| 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 |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
This core unit aims to introduce students to the theoretical principles of communication, explore the 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 inhibit it. 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.
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.
Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.
Teams will submit group presentations (30%) online with a 15 minute pre-recorded narrative of individual contributions. Summary feedback will be provided via voice comments function on Turnitin. Production of a 3000-word individual marketing communications proposal (70%) will remain unchanged.
Core Text for this Unit
Eagle, L., Dahl, S., Czarnecka, B., Lloyd, J. (2014) Marketing Communications, Routledge
In addition, it is suggested that student read around the subject and may choose to draw from a range of texts including (but not limited to) the following:
Recommended Reading
Fill, C. & Turnbull, S. 2016, Marketing communications: discovery, creation and conversations, Seventh edn, Pearson, Harlow, England.
Copley, P. 2014, Marketing communications management: analysis, planning, implementation, Second edn, SAGE, London.
Academic and Practitioner Journals
Journal of Advertising
Journal of Marketing Communication
Journal of Consumer Research
European Journal of Marketing
Journal of Marketing Management
Marketing and Management
Harvard Business Review
The Economist
Marketing
Campaign
Other news media
The BBC website (www.bbc.co.uk)
Any/all broadsheet newspapers
