2019/20 Taught Postgraduate Module Catalogue

LUBS5404M Marketing Communications

10 creditsClass Size: 50

Module manager: Tony Byng
Email: adb@lubs.leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2019/20

Module replaces

LUBS 5405M Marketing Communications

This module is not approved as an Elective

Objectives

This module aims to provide students with knowledge of the core academic theories and underpinnings of the strategic marketing communications process in the context of marketing theory and practice. A contemporary perspective will be adopted, reflecting key issues and trends.

Learning outcomes
Upon completion of this module students will be able to critically assess:
- the key theories and concepts in marketing communications in the context of marketing as a management discipline
- the impact of marketing communications on contemporary business situations and problems and where appropriate present communications-based solutions by applying knowledge of the discipline
- the formulation of systematic, communications strategies, designed to address specific business problem or performance issues

Skills outcomes
Upon completion of this module students will be able to:

Subject specific
- create and articulate systematic, and contemporary communications strategies to address specific business problems or performance issues

Syllabus

Indicative content
Introduction to the marketing communications process; key theories and role of marketing communications
Planning an integrated communications strategy
The function and role of branding; key branding frameworks, brand positioning
The role of advertising; theories on how advertising works; creative appeals in advertising; ethics and regulation; agency selection
Direct Marketing; underlying principles; acquisition and retention strategies; loyalty programmes
Sales promotion; trade versus consumer promotion; sales promotion effects
Public Relations; role in communications; pitching to the media; creativity
Sponsorship & Events; objectives; forms of sponsorship; owned & participatory events
Digital & Interactive marketing; forms and application of digital media; integration with traditional techniques

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			70.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			100.00

Private study

Students are required to undertake regular weekly reading to support the taught sessions. In addition preparation for weekly seminar activities will be required.

Opportunities for Formative Feedback

Feedback will be provided to students in the classes both through discussion and through practical exercises to test their understanding of course material. Students will also be given some written feedback on a non-assessed written group submission relating to the assignment around week 5. Students can also obtain feedback on a one-to-one basis from the module leader outside the class setting.

Methods of assessment

Exams

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

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: 04/10/2019

Disclaimer

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