Group assignment |
3) Critically evaluate and plan media effectively for a specified target audience | Group assignment |
4) Assess and critically evaluate academic studies to inform practical decisions | Individual assignment |
Description of Assessment | Definitive UNISTATS Categories | Percentage |
---|---|---|
Group assignment | Practical exam | 30% |
Individual assignment | Coursework | 70% |
Total (to equal 100%) | 100% |
It IS NOT a requirement that any major element of assessment is passed separately in order to achieve an overall pass for the module.
Egan, J. (latest edition) Marketing Communications, Sage.
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