The University of Southampton
Courses

MANG6337 Marketing Communications and Media Management

Module Overview

Specifically, you will learn about advertising, PR, sponsorship, direct marketing and emerging communication techniques including the use of digital media. You will also learn about the importance of measuring marketing communications, about the creative process and about the integration of communication campaigns, and about the relationship between communications and branding. You will develop your understanding of the marketing communications campaign process, including different agency roles and the ways that communication solves business problems. Finally you will consider critiques of marketing communication and issues of ethics and social responsibility.

Aims and Objectives

Module Aims

This module aims to build an understanding of contemporary marketing communications practices.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The structure of the marketing communications industry, including self-regulation
  • The strengths and weaknesses of different marketing communications strategies and approaches
  • The importance of Integrated Marketing Communications and branding
  • The marketing communications campaign planning process, including evaluation techniques
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate the marketing communication needs of a business
  • Develop creative communication strategies using a range of approaches
  • Produce a marketing communications campaign, including a plan for evaluation
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Work effectively in a team, undertaking different roles and tasks
  • Demonstrate creative in thinking and problem solving.
  • Demonstrate effective business presentation techniques

Syllabus

- Structure of communications industry, including regulation - IMC and branding - Communication agency roles - Offline above the line communication tools - Offline below the line communication tools - Online communication tools - Emerging approaches to communications - Creative approaches - Campaign development and Media planning - Media evaluation techniques - How theory informs marketing communications practice

Special Features

This module will include a group project that relates to a real marketing communications problem.

Learning and Teaching

Teaching and learning methods

Teaching methods include: You will learn through a series of interactive lectures, in-class discussion and exercise, directed reading and a group project supported through tutorials Learning activities include: - Interactive lectures - In-class discussion and exercises - Directed reading - Research on communication needs and creative approaches - Group work, including presentations

TypeHours
Teaching24
Independent Study126
Total study time150

Resources & Reading list

Fill C (2013). Marketing Communications: Interactivity, Communities and Content. 

Journal of Consumer Behaviour. Journal

Journal of Advertising. Journal

Journal of Marketing Management. Journal

Pickton D & Broderick A (2008). Integrated Marketing Communications. 

Hackley C (2010). Advertising & Promotion: An Integrated Marketing Communications Approach. 

International Journal of Advertising. Journal

Assessment

Formative

Class discussions

Summative

MethodPercentage contribution
Group project presentation  (25 minutes) 50%
Group project report  (2000 words) 50%

Repeat

MethodPercentage contribution
Individual project  (3000 words) 100%

Referral

MethodPercentage contribution
Individual project  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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