Compulsory Reading

KYRA Course book (tutorial in print)

Pickton, D. (2005) “Integrated marketing communications”. Harlow: Prentice Hall/Financial Times. [printed copy and e-book)]

Blythe, J. (2009): Principles and practice of marketing. Andover, Hampshire: South-Western/Cengage Learning. – previous editions are fine as well.

Smith, P.R. and Zook, Ze (2011): Marketing communications: integrating offline and online with social media. Philadelphia, PA: Kogan Page.

The Journal of Marketing Management
Journal of Marketing practice.

The module will be delivered through a blended learning approach as defined in the Programme Specification. Theoretical learning will be embedded in workplace and community activity through the Reflective Journal and work undertaken for the Skills Report.

The key learning activity will be study of the Module Course book, which will contain the written equivalent of a full lecture programme. Course Books include a number of tasks to be carried out as formative assessment, with opportunities to obtain online, email and telephone support in the completion of these. Supported by Google VLE applications:

1. File store: Google Drive
2. Chat facility: Google Hangout
3. Blog Facility: Google Classroom
4. Audio-visual connection (groups and individual): Google Hangout
5. E-mail: Google mail via Classroom
6. List of links: Google Classroom

The residential session will include an introduction to the Course Book by the module tutor, together with a workshop session intended to help students contextualise the planned learning within their work. Opportunities will also be provided to work with tutors and the course leader on the reflective Journal, the skills report and the assessment, in preparation for the independent study at a distance.

Half way through the module there will be a workshop delivered by VLE. This will involve the module tutor interacting with students in a prepared format. The course leader will also lead the students in a review of reflective journals and skills development.

15 credits

Student contact hours will include
Residential classroom based activity and workshops: 4
Module Tutor contact via webinar: 2
Course leader support for Reflective Diary through webinar: 2
Workplace Link manager support for workplace learning targets: 2
Workplace mentor meetings: 2
Optional tutorial support from Learning Counsellors and Course Leader:3

Total 15 hours contact

In addition a typical student would be expected to spend time in the following activities (hours):

Course book reading and tasks: 45
Assessment preparation and execution: 45
Self-directed reading from core texts: 45

Total 135 hours directed and self-directed study

60% Assignment including marketing materials (2000 words) (LO 1, 3)
20% Reflective Journal (LO 4)
20% Skills Report (LO 2)

At outset of this module you will learn about individual personal communication or one-to-one communications. This will include both oral (spoken) communications and written communications. A high proportion of management time is spent in meetings. You will learn about: Written communications skills and techniques from preparing a CV to written business reports including graphics and charts; Preparing for individual meetings, time management and face-to-face meeting techniques; Basic oral communications skills.

From this start you will move on to learn about communication in small groups such as work teams or formal meetings. You will learn how to facilitate communication without dominating unduly, and how to use tools such as Excel and Power point to facilitate communication.

Then you will study mass communications and branding. You will learn about the importance of branding and brand image, the marketing communications mix and the use of advertising, public relations and the Internet for communications.

You will consider how you can personalise mass communications utilising I.T. to manage customer databases for direct marketing and enabling us to personalise relationships with large number of contacts. You will then investigate the legal implications of storing personal information and how it may be used. You will finish by investigating the possibilities of using this data to implement direct marketing techniques and customer relationship management.

Finally you will consider how to bring all of the communications elements together in order to create an integrated marketing communications plan. You will learn about message consistency and communication, and the SOSTAC model.

Lap top/projector
Text books
Internet
Handouts
VLE
Online access to University Library
Physical and online access to Library of Birmingham