Module overview
During the course of the module, you explore the scope of marketing communications within the dynamic contextualized communication coexistence of digital and classical channels. More specifically, the module introduces key terms and concepts, current theories and practices with focus on the integration between digital and classical communication methods. Students are invited to explore the main factors that influence the success of marketing communications campaigns, the main Marketing Communications theoretical framework, followed by a series of discussions and case studies. Furthermore, students will be gradually guided to explore specific communication campaigns, and to create recommendations with focus on the planned and integrated perspectives within various marketing communication environments.
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Review advanced integrated communication methods and formats for higher levels of engagement with the audience.
- Analyse and present coherent recommendations of the kind that inform creative and effective marketing communications decisions.
- Evaluate and apply the complex principles of the marketing communication planning process.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- The scope and specificity of the marketing communications domain.
- The evaluation of the main strengths and weaknesses for different marketing communications strategies and tools with ethical considerations within the overall marketing strategy.
- The advanced value of the integrated marketing communication (IMC) perspective in a variety of classical and digital communication channels.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Present complex ideas in various formats in a creative and effective manner.
- Demonstrate critical, analytical, non-linear and creative thinking evaluating marketing communication contexts.
Syllabus
- The Marketing Communication domain and its present dynamic;
- What Integration means and how Digital and Classical Communication methods should converge harmoniously in campaigns;
- Present Approaches in Segmenting and Targeting Audiences;
- Brand Management and Identity;
- Media Channels – Classical and Digital;
- The IMC Strategic Planning for digital and classical communications;
- Advertising Typologies;
- Sales Promotion & Public Relations
- Ethical approaches in Marketing Communications
- Evaluating the IMC Effectiveness
Learning and Teaching
Teaching and learning methods
This module asks for individual learning, guided by the lecturer, using diverse methods of teaching which include:
- Lectures exploring theoretical concepts and evaluating specific situations;
- Individual readings for several topics supported by technology enhanced learning methods;
- Case studies – to evaluate prior marketing communication techniques
Type | Hours |
---|---|
Independent Study | 126 |
Teaching | 24 |
Total study time | 150 |
Resources & Reading list
Textbooks
2.Clow, Kenneth E., and Baack, Donald. (2017). Integrated Advertising, Promotion, and Marketing Communication. Pearson.
Moriarty, S., Mitchell, N. D., and Wells, W. D. (2014). Advertising & IMC: Principles and Practice. Pearson Education Limited.
1.Belch, G.E. & Belch, M.A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. Boston, London.: McGraw-Hill Irwin.
Smith, P.R, Zook Z. (2011). Marketing Communications: Integrating offline and online with Social Media. Philadelphia: Kogan Page.
5.Chaffey, D., and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, implementation and practice. Harlow: Pearson.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Class discussions
- Assessment Type: Formative
- Feedback: In class discussions on results, Q&A sessions
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Portfolio | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Portfolio | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Portfolio | 100% |
Repeat Information
Repeat type: Internal & External