Module: BM7017-15 Marketing Communications

Level: 7

Credit Value: 15

Module Tutor: Deborah Bowe

Module Tutor Contact Details: d.bowe@bathspa.ac.uk

1.Brief description and aims of module

Marketing communications are constantly developing and changing. New theories, new approaches and the diversity of cultural influences, impacted by technological advances all combine to create a dynamic environment.

This module explores the key issues and challenges in contemporary marketing communications. It will cover strategic issues of brand strategy, planning, channel and social media integration as well as the tactical considerations needed to execute relevant and appropriate marketing communications campaigns that meet the needs of key identified audiences.

The module focuses on the need to develop resonant, effective marketing communications targeted to key audiences for a clear and distinctive purpose. The elements comprising modern integrated marketing communications – conventional, digital and social – are analysed alongside the development of the creative process applicable to each

In this module, you will be able to demonstrate the following Graduate Attribute:

• Employable: equipped with the skills necessary to flourish in the global workplace, able to work in, and lead, teams;
• Internationally networked: studying abroad for part of their programme, or studying alongside students from overseas;
• Critical thinkers: able to express their ideas in written and oral form, and possessing information literacy;
• Ethically aware: prepared for citizenship in a local, national and global context.

2.Outline syllabus

This module will cover the following main topics:

Topic 1: Marketing Communications Strategy

• Scope, objectives and positioning
• Communication interactivity
• The nature of relationships

Topic 2: Nature of Communication and Understanding the Target Audience

• The communication process
• Influencing attitudes and behaviour
• Consumer involvement and the purchasing process

Topic 3: Integrated Marketing Communications

• The evolution of branding in marketing communications
• Understanding the marcoms toolkit
• Conventional and digital marketing communications

Topic 4: Marketing Communications Mix: Message and Media

• Development of effective creative content
• Social media marketing and interactive marcoms
• Campaign tactics

Topic 5: Managing Marketing Communications

• Communications planning framework
• Budgeting, agencies and evaluation
• Shaping relationships with Marketing Communications

3.Teaching and learning activities

The module will include a mix of tutor input, lectures, case studies, group work and discussion. The style will be interactive and there will be an emphasis on application and critical interpretation. Additional selected readings designed to support learning and understanding will be presented as the module develops.

Assessment Item 1:

• Assessment Type: Course Work
• Description: Individual 3,500 word integrated marketing communications plan / report
• % Weighting: 100%