The learning strategy for this module requires students to commit 150 learning hours (including assessment). This will include 24 hours of class support and 126 hours of independent and self directed study.

The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encouraged to integrate their work based experiences with new knowledge and skills developed in the classroom as the module progresses

The purpose of this module is to provide students with a coherent overview of market research techniques and the development and role of marketing communications.

As a precursor to the development of a marketing communications strategy, student must be given an appreciation of a range of market research techniques, the circumstances it would be appropriate to use them and an understanding of how to analyse and evaluate the date gathered.

In addition students will examine what marketing communications is and its critical importance in contemporary marketing. The module will also explore the changing nature of the marketing communications environment; specifically, the module will:
- Emphasise the integrated nature of the marketing communications process from both a theoretical and practical perspective.
- It will also introduce students to the advantages, disadvantages, relative effectiveness and costs of all elements of marketing communications with a clear SME focus.

Topics covered in the module will be drawn from:

- an overview of market research methods, application techniques and analysis.
- historical overview of marketing communications,
- the expanded marketing communications mix, integrating the promotions mix, the barriers to integration, the process of communications,
- the dimensions of consumer behaviour and the consumer market,
- targeting and positioning,
- the promotional mix and the product life cycle,
- brand strategies,
- relationship marketing and brand loyalty,
- budgeting for communications,
- structure and role of agencies,
- communications planning - advertising, media and media planning, sales promotion, direct marketing, publicity and public relations,
- internal marketing,
- the Internet and e-communications

Staffordshire University electronic resources and off-campus library facilities
The Blackboard website

Smith, P R & Taylor, J (2004) Marketing Communications: An Integrated Approach. Kogan Page
Pickton, D. and Broderick, A. (2004) Integrated Marketing Communication. Prentice Hall FT
Belch, G. E. (2007) Advertising and promotion; an integrated marketing communications perspective. Boston Mass. McGraw Hill
Kotler, P. (2006) Marketing Management. Upper Saddle River, Pearson Education International

A marketing communication strategy and plan (1500 words), based on research undertaken relevant to your sector, for a new product or service of your choice (it is advisable to discuss your choice with your tutor). This should cover an appraisal of the market need, a clear rationale, analysis and evaluation of the strategy chosen and an evaluation of the marketing communication drivers in your sector. (70%) (Learning Outcome 1 - 3)

The plan should be communicated to the group in a style chosen by the student (presentation, poster, mood boards, etc.), supported by a oral explanation (10 mins) (30%) (Learning Outcome 2)