BM2282 MARKETING COMMUNICATIONS

Transcription

1 MARKETING COMMUNICATIONS Module Number: Module Title: Marketing Communications Number of Aston Credits: 10 Total Number of ECTS Credits: 5 (European Credit Transfer) Contributing School: Aston Business School Percentage of Contribution: 100% Staff Member Responsible for the Module: Chris Richardson Marketing Group Room ABS243 Ext c.richardson3@aston.ac.uk Availability Book Office Hours via WASS at Other Staff Contributing to the Module: None Pre/CoRequisite(s) for the module and any prohibited combinations (if none please say so): BM1134 Introduction to Marketing Management OR BM2257 Marketing AND BM2258 Consumer Behaviour AND BM2215 Market Research I OR BM2217 Introduction to Market Research Accreditation/Exemptions from Professional Examinations: Please be aware that this module may contribute to the professional accreditation of some ABS Programmes and/or allows students to gain exemptions from further study. Please check the ABS UG Exams & Assessment module on Blackboard Accreditation for further information. Aims of the Module: 1

2 MARKETING COMMUNICATIONS By the end of this module students should be able to correctly apply the core principles of marketing communications in an organizational context. Module Learning Outcomes: By the end of this module students should be able to Knowledge & Understanding o Explain the purpose of marketing communications (marcoms) in the marketing mix and where marcom tools are applied within the context of various hierarchy of effects models. o Recall and correctly apply the marketing communications planning process o Define and describe marketing communication tools, and identify their benefits o Describe key methods of marcom effectiveness measures Intellectual Skills o Propose marcom strategy based on broader marketing objectives and analysis of market segments and recommend appropriate marcom tools and media selection o Implement the principles of integrated marketing communications o Interpret theories of how marcom tools work and apply these theories appropriately dependent on campaign and customer requirements o Synthesize and propose the use of combined marcom tools Professional skills o Develop, advocate and implement appropriate market communication plans Transferable Skills o Advocate a strategic position based on analysis of a complex situation and the interpretation and application of appropriate theory International Dimensions: draws on a variety of examples, some of which have an international dimensions. Marketing communications campaigns often cross borders. Therefore, issues of different cultural interpretation of marcoms are central to many campaigns. Part of the final lecture is devoted to issues in international marketing communications whilst several earlier lectures deal with aspects of ethics in marketing communications and includes examples of different ethical perspectives in different cultures. Corporate Connections: Examples and references to current business and corporate practices will be used throughout the module to illustrate the real life nature of integrated marketing communications Links to Research: The module touches on areas of the module leader s research including creativity in marketing communications and the measurement of marketing communications effectiveness Ethics, Responsibility and Sustainability: 2

3 MARKETING COMMUNICATIONS Ethics in marcoms are covered primarily in the context of advertising. Ethical issues relating to other marcom tools and media are dealt with in the appropriate lectures. Ethical Approval for Research: No primary research is involved in this module Module Content: See table: 3

4 Week MARKETING COMMUNICATIONS Lecture Title How Marcoms Work Planning Marcoms Measuring Marcoms 4 Advertising PR & Sponsorship Direct Marketing and Sales Promotion Other Marcom Tools 8 Media Key Subjects Cover in Lecture Marcom mix Word of mouth Hierarchy of effects models Marcom strategy Marcom planning process Importance of integrating marcoms Budgeting Marcoms effectiveness Role of advertising Models of how advertising works (or might work) Advertising ethics PR past and present Areas of PR Role of sponsorship Aspects of sponsorship Role of direct marketing Methods of direct marketing Role of sales promotion Methods of sales promotions Exhibitions and other Role of personal selling Main forms of media Traditional media Digital media Essential Reading (Course Text) Marketing Communications Fill 2013 Ch1 (Intro) Ch2 p.4961 (Word of Mouth) Ch3 p.8598 (Attitude & Decision Making) Ch4 p (How Marcoms Work) Ch5 (Strategies & Planning) Ch6 (Objectives & Positioning) Ch8 (Budgeting) Ch9 (Evaluation & Metrics) Ch14 (Advertising) Ch15 (PR) Ch16 (Sponsorship) Ch17 p (DM) Ch18 p (Sales Promotion) Ch17 p (Personal Selling) Ch18 p (Other Marcom Tools) Ch19 (Other Marcom Tools) Ch20 (Traditional Media) Chs21/22/23 (Digital Media) Message content, creativity & 9 Message appeals International Marcoms 10 No Lecture Reading Week (and Coursework Handin) 11 Review Course Review & Revision Session Ch25 (Creativity) Ch26 (Messages & Appeals) 4

