School of Management, Unit Catalogue 2007/08 |
MN50188 Digital marketing and integrated marketing communications |
| Credits: 6 |
| Level: Masters |
| Semester: 1 |
| Assessment: CW 100% |
| Requisites: |
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Aims: The aim of this unit is to enable students to understand how consumers interact with messages which companies send out through an ever increasing range of media. Students will consider the important shift which has taken place over the past 15 years or so from mass communications to direct and interactive communications. The unit aims to bridge the gap between the theoretical and the practical.
Learning Outcomes: Students will work on a real marketing communications brief distributed in class. They will learn how to research and create an integrative marketing strategy in answer to this brief. They will learn how to devise new ideas and competitive plans. They will also learn how to present the key points of their strategy. Skills: Understanding a client brief (T,F,A); critically analysing a marketing communications issue (T,F,A); independently researching the issue (F); formulating and writing an original strategy (T,F,A); show resourcefulness in crystallising and presenting key points (A). Content: * The shift from mass communications to direct and interactive marketing * Managing an integrated communications campaign. * Analysing and researching a client brief * Getting noticed: positioning, perception and events * Relationships. Interactive Marketing and E-Techniques * Using non-traditional communications tools to reach your target market. |