Course Details in 2020/21 Session
|Module Title ||LH Marketing Communications|
|School||Birmingham Business School|
|Department || Birmingham Business School|
|Module Code || 07 19098 |
|Module Lead ||Fredah Mwiti|
|Level || Honours Level |
|Credits || 10 |
|Semester|| Semester 1|
|Restrictions || None |
Guided independent study-80 hours
Total: 100 hours
|Exclusions || |
|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.
19098-01 : Individual assignment : Coursework (100%)
|Assessment Methods & Exceptions || Assessments: An individual essay (2500 words) – 100%|
Reassessment : N/A
|Other || |
Sargeant, A & West, D. 2001. Direct and Interactive Marketing. Oxford University Press.
Hackley, C. 2005. Advertising and Promotion: Communicating Brands. Sage.
Percy L, Rossiter J & Elliott R. 2001. Strategic Advertising Management. Oxford University Press.
Belch, G & Belch, M. 2004. Advertising and Promotion: An Integrated Marketing Communications Perspective. 6th ed. Irwin McGraw Hill.