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2019/20 Undergraduate Module Catalogue

LUBS3530 Advertising and Promotional Management

10 creditsClass Size: 180

Module manager: Dr. Babis Saridakis

Taught: Semester 2 View Timetable

Year running 2019/20

Pre-requisite qualifications

LUBS2840 Marketing Research
LUBS2850 Marketing

This module is not approved as a discovery module

Module summary

Most people involved in advertising and promotion agree that there is no more dynamic and fascinating field to either practice or study. Advertising and other types of promotional messages can be used to sell products and services, promote causes, or deal with various societal issues. Organizations in both the private and public sectors have realized that the ability to communicate effectively and efficiently with their target audiences is crucial for their long-term survival. The module is built around an Integrated Marketing Communications (IMC) planning model and recognizes the importance of coordinating all of the promotional mix elements to develop an effective communications program with maximum impact. Although media advertising is the most visible part of a firm’s promotional program, attention will be also given to direct marketing, sales promotion, public relations, interactive media and personal selling.During the lectures and seminars, an attempt will be made to integrate theory with planning, management, and strategy. Effective planning, implementation, and evaluation of IMC programmes, requires a solid understanding of marketing processes, consumer behaviour, and communications theory. The module draws from these disciplines in order to equip students with those necessary skills for the construction of tailor-made promotional strategies.


The module aims to provide students with important insights into the growing area of Advertising and Promotional Management, from both an academic and a practitioner’s perspective. The various facets of marketing communications and some of the key success factors behind effective Integrated Marketing Communication campaigns will be explored.

Learning outcomes
Upon completion of the module students will be able to interpret and outline:
- the different facets of marketing communication, recognizing integrated marketing communications include messages conveyed by brands, direct marketing and sponsorship
- the underpinning theories involved in the communications process to aid overall marketing decision-making;
- the requirements of businesses involved in business to consumer and business to business marketing and develop suitable communications strategies
- the effectiveness of communications strategies and campaigns

Skills outcomes
On completion of the module students will be able to:
- Collaborate with colleagues in assigned group tasks
- Reflect on the learning, critically appraise, and apply academic theories and present reasoned and logical arguments

Subject specific
- Select, integrate and justify appropriate communications mixes to meet overall communication objectives and develop professional IMC plans


Indicative Content
Introduction: The role of marketing, the promotional mix
Integrated Marketing Communications planning program / Targeting audience and positioning the brand
Perspectives on consumer behaviour: Consumer response to promotion / Marketing communication organizations
Source, advertising messages, and channel factors
Establishing objectives and budgeting for the promotional program
Creative strategy: Planning, development, implementation
Media planning & strategy / Television, radio, print media
Public relations, publicity, corporate advertising
Sales promotion & direct marketing
Internet and interactive media
Measuring the effectiveness of the promotional program / Ethical aspects of advertising and promotion

During the course of the module and subject to availability, guest speakers from the Advertising and Promotion fields will visit the Business School in order to impart the latest view on the industry, key issues and trends. Also, case studies, videos and interactive material will be used to provide invaluable insights and offer creative solutions to relevant discussion topics.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours84.00
Total Contact hours16.00
Total hours (100hr per 10 credits)100.00

Private study

For each 10 credits of study taken, the expectation is that the normal study time (including attendance at lectures and tutorials, self-study and revision) is 100 hours.

Opportunities for Formative Feedback

Students will be given formative feedback based on exercised in group seminars.

Methods of assessment

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by 2 hour examination.

Reading list

The reading list is available from the Library website

Last updated: 13/05/2019


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