FBM4012 - Marketing and External Communications

Objectives:

On successful completion of the module, students will be able to:

1) Identify and reflect on selection of marketing methods used within the organization
2) Demonstrate awareness of legislation, policies and research related to marketing communications
3)Analyse communication strategies, which establish and maintain clear and regular channels of communication to support the organization’s strategic objectives.
4) Evaluate people’s use of a range of methods of marketing and communication, including electronic, within their own and other organizations
5) Identify and analyse the school’s Unique Selling Point

Content:

Within this module students will be expected to analyse their organization’s present methods of marketing and communicating with all stakeholders including prospective pupils/students, parents/career, Local Authority, Government offices, visitors and media. Students will review the effectiveness of the school/organization’s information available to stakeholders via internet, paper publications, web sites.

The module will include the study and application of:
• Marketing strategies presently employed within the organization
• Legislation, policies and strategies presently employed within the school/organization and applied to communication systems
• Identification of recent and current initiatives in school/organization and the way in which communication methods have been adapted/ developed to ensure successful implementation.

In addressing the above students will:
Identify practical issues, to do with marketing and communication methods, within their own workplace.
Relate their practical knowledge to theoretical perspectives
Identify a range of communication methods, including electronic, appropriate to different audience groups
Develop presentation skills

Learning and Teaching Information:

Learning will be through a range of lectures, workshops and tutorials. Students will be expected to draw on a range of sources including their own working experiences. Group discussion and tasks will form a significant proportion of the College based learning to develop relevant analytical skills. Students will record their development within a Personal Development Log.

Lectures and workshops
Contact hours: 25

Tutorial
Contact hours: 1

Work-based tasks
Contact hours: 24

Assessment:

001 5 minute presentation of a marketing or communication strategy + 1,000-word rationale 1 x 2000 words 50%
002 Workplace evaluation: communications strategy/plan 1 x 2000 words 50%


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