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2011/2 Provisional Module Catalogue - UNDER CONSTRUCTION & SUBJECT TO CHANGE
 Module Code: SOC3054 Module Title: MARKETING AND ADVERTISING
Module Provider: Sociology Short Name: SOC3054
Level: HE3 Module Co-ordinator: RIVERS CB Dr (Sociology)
Number of credits: 15 Number of ECTS credits: 7.5
 
Module Availability
Semester 2
Assessment Pattern

Unit(s) of Assessment

 
Weighting Towards Module Mark( %)

 

Preliminary group presentations

 

20

 

Final group presentation

 

50

 

Individual report

 

30

 

Qualifying Condition(s) 

 

A weighted aggregate mark of 40% is required to pass the module.

 
Module Overview

Advertising and marketing influence our lives on a daily basis and shape our decisions, from what food to buy, to what university to study at. This module is a combination of theoretical lectures and practical workshops and focuses on how advertising and marketing are used. A range of theoretical models, concepts and marketing strategies that are generally used in advertising and marketing will be examined. Practical group workshops will be held to enable students to develop their own marketing plan and advertising materials as part of a creative team. 

 
Prerequisites/Co-requisites
None
Module Aims

To introduce a range of theoretical approaches in advertising and marketing

 

To explore the role of advertising and marketing in particular sectors

 

To outline the broader role of advertising and marketing within contemporary consumer culture

 

To enable students to identify and apply advertising and marketing models and strategies to a particular brief
Learning Outcomes

Having completed this module, students should be able to:

 

Develop and present a creative product and strategy as part of a team

 

Critically engage with a range of theoretical approaches to marketing and advertising

 

Critically apply different marketing and advertising models to examples

 

Link theoretical concepts with practical marketing decisions

 

Present ideas effectively in oral, visual and written forms of communication

 
Module Content

·         Theories and models in advertising

 

·         Marketing cultural aspects in advertising and marketing

 

·         Market(ing) research

 

·         Developing a marketing plan

 

·         Ethics in advertising and marketing

 

  • The role of public relations
Methods of Teaching/Learning

11 x 2 hour sessions consisting of lectures, discussion and the development and presentation of project work

Ongoing development of group projects in coordination with feedback

Reading and critical discussion
Selected Texts/Journals

Clow, K.E. and Baack, D. E. (2009). Integrating Advertising, Promotion and Marketing Communications. London: Pearson Education.

 

Kirby, J. and Marsden, P. (2006). Connected Marketing: the Viral, Buzz and Word of Mouth Revolution. Oxford: Butterworth-Heinemann.

 

Ferrell, O.C., Dibb, S., Simkin, L. and Pride, W.K. (2005). Marketing: Concepts and Strategies. UK: Houghton Mifflin.

 

Gibbs, P. and Knapp, M. (2002). Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and Institutions (Creating Success). London: Routledge.

 

Maringe, F. and Gibbs, P. (2009). Marketing Higher Education: Theory and Practice. New York: Open University Press.

 

Kirp, D.L, (2004). Shakespeare, Einstein, and the Bottom Line: The Marketing of Higher Education. USA: Harvard University Press

 

Journal of Marketing for Higher Education, Journal of Qualitative Marketing Research, International Marketing Review, Journal of the Academy of Marketing

 
Last Updated
April 2011