Programme of Study Catalogue

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 will be observed and marks assigned by a panel of external industry experts in conjunction with academic staff. Any students taking all these assessments as deferred first opportunity (DFO) or re-sit will be assessed by a 4,000-word report with 100% weighting. There will be a strong emphasis on a reflection of actual team work either of the class-based exercises or alternative individual experience. In the absence of this, the student will be advised to defer and to attend the course the following year.

Assessment:

001 Group presentation; 40 minutes; semester 2 40%
002 Individual report; 2,000 words; end of semester 2 60%

Fact File

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