This module provides the learner with an opportunity to develop a critical understanding of the theoretical foundations and practical applications of marketing communications. From a strategic perspective, organisations are required to continually engage with various stakeholders such as customers, employees, investors, media and regulatory bodies. This module examines the role and practice of marketing communications in the context of contemporary and emerging issues such as the emphasis on integration of corporate and marketing communications, the range of traditional and emerging media platforms, the accompanying move towards media neutrality, and the increasing ethical and regulatory scrutiny which is brought to bear on organisations.
The module builds on learners’ exposure to previous modules in Marketing Fundamentals and Contemporary Management in terms of focusing on the connection between corporate, marketing and communication strategy, and more specifically addressing the challenge of integrating marketing communications activities into strategic management and marketing plans.
The aim of this module is for the learner to develop a critical appreciation of marketing communications theory and practice, and to develop analytical skills which may be applied in various organisational and marketing contexts.
A key requirement for the learner at this level is to develop skills and experience in conceptual analysis, discussion and debate. The module also aims to promote self-directed learning through individual assignments whilst fostering group-directed learning through interactive lectures and by also drawing upon the learners’ individual and/or organisational experience of marketing and marketing communications decision-making.
The Nature of Marketing:
What is marketing? Marketing defined. The Marketing concept and the origins and development of marketing to date. The Marketing Process.
Marketing and its Environment:
Environmental forces within the macro and micro-environment. The nature of the European marketing environment. The Digital Environment.
Marketing Segmentation, Targeting and Positioning Strategies:
The concept of segmentation. Segmenting consumer markets. Defining, selecting and implementing positioning strategies.
Product Strategy:
What is a product? Dimensions of a product. Classifying products. Product management strategies. Product life cycle strategies and uses of the PLC analysis. What is a Brand? Implications of brands for buyers and sellers. Branding strategies.
Pricing Concepts and Strategies:
External and internal influences on the pricing decision. Pricing policies and strategies. The role of price in the marketing mix. Pricing tactics and adjustments.
Marketing Communications and Promotions Strategy:
Components of the promotional mix. The role and definition of the promotional tools: sales promotion, advertising, personal selling and PR. Factors to consider in setting the marketing communications mix. Impact of technology on mix. SOSTAC
Marketing Channels/Distribution:
Definition of marketing channels and examination of channel strategy. Retailing and wholesaling of goods and services and management strategies. Non-store retailing. Emerging forms of channel structure.
The module will be delivered by way of lectures which will place a strong emphasis on student contribution and discussion. Given the professional background of the students taking this module, peer learning will be leveraged by way of consideration of the learners’ individual and/or company-based exposure to, and experience of, marketing communications decision-making. Presentations by guest lecturers will be utilised where appropriate. Case Studies will also be leveraged to contextualise marketing communications strategy, planning and decision making.
Throughout the module, students are encouraged to undertake independent reading to supplement and consolidate the theoretical content of the module and to broaden their individual knowledge and understanding of the subject. Outside class contact time, the students may access material or post contributions regarding this module to a dedicated programme intranet web-site.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |