BMM5562 - Marketing Communications

Objectives:

On successful completion of the module, students will be able to:
Compare and contrast the various aspects of the marketing mix and the marketing communications mix.
Elaborate a marketing communications plan, utilising the strengths of each promotional tool to counter any weaknesses evident in other tools.
Demonstrate ability of working in a team to prepare an integrated marketing communications plan.
Investigate 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:

This module is designed to provide a framework for in-depth study of the individual elements of the marketing communications mix and their effectiveness within today's marketing environment in the UK and internationally.

Marketing communication is made up of a wide range of different elements. It is through this module that students will be encouraged to identify these different elements and explore them in detail. This will be done in a practical manner, with students developing areas of interest, whether it be website design, direct marketing, PR or a range of other specialist areas, including the use of social media. Also, students will learn to analyse critically the techniques used in marketing communications, in terms of branding, copy, colour, music and sensory appeals.

Learning and Teaching Information:

The module will be delivered via a series of weekly 3-hour teaching blocks, comprising whole-group interactive lecture and seminar covering fundamental theories and applications. Lectures and seminars will be supported by in-depth applied workshops.

The module will make use of current newsworthy case studies and developing business and political trends, and so the nature of the topics and exercises will vary. Students will be provided with, and/or directed to, relevant reading and additional questions/ exercises to support their progress through the module material.

Lectures/Seminars
Contact hours: 30
Intended Group size: Cohort

Workshops/Tutorials
Contact hours: 10

Intended Group size: Cohort or variable sized groups

Guided independent study
Hours: 160

Further details relating to assessment
Online assessments: these assessments are summative during the module, and also provide formative feedback as well as reinforce the importance of student engagement.
Group presentation: this component of the assessment will be observed by and marks assigned by a panel of external industry experts in conjunction with academic staff.
Individual report: this assignment is designed to highlight understanding of key marketing communications concepts and reinforce individual learning.
Alternative assessment: any students who defer or re-sit any components of the assessment will be assessed by a written report with equivalent pro-rata loading.

Assessment:

001 Online assessment 1; 20 mins; during semester 2 10%
002 Online assessment 2; 20 mins; during semester 2 10%
003 Online assessment 3; 20 mins; during semester 2 10%
004 Presentation; 15mins; mid-semester 2 20%
005 Report; 2,000 words; end of semester 2 50%

Fact File

Module Coordinator - Mark Sebright
Level - 5
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 5S2

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