Module overview
Aims and Objectives
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 marketing communications campaign planning process, including evaluation techniques.
- the strengths and weaknesses of different marketing communications strategies and approaches;
- 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;
Syllabus
Learning and Teaching
Teaching and learning methods
Type | Hours |
---|---|
Teaching | 24 |
Independent Study | 126 |
Total study time | 150 |
Resources & Reading list
General Resources
Journal of Advertising. Journal
Journal of Consumer Behaviour. Journal
International Journal of Advertising. 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.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Class discussions
- Assessment Type: Formative
- Feedback: Students will be given feedback during lectures on ideas and discussion relating to the group project. They will have opportunities to discuss their projects in tutorials. There will be opportunities for formative peer feedback.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
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.
Method | Percentage contribution |
---|---|
Individual Coursework | 100% |
Repeat Information
Repeat type: Internal & External