Run by Bangor Business School
20.000 Credits or 10.000 ECTS Credits
Organiser: Dr Sara Parry
Overall aims and purpose
To introduce the various tools which marketers use to communicate their messages to their audiences, with a specific focus on social media communications. To examine the processes by which an integrated marketing communications program is planned, developed and executed. To develop an understanding of effective practices of social media communications and an awareness of the challenges and pitfalls.
This module covers marketing communications theories and the various tools available to marketers in communicating their messages to their audiences. There is a particular emphasis on the challenges and opportunities of social media communications including how to use social media effectively. Traditional marketing communication tools such as advertising, sales promotion, public relations and exhibitions, branding and sponsorship will be examined in relation to their evolution with the rise of social media. Evaluation of integrated marketing communications plan and social media communications campaigns will also be considered. The importance of integrated marketing communications (IMC) and how to develop an IMC plan is examined.
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.
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.
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.
Understand the theories and principles underlying marketing communication practice.
Apply the tools and techniques used by marketers in developing marketing communications.
Appreciate the concept of integration in planning and executing marketing communications campaigns.
Evaluate examples of effective and ineffective social media communications campaigns.
Develop a creative and effective integrated marketing communications plan.
Understand various marketing communication tools, their characteristics and objectives as part of the integrated marketing communications plan.
A midterm test consisting of multiple choice questions and short answers focusing on marketing communications theories and tools.
|COURSEWORK||IMC Plan (group work with teams of two students in each group)||
Students will work in teams of two (pairs) to develop an integrated marketing communications plan for a real business. The plan should include three new ideas of marketing communications for the chosen business.
Teaching and Learning Strategy
- 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.
Talis Reading listhttp://readinglists.bangor.ac.uk/modules/asb-2517.html
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:
- 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)