Marketing Communications

MKT5300

Title	Marketing Communications
Code	MKT5300
School	RBS
Module Level	5
Module Code	MKT5300
Available Summer	N
Semester	1
Credits	12
ECTS Credits	6
Contact Hours	48
Course Length (wks)	12
Course Leader	Anya Nikulina
Lecturers	Jonathan Wilson
Course Aims	The module aims to: Provide students with an extensive and in-depth understanding of the theoretical and practical issues in marketing communications. Explain the techniques and approaches for the analysis, planning, implementation, delivery and evaluation of the marketing communication process. Enable students to analyse, then apply internal and external marketing communication concepts - for financial gain and sustained competitive advantage. Equip students with a tool kit to develop and management a marketing communications campaign. Provide students with practical skills to manage a create team in a global business environment.
Course Content	Two of the most important business skills- managing and working as part of a team and communicating both verbally and in writing – will be fully tested. Group work is as close as one can get to a real-life business situation and students will be given the opportunity to take part in a formal presentation. To summarise, the following skills are developed: Team Work Oral and Written Communications Problem Solving and Analysis
Learning Outcomes	On completion of this module, students should be able to: LO1 Understand the role of marketing communications and how the tools of the promotional mix can be co-ordinated in order to communicate effectively. LO2 Understand the nature, structure, function and operations of the marketing communications industry, including advertising, public relations and all other aspects of communications, including international aspects and differences between consumers, products, brands, agencies, media and advertising. LO3 Understand the interaction of the various organisations which make up the marketing communications industry. LO4 Understand the main elements and activities associated with a marketing communications plan. LO5 Formulate, develop and be able to recommend a marketing communications plan (including control and budgeting).
Presentation	Teaching will be based around a series of lectures, seminars and workshops. The lectures will be used to teach the students the theory and current practice of marketing communications. The seminars will enable students to discuss case studies, which will provide the opportunity to identify the need for different forms of communication in order to fulfil companies' marketing objectives. The workshops will be employed as a means of enabling students to work together in small groups on researching and planning a market communications campaign.
Reading Recommended	BELCH G. (2004), Advertising and Promotion, McGraw Hill. BLYTHE, J. (2000), Marketing Communications, FT Prentice Hall. CUMMINS, J. (1998), Sales Promotion: How to Create and Implement Campaigns, 3^rd ed. Kogan Page. KNIGHT P. (2004), The Highly Effective Marketing Plan, FT Prentice Hall. KOTLER P. (2005), Marketing Management, 9^th Ed., FT Prentice Hall. MCCORKELL (1997), Direct and Database Marketing, Kogan Page. MONYE, S. (2000), The Hand Book of International Marketing Communications, Blackwell. SCHIFFMAN L. and KANUK L. (2004), Consumer Behaviour, 8^th Ed., FT Prentice Hall TENCH R. (2006), Exploring Public Relations, FT Prentice Hall. VAREY, J. (2002), Marketing Communication Principles and Practice. Routledge London.
Reading Required	DE PELSMACKER P., GEUENS M., and VAN DEN BERG J. (2004), Marketing Communications, A European Perspective, 2nd Ed., FT Prentice Hall.
Pre-Requisites	MKT4700 Principles of Marketing
Asseseement Methods	Mid-term test - Week 5- 15% Campaign and excercise write up - week 8 - 15% Group Presentation, answering brief - Week 10 - 20% Written exam - Exam Week - 50%
Weekly Schedule	The nature of Marketing communications - the role, nature and diversity of marketing communications Marketing communications theory Buying behaviour, stake holders and communications theory – stakeholder information processing Internal and external communications in a global context The planning process/ communication mix - the nature of marketing communications strategies the elements and concepts associated with marketing communication planning, the marketing communication framework Branding and the role of marketing communications Advertising and Sales promotion Public Relations and Sponsorship Direct Marketing/Internet Marketing. Marketing communications mix and media planning (push/pull/above/below-the line) Marketing Communications Campaign (team building, development, planning, implementation, management, and evaluation) Global environment and marketing communications (opportunities/challenges)