Programme And Module Handbook
Course Details in 2019/20 Session

If you find any data displayed on this website that should be amended, please contact the Curriculum Management Team.

Module Title LH Marketing Communications
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 19098
Module Lead Fredah Mwiti
Level Honours Level
Credits 10
Semester Semester 1
Restrictions None
Contact Hours Guided independent study-80 hours
Lecture-20 hours
Total: 100 hours
Description The aim of this module is to develop an appreciation and understanding of the theories, principles and practice of integrated marketing communications. The individual elements of the marketing communications mix (advertising, direct marketing, sales promotion and public relations) will be considered with a view to examining how they are managed and integrated into a consistent programme that supports other marketing strategies. The module will also examine ethical issues that arise among different stakeholders affected by marketing communications.
Learning Outcomes By the end of the module the student should be able to:
  • Explain and apply the concept and practices of integrated marketing communications
  • Assess, compare and contrast a range of marketing communication tools and their roles
  • Use various marketing communication theories to plan, develop and evaluate marketing communication strategies and tactics
  • Demonstrate an appreciation and understanding of the ethical issues that encompass marketing communication
  • Analyse and critically evaluate national, international and cross-cultural marketing communication strategies and campaigns.
Assessment 19098-01 : Individual assignment : Coursework (100%)
Assessment Methods & Exceptions Assessments: An individual essay (2500 words) – 100%

Reassessment : N/A
Reading List Hackley, C. 2005. Advertising and Promotion: Communicating Brands. Sage.
Belch, G & Belch, M. 2004. Advertising and Promotion: An Integrated Marketing Communications Perspective. 6th ed. Irwin McGraw Hill.
Sargeant, A & West, D. 2001. Direct and Interactive Marketing. Oxford University Press.
Percy L, Rossiter J & Elliott R. 2001. Strategic Advertising Management. Oxford University Press.