BSC124 Marketing Communications

BSC124 Marketing Communications

About This Module The module builds on students’ understanding of marketing and develops a critical evaluation of the role of marketing communications. In particular, the module looks at the notion of integrated marketing communications and the underpinning theory. It reviews marketing communication tools specifically, as well as ethics theory pertaining to marketing communication practices. The material builds on first and second year modules, especially consumer behaviour and brand management. This module aims to develop your critical thinking, and enhances your understanding of how theory can be applied in commercial environments to design marketing communication solutions.

Range of topics covered The taught material involves a number of topics: including: Integrated marketing communications, How marketing communications work and support brands, Advertising, Sponsorship, Public relations, Brand activation, Digital and social media marketing, Ethical issues in marketing communications. You will also be given multiple examples involving different brands and their marketing communication strategies.

Teaching and Learning The module is taught as a two hour lecture each week. Lectures draw on academic material, with lots of examples discussed in class to enhance learning experience. A range of interactive activities are also used within the taught material. Students will be expected to engage with wider reading and follow-up on the examples of brands/organizations discussed in class; also identifying other examples based on their own experiences.

Assessment and Feedback The module is assessed via 100% exam. The exam involves answering 2 essay-type questions out of a choice of 5. Students receive guidelines/revision for the exam, as well as resources in terms of multiple self-assessment and revision questions that help prepare for the exam. General feedback on exam performance is provided.

Skills and knowledge development Students will enhance their knowledge and understanding of how marketing communications work and how to design and implement marketing communications. It further enhances critical ability and skills, which can be useful in subsequent years. This includes the ability to to build arguments and apply theory to practice.

Reading material De Pelsmacker, P., Geuens, M., and Van den Bergh, J. (2018). Marketing Communications: A European Perspective, 6th Edition, Pearson Education, Prentice Hall. This will be supplemented by further journal articles, specific textbook chapters, and commercial material in the form of advertising and other marketing communication activities and examples discussed in class.

Why choose this module? This module offers a great mixture of theory and practice, enabling understanding of how theory applies in commercial environments. The content enhances learning experience and it is enjoyable as it relates to current, real-life examples of brands/organizations’ marketing communication activities. For further information about the module contact: Mr David Peck, the module leader, by email [email protected]