BUSI46815: MANAGING MARKETING COMMUNICATIONS (PT/EXECUTIVE)

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• To critically evaluate the use by larger firms of advertising, sales promotion, direct marketing and other marketing communications methods from theoretical and highly practical standpoints.

• The module covers integrated marketing communications, branding, corporate communications, media strategy, sales promotion and sponsorship, public relations, WWW, communications research and Client - Advertising agency relations.
• Specific topics will include:
• Brand Communications Strategy;
• Media Strategy;
• International Branding;
• Creative Strategy;
• Executing the Message;
• Direct Marketing and WWW;
• Sales Promotional Sponsorship;
• Corporate Communications & PR;
• Campaign Planning/Agency-Client Relations.

Subject-specific Knowledge:

• Upon successful completion of the module, the students will be able to:
• critically relate mass communications to direct marketing activities;
• critically evaluate public relations and sponsorship activities;
• critically appreciate the strengths and weaknesses of sales promotions.

Subject-specific Skills:

• Upon successful completion of the module, the students will have acquired the following specialist skills at an advanced level:
• ability to develop an integrated marketing communications plan;
• ability to develop a creative strategy;
• ability to develop media strategies;
• ability to improve creative inputs;
• ability to develop campaigns and evaluate them;
• ability to place communications in advertising agency, specialist agency and creative consultancy environments, and in the 'new' technologies - communications setting.

Key Skills:

• Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

• Learning outcomes will be met through a combination of lectures, groupwork, case studies and discussion, supported by guided reading. The written assignment will test students' understanding of relevant concepts and their ability to apply and interpret what they have learned to the analysis of a particular issue in depth. The group project will test students' ability to work effectively in collaboration with others and to critically assess the relevance and validity of others' views.

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