2017/18 Taught Postgraduate Module Catalogue
LUBS5455M Marketing Communications
15 creditsClass Size: 350
Module manager: Tony Byng
Email: A.D.G.Byng@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2017/18
This module is not approved as an Elective
Objectives
This module aims to provide students with knowledge of the key role effective marketing communication plays in developing an organisation’s strategic vision, creating brand awareness and expressing competitive advantage.Learning outcomes
Upon completion of this module students will be able to:
- critically evaluate the marketing communications process
- identify and analyse key positioning strategies and creative strategies across a range of media
- evaluate and discuss the role of branding
- assess the roles and relative contributions of the various elements of the marketing communications mix
- analyse and assess a range of marketing communications campaigns using a combination of theoretical models and sound practitioner frameworks
Skills outcomes
Upon completion of this module students will be able to:
Subject specific
- apply creative solutions to marketing communications problems
- recognise cultural differences and develop alternative solutions to marketing communications problems when required
- practice marketing communications ethically and in accordance with ethical codes both within market and across national boundaries
Syllabus
Indicative content
Marketing communications planning
Branding
Creativity
Advertising
Digital marcoms
Direct marketing
Sales promotion
Public relations
Sponsorship
Ethics
Students will explore key tools within the marketing communications mix and consider the complexity of the global marketplace and its implications for cross-cultural strategies
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
Exams
| Exam type | Exam duration | % of formal assessment |
| Standard exam (closed essays, MCQs etc) | 3 hr | 100.00 |
| Total percentage (Assessment Exams) | 100.00 | |
The resit for this module will be 100% by examination
Reading list
The reading list is available from the Library websiteLast updated: 01/12/2017
Browse Other Catalogues
- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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