Postgraduate Programme and Module Handbook 2021-2022 (archived)
Module BUSI58415: MANAGING MARKETING COMMUNICATIONS (ONLINE)
Department: Management and Marketing
BUSI58415: MANAGING MARKETING COMMUNICATIONS (ONLINE)
| Type | Tied | Level | 4 | Credits | 15 | Availability | Not available in 2021/22 | Module Cap |
|---|
| Tied to | N1KS17 |
|---|---|
| Tied to | N1KR17 |
| Tied to | N1N317 |
| Tied to | N1N417 |
Prerequisites
- None.
Corequisites
- None.
Excluded Combination of Modules
- None.
Aims
- To critically evaluate the use by larger firms of advertising, sales promotion, direct marketing and other marketing communications methods from theoretical and highly practical standpoints.
Content
- The module covers integrated marketing communications, branding, corporate communications, media strategy, sales promotion and sponsorship, public relations, WWW, communications research and Client - Advertising agency relations.
- Specific topics will include:
- Brand Communications Strategy
- Media Strategy
- International Branding
- Creative Strategy
- Executing the Message
- Direct Marketing and WWW
- Sales Promotional Sponsorship
- Corporate Communications & PR
- Campaign Planning/Agency-Client Relations
Learning Outcomes
Subject-specific Knowledge:
- By the end of the module students will be able to:
- critically relate mass communications to direct marketing activities;
- critically evaluate public relations and sponsorship activities;
- critically appreciate the strengths and weaknesses of sales promotions.
Subject-specific Skills:
- By the end of the module students should have acquired the following specialist skills at an advanced level:
- ability to develop an integrated marketing communications plan;
- ability to develop a creative strategy;
- ability to develop media strategies;
- ability to improve creative inputs;
- ability to develop campaigns and evaluate them;
- ability to place communications in advertising agency, specialist agency and creative consultancy environments, and in the 'new' technologies - communications setting.
Key Skills:
- Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.
Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module
- The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype). 
- The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.
Teaching Methods and Learning Hours
| Activity | Number | Frequency | Duration | Total/Hours | |
|---|---|---|---|---|---|
| Video content, directed reading, self-assessed assignments and guidance for further reading | 150 | ||||
| Total | 150 |
Summative Assessment
| Component: Written Assignment | Component Weighting: 100% | ||
|---|---|---|---|
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Written Assignment | 4,000 words maximum | 100% | Same |
Formative Assessment:
A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.
■ 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