School of Management, Unit Catalogue 2008/09 |
MN20034 Marketing communications |
| Credits: 6 |
| Level: Intermediate |
| Semester: 1 |
| Assessment: CW 30%, EX 70% |
| Requisites: |
| Before taking this unit you must take MN20016 or take MN20081 |
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Aims: The course examines the workings of the marketing communications, with an emphasis on the tools of advertising and promotions. The course integrates the latest concepts with practical developments and is applied in its approach.
Learning Outcomes: At the end of this post course students will be able to: 1. Define the promotional mix - advertising, sales promotion, public relations, sponsorship, personal selling, direct mail and the Internet - and to explain its role in marketing strategy. 2. Evaluate the promotional mix and media options in the context of integrated marketing promotions. 3. Assess the benefits and problems associated with managing marketing communications strategies. Skills: The ability to engage in an advanced critical discourse surrounding contemporary practices of marketing communications (T, F), this skill will be developed and moderated (T, F, A). Content: The content of this course will critically analyse applied marketing communications strategies at an introductory level: * An overview of marketing communications practice. * Promotional planning considerations: what makes successful marketing communications strategies? * The strategic communications planning process. * Consumer Behaviour in a marketing communications context * The creative process including processing the message, creative tactics and creative execution. * The communications mix - including advertising, sales promotion, public relations, sponsorship, direct marketing and the internet. The course will focus on the application of theory in practice. |