Module Descriptors
ADVERTISING AND MARKETING COMMUNICATIONS
DSMM40003
Key Facts
Digital, Technology, Innovation and Business
Level 4
20 credits
Contact
Leader: Mikey-Lee Armitage
Hours of Study
Scheduled Learning and Teaching Activities: 48
Independent Study Hours: 152
Total Learning Hours: 200
Pattern of Delivery
- Occurrence A, Stoke Campus, UG Semester 1
- Occurrence B, Asia Pacific Institute of Information Technology Sri Lanka (Colombo), UG Semester 1
- Occurrence C, Asia Pacific Institute of Information Technology Sri Lanka (Kandy), UG Semester 1
- Occurrence D, Asia Pacific Institute of Information Technology Sri Lanka (Colombo), UG Semester 2
- Occurrence E, Asia Pacific Institute of Information Technology Sri Lanka (Kandy), UG Semester 2
- Occurrence F, Asia Pacific Institute of Information Technology Sri Lanka (Colombo), UG Semester 3
- Occurrence G, Asia Pacific Institute of Information Technology Sri Lanka (Kandy), UG Semester 3
- Occurrence G, Asia Pacific Institute of Information Technology Sri Lanka (Kandy), UG Semester 3 to UG Semester 1
- Occurrence H, British University Vietnam, UG Semester 1
- Occurrence I, British University Vietnam, UG Semester 2
Sites
- Asia Pacific Institute of Information Technology Sri Lanka (Colombo)
- Asia Pacific Institute of Information Technology Sri Lanka (Kandy)
- British University Vietnam
- Stoke Campus
Assessment
- POSTER AND PRESENTATION - 15 MINUTES weighted at 50%
- COURSEWORK - 4 BLOGS 300 WORDS EACH weighted at 50%
Module Details
INDICATIVE CONTENT
Key topic areas:
- Campaign tactics and management
- The fundamental Marcom decisions
- Objective setting and budgeting
- Marketing channels and B2B communications
- Integrated marketing communications (IMC) process
- Promotional media in the digital age
- The changing face of marketing communications
- Campaign tactics and management
- The fundamental Marcom decisions
- Objective setting and budgeting
- Marketing channels and B2B communications
- Integrated marketing communications (IMC) process
- Promotional media in the digital age
- The changing face of marketing communications
ADDITIONAL ASSESSMENT DETAILS
1. 10 minutes presentations & 5 minutes Q&A of an advertising campaign proposal for a selected organisation (LO1, LO2, LO3)
2. 4 blogs of 300 words each analysing the application of key frameworks on advertising and communication campaigns (LO2)
2. 4 blogs of 300 words each analysing the application of key frameworks on advertising and communication campaigns (LO2)
LEARNING STRATEGIES
Scheduled learning and teaching activities.
To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others
Tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis
Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others
Tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis
Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
LEARNING OUTCOMES
1. Understand the importance of developing a marketing communications campaign and its key stages.
University Learning Outcome:
Knowledge and Understanding
Learning
2. Identify the key frameworks and theories of successful campaign management
Analysis.
University Learning Outcome:
Analysis
Communication
3. Establish the potential advantages and limitations of various traditional and digital media in designing a marketing campaign
University Learning Outcome:
Problem solving
Application
University Learning Outcome:
Knowledge and Understanding
Learning
2. Identify the key frameworks and theories of successful campaign management
Analysis.
University Learning Outcome:
Analysis
Communication
3. Establish the potential advantages and limitations of various traditional and digital media in designing a marketing campaign
University Learning Outcome:
Problem solving
Application
RESOURCES
VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
REFERENCE TEXTS
These are indicative only. You will be expected to complete independent extended reading.
George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell and David Waller (2020). Advertising: An Integrated Marketing Communications Perspective. 4th edition New York: McGraw-Hill.
Copley, P. (2014) Marketing Communications Management Analysis, Planning and Implementation, London: Sage Publications Limited
Hackley, C. and Hackley, R. A. (2015) Advertising and Promotion London: Sage Publications Limited
George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell and David Waller (2020). Advertising: An Integrated Marketing Communications Perspective. 4th edition New York: McGraw-Hill.
Copley, P. (2014) Marketing Communications Management Analysis, Planning and Implementation, London: Sage Publications Limited
Hackley, C. and Hackley, R. A. (2015) Advertising and Promotion London: Sage Publications Limited
WEB DESCRIPTOR
You will learn how to produce a tactical plan for a marketing campaign and explore how to identify your target audience. You will learn how to create a customer persona, how to plan and schedule a campaign and how to use a range of digital tools to deliver your message.