An Individual written assignment of 2,500 words - 100% testing learning outcome 1.

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. 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.

1. THE ABILITY TO DEVELOP AND JUSTIFY MARKETING COMMUNICATIONS PLANS WHICH INTEGRATE APPROPRIATE MARKETING COMMUNICATIONS TOOLS IN ORDER TO ACHIEVE CLEARLY SPECIFIED OBJECTIVES (ANALYSIS, APPLICATION, COMMUNICATION, KNOWLEDGE & UNDERSTANDING, PROBLEM SOLVING)

The learning strategy for the module requires students to commit 150 learning hours (including assessment) of this there will be 30 hours of class support and 120 hours of independent and self directed study. Support will also be given by access to Scheduled Tutor Office Hours to support the module.

6 hours of lectures/large group based activity
12 hours of formal lectures
12 hours of 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.

Must have studied Marketing at an Introductory Level.

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