5 MARKETING COMMUNICATIONS Lecture & Tutorials/Seminars Schedule Tutorials Sessions the second half of the 2 hour lecture period will be held to primarily discuss coursework. These are held in the lecture room after the lecture (30 minutes for each group). Class will be split into groups. Each group will have one tutorial/seminar session in Round 1 and one session in Round 2. Week of term two Content 1 Extended Lecture no tutorial 2 Extended Lecture including Coursework Brief no tutorial 3 Lecture followed by Tutorial Groups Round 1 Coursework Support 4 Lecture followed by Tutorial Groups Round 1 Coursework Support 5 Lecture followed by Tutorial Groups Round 1 Coursework Support 6 Lecture followed by Tutorial Groups Round 2 Coursework Support 7 Lecture followed by Tutorial Groups Round 2 Coursework Support 8 Lecture followed by Tutorial Groups Round 2 Coursework Support 9 Lecture no tutorial 10 Reading Week No lecture, No tutorial 11 Revision Lecture No tutorial After Easter Examination Methods of Delivery: (These are UK government definitions) Scheduled Study Hours Lecture a presentation or talk on a particular topic 13 Seminar a discussion or classroom session focusing on a particular topic or project 1 Tutorial A meeting involving onetoone group supervision, feedback or detailed discussion on a particular topic or project Project Supervision A meeting with a supervisor to discuss a particular piece of work Demonstration A session involving the demonstration of a practical technique or skill Practical Classes and Workshops A session involving the development and practical application of a particular skill or technique 5

6 MARKETING COMMUNICATIONS Supervised Time in Studio/Workshop Time in which students work independently but under supervision, in a specialist facility such as a studio or workshop Fieldwork Practical work conducted at an external site External Visit A visit to a location outside of the usual learning spaces, to experience a particular environment, event, or exhibition relevant to the course of study Workbased Learning Learning that takes place in the workplace Independent Study Might include preparation for i) scheduled sessions, ii) followup work, iii) wider reading or practice, iv) completion of assessment tasks, v) revision etc Coursework Prep 26 Reading 30 Exam Rev 30 Total 100 Learning and teaching rationale behind chosen delivery methods: This module will require students to attend formal lectures and tutorials (seminars) to achieve the learning outcomes of this module. The key conceptual and theoretical ideas in marketing communications will be presented in the lectures. Tutorials (seminars) comprising 2030 students in each session are intended to concentrate on the application of theory within the coursework subject area. The smaller group enables greater interaction between student and lecturer allowing time for themes raised by students to be explored or explained in greater depth. The session also allow students to interact and learn from other students comments. Please note that if any time the lecturer is unavailable at the designated time, either the lecture will proceed with another member of the marketing group, the lecture will be rescheduled for a later session or the lecture will be video recorded and placed on Aston Replay. In addition to lectures and tutorials, students are expected to undertake selfdirected learning, which will include readings and group coursework. Assessment Methods and Rationale: The module will be assessed by one piece of group coursework (30%) and a twohour exam (70%). The coursework (30%) is to be undertaken in small project groups where students will be required to develop a marketing communications plan in the form of a group report. This report will have a group section and individual student sections, as detailed in a separate coursework brief. Each student s final coursework mark will consist of an average of the group section mark and the student s individual section mark. Report deadline is on Friday the 4 th April in Week 10. Written feedback on coursework assignments will be provided within the specified turnaround time. 6

7 MARKETING COMMUNICATIONS A project group will consist of approximately five students. All members of each group are expected to contribute equally to the group section of the assignment without creating unnecessary heavy workload on any particular group member. Failure to do so may lead to the Yellow/Red Card system being used by fellow team members which may result in reduced coursework marks for individual culprits. Students are encouraged to: 1. Bring to my attention (module lecturer) any problems in the group at an early stage. 2. Keep records of group assessment in the form of notes from group meetings, to allow, a full evaluation of contribution and effort. This is highly important. 3. Refer to the general information on the conduct of group assessment in your handbook for more information about group work. Students should be aware that they have access to an arbitration system to give them the opportunity to appeal against allocations that are considered to be unfair by any member of the group and that the Student Support Manager will run this system. The examination (70%) will take place in week after the Easter holidays and is an unseen and closed book twohour paper. Students are required to answer three questions based on the major themes of the module. Feedback Methods and Rationale: Detailed, written feedback on each group s coursework both the group and individual sections is provided in some detail within the required period after submission. General, overall exam performance feedback is provided across the module cohort via the Undergraduate Office. Individual exam feedback is not provided unless specifically requested by the student. If this is requested, a meeting will be held with the student during office hours and verbal feedback provided. 7