Skip to main content
Home

Information for:

  • Alumni
  • Applicants
  • Current Students
  • Staff
  • Parents
  • Job Vacancies
  • Covid-19
  • Cymraeg
My country:

Main Menu

    • Study Options
      • Study Home
      • Why Study at Bangor?
      • Undergraduate Study
      • Postgraduate Taught Study
      • Postgraduate Research
      • Part-time Courses
      • January Start Courses
      • Degree Apprenticeships
      • Study Abroad
      • Work Experience
    • Study Advice
      • Apply
      • Already Applied?
      • Fees and Finances
      • Scholarships and Bursaries
      • Get Ready for University
    • Explore Bangor
      • Virtual Open Days and Visits
      • Virtual Student Experience

    Find a Course

    Order a Prospectus

    • Student Life
      • Student Life Home
      • Bangor and the Area
      • Social Life and Entertainment
      • Accommodation
      • Clubs and Societies
      • Sport
      • Virtual Student Experience
    • Your Experience at Bangor
      • Student Support
      • Skills and Employability
      • Study or Work Abroad
      • Fees and Finances

    Student Profiles

    Student Videos and Vlogs

    • Choose Bangor
      • International Home
      • Why Bangor?
      • Location
      • Accommodation
      • Student Support
      • Contact Us
    • Apply
      • Entry Requirements
      • Tuition Fees and Scholarships
      • How to Apply
      • Already Applied
      • Study Abroad
      • Exchanges

    Country Specific Information

    Join us on a Virtual Open Day

    Bangor University International College

    Covid-19 Information

    • Research
      • Research Home
      • About Our Research
      • Research in our Academic Schools
      • Research Institutes and Centres
      • Research Portal
      • Research, Innovation and Impact Office (RIIO)
      • Energy
      • Research News
    • Postgraduate Research Opportunities
      • Postgraduate Research
      • Doctoral School
    • Events and Training Opportunities
      • Researcher Development
    • The University
      • About Us
      • Our Mission
      • Annual Review
      • Our Location
      • Academic Schools and Colleges
      • Services and Facilities
      • University Management and Governance
      • Vice Chancellor’s Office
      • Working with Business
      • Working with the Community
      • Sustainability
      • Contact Us
    • Working for Us
      • Job Vacancies
    • University Management and Governance
      • Policies and Procedures
      • Slavery and Human Trafficking Statement
    • University and the Community
      • Pontio
      • Sports Facilities
      • Conference Facilities
      • Places to Eat and Drink
      • Public Events
      • Widening Access
      • Services to Schools
    • Business Services
      • Business Services Home
    • Collaboration Hub
      • Collaboration Hub
      • Funding for Collaborative Research and Development (R&D) & Innovation
      • Business Facilities and Networks
      • Consultancy, Specialist Expertise and Knowledge
      • Commercialisation and Intellectual Property (IP)
      • Student Placements and Internships in Business & Enterprise
      • Training and Continuing Professional Development
      • Degree Apprenticeships
    • Conferencing and Business Dining
      • Conferencing Facilities
      • Business Dining
    • Contacts
      • Research, Innovation and Impact Office (RIIO)
      • Get In Touch
    • News
      • Current News
      • Research News
      • Student News
    • Events
      • Events

    • Study Options
      • Study Home
      • Why Study at Bangor?
      • Undergraduate Study
      • Postgraduate Taught Study
      • Postgraduate Research
      • Part-time Courses
      • January Start Courses
      • Degree Apprenticeships
      • Study Abroad
      • Work Experience
    • Study Advice
      • Apply
      • Already Applied?
      • Fees and Finances
      • Scholarships and Bursaries
      • Get Ready for University
    • Explore Bangor
      • Virtual Open Days and Visits
      • Virtual Student Experience

    Find a Course

    Order a Prospectus

    • Student Life
      • Student Life Home
      • Bangor and the Area
      • Social Life and Entertainment
      • Accommodation
      • Clubs and Societies
      • Sport
      • Virtual Student Experience
    • Your Experience at Bangor
      • Student Support
      • Skills and Employability
      • Study or Work Abroad
      • Fees and Finances

    Student Profiles

    Student Videos and Vlogs

    • Choose Bangor
      • International Home
      • Why Bangor?
      • Location
      • Student Support
      • Contact Us
    • Apply
      • Entry Requirements
      • Tuition Fees and Scholarships
      • How to Apply
      • Already Applied
      • Study Abroad
      • Exchanges

    Country Specific Information

    Join us on a Virtual Open Day

    Bangor University International College

    Covid-19 Information

    • Research
      • Research Home
      • About Our Research
      • Research in our Academic Schools
      • Research Institutes and Centres
      • Research Portal
      • Research, Innovation and Impact Office (RIIO)
      • Energy
      • Research News
    • Postgraduate Research Opportunities
      • Postgraduate Research
      • Doctoral School
    • Events and Training Opportunities
      • Researcher Development
    • The University
      • About Us
      • Our Mission
      • Annual Review
      • Our Location
      • Academic Schools and Colleges
      • Services and Facilities
      • University Management and Governance
      • Vice Chancellor’s Office
      • Working with Business
      • Working with the Community
      • Sustainability
      • Contact Us
    • Working for Us
      • Job Vacancies
    • University Management and Governance
      • Policies and Procedures
      • Slavery and Human Trafficking Statement
    • University and the Community
      • Pontio
      • Sports Facilities
      • Conference Facilities
      • Places to Eat and Drink
      • Public Events
      • Widening Access
      • Services to Schools
    • Business Services
      • Business Services Home
    • Collaboration Hub
      • Collaboration Hub
      • Funding for Collaborative Research and Development (R&D) & Innovation
      • Business Facilities and Networks
      • Consultancy, Specialist Expertise and Knowledge
      • Commercialisation and Intellectual Property (IP)
      • Student Placements and Internships in Business & Enterprise
      • Training and Continuing Professional Development
      • Degree Apprenticeships
    • Conferencing and Business Dining
      • Conferencing Facilities
      • Business Dining
    • Contacts
      • Research, Innovation and Impact Office (RIIO)
      • Get In Touch
    • News
      • Current News
      • Research News
      • Student News
    • Events
      • Events

Information for:

  • Alumni
  • Applicants
  • Current Students
  • Staff
  • Parents
  • Job Vacancies
  • Covid-19
My country:

Search

Close

Breadcrumb

Share this page:
  • Twitter
  • Facebook
  • LinkedIn
  • Cymraeg

Share this page:
  • Twitter
  • Facebook
  • LinkedIn

Apply Now

Find out how to apply

Register your interest in postgaduate study

More...

Postgraduate Fair

Find out more

Postgraduate Tuition Fees

View our full tuition fees information

Module ASB-2517:
Marketing Communication

Module Facts

Run by Bangor Business School

20.000 Credits or 10.000 ECTS Credits

Semester 1

Organiser: Dr Sara Parry

Overall aims and purpose

To examine the processes by which an integrated marketing communications program is planned, developed and executed. To examine the various tools which marketers use in order to communicate their messages to their audiences and to consider the social and economic factors that affect an organisation’s integrated marketing communications program.

Course content

Integrated marketing communication, the application of contemporary communication theories, marketing communications strategies and planning, advertising and media planning, sales promotion and online marketing communication, public relations and exhibitions, branding and sponsorship, point of purchase communications and personal selling, and the implementation and evaluation of integrated marketing communications strategy.

Assessment Criteria

C- to C+

C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

excellent

A- to A+ (70%+): Outstanding Performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

good

B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

threshold

D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.

Learning outcomes

  1. Develop a creative integrated marketing communication plan.

  2. Examine various media and their characteristics and set media objectives as part of the integrated marketing communication plan

  3. Evaluate the theories and principles underlying marketing communication practice.

  4. Compare and apply the tools and techniques used by marketers in developing marketing communications.

Assessment Methods

Type Name Description Weight
Integrated Marketing Communication Plan 50.00
Marketing Communication Exam 50.00

Teaching and Learning Strategy

Hours
One-to-one supervision

2 hour drop in session

2
Lecture

10 x 2 hour interactive lectures

20
Tutorial

1 x tutorial per week

10
Private study

Researching and preparing the individual IMC plan, reading relevant articles and textbook chapters.

168

Transferable skills

  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
  • Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others

Subject specific skills

  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
  • Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
  • Networking: an awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.
  • Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence.
  • Ability to work with people from a range of cultures.
  • Articulating and effectively explaining information.
  • Building and maintaining relationships.
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
  • Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.

