BSc Management (Innovation, Strategy and Entrepreneurship)
Year of entry: 2024
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Course unit details:
Marketing Communications in the Digital Age
|Unit level||Level 2|
|Teaching period(s)||Semester 2|
|Available as a free choice unit?||No|
This course builds on students’ marketing knowledge from previous courses with a specific focus on marketing communications and the digital environment. The course will introduce students to a diverse range of marketing communications tools and encourage students to critically consider their application in the digital environment. Academic understanding will be supported by practical application through the use of case studies and a practice-oriented assessment task.
|Unit title||Unit code||Requirement type||Description|
|Principles of Marketing||BMAN10101||Pre-Requisite||Compulsory|
Available as option for BSc Mgt/Mgt Specialism, ITMB, IM and IMABS. Core for BSc Management with Marketing Specialism.
he course introduces students to the role and importance of marketing communications in the contemporary marketing landscape. This involves a focus on digital communications tools alongside offline marketing communications tools, at both the strategic and tactical/operational level.
On completion of the course, students should be able to:
1. Demonstrate knowledge and understanding of the contemporary marketing communications environment, including the opportunities and challenges posed by digital technologies.
2. Evaluate given marketing communications situations and apply knowledge of a range of integrated marketing communications theories to suggest creative and feasible solutions.
3. Describe the strategic value of a range of marketing communications tools and demonstrate how they can be integrated to produce an effective marketing communications campaign.
4. Work in a group to develop an integrated marketing communications plan.
5. Communicate academic and applied knowledge, concepts and ideas professionally and creatively.
Reflect on the learning experience of developing an integrated marketing communications campaign plan.
• Integrated marketing communications (IMC) and branding
• Competitive Market Analysis in the Digital Age
• IMC campaign planning
• IMC in the digital age: practitioner’s perspective
• Theories of communications
• Marketing Communications Mix
o Social Media and user generated media
o Search engine optimisation (SEO)
o Public Relations
o Direct marketing
o Sales promotions
• Media planning and evaluation
Teaching and learning methods
Independent study hours 168
Methods of delivery: lectures and workshops. Additional, supporting materials (e.g. links to My Learning Essentials workshops/online resources) will be signposted on Blackboard each week.
- Through guest lectures from industry practitioners, students will also develop a critical understanding of how and when academic models and theories do and do not apply in practice and will thus be encouraged to demonstrate a reflective approach to the study of marketing communications in the digital age.
1) 60% group coursework
2) 40% individual coursework
• Informal formative feedback and discussion during lectures and workshops.
• Summative feedback on group and individual assignment
• Responses to student questions via Blackboard, padlet and emails.
• Formative feedback provided on tasks provided outside of lectures and workshops
The following set texts are proposed for core reading each week, in addition to a reading list of journal articles:
De Pelsmacker, P, Geuens, M and Van Den Bergh, J. (2018) Marketing Communications. A European Perspective (6th Edition), Pearson: Harlow.
Chaffey, D. and Ellis-Chadwick, F. (2015) Digital Marketing (6th edition), Pearson: Harlow.
Hooley, G., Piercy, N.F., Nicoulaud, B., and Rudd. J.M.(2017) Marketing strategy and competitive positioning (6th edition). Pearson, Harlow.
|Scheduled activity hours|
|Practical classes & workshops||10|
|Independent study hours|
|Dawn Holmes||Unit coordinator|
Other staff involved: Dr Giselle Bate and guest speakers from industry as appropriate.
Pre-requisites: BMAN10101 Marketing Foundations
Dependent courses: None
BSc Management/Management (Specialisms)
BSc International Management with American Business Studies
BSc International Management
Core: BSc Management (Marketing)
For Academic Year 2023/24
Updated: March 2023
Approved by: March UG Committee