Programme And Module Handbook
Course Details in 2020/21 Session

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Module Title LM Advertising and Sales Promotion
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 21439
Module Lead Mark Foster
Level Masters Level
Credits 10
Semester Semester 2
Pre-requisites LM Contemporary Issues in Strategic Marketing - (07 20814)
Restrictions MSc Strategic Marketing and Consulting (Optional)
MSc Marketing Communications (Optional)

This module will build on the theory, principles and issues explored in Marketing Communications and Marketing Analytics demonstrating how these can be applied practically in an advertising agency environment within both the B2C and B2B context.  Students will be challenged to consider personal strengths and weaknesses in relation to the roles within an agency and the associated dynamics.  The current challenges and benefits of advertising will be explored along with the application of advanced theories of advertising.  The role of key media (online, press, TV, radio, cinema, outdoor) and their effectiveness in increasingly digital mobile environments will be considered alongside societal implications.  The role of the advertising agency, the challenges of client-agency relationships and the mechanics of advertising campaigns will be examined in detail.  Students will also be introduced to sales promotion theory and practice.



Learning Outcomes

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

  • demonstrate comprehensive knowledge and understanding of the theory, role and challenges relating to advertising and sales promotion.
  • systematically and creatively identify advertising and sales promotion problems, and propose and evaluate alternative approaches them;
  • critique relevant literature, advertising case studies, information, and challenge viewpoints, ideas and concepts;
  • devise advertising and sales promotion strategies, having regard for the importance of integrated marketing communication objectives.
Assessment 21439-01 : Group Assignment : Coursework (50%)
21439-02 : Individual Assignment : Coursework (50%)
Assessment Methods & Exceptions Group coursework assignment (50%) Individual assignment, 2500 words (50%) Reassessment: Individual assignment, 2500 words (100%)
Reading List