Professional Documents
Culture Documents
Applications
Module description
This module introduces you to the fundamental aspects and tools of Marketing
Communications. The module covers the theoretical concepts and nature of marketing
communications and its application in practice developing integrated marketing
communications (IMC) strategies and plans. The syllabus provides an understanding of
both above and below-the-line promotion, investigating how they are used to
communicate with customers and other stakeholders. . It also explains how the concept
of product and brand management can enable organisations to deliver customer value. In
respect of the range of marketing communications tools, you will be encouraged to take a
critical perspective on Integrated Marketing Communications, transforming your learning
to address advertising, (including creative appeals), public relations, sales promotion,
direct marketing and digital marketing with emphasis on how tools may be synthesized.
New digital media development and deployment are considered. The module also delves
into the current issues, controversies and ethical issues involved in the practice of
marketing communications. The practical aspects of the module will enable you to gain
useful skills that may be applied directly in future careers.
Additional Information:
Internationalisation:
With the increase in international trade and subsequent consumer access to international
brands, you will address the complexity of designing and implementing international
campaigns. You will be familiar with different elements of culture that need to be carefully
examined before making decisions regarding the standardization or adaptation of a
campaign. Also, you will appreciate different culture barriers, which render the adaptation
of communication messages, to ensure that message is clear and appropriate for a given
culture. You will assess numerous practical examples where insufficient market research
resulted in messages being offensive for a specific culture.
Employability
You are given practical problems to address in your essays, which equip you with critical
and analytical thinking skills. Also, by working in a group-project, you will develop your
skills in questioning, team working and presentation.
Ethics and Corporate Responsibility
This module engages with ethics by addressing topics such as deceptive advertising, the
process of advertising self-regulation and targeting of marketing communications toward
vulnerable groups. You will be acquainted with the regulation of unfair business
practices and the major areas where the unfairness doctrine is applied. Through practical
examples in lectures and tutorials, you will appreciate the ethical issues associated with
communications, and the interrelations with media, culture and society.
Research in Teaching
The distinctive feature of the module is that it draws on expertise from multiple
disciplines. The module is informed by current research and insights from marketing,
communications, consumer behaviour, and brand management when establishing its
scope. In doing so, the module affords the Marketing Group in Organisation Studies
Department at Exeter Business School considerable opportunities to integrate their own
research with teaching and you receive the benefit of this, subject to the learning
objectives being met.
Module code:
BEM2025
Module level:
Academic year:
2016/7
Module lecturers:
Module credit:
15
ECTS value:
7.5
Pre-requisites:
Co-requisites:
None
Duration of module:
Module aims
This module aims to offer you an insight into how marketing communications models and
concepts may be applied in practical business scenarios. The module places an
emphasis on case studies, many with an international perspective, and seeks to offer you
practical skills commensurate with the objectives of the Chartered Institute of Marketing.
You will study how buyer behaviour and theories of communication influence the choice
of communications tools for business, and how setting communication objectives,
budgeting, the role of agencies and the selection of media all play a pivotal role in
practice.
5. articulate how theory and practice relate to enhancing brand equity across
different kinds of product/ service brand and in different industrial sectors
8. create, evaluate and access a range of options, together with the capacity to
apply ideas and knowledge to a range of business and other situations.
11. demonstrate knowledge about work life and career prospects in marketing
communications, branding and advertising agencies
Gu
28
122
22
Formative assessment
Form of assessment
Group presentation
Written exams
70
% of credit
Individual Report
30
1,500 words
Exam
70
90 minute exam
Form of re-assessment
Syllabus plan
Fundamentals of Marketing Communications
Advertising Management
Origin date
26/02/2015