Module BUSS3221: INTEGRATED MARKETING COMMUNICATIONS

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS3221: INTEGRATED MARKETING COMMUNICATIONS

Prerequisites

• Marketing Principles

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• To ensure the recognition of the fundamental importance of integration within the marketing communications mix.
• To provide a working understanding of the marketing communications mix and its relationship with the marketing mix.
• To provide an understanding of the concepts and theories of marketing communications and consumer behaviour.
• To provide an understanding of the media of marketing communications.
• To address analytical and collaborative mindsets.

Content

• An Integrated Marketing Communications Framework
• The Marketing Communications Process
• Communications and Buying Behaviour
• Marketing Communications Plans
• Segmentation and Target Markets
• The Marketing Communications Mix
• Creative Decisions
• Media Decisions
• Budgeting and Costing
• Campaign Evaluation
• International Marketing Communications
• Legislation and Regulation in Marketing Communications

Learning Outcomes

• Explain how an organisation communicates with its markets and publics through the marketing communications mix.
• Understand the relationship between marketing plans and marketing communications plans as the basis for selecting and achieving a balanced marketing communications mix.

• Critically appreciate innovations that are taking place in the marketing communications environment.

• Time management
• Ability to communicate effectively in writing and verbally on specialised subject areas
• Interpersonal and teamworking skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Teaching will be via lectures, discussing the key conceptual and theoretical ideas in marketing communications. Each of the lecture topics are key areas within marketing communications. These are supported by the identified chapters from the essential text in addition to selected readings provided with the lecture notes. Students are expected to have read relevant material prior to lectures to ensure all the learning outcomes detailed above are met.
• The module is structured into three sections: the first part relates to the main communications theories and provides an overview of marketing communication structures. The second elaborates on each of the key sections within a communications plan and the final addresses specialist issues in marketing communications. Theories presented in the lecture programme will be put into practice in the group coursework. Seminars will provide an opportunity for detailed discussion of specialist issues and a debate of key issues.
• Formative assessment is by means of seminar exercises. Summative assessment is by means of one written individual report and one group presentation/exhibition.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Seminar exercises

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University