MKT4282 - Marketing Communications

Objectives:

On successful completion of this module students will be able to:

(1) Demonstrate an understanding of the various aspects of the marketing mix and the marketing communications mix;
(2) Develop a marketing communications plan, utilising the strengths of each promotional tool to counter any weaknesses in evident in other tools;
(3) Work as a member of a team to develop an integrated marketing communications plan;
(4) Advise on the strengths and limitations of a range of promotional techniques, including:
advertising, public relations, sales promotion, direct marketing, E-marketing, personal selling and sponsorship.

Content:

The course is designed to provide a framework to better understand the individual elements of the marketing communications mix and their effectiveness, within today’s marketing environment.
(1) Marketing, the marketing mix and the communications mix, the benefits, advantages, disadvantages and barriers;
(2) The marketing Communications plan;
(3) Communication theory;
(4) Understanding buyer decision making and behaviour;
(5) The changing communications environment;
(6) Brands/ What is Corporate identity/image?;
(7) Advertising, Message development, Media planning;
(8) Publicity, What is public relations? The PR mix;
(9) Personal Selling/Sales Promotion, promotion wars, creative promotions, managing a sales promotion;
(10) What is Sponsorship? Running a sponsorship programme, Ambush marketing;
(11) What is direct/database marketing, the growth, advantages & disadvantages of direct marketing, telemarketing;
(12) Online Marketing Communications, how the internet can help/hinder marketers. Introduction to web strategy;
(13) Exhibition planning, twelve reasons for poor performance.

Learning and Teaching Information:

Lectures
Contact Hours: 10
Number of Groups: 1

Tutorials including case study analysis
Contact Hours: 10
Number of Groups: 1

Lectures
Contact Hours: 10
Number of Groups: 1

Tutorials
Contact Hours: 10
Number of Groups:4

Assessment: