Module ASB-2517:
Marketing Communications

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

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.

good

B- to B+ (60-69%): 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.

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.

Learning outcomes

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

  2. Develop a creative integrated marketing communication plan.

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

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

Assessment Methods

Type Name Description Weight
Integrated Marketing Communication Plan 50.00
Two hour exam 50.00

Teaching and Learning Strategy

Hours
Private study

Reading the core textbook or other resources. Preparing for assessments and classes.

 160
Lecture

Interactive lectures with videos and short discussions.

 22
One-to-one supervision

Opportunity to discuss questions and feedback with the lecturer in timetabled one-to-one slots. Drop-in sessions that are timetabled.

 2
Practical classes and workshops

Workshops or other practical classes involve longer individual or group-based exercises that build on from lecture content. They allow an in-depth engagement with specific module content and facilitate a focus on theory in practice or opportunities for learning key professional skills.

 16

Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Computer Literacy - Proficiency in using a varied range of computer software
  • 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.
  • The ability to devise and develop effective advertising and communications strategies and (online and off-line) content development.
  • The ability to evaluate digital and technological innovations that have the potential to impact marketing thinking and practices.

Resources

Talis Reading list

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

Reading list

De Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2017). Marketing Communications: A European Perspective, 6th ed. Pearson

Courses including this module

Compulsory in courses:

Optional in courses: