Course Details in 2018/19 Session

Module Title	LM Marketing Communications
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 25414
Module Lead	Dr Caroline Moraes
Level	Masters Level
Credits	10
Semester	Semester 2
Pre-requisites
Co-requisites
Restrictions	None
Exclusions
Description	Marketing communications are undergoing significant and drastic changes, which are transforming the ways in which marketers communicate with consumers. There are changes and challenges all around: clients are demanding better returns on their investments, new media technologies are reaching audiences in diverse ways, and consumers – at times also addressed as co-creators or prosumers – now respond differently to traditional forms of advertising. It is against such a dynamic, fragmented and diverse backdrop that marketing communicators must operate 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 landscape. The module will address the roles and applications of marketing communications 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 integrated marketing communications. Discuss 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 traversing marketing communications and their role in culture and society.
Assessment	25414-01 : Individual assignment : Coursework (100%)
Assessment Methods & Exceptions	Assessments:Individual assessment: written marketing communications plan of 2,000 words (100%) : Reassessment: 2,000 word individual assignment - 100%
Other
Reading List