MMM124-Marketing Communications: Digital, Social and Integrated

Module Provider: Henley Business School
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Rodrigo Perez Vega


Summary module description:

The module aims to:
• Critically examine the nature, role and importance of marketing communication (digital, social, integrated) and promotion management.
• Analyse the different forms of marketing communications and their uses by synthesising theoretical and practical perspectives.
• Critically examine the complementarity and inter-dependence of discrete marketing communication activities
• Appraise the key ethical issues arising through contemporary practice in the field of advertising and promotional communication

Assessable learning outcomes:
By the end of the module it is expected that the student will be able to:
• Demonstrate a critical understanding of theoretical and practice elements underpinning marketing communication and promotion management.
• Apply analytical and problem solving skills to marketing communication problems, cases, and questions.
• Construct a basic marketing communications plan based on strategic communication rationale, target audience, brand positioning, creativity, media strategy and measurable outcomes.
• Appreciate the complexity and salience of ethical issues in marketing communication activities.

Additional outcomes:
Students will have to work both independently, and in groups, leading to the development of time-management and team working skills. Preparatory guidance and formative assessment will be provided for presentations. Such skills are important for future employment and professional development.

Outline content:
Introduction to Marketing Communications, Communications Theory, The Role of Marketing Communications in Brand Strategy
Digital, social and integrated marketing communications
The Elements of the Promotional Mix;
o Advertising
o Sales Promotion
o E-Communications
o PR
o Sponsorship
o Product Placement
Strategic issues;
o Planning of Marketing Communications
o Integrated Marketing Communications
o International Marketing Communications
o Ethics and regulation of advertising and promotional communication

Brief description of teaching and learning methods:
The module will consist of lectures (10x2) and tutorials (3x1). During this time the main topics on the syllabus are covered. Students are encouraged to actively participate in discussions during these sessions and share relevant work experiences. Tutorials will incorporate group presentations on case studies also take place during these times together with question and answer sessions. Students are expected to read key references and to do a significant amount of independent research using the Internet, journals, and academic references.

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 3
Guided independent study 100 77
Total hours by term 123.00 77.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 60
Project output other than dissertation 30
Oral assessment and presentation 10

Other information on summative assessment:
Assessment of this module is by coursework ONLY.

One individual essay of up to 2,500 words, covering a major area in the syllabus (60%).
One group presentation (10’) on a marketing communications plan (10%)
One group report of up to 2,000 words, which will outline the marketing communications plan proposed (30%)

Formative assessment methods:
Verbal feedback will be provided during lectures and tutorials.

Penalties for late submission:

Penalties for late submission will be in accordance with the University policy.
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:

Requirements for a pass:
A weighted average mark of 50%.

Reassessment arrangements:
Students failing the module will be assessed by an individual essay.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 21 December 2016

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