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Assessment tasks are designed to enable students to demonstrate the Learning and Employability outcomes for the relevant level of study. Level Learning Outcomes are embedded in the assessment task(s) at that level. This enables a more integrated view of overall student performance at each level.
This module is designed to provide a framework for in-depth study of the integrated marketing communications (IMC) planning process and the individual elements of the marketing communications (MC) mix in the contemporary marketing context. Students will be encouraged to explore the essential brand relationship between organisations and their audiences, and the application of rationale and cognitive communications strategies used to engage and influence audience perceptions and behaviour. The course will also equip students with practical knowledge of marketing communications tools such as advertising, public relations and direct marketing and the deployment of these tools in conventional and digital media environments.
Lectures
Hours: 30
Intended group size: Full Cohort
Seminars/workshops
Hours: 10
Intended group size: Full Cohort
Guided independent study
Hours: 260
Further details relating to assessment
Team Presentation: negotiated assessment in the form of a collaborative group marketing communications project involving a live presentation, supported by marketing communications artefacts such as sample advertising, poster and digital pages.
Essay: Individual written essay that reflects on and critically analyses the group marketing communications project.
Formative feedback (including peer feedback and feed forward) will be provided as part of seminar activity as students build their collaborative market communications project.
Full details are contained within the Module Handbook.
001 Team presentation; 10 minutes, Mid- semester 2 40%
002 Essay; 2,000 words; end of semester 2 60%
Module Coordinator - PRS_CODE=
Level - 5
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 5S2