The module is designed to introduce students to the marketing communications process and role of communications in marketing. The changing environment and impact of technology are explained as background for communications process. The content includes communication theory and models; marketing communications plan; the marketing communications mix and tools - advertising, sales promotions, direct marketing, publicity and public relations, sponsorship, exhibitions, corporate identity, packaging, merchandising, word of mouth and Internet.
The module aims to provide the knowledge and skills that enable students to understand marketing communications and brand support activities within organisations. It will introduce students to main issues involved in marketing communications: the market conditions, the public perceptions, positioning, branding, objectives, planning and strategy, relationships, technology, plus the utilisation of the tools of the promotional mix to deliver the marketing plan.
Learning Outcomes
On successful completion of this module, students should be able to:
1) Demonstrate a good knowledge and understanding of the concepts of marketing communications (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5) ;
2) Develop functional competency in marketing communications applications through a programme of practical work using ‘real world’ situation. (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5);
3) Individually design and create an advertisement to launch a new product to the market, based on a ‘live’ brief (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
4) Work individually to write a marketing communications plan which integrates the advertisement into a comprehensive new product launch campaign (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
5) Integrate the theory-based marketing decisions with budget management, operational planning, group management and decision making (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
6) Apply the theory to develop analytical and decision-making skills in marketing communications applications (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
Indicative Content
• Introduction to Marketing Communications
- Communication Theory
- Marketing and Integrated Communications Mix
- Ethics in Marketing Communications
• Understanding How Market Communications Works
- How Customers Process Information and Make Decisions
- Stakeholders: Supply Chains and Inter-organisational Relationship
- Understanding Market Research, Agency Relationships and Media
- The Communications Environment and Impact of Technology
- International Marketing Communications
• Strategies and Planning
- Marketing Communications Objectives and Positioning
- Branding and Role of Marketing Communications
- Corporate Identity, Reputation and Branding
• The Market Communications Mix: disciplines and applications
- Advertising, Strategy and Creative Approaches
- Sales Promotion Principles and Approaches
- Direct Marketing
- Public Relations and Sponsorship
- Personal Selling and Internet
- Module Supervisor: Joao Oliveira