The module provides students with a comprehensive overview of Marketing Communications theory, media, and tools. The course addresses the challenges of integrating the well-established media of traditional advertising, sales promotion, direct marketing, public relations and sponsorship with the newer digital and electronic forms of Marketing Communications such as online advertising, social media marketing and online PR.
Introduction to Marketing Communications:
The role and scope of communications in marketing. Marketing communications functions.
Audience insight:
The (evolving) customer decision making journey; Information processing; Decision making.
Managing Marketing Communications:
Setting campaign objectives, budgeting and positioning.
Communications:
The communications process, Models of communications. Brand communications.
Integrated Marketing Communications: (IMC)
IMC theory, concept and practice. Strategic vs tactical IMC.
Marketing Communications Mix:
Advertising: role, forms, and strategy. Models of advertising. Advertising appeals and messages. Creativity and creative strategy.
Media: role, principles and practice. Linear vs interactive media.
Social media and interactivity. Media planning.
Other MarCom tools: Public relations; Sponsorship; Sales Promotion and brand experiences.
Challenges and issues in Marketing communications:
Ethics, regulations and environmental issues.
The emphasis will be on lectures and group discussion. Campaign development through workshops is used to foster experiential learning. Case examples and videos will illustrate application of theory.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 40 |
| Other Assessment(s) | 60 |