Programme And Module Handbook
Course Details in 2020/21 Session

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Module Title LM Marketing Communications
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 20821
Module Lead Dr Finola Kerrigan
Level Masters Level
Credits 20
Semester Semester 1
Restrictions MSc Marketing Communications

Marketing communications has a huge impact on business success and is itself a multi-billion pound industry, which has been through and continues to undergo profound changes, largely due to the development and use of new technologies which have influenced the media environment.  This module will examine theories, principles and practice of marketing communications within a managerial framework.  Throughout, an integrated perspective will be adopted to emphasise the significance of of the wide variety of marketing communications elements and the need for these to be understood within an inter-related context.  An appreciation of the roles and applications of marketing communications, as well as planning, developing and evaluating marketing communications campaigns, will be given.  The module will examine how marketing communications work, how to measure their effects, the creative process and various primary media used.

Learning Outcomes

By the end of the module the student should be able to:

  • demonstrate comprehensive knowledge and understanding of the role and application of integrated communications in marketing both strategically and tactically;
  • demonstrate critical awareness of relevant communication theory and principles which underpin integrated communication processes and strategies;
  • demonstrate a systematic understanding of the process of planning, creating and managing integrated marketing communication campaigns, including client and agency roles;
  • identify and critically evaluate the respective roles of major communication tools including advertising, interactive marketing, sales promotion and PR;
  • explain how integrated marketing communication strategies are developed by firms marketing products and services domestically and internationally, and critically appraise the challenges of cross-cultural communication;
  • critique relevant literature, case studies, communication campaigns, and information, and challenge viewpoints, ideas and concepts;
  • utilise IT for marketing applications and to support information retrieval, data analysis and communication.
Assessment 20821-01 : Coursework : Coursework (30%)
20821-02 : Exam : Exam (Centrally Timetabled) - Written Unseen (70%)
Assessment Methods & Exceptions Group presentation and coursework assignment of 2,500 words (30%); One 3hr written unseen examination (70%) Reassessment: 3 hour examination (100%)
Reading List