2008/09 Undergraduate Module Catalogue

LUBS3530 Advertising and Promotional Management

10 creditsClass Size: 240

Module manager: Angela Carroll
Email: ac@lubs.leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2008/09

Pre-requisites

LUBS2850

Marketing

This module is not approved as an Elective

Objectives

This module is concerned with the day-to day realities of marketing communication: whether an organisation should spend its limited budget on television advertising or sales promotion, or indeed on both; how to use digital media in planned marketing communications; and ways of allocating budgets across the different areas of the communications mix.

On completion of this module, you should be able to:
Understand and be able to explain the different facets of marketing communication, and to appreciate that integrated marketing communications includes the messages conveyed by brands, direct marketing, sponsorship and so forth, in addition to the more familiar aspects such as advertising and public relations.
Relate the underpinning theories involved in the communications process to aid overall marketing decision-making.
Select, integrate and justify appropriate communications mixes to meet overall communication objectives.
Evaluate the requirements of businesses involved in business to consumer and business to business marketing and develop suitable communications strategies.
Evaluate the effectiveness of communications strategies and campaigns.

Syllabus

The module provides an overview of communication theory and the major decision elements involved in effective communications mix formulation; Advertising strategy and the role of the advertising agency are considered, with emphasis on the impact of new technology; and Strategies for sales promotion, publicity and personal selling are also reviewed.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	11	1.00	11.00
Seminar	5	1.00	5.00
Private study hours			84.00
Total Contact hours			16.00
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

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	2 hr 00 mins	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: 27/03/2009

Disclaimer

Browse Other Catalogues

• Undergraduate module catalogue
• Taught Postgraduate module catalogue
• Undergraduate programme catalogue
• Taught Postgraduate programme catalogue

Errors, omissions, failed links etc should be notified to the Catalogue Team.PROD