Unit Information Form (UIF)

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1 Unit Information Form (UIF) UIF0708 The UIF provides essential information to students, staff teams and others on a particular unit. Please refer to the University s Guidance notes on Unit Information Forms before completing the details below SECTION 1 - Changes made to Section 1 of the UIF will require Faculty level approval. If substantial changes to Units/Courses are required, consult with Sub Dean (Quality Enhancement) for advice Unit Name Unit Code Marketing Communications MAR006-6 Level 7 Credit Value 15 Location of Delivery Putteridge Bury Campus A successful Marketing Communications Strategy is based on a clear understanding of the decision making process of customers and their perception of the market. From this standpoint a strategy needs to be developed, monitored and controlled carefully to ensure cost-effectiveness while providing an atmosphere where creativity can flourish. Summary/Overview Communications plays an increasingly important part within the Marketing Strategy of any organisation and an understanding of this dynamic and creative marketing area is essential for anyone working in the marketing environment. The course therefore examines the wide variety of communication tools available, including Advertising, Public Relations, Sales Promotion, Direct Marketing and Sales Force, and examines how a company can choose the most appropriate tool as well be aware of the advantages of integration. Aims To assist students to develop a critical awareness of the complexities of buyer behaviour in a consumer setting To develop a thorough understanding of the key theoretical concepts and areas of debate in respect to market segmentation and branding issues To be able to critically analyse and reflect upon the relationship between buyer behaviour and the development of a Marketing Communications Strategy To examine and critically evaluate the various communications tools available within the Marketing Communications Mix To encourage students to critically assess the current

2 Core Learning Outcomes evaluation tools being utilised by the industry, both for individual communication tools and for integrated campaigns. Learning Outcomes On completion of this unit you should be able to: Assessment Criteria To achieve the learning outcome you must demonstrate the ability to: Critical awareness of the complexities of buyer behaviour in a consumer setting Thorough understanding of concepts in respect to market segmentation and branding issues. Critically analyse the relationship between buyer behaviour and the development of a Marketing communications Plan Examine and critically assess the various communication tools available within the Marketing Communications Mix Critically assess the current evaluation tools being utilised by the industry, both for individual communication tools and for integrated campaigns. Be familiar with three decision making models Demonstrate a clear understanding of the main personal and external influences on consumer buyer behaviour in the first assessment Critically evaluate the demographic, psychographic and alternative methods of segmentation. To evidence appropriate knowledge of positioning and branding strategies in the first assessment To demonstrate, through the creation of a Marketing Communications Plan, an understanding of the impact that buyer behaviour has on Marketing Communications strategy in the second assessment Critically evaluate the strengths and weakness of the marketing communications tools To demonstrate, through the creation of a Marketing Communication Plan, the ability to evaluate the alternative communication tools and to identify the most appropriate. in the second assessment Indicate a critical understanding of the evaluation tools available and their suitability to the various marketing communications tools available. in the second assessment.

3 SECTION 2 - Any changes made to Section 2 of the UIF will normally require Faculty level approval Period of delivery Pre-requisites/Restrictions Student Activity (10 notional learning hours = 1 credit) Approach to Learning Activity Notional Learning Hours Lectures Seminars/tutorials Lab/Field work Workshops Rehearsals 5-10 Assessment 5-10 e-learning Self-directed study Group work Other (specify) Total 150 The main teaching/learning approach on this unit is participative, student and task oriented. There will be a mix of lectures, seminars, visiting speakers, videos, case studies, student presentations and directed reading. Together with XLB16 Marketing Communications and Society, this unit aims to give a foundation for understanding marketing communications strategy within a regulatory and ethical framework and the two units are integrated in terms of structure and content. Communication To help with the development of this you will be required to present and justify research, proposals, plans and campaigns both orally and in writing. A substantial part of the teaching and learning and assessment strategy addresses effective communication. Information Literacy To help with the development of this you will:- Skills Development Use of the Internet as a research tool; analysis of websites, SMS etc. as communication media; use of online data/journals e.g. Keynote, EBSCO; use of Powerpoint as a presentational medium. Research and Evaluation To help with the development of this you will:- Undertake primarily secondary investigations of companies, campaigns, brands and target audiences and be required to assess and prioritise information as input into academic and creative work Creativity and Critical Thinking To help with the development of this you will:- Both analyse and propose creative communications solutions to brand problems. Critical thinking will be

4 developed through acquaintance with and application of marketing communications theory and research. Critical thinking will also be important in group work and in receiving peer and tutor feedback. Assessment Strategy The assessment is in two parts. The first part is a group presentation, which is responsible for 40% of the overall mark. This involves the application of consumer behaviour and communication theories to a real-life situation. The second is a closed-book examination.

5 Learning Outcomes Submission week Assessment Description of Assessment Weight No Assessed (assignments) or Method* Method % length (exam) 1 PR 40 X X X 8 2 EX 60 X X 3 hours *The following codes for assessment methods apply:- AR artefact PC practical CB computer-based PF performance CS case study PL placement DI dissertation or project PO portfolio EX exam PR presentation GR group report RE individual report IT in-unit test OR oral LR literature review OT other SECTION 3 - Once initial approval of the unit has been given, the Unit Co-ordinator may make changes to this section, following appropriate consultation Outline Teaching Schedule 1. Introduction to Marketing Communications 1. Consumer Behaviour and Decision-Making 2. Personal and Environmental Influences 3. Creation of a Brand 4. Targeting, Segmenting and Positioning 5. Marketing Communications Strategy and Planning 6. Creating an Advertisement 7. Media Planning and Buying 8. Sales Promotion 9. Direct Marketing 10. Personal Selling 11. Public Relations 12. Evaluation of Marketing Communication Tools 13. Revision 14. Exam 15. Exam Recommended Resources Essential Marketing Communications, Egan, Prentice Hall, 2007 Background Marketing Communications: contexts, Strategies and Applications, 3 rd edition by C Fill, Prentice Hall 2002 Marketing Communications: A European Perspective, 2 nd edition by De Pelsmacker, Geuens and Van den Bergh, Prentice Hall 2004 Introduction to Public Relations, 2 nd Edition, by S Harrison, Routledge, 2000 Sales Promotion: How to create and implement campaigns that really work, 3 rd edition by J Cummins, Kogan Page, Principles of Direct and Database Marketing, 2 nd Edition, A Tapp, Pitman Publishing, 2000

6 SECTION 4 Administrative Information Faculty Field Department/School/Division Unit Co-ordinator Business School Marketing Marketing and Entrepreneurship Annie Danbury Version Number 1.2 Body approving this version Date of University approval of this version (dd/mm/yyyy) Shared Units Indicate below all courses which include this Unit in their diet MSc Marketing Communications Form completed by: Name: Annie Danbury.. Date: April 2008 Authorisation on behalf of the Faculty Teaching Quality and Standards Committee (FTQSC) Chair: Date:. Unit Updates Date (dd/mm/yyyy) Nature of Update FTQSC Minute Ref:

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