| 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.
The unit brings to life the theory and how it is implemented in practice, exploring real campaigns, how they connect with theory and their impact and challenges in today’s global market.
Whatever your involvement in marketing turns out to be, you will benefit from learning the theory and practice of marketing communications. By understanding what it takes to create an effective marketing communications campaign, you can help ensure they deliver their intended benefits, and also learn how to reduce the risks of failure, which is all too common in marketing communication campaigns.
How does this unit fit into your programme of study?
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.
Effective marketing communication has proven essential for organisations to survive and to manage their reputation, the unit will allow students to develop and apply their academic knowledge within this field.
A strong understanding of marketing communication will benefit anyone whose would like to build on their degree course and enter a career in marketing or use their knowledge within; start-ups, agencies, consultancy, public or private sector companies.
An overview of content
The module considers how to devise an effective communications strategy and then implement this plan in a coherent and co-ordinated fashion through agreed communications processes, tools and techniques. Attention is also paid to important legal and ethical issues associated with marketing communications.
How will students, personally, be different as a result of the unit?
Intended learning outcomes (ILO)
On completion of this unit, students will be able to:
ILO 1: Prepare an effective communications strategy in response to a given set of objectives.
ILO 2: Consider the key stages associated with the communications process.
ILO 3: Distinguish between the range of communications tools and techniques available to marketers.
ILO 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):
Tasks which count towards your unit mark (summative):
You will have a choice of 3 different marketing communication options for your individual summative assessment (100% weighting) on this unit.
The three marketing communication options (choose one) to create and submit together with a 5min. narrated presentation where you will explain the theory used are -
All learning objectives (ILO1 – 4) are covered by the summative assessment.
When assessment does not go to plan
When a student fails the unit and is eligible to resubmit, failed components will be reassessed on a like-for-like basis as above but on a different marketing communication challenge (or component) (100%) All learning objectives (ILO1 – 4) are covered by the summative re-assessment.
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.
