BUSI58415: MANAGING MARKETING COMMUNICATIONS (ONLINE)

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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:

• By the end of the module 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:

• By the end of the module students should 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.

• The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype).
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

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