Spring

Unit(s) of Assessment	Weighting Towards Module Mark( %)
Individual Assignment	60
Group Project	40

The project will normally be paried, though in exceptional circumstances (for example where there is an odd number in the group) the tutor must be consulted about pairing arrangements

This module is designed to provide students with a comprehensive framework for understanding Marketing Communications at both strategic and operational levels within various contexts. The module introduces students to the concepts, issues, theory and practice of Marketing Communications. 

Completion of all semester one modules 

• environmental and global changes and their impact upon marcoms
• the importance of a strategic approach to marcoms planning and implementation
• marcoms models and the implications of new approaches for traditional marcoms strategies and tactics
• the concept of integrated marketing communications (IMC) across marcoms activities
• the role of marcoms in building and maintaining relationships 
• creative execution through the promotional mix
• the media mix
• marcoms budgeting
• potential barriers to successful implementation
• policy issues

This module enables students to:

Outcome Type	Designation	Outcome
K&U	1	Gain knowledge and understanding of the scope and character of marketing communications
K&U,   ICS	2	Gain knowledge and understanding of the relationship between marcoms and consumer behaviour and evaluate how these are affected by new technology
K&U,     ICS,     PPS	3	Gain knowledge and understanding of planning aspects of marketing communications and evaluate the effects of various contexts
K&U,   ICS	4	Gain knowledge and understanding of, and critically evaluate the methods used in the planning, implementation and management of marketing communications in a global context
K&U,   ICS	5	Gain knowledge and demonstrate understanding of marketing communications skills and techniques
K&U,   ICS	6	Identify and critically evaluate alternative approaches to key marketing communications activities
K&U,   ICS	7	Gain knowledge and demonstrate understanding of the link between marketing communications and other corporate activities
ICS,   PPS	8	Be able to discuss and evaluate different approaches and designs to marketing communications
ICS	9	Identify and analyse key drivers affecting marketing communications activities
ICS	10	Identify and analyse social and ethical issues relating to marketing communications policies, procedures and practices

*Learning Outcome types
Knowledge and understanding = K&U
Intellectual and Cognitive Skills = ICS
Professional and Practical Skills = PPS

• Introduction to Marcoms & IMC
• Communication Models and Communication Effects
• Advertising
• Sales Promotions
• Direct Marketing and e-Marketing
• Personal Selling
• Public Relations
• Media Strategy

• Lectures/seminars/workshops
• ULearn
• Assignment
• Project

Core Text
Clow, Kenneth E. and Baack, Donald (2009), Integrated advertising, promotion and marketing communications, 4th Edition, New Jersey: Pearson, ISBN-10: 0-13-815737-5.

Supplementary Texts

Belch, G. and Belch, M. (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, Boston: McGraw Hill - Irwin
Duncan, T. (2002), IMC:Using advertising and promotion to build brands, International edition, New York: McGraw-Hill
Fill, C. (2006), Marketing Communications, London: Prentice Hall
Hackley, C. (2005), Advertising and promotion: Communicating Brands, London: Sage
Hackley, C. (2005), Marketing and social construction: Exploring the rhetoric of managed consumption, Routledge: London
Holt, D.B. (2004), How brands become icons: The principles of cultural branding, Boston, MA: Harvard Business School Press
Kimmel, A. (ed) (2005), Marketing Communication: New Approaches, Technologies and Styles, Oxford: Oxford University Press.
Rossiter, J. and Bellman (2005), Marketing Communications, Harlow: Pearson Education
Schroeder, J.E. and Salzer-Morling, M. (2006), Brand culture, New York: Routledge.
Shimp, T.A. (2007), Integrated marketing communications in advertising and promotion, 7th ed., Mason OH: Thomson-South Western
Tanaka, K. (1994), Advertising language: A pragmatic approach to advertisements in Britain and Japan, London: Routledge
Wells, W., Moriarty, S. and Burnett, J. (2006) Advertising: Principles and Practice, New Jersey: Pearson
Yeshin, T. (2006), Advertising, London: Thomson
Pickton, D. and Broderick, A. (2005), Integrated marketing communications, 2nd ed., Essex: FT Prentice Hall.

Journals

In addition there are a number of key Journals that include: Journal of Marketing Communications; Journal of Marketing Management; European Journal of Marketing; International Journal of Advertising; Journal of Marketing Management, Advertising Age

Students are informed they need to carry outa broad reading of the literature, and the use of international journal articles is expected.

10.12.2009