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2020/21 Taught Postgraduate Module Catalogue

LUBS5455M Marketing Communications

15 creditsClass Size: 350

Module manager: Tony Byng
Email: A.D.G.Byng@leeds.ac.uk

Taught: 1 May to 31 July View Timetable

Year running 2020/21

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

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
e-Lecture102.0020.00
Tutorial91.009.00
Independent online learning hours121.00
Private study hours0.00
Total Contact hours29.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information


Exams
Exam typeExam duration% of formal assessment
Online Time-Limited assessment48 hr 100.00
Total percentage (Assessment Exams)100.00

Students will have to complete an online assessment at the end of the module. This will take place during the examinations period and will be time bound. The assessment will not take 48 hours to complete, but students will have a 48 hour time period in which to complete it. The resit for this module will be 100% by examination

Reading list

The reading list is available from the Library website

Last updated: 09/09/2020 12:23:02

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