BUSI2201: INTEGRATED MARKETING COMMUNICATIONS

• Marketing Principles BUSI1131 OR Foundations of Effective Marketing BUSI1271

• None.

• None.

• To ensure the recognition of the fundamental importance of integration within the marketing communications mix.
• To provide a working understanding of the marketing communications mix and its relationship with the marketing mix.
• To provide an understanding of the concepts and theories of marketing communications and consumer behaviour.
• To provide an understanding of the media of marketing communications.
• To address analytical and collaborative mindsets.

• An introduction to the communications process and Integrated Marketing Communications (IMC)
• An overview of consumer behaviour and consumption studies
• Theories and models of communication
• Measurement and analytics of IMC
• Image and Brand Management
• The planning of marketing communications and the communications industry
• Digital marketing analytics and intelligence
• Digital and interactive marketing communications
• Consumer behaviour and response
• Social media in business including digital content.

Subject-specific Knowledge:

• Have a critical understanding of Integrated Marketing Communications and be able to identify key relationships between key stakeholders.
• Be able to explain how an organisation communicates with consumers and is attentive to markets through the marketing communications mix.
• Have acquired the specialist knowledge to be able to identify consumer motivations to ensure marketing communications plans are correctly based.

Subject-specific Skills:

• Ability to design and develop effective marketing communications plans.
• Ability to establish a system of implementation, evaluation and control of the marketing communications strategy.
• Ability to place communications in the new digital technologies communications setting.
• Ability to analyse data from social media, identify appropriate analytics and apply best practices to marketing strategy recommendations.
• Ability to generate a marketing plan to enhance a particular strategic objective.

Key Skills:

• Effective written communication skills
• Planning, organising and time management skills
• Problem solving and analytical skills
• The ability to use initiative
• Skills in the interpretation of data
• Computer literacy skills
• The ability to provide and receive peer feedback
• Teamwork.

• Teaching and learning will incorporate lectures, to introduce core concepts and provide an empirical base for further study, extended lectures to allow time for film clips and group presentations and seminars to provide an opportunity for group discussion and exploration of selected topics in greater depth. This may include case studies and presentations that are intended to develop students discursive and interpersonal skills. Seminars will be used as a focus for student-led material that will made available to the module cohort. Students are expected to prepare fully for lectures and seminars by undertaking structured reading, independent study and to keep up to date with newscast information.
• Formative assessment is by means of feedback from the seminar leader, with a developmental peer review element in seminars. Summative assessment is by means of one written individual report/ essay and one coursework/ project.

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