1. Understand the importance of developing a marketing communications campaign and its key stages Knowledge and Understanding

2. Identify the key frameworks and theories of successful campaign management
Analysis

3. Establish the potential advantages and limitations of various traditional and digital media in designing a marketing campaign
Problem Solving

Prepare an assessed poster presentation (a poster and a 15 minutes presentation) (50% weighting) which recommends an effective marketing communications campaign for an organisation which includes the key stages in campaign development and integrates appropriate marketing communications frameworks and media (tests all Learning Outcomes).

Prepare a series of 4 Blogs (50% weighting) that promote a campaign you have designed that are suitable for circulation on a professional network (LO 1) . Length of each blog to be 250-300 words.

- 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

Tutor led sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of case based work both individually and as part of a learning group. Formative feedback will be provided during the module. Students will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the tutor. Students will use digital tools in their learning.

1. Copley, P. (2014) Marketing Communications Management Analysis, Planning and Implementation, London: Sage Publications Limited
2. Hackley, C. and Hackley, R. A. (2015) Advertising and Promotion London: Sage Publications Limited
3. Roper, S. and Fill, C. (2012) Corporate reputation, brand and communication. Pearson Higher Ed.
4. Smith, P.R. and Zook, Z. (2011) Marketing Communications: Integrating offline and online with social media (5th Edition), Kogan Page Limited

Open Textbook Library (free online)

RECOMMENDED JOURNALS
- Campaign magazine
- PR Week
- Broadcast Magazine
- Digital Marketing Magazine (www.digitalmarketingmagazine.co.uk)
- The Drum (www.thedrum.com)

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice based case examples

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.