Marketing communications are truly the heart of marketing activity representing many £billions of expenditure, huge numbers of specialists, and growing complexity. In many respects all marketers have to plan persuasive communications, and this module explores ways that the growing number of communication channels can be integrated into a cohesive campaign to achieve key objectives.

Channels to be explored include:

 ¿ Advertising
 ¿ Public Relations
 ¿ Sponsorship
 ¿ Events
 ¿ Sales Promotion
 ¿ Digital including online and social media
 ¿ Product Placement

This module explores the strategies and range of promotional tools available and how they can best be used together to provide harmonious, effective and integrated campaign plans with target markets. The communications mix has now moved beyond the major activities to reflect the rapid advances in communications technology, the many ways that humans interact, and the growing importance of digital media. As the business world becomes more competitive and global, so companies have to focus more energy on reaching their target audiences, and differentiating themselves from the competition.

Core topics will be covered by a combination of short lectures with follow up workshop activity. Team working will be encouraged as will independent research and study.
Practice-based learning focusing on an organisation of student ¿s choice.

Blackboard including Blogs and Podcasts
Library
Commercial resources e.g guest speakers from industry,

Core Text: Fill, C and Turnbull, S. (2016) Marketing Communications: discovery, creation and conversations. London: Pearson 7th Edition
Chaffey, D and Ellis-Chadwick F (2012) Digital Marketing (5th Edition) Pearson
Copley, P (2014) Marketing Communications Management  ¿ Analysis, Planning and Implementation
London: Sage Publications Limited
Hackley, C and Hackley, R.A (2015) Advertising and Promotion London: Sage Publications Limited
Tungate, M (2013) Adland: A Global History of Advertising, Kogan Page
Smith, P.R and Zook, Z (2011) Marketing Communications: Integrating offline and online with social media (5th Edition) Kogan Page Limited

Coursework - 3000 words strategic marketing communications plan weighted at 100%.

Strategic Marketing Communications Plan for an organisation of the students ¿ choice (possibly their own organisation or another they have knowledge of) 100%
3000 Words
(Addressing all Learning Outcomes)

1. DEMONSTRATE THE ABILITY TO CREATE AND JUSTIFY STRATEGIC MARKETING COMMUNICATIONS PLANS WHICH INTEGRATE APPROPRIATE MARKETING COMMUNICATIONS TOOLS IN ORDER TO ACHIEVE CLEARLY SPECIFIED OBJECTIVES.
[Knowledge; Application]

2. CRITICALLY EVALUATE CURRENT THEORY IN THE AREA OF INTEGRATED MARKETING COMMUNICATIONS, INCLUDING STRATEGIC PLANNING.
[Knowledge and Understanding]

3. DEMONSTRATE KNOWLEDGE AND UNDERSTANDING OF THE CURRENT, AND DEVELOPING, MARKETING COMMUNICATIONS ENVIRONMENT.
[Knowledge; Communication]