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’
Marketing Communications
MK328
20
Level 4
Level 5
Level 6
Level 0 (for modules at foundation level)
x
Level 7
Level 8
Entry criteria for registration on this module
Pre-requisites
MK187 Principles of Marketing or equivalent
Specify in terms of module codes or
equivalent
Co-requisite modules
Specify in terms of module codes or
equivalent
Module delivery
Mode of delivery
Taught
Other
x
Distance
Placement
Pattern of delivery
Weekly
x
Block
Other
Online
When module is delivered
Semester 1
Semester 2
Throughout year x
Other
Brief description of module The module will give students an overview of the key marketing
content and/ or aims
communications tools including advertising, direct marketing, sales
Overview (max 80 words)
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 aeffect on
consumers.
In the latter half of this module students will develop an understanding of
the implementation of integrated marketing communication plans and
associated activities. The module will enable students to appreciate and
manage marketing communications within a variety of different contexts:
non-profit, public and private sectors, as well as domestic and
international MARCOMS. By the end of the module students should 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.
Module team/ author/
coordinator(s)
School
Site/ campus where
delivered
Lyvia Royd-Taylor
Brighton Business School
Moulsecoomb
Course(s) for which module is appropriate and status on that course
Course
Module descriptor template: updated Aug 2012
Status (mandatory/ compulsory/
optional)
Final year elective for courses satisfying the pre-requisite
MK187 Principles of Marketing or equivalent
Optional
MODULE AIMS, ASSESSMENT AND SUPPORT
Aims
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Learning outcomes
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.
To further develop students’ understanding of the formulation and
implementation of integrated marketing communication plans and
associated activities.
To enable students to explore the Marketing Communications mix
in more detail, namely: Advertising, Sales Promotion, Public
Relations and Direct Marketing.
To encourage students to recognise and appreciate the impact of
culture and geography on international marketing communications.
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.
On completion of the module the students should be able to:
Subject specific
 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.
 Demonstrate an awareness of the impact and contribution
Module descriptor template: updated Aug 2012
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Content
Learning support
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.
Design integrated marketing communications plans that tackle
corporate and marketing objectives.
Determine campaigns that are in-tune with target consumer
needs, whilst being loyal to the parent company or non-profit.
Manage promotional finance so that plans are designed with
the budget in mind.
Develop advanced scheduling for media programs based on
corporate objectives and creative strategy.
Think creatively in terms of innovative plans which stretch the
budget and gain target consumer attention.
Understand the mechanisms behind successful advertising,
sales promotion, public relations and direct marketing
programs.
Be aware of contemporary campaigns and the strategies
deployed to enhance competitive advantage via Marketing
Communications.
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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
 Introduction to module and role of the student-centred group
project
 Research Techniques for MARCOMS
 Advanced theories in consumer behaviour and
communications theories
 Advanced MARCOMS Planning Techniques
 Advanced Integrated MARCOMS Strategy
 Advanced Creativity: Semiotics and Semantics
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
Module descriptor template: updated Aug 2012
Teaching and learning activities
Details of teaching and
learning activities
Lectures will introduce students to the theory of marketing
communications. Seminars will have linked exercises based on articles
and other materials.
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.
40
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.
160
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 literature review (1,250 words) based on the theories of
how advertising works at end of Semester 1 PLUS Group Coursework
(50%): a student-centered small group project of which 60% of marks
are allocated to the ‘Integrated Marketing Plan Book’ (2,000), 30% are
allocated to the client pitch presentation (20 minutes) and 10% of
marks are allocated on the basis of peer evaluations.
Types of assessment task1
% 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
PRACTICAL
Oral assessment and presentation, practical skills assessment, set
exercise
100
EXAMINATION INFORMATION
Area examination board
Marketing
Refer to Faculty Office for guidance in completing the following sections
External examiners
Name
Position and institution
Date appointed
Date tenure
ends
Refer to Studentcentral
1 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.
Module descriptor template: updated Aug 2012
QUALITY ASSURANCE
Date of first approval
2013
Only complete where this is not the
first version
Date of last revision
Only complete where this is not the
first version
Date of approval for this
version
Version number
Modules replaced
Specify codes of modules for which
this is a replacement
Available as free-standing module?
Module descriptor template: updated Aug 2012
Yes
No
x