| Unit name | Effective Marketing Communications |
|---|---|
| Unit code | EFIMM0062 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 1 (weeks 1 - 12) |
| Unit director | Mrs. Parry-Lowther |
| Open unit status | Not open |
| Units you must take before you take this one (pre-requisite units) |
None |
| Units you must take alongside this one (co-requisite units) |
None |
| Units you may not take alongside this one |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
Why is this unit important?
This core unit aims to introduce students to the theoretical principles and practical application of strategic marketing communication and the development of a range of tools, techniques and skills vital for future careers and further study in marketing. In addition, the unit explores contemporary legal and ethical dilemmas and issues surrounding effective marketing communication.
How does this unit fit into your programme of study?
Effective Marketing Communication is a core (theoretical and practical) disciplinary competency. The Effective Marketing Communications unit is one of the four mandatory units on the MSc Marketing and is therefore central and significant to progression and achievement on the degree programme.
An overview of content
This core unit aims to introduce students to the theoretical principles of communication, explore the applied tools and techniques involved in the communication process, formulate communications objectives, implement strategies and critically appraise the implications for stakeholders and for society as a whole. Students are encouraged to explore the process of communication and analyse the factors that support and/or inhibit it.
How will students, personally, be different as a result of the unit?
They will be able to recognise the range of communication tools and techniques employed within the marketing field and reflect upon their relative value and influence. They will resolve challenges associated with the strategic planning of marketing communication and be able to discuss the relative merits of methods of campaign evaluation.
Learning outcomes
LO 1: Consider the stages associated with the communication process and debate the factors that might support or impede the effective communication of marketing content.
LO 2: Distinguish between the range of communication tools and techniques available to marketers in seeking to communicate effectively with a given target audience, recognising their relative strengths, limitations and synergies.
LO 3: Prepare an effective communications strategy in response to a given set of objectives, choosing the most appropriate from a range of tools and techniques available, and, analyse the effectiveness of the proposed communications programme.
LO 4: Critically reflect upon the legal and ethical issues associated with marketing communications.
Each credit equates to 10 hours of total student input. For example, a 20-credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time (teaching will be delivered through lectures, tutorials, drop-in sessions and discussion boards), directed learning tasks, independent learning and assessment activity.
Tasks which help you learn and prepare you for summative tasks (formative):
There will be opportunities for in class planning and reflection tasks and other tasks such as discussion board entries to help students prepare for the summative assessment.
Tasks which count towards your unit mark (summative):
The summative assessment on this unit will take the form of a 3000-word individual marketing communications proposal (100%). All learning objectives are covered by the summative assessment.
When assessment does not go to plan
Students who do not pass the unit overall will be reassessed with a single piece of individual assessment (3,000 words) weighted at 100%
If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.
If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIMM0062).
How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours
of study to complete. Your total learning time is made up of contact time, directed learning tasks,
independent learning and assessment activity.
See the University Workload statement relating to this unit for more information.
Assessment
The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit.
The Board considers each student's outcomes across all the units which contribute to each year's programme of study. For appropriate assessments, if you have self-certificated your absence, you will normally be required to complete it the next time it runs (for assessments at the end of TB1 and TB2 this is usually in the next re-assessment period).
The Board of Examiners will take into account any exceptional circumstances and operates
within the Regulations and Code of Practice for Taught Programmes.
