This module is relevant to all students who want to equip themselves for a career in marketing communications and advertising, either on the client or agency side. It focuses on the integration of the key components of the marketing communications mix; namely, advertising, sales promotion, public relations and interactive marketing, within the wider context of strategic marketing planning. The module incorporates theoretical and conceptual considerations with the operational aspects of marketing communications strategy and planning, required for those students considering a career in marketing communications. The module is delivered through a combination of lectures, guest speaker sessions, workshops, case study analysis and student presentations which support your learning experience.
On successful completion of the module, students will be able to:
A combination of formal lectures and interactive sessions will be used to deliver this module. Students will be expected to attend lectures, prepare and participate in seminar sessions (including presentation sessions by students) and complete background reading as indicated. Seminar sessions focus on a case study prepared in advance by students with indicative questions for discussion and debate. Workshops include problems, exercises and short cases which students work on within the session in small groups. Presentation sessions include work prepared in advance by students, usually in small groups, on a variety of issues. Guest lecturers will be used for specific topic areas, for example, creative development. The module will be supported by an electronic learning system where students are expected to access teaching materials and a discussion forum.
| Definitive UNISTATS Category | Indicative Description | Hours |
|---|---|---|
| Scheduled learning and teaching | A combination of formal lectures and interactive sessions. | 66 |
| Guided independent study | 234 | |
| Total (number of credits x 10) | 300 | |
Three components of assessment 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 an understanding of the relationship between the key components of the communications mix, namely advertising, sales promotion, public relations and interactive marketing | Individual assignment Group assignment |
| 2) Demonstrate a critical understanding of the scope of the key elements of the marketing communications mix in meeting specified objectives | Individual assignment Group assignment |
| 3) Critically evaluate the role and importance of a variety of research techniques and sources in the planning, implementation and evaluation of marketing communications campaigns | Individual assignment Group assignment |
| 4) Structure a realistic and strategic coherent marketing communications plan based on considered research and evidence | Individual assignment Group assignment |
| 5) Draw on academic studies to inform practical decisions in strategic marketing communications planning | Individual assignment |
| 6) Demonstrate an in-depth understanding of the communications industry career structures and an appreciation of the relevant employability skills developed on the module. | Individual employability portfolio |
| Description of Assessment | Definitive UNISTATS Categories | Percentage |
|---|---|---|
| Individual assignment | Coursework 1 | 50% |
| Individual employability portfolio | Coursework 2 | 10% |
| Group assignment | Coursework 3 | 40% |
| 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.
Fill, C. (latest edition) Marketing Communications - Interactivity,Communities and Content. Prentice Hall.
Percy, L. and Rosenbaum-Elliott (latest edition) Strategic Advertising Management. Oxford.
Corsjens J. (1990) Strategic Advertising. Heinemann.
Advertising Works, IPA Publications (Held in LRC in Short Loan).
Altstiel, T. and Grow, J. (latest edition) Advertising Strategy: Creative tactics from the outside in Sage London.
Butterfield, L. (latest edition) Excellence in Advertising. Butterworth Heinemann.
East, R. (latest edition) The Effect of Advertising and Display: Assessing the Evidence.
Egan, J. (latest edition) Marketing Communications Thomson London
Kluwer Academic Publishers.
Jones, J.P. (latest edition) How to use Advertising to Build Strong Brands. Sage.
Ouwersloot, H. and Duncan, T. (Latest Edition) Integrated Marketing Communications. McGraw Hill, Maidenhead.Publications.
Pickton, C. and Broderick, A. (latest edition) Integrated Marketing Communications. Prentice Hall.
Poynter, R. (Latest Edition) The handbook of online and social media research. Tools and techniques for market researchers. Wiley, Chichester.
Rossiter.J.R. and Danaher, P.J., (latest edition) media planning. Kluwer Academic.
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.
Tellis, G.J. and Ambler, T. (latest edition) The Sage Handbook of Advertising. Sage.
White, R. (latest edition). Advertising. What it is and how to do it. McGraw Hill.
Yeshin, T. (latest edition). Advertising. Thomson.
Journals
Admap;International Journal of Advertising; Journal of Advertising Research; Journal of Marketing Communications.
Trade journals
Campaign; Advertising Age; Marketing; Marketing Week; PR Week.
Web-based resources
These will be provided as a link on the Canvas website.