MBA7152 - Inegrated Marketing Communications

Objectives:

On successful completion of the module, students will be able to:
Analyse and critically evaluate the strengths and limitations of a range of promotional techniques, including: advertising, public relations, sales promotion, direct marketing, E-marketing, personal selling and sponsorship.
Critically analyse the techniques used in marketing communications in terms of branding, copy, colour, music and sensory appeals.
Demonstrate a clear understanding of the strategies employed by organisations and brand owners to communicate with customers and other stakeholders.
Develop and professionally present an integrated marketing communications plan, utilising the strengths of each promotional tool to counter any weaknesses evident in other tools.

Content:

The cornerstones of good marketing communications are target audience, message and media, with integration and interactivity becoming increasingly critical requirements. The context within which these are set is dynamic and constantly changing; consumers today live in an information-obsessed, media-saturated world with limitless choices. Technology has altered the way we see, read and process communications and the need to engage audiences with a compelling message has never been so critical. In this module, we explore the concept of idea-driven, media-neutral marketing communications.

Learning and Teaching Information:

Formal lectures and case study-based seminars and tutorials providing the foundation for guided independent self-study.

Lectures
Hours: 10
Intended group size: Whole cohort

Seminars/tutorials
Hours: 14
Intended Group size: Whole cohort

Guided independent study Hours: 176

Further details relating to assessment
Presentations and marketing and communication plans are the commonly used formats in a professional practice and it will be beneficial to students to master their skills in presenting coherent and logical plans, supported by relevant information (sources). The plan’s recommended structure allows for coverage of all necessary elements of the 4 learning outcomes in the most specific (SMART) and efficient way.