BSc Management (Innovation, Strategy and Entrepreneurship)
Year of entry: 2024
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Course unit details:
Marketing Communications in the Digital Age
Unit code | BMAN24352 |
---|---|
Credit rating | 20 |
Unit level | Level 2 |
Teaching period(s) | Semester 2 |
Available as a free choice unit? | No |
Overview
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.
Pre/co-requisites
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.
Aims
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.
Learning outcomes
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.
Syllabus
• 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 Advertising
o Social Media and user generated media
o Search engine optimisation (SEO)
o Public Relations
o Sponsorship
o Direct marketing
o Sales promotions
• Media planning and evaluation
Teaching and learning methods
Lectures: 22
Workshops: 10
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.
Employability skills
- Other
- 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.
Assessment methods
1) 40% group coursework
2) 60% individual coursework
Feedback methods
• 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
Recommended reading
The following set texts are proposed for core reading each week, in addition to a reading list of journal articles:
- Pelsmacker, P. de, Geuens, M. and Bergh, J. van den. (2018). Marketing communications: a European perspective. Sixth edition. Harlow, England: Pearson.
- Smith, P.R. and Zook, Ze. (2020) Marketing Communications: Integrating online and offline, customer engagement and digital technologies. 7th Edition, Kogan Page.
- Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation & Practice, 7th Edition, Pearson.
Study hours
Scheduled activity hours | |
---|---|
Lectures | 22 |
Practical classes & workshops | 10 |
Independent study hours | |
---|---|
Independent study | 168 |
Teaching staff
Staff member | Role |
---|---|
Zhiteng Feng | Unit coordinator |
Pietro Paolo Frigenti | Unit coordinator |
Additional notes
Other staff involved: Dr Giselle Bate and guest speakers from industry as appropriate.
Pre-requisites: BMAN10101 Marketing Foundations
Co-requisites: None
Dependent courses: None
Programme Restrictions:
BSc Management/Management (Specialisms)
BSc International Management with American Business Studies
BSc International Management
BSc ITMB
Core: BSc Management (Marketing)
For Academic Year 2024/25
Updated: March 2024
Approved by: March UG Committee