Download UG module template 2007

MK326
BRIGHTON BUSINESS SCHOOL
MOULSECOOMB MODULAR SCHEME
TITLE:
Marketing Communications 2
LEVEL:
3
CREDIT RATING:
10
SUBJECT AREA:
MODULE TYPE:
Single
SEMESTER OFFERED:
Marketing
2
Course(s) for which module is acceptable and status in course:
Final Year Optional Module for courses satisfying Pre-Requisites below:
PRE-REQUISITES:
MK325 - Marketing Communications 1
AIMS:
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To further develop students’ understanding of the formulation and implementation of
integrated marketing communication plans and associated activities.
To enable students to explore the Marketing Communications mix in more detail,
namely: Advertising, Sales Promotion, Public Relations and Direct Marketing.
To encourage students to recognise and appreciate the impact of culture and
geography on international marketing communications.
To enable students to be aware of the processes, issues and vocabulary associated
with integrated marketing communications in order that they can make an effective
contribution should they go on to work in this field.
LEARNING OUTCOMES:
On completion of the module students should be able to:
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Design integrated marketing communications plans that tackle corporate and
marketing objectives.
Determine campaigns that are in-tune with target consumer needs, whilst being loyal
to the parent company or non-profit.
Manage promotional finance so that plans are designed with the budget in mind.
Develop advanced scheduling for media programs based on corporate objectives and
creative strategy.
Think creatively in terms of innovative plans which stretch the budget and gain target
consumer attention.
Understand the mechanisms behind successful advertising, sales promotion, public
relations and direct marketing programs.
Be aware of contemporary campaigns and the strategies deployed to enhance
competitive advantage via Marketing Communications.
CONTENT:

Introduction to module and role of the student-centred group project

Research Techniques for MARCOMS
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Advanced theories in consumer behaviour and communications theories
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Advanced MARCOMS Planning Techniques
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Advanced Integrated MARCOMS Strategy
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Advanced Creativity: Semiotics and Semantics
TEACHING & LEARNING STRATEGIES:
Lectures will introduce students to the practice of marketing communications. Seminars will
have linked exercises based on articles, case studies and other materials
Lectures:
10
Seminars: 10
Workshops: 0
Open Learning:
Self Study:
Assessment:
0
50
30
Total:
100
LEARNING SUPPORT:
Indicative reading:
The latest editions of:
Fill, C., Marketing Communications: Contexts, Contents and Strategies, Prentice Hall.
Parente, D.E., Advertising Campaign Strategy, Thomson
Yeshin, T., Advertising, Thomson
Yeshin, T., Sales Promotion, Thomson
Journals
Journal of Marketing Communications
Journal of Marketing
Journal of Advertising
ASSESSMENT:
Coursework (100%): a student-centered small group project of which 60% of marks are
allocated to the ‘Integrated Marketing Plan Book’, 30% are allocated to the client pitch
presentation and 10% of marks are allocated on the basis of peer evaluations.
BRIEF DESCRIPTION OF THE MODULE:
In this module students will develop an understanding of the implementation of integrated
marketing communication plans and associated activities. The module will enable students
to appreciate and manage marketing communications within a variety of different contexts:
non-profit, public and private sectors, as well as domestic and international MARCOMS.
By the end of the module students should be aware of the processes, issues and
vocabulary associated with integrated marketing communications in order that they can
make an effective contribution should they go on to work in this field.
Area Examination
Board:
Marketing
External
Examiner:
S Carter
Faculty:
Brighton Business
School; MIS.
Site where
delivered:
Moulsecoomb
Module Writer(s):
Lyvia Royd-Taylor
Date of First
Approval:
2006
Date of Last
Revision:
May 2007
Version Number
3