Module Descriptors
INTEGRATED MARKETING COMMUNICATIONS
MKTG60317
Key Facts
Digital, Technology, Innovation and Business
Level 6
15 credits
Contact
Leader: Anne Harbisher
Email: A.Harbisher@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 39
Independent Study Hours: 111
Total Learning Hours: 150
Assessment
- ASSIGNMENT weighted at 100%
Module Details
ASSESSMENT DETAILS
An Individual written assignment of 2,500 words - 100% testing learning outcome 1.
INDICATIVE CONTENT
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.
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.
LEARNING OUTCOMES
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
ANALYSIS
APPLICATION
COMMUNICATION
KNOWLEDGE & UNDERSTANDING
PROBLEM SOLVING
RESOURCES
Academic journals
Practitioner magazines
A range of web sites inc. Advertising Agencies and trade associations in the marcoms area.
Practitioner magazines
A range of web sites inc. Advertising Agencies and trade associations in the marcoms area.
ADMISSIONS REQUIREMENTS
FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY
TEXTS
Fill, C. 2013, Marketing communications: brands, experiences and participation, 6th edn, Pearson Education,
Egan, J. 2007, Marketing communications, Thomson Learning, London
Egan, J. 2007, Marketing communications, Thomson Learning, London
Learning Strategies
The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.