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Unit aim
Explores strategies used in marketing communications with an emphasis on branding. Topics cover the nature of today's modern marketing communication tools, including social media and examine their practical implementation for communication strategy decisions. Legal and ethical implications of communication strategies are considered and practical application of the principles form an essential part of assessment and learning activities.
Unit content
Topic 1: Introduction to marketing communications
Topic 2: Building brand relationships Part I
Topic 3: Building brand relationships Part II
Topic 4: Understanding customers
Topic 5: Planning for marketing communications
Topic 6: Creating effective advertising
Topic 7: Building positive public relations
Topic 8: Going direct: direct marketing and personal selling
Topic 9: Integrating websites and social media
Topic 10: Specialised strategies
Topic 11: Targeted sales promotion
Topic 12: Review
Learning outcomes
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
Learning outcomes and graduate attributes
GA1: Intellectual rigour,
GA2: Creativity,
GA3: Ethical practice,
GA4: Knowledge of a discipline,
GA5: Lifelong learning,
GA6: Communication and social skills,
GA7: Cultural competence| On completion of this unit, students should be able to: | GA1 | GA2 | GA3 | GA4 | GA5 | GA6 | GA7 |
|---|
| 1 | apply the principles involved in marketing communications | | | | Knowledge of a discipline | | Communication and social skills | |
| 2 | evaluate different marketing communication strategies and tactics | | | | Knowledge of a discipline | | Communication and social skills | |
| 3 | construct relevant marketing communication strategies and tactics for specific target markets | | Creativity | | | | Communication and social skills | |
| 4 | analyse the ethical and legal implications of marketing communications strategies | | | Ethical practice | Knowledge of a discipline | | Communication and social skills | |
| 5 | assess how branding supports marketing communications strategies. | | | | | | Communication and social skills | |
On completion of this unit, students should be able to:
- apply the principles involved in marketing communications
- GA4:
Knowledge of a discipline
- GA6:
Communication and social skills
- evaluate different marketing communication strategies and tactics
- GA4:
Knowledge of a discipline
- GA6:
Communication and social skills
- construct relevant marketing communication strategies and tactics for specific target markets
- GA2:
Creativity
- GA6:
Communication and social skills
- analyse the ethical and legal implications of marketing communications strategies
- GA3:
Ethical practice
- GA4:
Knowledge of a discipline
- GA6:
Communication and social skills
- assess how branding supports marketing communications strategies.
- GA6:
Communication and social skills
Prescribed texts
Session 1
- Belch, GE & Belch, MA, 2018, Advertising and Promotion: An Integrated Marketing Communication Perspective, 11th edn, McGraw Hill Education, New York. ISBN: ISBN 978-1-259-54814-7.
Prescribed texts may change in future study periods.