Content, progress and pedagogy of the module

The aim of this module is to examine the theories, principles and practice of marketing communications (MARCOMS) within a managerial framework.  An appreciation of the roles and applications of marketing communications will be given as well as the ways of planning, developing and evaluating marketing communications campaigns. The module examines how MARCOMS work, how to measure their effects, the creative process and the various primary media used. Content and themes covered: Marketing Communications Integrated marketing Communications (IMC) ; Ethical considerations & communication theory and process ; The role of the media ; Advertising Theory ; Semiotics and Semiology ; PR & Product Placement ; Sales Promotion & Direct/Digital Marketing

The module consists of lectures, case analysis and in-class exercises designed to encourage participation and contribution.  The lectures will provide the framework and core material for the analysis.  Cases play a central role in the course and the ones chosen attempt to closely mirror the decisions organisations have to make with marketing communications.

The module aligns with previous modules in that it extends marketing knowledge in the area of marketing communications.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• Key concepts, theories and models within marketing communication topics
• Central problems and theories of marketing communications and being able to define and apply these

Skills

The objective is that the student after the module possesses the necessary skills in:

• selecting relevant theories in terms of understanding and analysing a practical problem in relation to the marketing communications
• displaying understanding and solutions within marketing using the central concepts, theories and models of marketing communications topics based on scientific analysis.

Competences

The objective is that the student after the module possesses the necessary competences in:

• Independently be able to plan and complete analysis of central problems within marketing with a focus on marketing communications topics.
• Appy a problem-based approach to central problems within marketing communications.

Type of instruction

For infomation see § 17.

Exam

Exams