MODULE SPECIFICATION TEMPLATE
MODULE DETAILS
Module title
Module code
Credit value
Level
Mark the box to the right of the
appropriate level with an ‘X’
Branding and Communications
MKM20
20
Level 4
Level 5
Level 6
Level 0 (for modules at foundation level)
Level 7
x
Level 8
Entry criteria for registration on this module
Pre-requisites
Specify in terms of module codes or
equivalent
Co-requisite modules
none
Specify in terms of module codes or
equivalent
Module delivery
Mode of delivery
Taught
x
Distance
Placement
Online
Other
Pattern of delivery
Weekly x
Block
Other
When module is delivered
Semester 1
Semester 2
Throughout year
Other
Term 2
Brief description of module Marketing communications refers to the various tools that marketers use
content and/ or aims
to communicate with key target markets. It covers the use of advertising,
Overview (max 80 words)
sales promotion and PR amongst others. This is therefore an invaluable
module for any student who wishes to pursue a career in marketing.
Module team/ author/
Lyvia Royd-Taylor and Ioannis Rizomyliotis
coordinator(s)
School
Business School
Site/ campus where
Moulsecoomb
delivered
Course(s) for which module is appropriate and status on that course
Course
MSc Marketing
MSc Marketing (Branding & Communications)
MSc Marketing (Social Marketing)
MSc Marketing (International Marketing)
MSc Marketing (Digital Marketing)
Status (mandatory/ compulsory/
optional)
optional
mandatory
optional
optional
optional
MODULE AIMS, ASSESSMENT AND SUPPORT
Aims
 To explore key models, current and future thinking within integrated
marketing communications.
 To provide both a theoretical and practical knowledge of the
subject via the use of published academic theory, industry case
studies and applied examples.
 To develop participants understanding of the formulation and
implementation of integrated marketing communication plans and
associated activities
 To enable participants to appreciate and manage marketing
communications within a variety of contexts
 To encourage participants to recognize, appreciate and contribute
to the totality of an organization's system of communications with
both internal and external audiences
 To enable participants to be aware of the processes, issues and
vocabulary associated with integrated marketing communications
so that they can make an effective contribution if they choose to
work in the field
Learning outcomes
By the end of this module, the student will be able to:
Subject Specific Learning Outcomes:
 Determine promotional objectives, explain positioning and develop
perceptual maps to suggest ways in which offerings can be
positioned in different markets.
 Understand the nature of consumer behaviour and how it applies to
brand and marketing communications planning and strategy.
 Identify and apply specific communication activities based upon
knowledge of the characteristics of the target audience.
 Select, integrate and justify appropriate promotional mixes to meet
the needs of the marketing and communication strategies.
 Determine appropriate level of marketing communications,
expenditure.
Cognitive Learning Outcomes:
 Critically evaluate a variety of promotional campaigns drawn from
different sectors.
 Recognize the impact corporate communications can have on both
internal and external audiences and its role in the development of
integrated marketing communications.
 Recognize the importance and impact of varying business
contexts.
 Demonstrate an ability to analyze hard and soft data with
intellectual rigour.
 Develop marketing communications planning and strategy practical
skills.
 Develop group decision-making skills.
Content
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Learning support
The latest editions of:
Pickton, D. and Broderick, A., Integrated Marketing Communications.
Prentice Hall.
Chertonay, L. de and Mcdonald, M., Creating Powerful Brands.
The Marketing Communications (Marcoms) Mix
Personal and Environmental Influences on Marcoms
Ethics in Marcoms
Consumer and Organizational Buyer Behaviour
Communications Theories
Segmenting, Targeting and Positioning for Marcoms
Marcoms Planning Models and Integrated Marcoms Strategy
The Creative Approach
Present and Future Media Selection Alternatives
Measuring Effectiveness
Product and Corporate Branding
Butterworth-Heinemann.
Duncan, T., IMC: Using Advertising & Promotion to Build Brands.
McGraw-Hill.
Fill, C., Marketing Communications: Contexts, Strategies and
Applications. Prentice Hall.
Jones, J.P., (Editor). Advertising Organisations and Publications. Sage
Publications.
Jones, J.P., How to Use Advertising to Build Strong Brands. Sage
Publications.
Mooij, M., Global Marketing and Advertising: Understanding Cultural
Paradoxes. Sage Publications.
Valladares, J., The Craft of Copywriting. Sage Publications.
Key Journals and Specialist Magazines:
Journal of Advertising
Journal of Advertising Research
International Journal of Advertising
International Marketing Review
Journal of Marketing Management
Journal of Consumer Research
Journal of Consumer Marketing
Journal of Consumer Behaviour
Journal of Marketing
Marketing Magazine
Admap Magazine
Campaign Magazine
Marketing Week
Media Week
PR Week
Direct Response
Teaching and learning activities
Details of teaching and
learning activities
The teaching and learning strategies for this module will require
students to develop advanced knowledge and the critical application of
theory to marketing communications practice. This will be achieved
via students’ independent research, guided by the lectures and
seminar themes. This will be achieved through student interaction and
knowledge sharing in seminars and group work.
Allocation of study hours (indicative)
Study hours
Where 10 credits = 100 learning hours
SCHEDULED
This is an indication of the number of hours students can expect to
spend in scheduled teaching activities including lectures, seminars,
tutorials, project supervision, demonstrations, practical classes and
workshops, supervised time in workshops/ studios, fieldwork,
external visits, and work-based learning.
30
GUIDED INDEPENDENT
STUDY
All students are expected to undertake guided independent study
which includes wider reading/ practice, follow-up work, the
completion of assessment tasks, and revisions.
170
PLACEMENT
The placement is a specific type of learning away from the
University that is not work-based learning or a year abroad.
TOTAL STUDY HOURS
200
Assessment tasks
Details of assessment for
this module
50% individual and 50% group coursework. The marks are allocated
as follows:
Types of assessment task1
50% for an individual reflective document (2,250-2,500 words).
25% for a group ‘Integrated Marketing Plan Book’ (2,250–2,500
words).
25% for a group presentation of 10-15 minutes.
% weighting
Indicative list of summative assessment tasks which lead to the award of credit or which are required for
progression.
(or indicate if
component is
pass/fail)
WRITTEN
Written exam
COURSEWORK
Written assignment/essay, report, dissertation, portfolio, project
output, set exercise
50%
PRACTICAL
Oral assessment and presentation, practical skills assessment, set
exercise
50%
EXAMINATION INFORMATION
Area examination board
Refer to Faculty Office for guidance in completing the following sections
External examiners
Name
Position and institution
Date appointed
Date tenure
ends
Refer to list in Studentcentral
QUALITY ASSURANCE
Date of first approval
2009
Only complete where this is not the
first version
Date of last revision
N/A
Only complete where this is not the
first version
Date of approval for this
version
Version number
Modules replaced
March 2014
2
Specify codes of modules for which
this is a replacement
Available as free-standing module?
1
Yes
No
Set exercises, which assess the application of knowledge or analytical, problem-solving or evaluative skills, are included
under the type of assessment most appropriate to the particular task.
X