ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title MARKETING COMMUNICATIONS
Code ULMS521
Coordinator Dr D Pirani
Marketing (ULMS)
D.Pirani@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2020-21 Level 7 FHEQ Second Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

ULMS766 MARKETING MANAGEMENT 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours   12

      24

6

42
Timetable (if known)              
Private Study 108
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Individual Proposal. There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When): 2  300-500 words         
Individual Report. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. Assessment Schedule (When): Semester 2  -2500 words    100       

Aims

To introduce the basic constructs of marketing communications and the promotional mix;

To understand and critically evaluate the advantages and disadvantages of various forms of marketing communications;

To examine the ways in which the various elements of the promotional mix can be integrated, and evaluate the various theories of communication and Integrated Marketing Communications (IMC);

To evaluate different perspectives relating to both the production and consumption of marketing communications activities;

To critically examine the IMC planning process;

To review the key theoretical and conceptual issues in different sub-areas of IMC and marketing communications.


Learning Outcomes

(LO1) To gain an understanding of the nature and scope of marketing communications activities and decisions;

(LO2) To review the key theoretical and conceptual issues in different sub-areas of IMC and marketing communications;

(LO3) To gain an understanding of the strategic role of marketing communications;

(LO4) To gain an understanding of cognitive and affective responses to music in advertising;

(LO5) To gain an understanding of the potential range of IMC activities and current trends in IMC;

(LO6) To gain an understanding of new interactive/social media;

(LO7) To gain an understanding of the theoretical perspectives around IMC and theories of communication;

(LO8) To gain an understanding of the marketing research processes through which marketing communications activities are evaluated;

(LO9) To gain an understanding of the academic debates that surround the production and consumption of advertising and marketing communications.

(S1) Problem solving skills

(S2) Adaptability

(S3) Commercial awareness

(S4) Organisational skills

(S5) Communication skills

(S6) International awareness

(S7) Ethical awareness

(S8) Leadership


Teaching and Learning Strategies

Mixed, hybrid delivery, with social distancing on campus

Face-to-face seminars x 12 hours
Asynchronous learning x 24 hours
Group study x 6 hours
Self-directed learning x 108 hours


Syllabus

 

Definitions of marketing communications and the range of marketing communications activities;

The marketing communications mix and its integration via the principles of IMC;

Communications theory and buyer behaviour;

The impact of music in marketing communications;

The importance of branding in marketing communications;

Corporate communications;

Marketing communications planning;

The changing communications environment, incorporating the marketing communications implications of interactive media/social networking/viral marketing etc.;

Using marketing research to evaluate marketing communications effectiveness.


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.