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Lecture - 1 - Introduction To The Module

The document provides an overview of the Introduction to Marketing Communications module being taught at the University of Hertfordshire Business School. It outlines the learning outcomes, module content, weekly topics, core reading, and assessment details. The module aims to introduce students to basic marketing communications concepts and demonstrate how communications works within the marketing mix. Topics include advertising theory, public relations, digital communications, and presentations. Students will complete two assignments that make up 100% of the coursework assessment.

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38 views

Lecture - 1 - Introduction To The Module

The document provides an overview of the Introduction to Marketing Communications module being taught at the University of Hertfordshire Business School. It outlines the learning outcomes, module content, weekly topics, core reading, and assessment details. The module aims to introduce students to basic marketing communications concepts and demonstrate how communications works within the marketing mix. Topics include advertising theory, public relations, digital communications, and presentations. Students will complete two assignments that make up 100% of the coursework assessment.

Uploaded by

KS
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The University of Hertfordshire

Business School

Introduction to Marketing
Communications
Week 1 Introduction to the Module

29th January 2015


Learning Outcomes

Introduction to Marketing Communications


Teaching Staff
Module Aims
Learning Outcomes
Module Content
Weekly Content
Assessment Criteria
In pairs you have five
minutes to try to define
Marketing
Communications?
Introduction to Marketing
Communications
There are four main types of marketing
communications:
Advertising
Direct marketing
PR
Sales promotions
There are two layers to explore in using these four
media in MARCOMS strategy relating to:
What the client wants to say
How you say it
IMC Tools
Advertising Direct Direct
TV
Messages
Press
Transport/ Direct
Outdoor Mail Internet
Cinema
Personal
Radio
Internet Selling

Sales Promotion Point-of-


PR purchase
Word-of-
Sponsorship Sales
mouth
PR Promotion

Buzz Ambient Events


MPR
Product
Placement
Marketing Communications
and Cost
Short-run a client can spend money on Marketing
Communications (MARCOMS) to help justify a price
increase or increase volume, but this will only add to
costs

Medium to long-term MARCOMS can support price


through brand preference and provide some competitive
protection for a brand

Furthermore, increased volume can be encouraged by


pointing out new uses for the brand or by targeting new
markets

Successful MARCOMS can lead to higher sales and in


turn economies of scale
Teaching Staff
Alvin Fong

Email
alvin.fong@newinti.edu.my
Module Aims
Introduce students to basic marketing communications
concepts and to demonstrate how marketing
communications works within the marketing mix and
business
What is a Learning Outcome?
A learning outcome characterises what it is that you
are expected to have learned at the end of the
module, if you have successfully completed it

You will note that the learning outcomes are


specified in terms of what knowledge/
understanding and skills you will have acquired
Knowledge and Understanding
Successful students will have a knowledge and
understanding of:

1. the role of communications within the marketing mix;


2. the various theories of communications;
3. the different types of marketing communication theory;
4. the communications industry, clients, agencies, suppliers
and media owners.
Skills and Attributes
Successful students will be able to:

1. work independently and in teams to search for


information on the communications industry and to
present the findings;
2. analyse the strategies behind a communications
campaign;
3. write a communications brief.
Module Content
This module will look at how fundamental marketing
communications theory can be used in a practical
environment.

Students will use case studies, current news articles and


DVDs to elicit up-to-date thinking about contemporary
marketing communications activity and how it relates to the
wider marketing programme.

Emphasis will also be on the importance of presenting work


well, whether prepared as a written assignment or as
visual/aural material.
Weekly Programme
Topic

Introduction to the Module

Advertising theory

Agencies and client relationships

Advertising Landscape

Public Relations

Sales Promotions and Direct Communications

Digital Communications and Social Media

Presentations

Presentations

Presentations

Break

Coursework Feedback
Core Reading
Belch G.E. & Belch M.E. 2011. Advertising and Promotion An
Integrated Marketing Communications Perspective, 9th edition,
Boston: Irwin McGraw-Hill

Hawkin, Mothersbaugh & Best, 2012 Consumer Behavior: Building


Marketing Strategy, 12th edition, Boston: Irwin McGraw.

Shimp T.A. 2010. Advertising, Promotion and Supplemental


Aspects of Integrated Marketing Communication, 8th Edition
Thomas South-Western.
Assessment Details

Coursework: 100 %

2 Assignments for the Module

In order to pass this module, students must obtain an


average course work/exam mark of 40%

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