Provide candidates with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations.
Explain the links between communications and marketing.
Provide knowledge of fundamental theories of customer insight, and their application to marketing communications.

(CPS1) Explain the role of the marketing plan and communications plan within the context of the organisation’s strategy and culture

(CPS2) Evaluate the marketing planning process and the links between each stage of the process

(CPS3) Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively

(CPS4) Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience

(CPS5) Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities

(CPS6) Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix

(CPS7) Recommend suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communication

(S1) Organised and able to work under pressure
Working to deadlines for the assignment and online discussion topics.

(S2) A problem solver
Students will apply learning from the module to address problems within their organisation/industry.

(S3) Commercially Aware
Students will analyse the commercial environment relating to commodity industries.

(S4) Ethically aware.
Students will gain awareness of the ethical issues relating to marketing in commodity based industries.

(S5) IT literate
Students will use IT to undertake E learn materials and complete assignments.

The module will be taught using on line interactive materials that will include a podcast overview of content to be covered, an interactive work book for each session and discussion boards.

Element 1: Marketing Principles
Explain the development of marketing as an exchange process, a philosophy of business, and a managerial function, recognising the contribution of marketing as a means of creating customer value and as a form of competition.
Explain the importance of the marketing planning process and where it fits into the corporate or organisational planning framework.
Describe the structure of an outline marketing plan and identify its various components.
Undertake a basic internal and external marketing audit.
Explain the importance of objectives.
Explain the concept of market segmentation in both consumer and business-to business.
Describe the wide range of tools and techniques available to marketers to satisfy customer requirements and compete effectively.
Develop an extended marketing mix to include additional components in appropriate contextual settings.
Demonstrate an appreciation of the need to monitor and control mar keting activities.

Element 2: Communication, Advertising and Media in Business Marketing
Define and explain the purpose of marketing communications.
Identify and explain the advantages and disadvantages of using different media.
Identify the different promotional tools available.
Explain the role of each of the promotional tools within a coordinated marketing communications mix.
Review how the effectiveness of promotional tools can be evaluated using marketing research and appropriate criteria.
Outline the key characteristics associated with push, pull and profile strategies.
Explain how the marketing communications mix can be applied to different situations to achieve the following.
Develop a marketing communications plan using an appropriate framework and explain the principal linkages between the various elements of the plan.
Explain the main methods used to determine a marketing communications budget.
Discuss the main issues concerning the use of marketing communications in an international and global context.
Explain how marketing communications activities, media and campaigns can be evaluated.

Element 3: Customer Insight
Demonstrate the fundamental importance of ‘customers’ to all forms of organisations.
Explain the importance of various concepts in helping to understand purchase, usage and disposal of products and services, and how this knowledge helps develop communications strategies.
Explain the need for effective internal communications.

Element 4: Channel Behaviour (15%)
Identify and explain how the communications mix (including electronic) can be applied to different marketing channels and situations in order to achieve marketing objectives.
Explain the role of marketing communication activities for use in the marketing channel.
Appraise the use of the Internet as a distribution and communication channel.
Demonstrate an appreciation of the need t o monitor and control marketing channel behaviour.