An Individual written assignment - 100% testing learning outcome 1.

Provision of items of marketing collateral include advertising, direct mail or other items of marketing communication with designs underpinned by creative and persuasive theory and integrated with the written assignment, testing learning outcome 2.

Overall word count 4,000

In a world which is over-crowded with messages coming from all quarters, organisational success can depend on effective marketing communications which can cut through the clutter. This module is designed to enable students to develop marketing communications strategies and plans across a range of different organisational contexts. In addition it will cover the practice element of designing and producing items of marketing collateral, including, copy writing for written and verbal initiatives, briefing for and developing advertising material and buying and using media. It will also include the management of relationships with a variety of stakeholders including consumers and marketing channel members.

Topics covered in the module will be drawn from: buyer behaviour and how, when and where it can be influenced by marcoms: the nature of brands and the role of marcoms in shaping them , the marcoms mix including advertising, personal selling, direct mail, public relations, sales promotion et al: the marcoms planning process, determining communications budgets and evaluating effectiveness, relationship management, relationship issues with marketing channels and marketing communications agencies, the influence of ethical considerations. An international dimension? Challenges of communicating with diverse audiences?

1. DEVELOP AND JUSTIFY MARKETING COMMUNICATIONS PLANS WHICH INTEGRATE APPROPRIATE MARKETING COMMUNICATIONS TOOLS IN ORDER TO ACHIEVE CLEARLY SPECIFIED OBJECTIVES.
Analysis
Application

2. SPECIFY, DESIGN AND IMPLEMENT ITEMS OF MARKETING COLLATERAL BASED ON THE MARKETING COMMUNICATIONS PLAN ABOVE.
Communication
Knowledge & Understanding
Problem Solving

The learning strategy for the module requires students to commit 300 learning hours (including assessment) of this there will be 60 hours of class support and 240 hours of independent and self directed study. Support will also be given by access to Scheduled Tutor Office Hours to support the module.

Visiting lecturers from practicing marketing communication specialists - promise or word more carefully in case of not being able to secure
lectures/large group based activity
formal lectures
tutor led activity - workshops and case study activity

Lectures will provide students with a broad theoretical overview and the conceptual frameworks needed to analyse communication issues and plan appropriate campaigns. Tutorial/seminar support activities will provide students with the opportunity to develop and use a range of intellectual skills to critically apply to a variety of situations. The activities may include role plays. They will include student led seminars on advertising and a range of exercises and debates on selected topics.

Independent study will require students to read in depth, prepare material for tutorials and assess taught material in relation to the assignment.

Formative feedback will be provided on student led seminars and learning support material will be provided for the module.

Academic journals
Practitioner magazines
A range of web sites inc. Advertising Agencies and trade associations in the marcoms area.

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY.

Fill, 2006, Marketing Communications - Engagement, Strategies and Practice, FT Prentice Hall
Smith and Taylor, 2004, Marketing Communications - An Integrated Approach, Kogan Page