Unit Information Form (UIF)

Transcription

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 Integrated Marketing MAR005-6 Level 7 Credit Value 15 Location of Delivery Luton Campus Integrated Marketing is a holistic discipline that involves the whole organisation in developing congruent, sustainable and high-value brand experience for all stakeholders. It is a response to the fragmentation of the modern large organisation environment and its media that determine higher costs to its stakeholders and a fragmented customer experience. Integrated Marketing extends the concepts of traditional marketing by building on principles and theories of systems thinking, organisational development, leadership, lean thinking and 360-degree branding experience. It is a development of the concepts of relationship marketing and CRM, of organisation change as well as of Integrated Marketing Communications (IMC). Summary/Overview Integrated Marketing proposes three inter-related objectives: 1. A customer experience that satisfies the customer and feels relevant, congruent and coherent across all touch points/media and builds brand and customer equity. 2. The whole organisation works as an aligned, creative team, processing smoothly and delivering value to customers, employees, company/shareholders and society. 3. The marketing team, including agencies, harmoniously executes best ideas across the optimum platforms and leads in the development of brand alignment. In order to do this Integrated Marketing explicitly develops the importance and practice of cultural and organisational alignment as well as promoting a mental and systemic

2 infrastructure for integration. With its practice guidelines, marketers, including direct & interactive marketers, undoubtedly have the potential to step up to a challenge that amounts to a widening of their responsibility, potential and vision. The unit therefore provides for critical re-examination of the assumptions of marketing and marketing communications. It invites consideration of the planning, execution and evaluation of brand communications across the entire customer/client interface and the implications for organisational planning and management. Aims To develop an understanding of Integrated Marketing as a leading marketing thought. To create opportunities for students to appreciate the wider role of marketing within the modern organisation To facilitate the acquisition of knowledge and understanding of the challenges of Integrated Marketing in terms of systems thinking, organisational development, leadership, lean thinking and 360-degree branding experience To enable a critical review of assumptions of marketing and marketing communications and understand the pillars of IMC and Open Planning theory and implications To develop a thorough understanding of the Integrated Marketing process To examine the importance of evaluation and learning in Integrated Marketing Core Learning Outcomes 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: To develop a critical awareness of Integrated Marketing as a leading marketing thought. To appreciate the wider role of marketing within the modern organisations. To demonstrate acquisition of knowledge and understanding of the challenges of Integrated Marketing in terms of systems thinking, organisational development, leadership, lean thinking and 360-degree branding experience. To critically review assumptions of marketing and marketing communications and understand the pillars of IMC and Open Planning theory and implications. Use an Open Planning approach to evaluation of the organisation s position (Assessment 2). Identify and apply criteria to audit the organisation s internal processes and interface with external agencies and publics (Assessment 2). Adduce evidence of the use of IMC and Open Planning principles in case study analysis and subsequent recommendations (Assessment 1 and 2). Complete an extended essay examining the literature of one or more elements of integrated marketing e.g. systems thinking, organisational development and linking this to integrated marketing communications (Assessment 1).

3 5 6 7 To work effectively as an individual in relating to and completing tasks. To work effectively as a member of the group relating to and competing tasks. To communicate results and findings effectively and present the outcomes in an appropriate manner to the intended audience. Submit individual written papers as contributions to formative classroom work Submit individual written papers as contributions to group-based formative classroom work Communicate clearly and competently orally with appropriate visual backup the main points of the written submission (Assessment 2). 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 February to June None Activity Notional Learning Hours Lectures 10 Seminars/tutorials 20 Lab/Field work Workshops Rehearsals Assessment 30 e-learning Self-directed study 60 Group work 30 Other (specify) Total 150 Delivery will be by a mixture of short lecture presentations, case examples, structured exercises, and classroom discussion. Students will be expected to prepare material well from one week to the next. Formative study will be substantially group based. Communication To help with the development of this you will present work in written and oral forms, both individually and as a member of a group, and with appropriate visual back-up. Skills Development Information Literacy To help with the development of this you will undertake an online literature search and review and evaluate a sector s IM development, drawing on a wide range of sources. Additionally, you will present your work in electronic formats. Research and Evaluation To help with the development of this you will undertake an extensive literature review of IM; you will also evaluate a sector s level of IM development using appropriate open. planning criteria Creativity and Critical Thinking To help with the development of this you will analyse case studies of integrated marketing excellence and evaluate the stage of development of a sector against IM criteria.

4 Assessment Strategy The Assessment Strategy focuses on the ability to critically evaluate IM literature (Assessment 1) and to apply IM/Open Planning tenets in the evaluation of a sector and presentation of organisations. Learning Outcomes Submission week Assessment Description of Assessment Weight No Assessed (assignments) or Method* Method % length (exam) 1 LR 50 X X 7 2 PR/RE 50 X X X 13 Note: in the above, Learning Outcomes 5 and 6 are formative. *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. Integrated Marketing and Integrated Marketing Communications 2. Models of Integration e.g. De Pelsmacker, PR Smith 3. Textbook review 4. Case studies in IM excellence 5. Components of Integrated Marketing systems thinking, organisational development, CRM etc. 6. New Communications Principles 7. Open Planning 8. Universal communications 9. Measurement and evaluation Recommended Resources Essential Burkitt H and Zealley J, Marketing Excellence, Wiley 2007 Background Grant, J. (2002). After Image: Mind Expanding Marketing, Profile Business Iacobucci, D. and Calder, B. (2002). Kellogg on Integrated Marketing, John Wiley & Sons.

5 SECTION 4 Administrative Information Faculty Field Department/School/Division Unit Co-ordinator Business School Marketing Marketing and Entrepreneurship Rob Townsend Version Number 1.0 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: Rob Townsend Date: March 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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