Resources

Talis Reading list

http://readinglists.bangor.ac.uk/modules/asb-2517.html

Courses including this module

Compulsory in courses:

  • R1N1: BA French with Marketing year 2 (BA/FRMKT)
  • R2N1: BA German with Marketing year 2 (BA/GERMKT)
  • N5R3: BA Marketing with Italian year 2 (BA/MKITAL)
  • N5R1: BA Marketing with French year 2 (BA/MKTFR)
  • N5R6: Marketing with French with International Experience year 2 (BA/MKTFRIE)
  • N5R2: BA Marketing with German year 2 (BA/MKTGER)
  • N5R4: BA Marketing with Spanish year 2 (BA/MKTSP#)
  • R4N5: BA Spanish with Marketing year 2 (BA/SPMKT)
  • N503: BSc Marketing (Bangor International College) year 2 (BSC/BICMRK)
  • N501: BSc Marketing year 2 (BSC/MKT)
  • N50B: BSc Marketing (4 year with Incorporated Foundation) year 2 (BSC/MKT1)
  • N50F: BSc Marketing year 2 (BSC/MKTF)
  • N50P: BSc Marketing with Placement Year year 2 (BSC/MKTP)
  • N5C8: BSc Marketing with Psychology year 2 (BSC/MP)

Optional in courses:

  • N107: BA Business year 2 (BA/BUS)
  • NR51: BA Marketing and French (4 year) year 2 (BA/MKTFR#)
  • NR52: BA Marketing and German (4 year) year 2 (BA/MKTGER4)
  • NR53: BA Marketing and Italian (4 year) year 2 (BA/MKTITAL)
  • NR54: BA Marketing and Spanish (4 year) year 2 (BA/MKTSP)
  • P306: BA Media Studies year 2 (BA/MS)
  • P31B: BA Media Studies (4 year with Incorporated Foundation) year 2 (BA/MS1)
  • P30F: BA Media Studies [with Foundation Year] year 2 (BA/MSF)
  • 8U76: BA Media Studies (with International Experience) year 2 (BA/MSIE)
  • P30P: BA Media Studies with Placement Year year 2 (BA/MSP)
  • L190: BSc Business Economics year 2 (BSC/BEC)
  • L19B: BSc Business Economics (4 year with Incorporated Foundation) year 2 (BSC/BEC1)
  • L19F: BSc Business and Economics year 2 (BSC/BECF)
  • L191: BSc Business Economics with International Experience year 2 (BSC/BECIE)
  • L19P: BSc Business Economics with Placement Year year 2 (BSC/BECP)
  • L192: BSc Business Economics (Bangor International College) year 2 (BSC/BICBE)
  • N2N5: BSc Business Management and Marketing year 2 (BSC/BMM)
  • N2NC: BSc Business Man & Marketing (4 yr with Incorp Foundation) year 2 (BSC/BMM1)
  • N5NF: BSc Business Management and Marketing year 2 (BSC/BMMF)
  • N5NP: BSc Business Management and Marketing with Placement Year year 2 (BSC/BMMP)
  • NNM1: BSc Business Studies & Marketing with Intl Experience year 2 (BSC/BSMIE)
  • NN1M: BSc Business Studies and Marketing year 2 (BSC/BSMKT)
  • NN1K: BSc Business Studies & Marketing (4 year with Incorp Found) year 2 (BSC/BSMKT1)
  • IN00: BSc Computer Information Systems for Business year 2 (BSC/CISB)
  • IN0B: BSc Computer Information Sys for Bus (4 year w Incorp Found) year 2 (BSC/CISB1)
  • IN02: BSc Computer Information Systems for Business (Franchised) year 2 (BSC/CISBF)
  • C6N5: BSc Sport Science & Marketing year 2 (BSC/SSM)
  • CN5P: Sport Science and Marketing with Placement Year year 2 (BSC/SSMP)

Home

Study

  • Postgraduate Taught Study
Home

Follow Us

  • Twitter
  • Facebook
  • Instagram
  • Youtube
  • LinkedIn

Bangor University

Bangor, Gwynedd, LL57 2DG, UK

+44 (0)1248 351151

marketing@bangor.ac.uk

Visit Us

Maps & Directions

Policy

  • Legal Compliance
  • Modern Slavery Act 2015 Statement
  • Accessibility Statement
  • Privacy and Cookies
Map

Bangor University is a Registered Charity: No. 1141565

© 2020 Bangor University