Overview

This module strives to provide a practical understanding of the application of marketing communication models and concepts in real-world business situations. Emphasis will be placed on examining how buyer behaviour and communication theories impact the selection of communication tools in a business context. Additionally, the module will address the significance of setting communication objectives and making informed choices regarding media, highlighting their pivotal role in practical implementation.

Topics may include but will not be limited to:-

• Overview of marketing communications
• Branding and the role of marketing communications
• Marketing communications – strategies and planning, objectives and positioning
• The communications process and consumer behaviour
• Advertising management
• Use of creative appeal in communication
• Social media
• Endorsement, public relations and sponsorship
• Integrated marketing communications
• Ethics of marketing communications

Assessment Strategy

-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%): 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.

-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.

-another level-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.

Learning Outcomes

• Appraise how marketing communications tools are used to inform B2C campaign planning

• Articulate how theory and practice relate to enhancing brand equity across different kinds of product / service brands and in different industrial sectors

• Demonstrate in-depth understanding of marketing communications theory and concepts and related literature examining different elements of promotion mix

• Evaluate communication campaigns of companies according to given creative objectives, and comment on a creative advert