MK325
BRIGHTON BUSINESS SCHOOL
MOULSECOOMB MODULAR SCHEME
TITLE:
Marketing Communications 1
LEVEL:
3
CREDIT RATING:
10
SUBJECT AREA:
MODULE TYPE:
Single
SEMESTER OFFERED:
Marketing
1
Course(s) for which module is acceptable and status in course:
BA(Hons) Business Management with Marketing
Final Year Optional Module for courses satisfying Pre-Requisites below:
PRE-REQUISITES:
MK184 Principles of Marketing, or MK185 Essentials of Marketing, or equivalent
AIMS:
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To develop students’ understanding of the formulation and implementation of
integrated marketing communication plans and associated activities.
To enable students to appreciate and manage marketing communications within a
variety of different contexts
To encourage students to recognise, appreciate and contribute to the totality of an
organisation’s system of communications with both internal and external audiences
To enable students to be aware of the processes, issues and vocabulary associated
with integrated marketing communications in order that they can make an effective
contribution should they go on to work in this field.
LEARNING OUTCOMES:
On completion of the module the students should be able to:
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Determine the context in which marketing (and corporate) communications are to be
implemented in order to improve effectiveness and efficiency, understand the key
strategic communication issues arising from the contextual analysis and prepare
(integrated) marketing communications plans.
Determine promotional objectives, explain positioning and develop perceptual maps,
and suggest ways in which offering can be positioned in different markets.
Formulate marketing communications strategies with particular regard to consumers,
business-to-business markets, members of the marketing channel and wider
stakeholder audiences such as employees, financial markets, environmental groups,
competitors and local communities.
Determine specific communication activities based upon knowledge of the key
characteristics of the target audience. In particular, they will be able to suggest how
knowledge of perception and attitude, level of perceived risk and involvement can
impact upon marketing and corporate communications.
Select, integrate and justify appropriate promotional mixes to meet the needs of the
marketing communication strategies.
Determine appropriate levels of marketing communications
expenditure/appropriation.
Evaluate a variety of promotional campaigns drawn from different sectors.
Be aware of the impact and contribution technology makes to marketing
communications. Be appreciative of and sensitive to issues associated with crossborder marketing communications.
Advise on the impact corporate communications can have on both internal and
external audiences and their role in the development of integrated marketing
communications.
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CONTENT:
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Introduction to Marketing Communications
Introduction to Consumer Behaviour and Communications Theory
Overview of Marketing Communications Planning and Strategy
Industry Overview (Role of creative briefs, pitching process and agency structure)
Product Branding and Positioning
Corporate Branding and Positioning
Advertising and Media Selection
Sales Promotion: From BOGOFs to Cause-related Marketing
PR: Sponsorship, Publicity and Crisis Management
Direct Marketing: Direct Mail / DR media and viral marketing
TEACHING & LEARNING STRATEGIES:
Lectures will introduce students to the theory of marketing communications. Seminars will
have linked exercises based on articles and other materials.
Lectures:
10
Seminars: 10
Workshops: 0
Open Learning:
Self Study:
Assessment:
0
50
30
Total:
100
LEARNING SUPPORT:
Indicative reading:
The latest editions of:
Fill, C., Marketing Communications: Contexts, Contents and Strategies, Prentice Hall.
Kotler, P., Marketing Management: Analysis, Planning, Implementation and Control,
Prentice Hall.
Parente, D.E., Advertising Campaign Strategy, Thomson
Yeshin, T., Advertising, Thomson
Yeshin, T., Sales Promotion, Thomson
Journals
Journal of Marketing Communications
Journal of Marketing
Journal of Advertising
ASSESSMENT:
100% In-class test, based on the theories of how advertising works.
BRIEF DESCRIPTION OF THE MODULE:
The module will give students an overview of the key marketing communications tools
including advertising, direct marketing, sales promotion and public relations. Particular
attention will also be given to branding. In addition, the module will address the key
theories of marketing communications, i.e. how advertising has its affect on consumers.
Area Examination
Board:
Marketing
External
Examiner:
Charles Dennis
Faculty:
Brighton Business
School; MIS.
Site where
delivered:
Moulsecoomb
Module Writer(s):
Lyvia Royd-Taylor and Matthew Wood
Date of First
Approval:
2005
Version Number
5
Date of Last
Revision:
May 2007