MMM124-Marketing Communications: Digital, Social and Integrated

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:7
Terms in which taught: Spring / Summer term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2019/0

Module Convenor: Dr Mike Molesworth

Email: m.r.molesworth@henley.ac.uk

Type of module:

Summary module description:

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


Aims:


  • 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, audience, brand positioning, creativity, media strategy and measurable outcomes and present it as a team.

  • Demonstrate an appreciation of 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 skills. Preparatory guidance and formative assessment will be provided for presentations. Such skills are important for future employment and professional development. 

  • Students will need to consider the complex relationship between theory and practice in the development of effective marketing communications approaches.


Outline content:

Students will likely cover: introduction to Marketing Communications and communications theory; the role of marketing communications in branding; traditional digital marketing communication tools and how they may work together (including advertising, sales promotion, direct and digital Marketing, PR sponsorship, and brand placement); campaign planning and evaluation for marketing communications; integrated marketing communications; international issues in marketing communications; ethics and regulation of advertising and promotional communication. 


Global context:

By its nature marketing communication has become international and issues of communicating to international audiences will be integrated throughout the module. Examples will also draw form international contexts.


Brief description of teaching and learning methods:

The module will consist of lectures (10x2) and tutorials (2x1). 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. Seminar will incorporate group presentations together with question and answer sessions. Students are expected to read key references and to do independent research. There will be a revision lecture in the Summer term. 


Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Guided independent study:      
    Wider reading (independent) 40
    Wider reading (directed) 40
    Exam revision/preparation 40
    Preparation for presentations 40
    Preparation for seminars 6
    Reflection 11
       
Total hours by term 0 160 40
       
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written exam 60
Oral assessment and presentation 40

Summative assessment- Examinations:

A 2-hours examination.


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: 8 April 2019

THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.

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