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Module Title LM Marketing Communications
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 25414
Module Lead Joanne Bates
Level Masters Level
Credits 10
Semester Semester 2
Restrictions None

Technological advancements have facilitated the converged flow of content across several media platforms, new forms of participatory (e-)culture, and the emergence of grass-roots collective intelligence. This represents a cultural shift and challenges traditional notions of producer and consumer; content-generator and passive spectator.  Inconsistencies in marketing communications have become increasingly visible to savvy consumers - now termed co-producers or prosumers, who, in turn, are increasingly engaged in the co-creation of value propositions and marketing messages.

It is against such a dynamic, fragmented and diverse backdrop that 21st century marketing communicators must operate in order to engage with their varied audiences. The aim of this module is to examine the theories, principles and practice of integrated marketing communications in light of this dynamic scenario. The roles and applications of marketing communications will be discussed, alongside the processes of planning, developing and evaluating marketing communications campaigns. The module will also examine issues of ethics and the interrelationships between marketing communications, culture and society.

Learning Outcomes

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

  • critically appraise the diversity of marketing communications activities and the concept and process of marketing communication.
  • critique differing approaches to theorising marketing communications and their contributions to the conceptualisation of marketing communications strategies and tactics.
  • demonstrate a critical and comprehensive understanding of varied marketing communications tools.
  • analyse and critically evaluate national, international and cross-cultural marketing communications strategies and campaigns.
  • critically discuss the ethical issues encompassing marketing communications.
  • demonstrate a critical awareness of the interrelationships between marketing communications, culture and society.
Assessment 25414-01 : Individual assignment : Coursework (70%)
25414-02 : Group presentation : Presentation (30%)
Assessment Methods & Exceptions Assessments:
Group Poster Presentation: 30%
2,000 word individual assignment: 70%

Reassessment: 2,000 word individual assignment: 100%.
Reading List