BMM5562 - Marketing Communications

Objectives:

On successful completion of the 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.
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 web site design, direct marketing, PR or a range of other specialist areas including the use of social media. Also students will learn to critically analyse the techniques used in marketing communications in terms of branding, copy, colour, music and sensory appeals.

Learning and Teaching Information:

Formal lectures and tutorials providing the foundation for extensive group project work and independent self-study.

Lectures
Contact hours: 10
Intended Group size: 80

Tutorials
Contact hours: 10

Workshops / practical sessions
Contact hours: 20

Guided independent study
Hours: 160
Further details relating to assessment
Group presentations observed and marks assigned by panel of external industry experts in conjunction with academic staff.

Assessment:

001 Group presentation 40 minutes 2nd half of module 40%
002 Individual report 2,000 words End of module 60%


Click here to go back to previous page