Marketing Communications and Media Management

Learning Outcomes

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 effective business presentation techniques.
• demonstrate creative thinking and problem solving;

Knowledge and Understanding

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

• the importance of Integrated Marketing Communications and branding;
• the strengths and weaknesses of different marketing communications strategies and approaches;
• the marketing communications campaign planning process, including evaluation techniques.
• the structure of the marketing communications industry, including self-regulation;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• produce a marketing communications campaign, including a plan for evaluation.
• develop creative communication strategies using a range of approaches;
• evaluate the marketing communication needs of a business;

Brand Management & Consumer Analysis in Marketing Communication;

Media Channels – Traditional and Digital Channels

Advertising Design

Integrated Marketing Communication

How to design a Strategic MarkComm Planning

Sales Promotion

Public Relations

Evaluating the IMC Effectiveness

Teaching and learning methods

Teaching methods include:

You will learn through a series of interactive lectures, in-class discussion and cases, 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

Resources & Reading list

General Resources

International Journal of Advertising. Journal

Journal of Advertising. Journal

Journal of Consumer Behaviour. Journal

Journal of Marketing Management. Journal

Textbooks

Clow, Kenneth E., and Baack, Donald (2017). Integrated Advertising, Promotion, and Marketing Communication. Global Edition.. Pearson.

Moriarty, S., Mitchell, N. D., and Wells, W. D. (2014). Advertising & IMC: Principles and Practice, Global Edition.. Pearson Education Limited.

Belch, G.E. & Belch, M.A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective, Boston; London.. McGraw-Hill Irwin.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External