MMM124-Marketing Communications: Digital, Social and Integrated

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2018/9

Module Convenor: Dr Mike Molesworth


Type of module:

Summary module description:

The module considers a wide variety of marketing communications theories and practices to equip students with the knowledge and skill to develop and communicate an effective marketing communications plan.


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


• 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; Advertising o Sales Promotion; Direct and Digital Marketing; PR; Sponsorship; Brand Placement Strategic issues; Planning of Marketing Communications; Integrated Marketing Communications; International Marketing Communications; Ethics and regulation of advertising and promotional communication.

Brief description of teaching and learning methods:

The module will consist of lectures (10x2) and tutorials (2x1.5). 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 1
Tutorials 3
Guided independent study 176
Total hours by term 199.00 1.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 60
Project output other than dissertation 20
Oral assessment and presentation 20

Summative assessment- Examinations:

A two hours closed book exam. A revision session will be scheduled at the beginning of the summer term.

Summative assessment- Coursework and in-class tests:

One group presentation on a marketing communications plan (20%) in week 9.

One group report of up to 2,500 words, which will outline the marketing

communications plan proposed (20%) due in week 11.

Formative assessment methods:

Guidance and Formative assessment will be provided during lectures, tutorials and presentations.

Penalties for late submission:

Penalties for late submission will be in accordance with the University policy.

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

Reassessment arrangements:

Students failing the module will be reassessed through exam only in August/September of the same year.

Additional Costs (specified where applicable):

Last updated: 3 October 2018


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