| Unit name | Marketing Communications |
|---|---|
| Unit code | MGRC20004 |
| Credit points | 20 |
| Level of study | I/5 |
| Teaching block(s) |
Teaching Block 1 (weeks 1 - 12) |
| Unit director | Mr. Zach Thompson |
| 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?
In this unit, students will be introduced to the world of marketing communications, which is an integral marketing function in both for-profit and not-for-profit organisations. Marketing communication is also fundamentally a social and cultural phenomenon, especially in an increasingly connected and globalised world. Students will learn the theories and principles that shape practices of marketing communications and critically evaluate and apply them to develop an integrated marketing communication campaign. In doing so, students will engage in the communication process from setting communication objectives to creating storyboards, for example, thus enabling them to appreciate the different career options available in marketing communications. They will also reflect on the implications of marketing communications for stakeholders and society.
How does this unit fit into your programme of study
This unit covers a core disciplinary competency with a particular focus on marketing communications, which constitute the promotional aspect of the marketing mix. Marketing Communications constitute the pre-requisite for the following units:
An overview of content
This unit will introduce the theories and principles of marketing communications and explain how they can be applied to develop integrated marketing campaigns for both profit and not-for-profit organisations. The unit will discuss how the communication mix is managed and explore a range of traditional and new media platforms marketers can employ. Students will also debate the ethical issues implicated in marketing communications and reflect on the socio-cultural influences of marketing communications in society.
How will students, personally, be different as a result of the unit
Students will develop crucial communication skills by considering how marketing messages can be effectively disseminated to an intended audience. On top of that, students will exercise analytical skills to evaluate socio-cultural contexts, media habits as well as the profiles of target audiences. In this way, students will then be able to harness their creativity to develop a marketing communications campaign in an informed manner. As students will be guided through the communication process, they will also be introduced to different career choices in marketing communications ranging from account manager to media planner. Lastly, students will reflect on the ethical implications of marketing communications, thus alerting them to contemporary debates surrounding marketing communications, from advertising to children to gender representations.
Learning Outcomes
At the end of the unit, students will be able to:
ILO 1: Consider the stages associated with the communication process and debate the factors that might support or impede the effective communication of marketing content.
ILO 2: Develop an integrated marketing communication campaign in response to a set of objectives by drawing on a range of communication tools and techniques, recognising their relative strengths, limitations and synergies in order to communicate effectively with a given target audience.
ILO 3: Critically evaluate and apply communication theories and models when developing a marketing communication campaign.
ILO 4: Critically reflect upon the legal and ethical issues associated with marketing communications.
Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, discussion boards and other online learning opportunities.
Tasks which help you learn and prepare you for summative tasks (formative):
Tutorials will be designed to take the students through the different stages of the marketing communication process. This will allow students to draw on the theoretical and practical discussions as they develop an integrated marketing communication campaign in class. The tutorial exercises are therefore designed to help students address both parts of their summative assessment. An assignment clinic will also be held to prepare students for the summative assessment.
Tasks which count towards your unit mark (summative):
This unit will be assessed via 2 components:
When assessment does not go to plan
Students will resubmit the individual assignment (Part B) based on the feedback received. However, students will be required to develop an integrated marketing communications campaign in response to a different set of objectives to those used in the first submission.
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. MGRC20004).
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.
