Programme And Module Handbook
Course Details in 2021/22 Session

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Module Title LI Creative Campaign Production
SchoolBirmingham Business School
Department Marketing
Module Code 08 32105
Module Lead Module Lead: Mark Foster
Level Intermediate Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-28 hours
Practical Classes and workshops-16 hours
Guided independent study-156 hours
Total: 200 hours
Description The module uses communication theory and contemporary case studies to examine how an organisation presents itself to an audience. This audience can be internal to the company, or external. Topics covered will include communication channel selection, persuasive campaigns, engaging an audience on the internet, communicating change to internal and external audiences, organisational use of social media for engagement. Also, the role and function of Human Resource Management and recruitment marketing is analysed. Podcast scripting and production is taught and experienced as a channel of engagement. The module applies marketing communication and PR theory in practice to produce creative, integrative communications campaigns using a variety of tools and channels. Students examine and critique contemporary examples of creative campaigns using appropriate theory, before designing and producing their own campaigns. These include video production for the internet which can be uploaded to an individual employment enhancing online portfolio developed and contributed to throughout their degree programme. Students work in collaborative teams, with both peer to peer, and student/lecturer engagement enhanced through a dedicated virtual learning environment (VLE).
Learning Outcomes By the end of module students should be able to:
  • Demonstrate a knowledge and a critical understanding of the role of internal and external communicators in engaging internal and external audiences
  • Identify and apply key communication theory theories and practices, and apply these to engagement collateral such as a podcast
  • Critically evaluate leadership and management communications and their influence on internal and external engagement and relations
  • Analyse how organisations use internal communications as marketing for external use via recruitment
  • Understand and critically evaluate how organisations communicate change to both internal and external stakeholders
  • Critically evaluate models and practices and apply theory to analyse modern communication practices
  • Critically evaluate the role of video and delivery channels in online marketing communications and PR campaigns
  • Apply frameworks from industry and theoretical knowledge to produce persuasive and creative audio-visual productions via appropriate delivery channels
  • Plan video production from conception to upload, including demonstrated story-boarding skills
  • Demonstrate skills required for creative campaign production for use in Public Relations and in Integrated Marketing campaign
Assessment 32105-01 : Podcast : Coursework (25%)
32105-02 : Essay : Coursework (50%)
32105-03 : Webcast : Coursework (25%)
Assessment Methods & Exceptions Assessment: Podcast proposal, script and recording (25%), 2000 word essay (50%), Webcast proposal, script and production (25%)
Reassessment: 4000 word essay
Reading List