2012/13 Taught Postgraduate Module Catalogue

LUBS5405M Marketing Communications

15 creditsClass Size: 350

Module manager: Ms Angela Carroll / Sally Chan
Email: ac@lubs.leeds.ac.uk / ssyc@lubs.leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2012/13

This module is not approved as an Elective

Objectives

On completion of this module, students will be aware of the key role effective marketing communication plays in the development of mutually beneficial relationships between an organisation and its key target markets. They will have studied the basic elements of communication theory and examined the significance of marketing communications in the development of defensible and sustainable competitive advantage.

This module seeks to explore essential elements of the marketing communications mix (advertising, public relations, sales promotion, direct marketing) and the way in which technological and competitive changes are impacting upon both communication vehicles and marketing communications strategy.

Furthermore, on completion of this module, students will be able to show a sound understanding of the marketing communications process ranging from creative strategy to media strategy; and demonstrate an appreciation of the roles and relative contributions of public relations, sponsorship, sales promotion, direct marketing, public relations/publicity, and the internet as communications tools.

In particular, students will be able to develop an integrated marketing communications plan, including brand/marketing communications objectives, creative strategy, media strategies, and campaign evaluation.

Syllabus

- Marketing communications theory
- Advertising strategy
- The role of the advertising agency
- Public relations and product publicity
- Sales promotion and sponsorship
- Corporate communications
- The impact of new communications technology
- Integrated communications strategy.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	9	1.00	9.00
Private study hours			121.00
Total Contact hours			29.00
Total hours (100hr per 10 credits)			150.00

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Group Project	4,000 words	30.00
Total percentage (Assessment Coursework)		30.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	2 hr	70.00
Total percentage (Assessment Exams)		70.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 19/03/2015

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