Marketing communications tools and their applications are outlined in this module which also addresses contemporary media channels and choices. Students develop an understanding of how brand image is built and managed in a variety of consumer product and service categories.
Branding and Marketing Communications
The nature of branding, positioning and brand equity
The role of marketing communications in brand development
The Marketing Communications Mix
The role and contribution of advertising, sales promotions, direct marketing, public relations, sporsorship and personal selling
Media Developments and Disruptions
Distinguish between paid, owned and earned media online and offline
Identify main platforms and their strengths and weaknesses
Industry Suppliers
Overview of supplier / agency types and their roles
Selection of agencies and maintenance of relationships
Budgeting for marketing communications and methods of payment for agency services
Theoretical material will be delivered in a lecture setting. Experiential learning regarding teamwork will be provided via group assessment. Video material will be extensively used, to stimulate class discussion and to facilitate self-directed learning.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |