Marketing Communications: Strategies and Applications
This module introduces you to the fundamental aspects and tools of Marketing Communications. The module covers the theoretical concepts and nature of marketing communications and its application in practice developing integrated marketing communications (IMC) strategies and plans. The syllabus provides an understanding of both above and below-the-line promotion, investigating how they are used to communicate with customers and other stakeholders. . It also explains how the concept of product and brand management can enable organisations to deliver customer value. In respect of the range of marketing communications tools, you will be encouraged to take a critical perspective on Integrated Marketing Communications, transforming your learning to address advertising, (including creative appeals), public relations, sales promotion, direct marketing and digital marketing with emphasis on how tools may be synthesized. New digital media development and deployment are considered. The module also delves into the current issues, controversies and ethical issues involved in the practice of marketing communications. The practical aspects of the module will enable you to gain useful skills that may be applied directly in future careers.
With the increase in international trade and subsequent consumer access to international brands, you will address the complexity of designing and implementing international campaigns. You will be familiar with different elements of culture that need to be carefully examined before making decisions regarding the standardization or adaptation of a campaign. Also, you will appreciate different culture barriers, which render the adaptation of communication messages, to ensure that message is clear and appropriate for a given culture. You will assess numerous practical examples where insufficient market research resulted in messages being offensive for a specific culture.
You are given practical problems to address in your essays, which equip you with critical and analytical thinking skills. Also, by working in a group-project, you will develop your skills in questioning, team working and presentation.
Ethics and Corporate Responsibility
This module engages with ethics by addressing topics such as deceptive advertising, the process of advertising self-regulation and targeting of marketing communications toward vulnerable groups. You will be acquainted with the regulation of unfair business practices and the major areas where the unfairness doctrine is applied. Through practical examples in lectures and tutorials, you will appreciate the ethical issues associated with communications, and the interrelations with media, culture and society.
Research in Teaching
The distinctive feature of the module is that it draws on expertise from multiple disciplines. The module is informed by current research and insights from marketing, communications, consumer behaviour, and brand management when establishing its scope. In doing so, the module affords the Marketing Group in Organisation Studies Department at Exeter Business School considerable opportunities to integrate their own research with teaching and you receive the benefit of this, subject to the learning objectives being met.
Full module specification
|Module title:||Marketing Communications: Strategies and Applications|
BEM1019 Fundamentals of Marketing
|Duration of module:||
Duration (weeks) - term 1: |
This module aims to offer you an insight into how marketing communications models and concepts may be applied in practical business scenarios. The module places an emphasis on case studies, many with an international perspective, and seeks to offer you practical skills commensurate with the objectives of the Chartered Institute of Marketing. You will study how buyer behaviour and theories of communication influence the choice of communications tools for business, and how setting communication objectives, budgeting, the role of agencies and the selection of media all play a pivotal role in practice.
ILO: Module-specific skills
- 1. demonstrate in-depth understanding of marketing communications theory and concepts and related literature examining different elements of promotion mix
- 2. demonstrate a critical appreciation of marketing communications tools and understand how to integrate the various tools to inform B2C campaign planning
- 3. design a creative advertisement brief and integrate the advertisement in a comprehensive campaign
- 4. evaluate communication campaigns according to given creative objectives
- 5. articulate how theory and practice relate to enhancing brand equity across different kinds of product/ service brand and in different industrial sectors
ILO: Discipline-specific skills
- 6. demonstrate the ability to critically evaluate concepts, theories and practice
- 7. demonstrate strong skills of intellectual inquiry and research for resolving communication problems.
- 8. create, evaluate and access a range of options, together with the capacity to apply ideas and knowledge to a range of business and other situations.
ILO: Personal and key skills
- 9. demonstrate effective independent study.
- 10. present and communicate creative ideas in an authoritative and professional manner.
- 11. demonstrate knowledge about work life and career prospects in marketing communications, branding and advertising agencies
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Learning and Teaching Activities||22||Lectures (11 x 2 hours)|
|Learning and Teaching Activities||4||Fortnightly Tutorials (4 x 1 hour in week 2,4,6,8)|
|Learning and Teaching Activities||2||Student Presentations|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Group presentation||10 minutes, in tutorials (fortnightly)||2, 3, 7, 8, 9||Verbal|
|Practitioner Insights/Case studies||40 minutes, in tutorials (fortnightly)||1-8, 10-11||Verbal|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Individual Report||30||1,500 words||2-10||Written Feedback|
|Exam||70||90 minute exam||1-9, 11||Written Feedback|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Individual Report and Exam||Exam (100%) 90 minutes||1-11||August|
Fundamentals of Marketing Communications
- Overview of Marketing Communications
- Branding and the role of Marketing Communications
- Marketing Communications – Strategies and Planning, Objectives and Positioning
- The Communications Process and Consumer Behaviour
Marketing Communications Tools
- Advertising Management
- Use of Creative Appeal, Symbolism and Language in Communication
- New Media Choices: On-line, Mobile Advertising and Social Media
- Sales Promotion, Word-of-Mouth, Public Relations and Sponsorship
Professional Applications of Marketing Communications
- Integrated Marketing Communications
- International Marketing Communications
- Ethics of Marketing Communications
Indicative learning resources - Basic reading
Fill, C. (2007) Marketing Communications, Enhanced Media Edition. FT Prentice Hall.
Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content, 5th ed. London: Prentice Hall.
Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, 2nd ed. London: Prentice Hall.
Shimp, T. and Andrews, J. C. (2013) Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.
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Indicative learning resources - Web based and electronic resources
Indicative learning resources - Other resources
Last revision date