Programme And Module Handbook
 
Course Details in 2021/22 Session


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Module Title LI Marketing Communications
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 32247
Module Lead
Level Intermediate Level
Credits 20
Semester Semester 2
Pre-requisites
Co-requisites
Restrictions None
Contact Hours Guided independent study-156 hours
Seminar-2 hours
Lecture-42 hours
Total: 200 hours
Exclusions
Description The purpose of the module is to provide an in-depth understanding of the key principles, components and application of marketing communications in a modern context. A modern approach will be taken in this module i.e. all communications should be integrated with the organisation as a whole. Thus, the students will be able to understand and apply the process of planning, creating and managing integrated marketing communication campaigns, inclusive of major communication tools such as advertising, digital marketing, sales promotion, PR, etc. In doing so, they will develop an understanding of the role and application of marketing communications in marketing both strategically and tactically. The module will rely on key communication theories and research-led teaching, as well as a range of contemporary case studies, examples and insights from guest speakers. The module content and the assessments will develop students’ critical thinking and ability to challenge viewpoints, ideas and concepts from theoretical and practical perspectives. The module will also cover issues regarding cross-cultural communication and the ethical and responsible dimensions of marketing communications.
Learning Outcomes By the end of the module students should be able to:
  • Know and understand the role and application of marketing communications in marketing both strategically and tactically.
  • Develop a critical awareness of relevant communication theory and principles, which underpin integrated communication processes and strategies.
  • Understand and apply the process of planning, creating and managing integrated marketing communication campaigns, inclusive of major communication tools such as advertising, digital marketing, sales promotion, PR, etc.
  • Know and understand the key challenges of cross-cultural communication and how these affect integrated marketing communication strategies
  • Analyse marketing issues critically, systematically and creatively to identify problems, and to propose and evaluate alternative approaches to solve these problems
  • Evaluate critically a range of materials such as academic literature, case studies, industry communication campaigns, and develop the ability to challenge viewpoints, ideas and concepts from theoretical and practical perspectives
  • Evaluate, compare, and contrast selected individual components of marketing communications via case studies and assessed group work
  • Demonstrate an understanding of moral, ethical, and responsible dimensions that should be considered in the implementation of marketing communications in practice.
Assessment
Assessment Methods & Exceptions Assessment: Individual assignment (2000 words) 50% and Examination (2 hour) 50% Reassessment: 100% Supplementary essay (4000 words)
Other
Reading List