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Integrated Marketing Communications Module Overview
Module Details
During the course of the module, students will explore and understand the scope of marketing communications. More specifically, the module will introduce key terms, definitions, concepts, current theories and practices used in Integrated Marketing Communications. I will explain the communication process. And, we will explore the use of main promotional tools of advertising, public relations, sales promotion, direct marketing, event marketing, and online marketing.
Semester 1
Aims and Objectives
Syllabus
Learning and Teaching
Assessment
CATS points: 7.5 ECTS points: 3.75 Level 7 Module Lead: Dina Rasolofoarison
Costs
Module Aims To allow students to develop greater knowledge and understanding of the process, theory, social impact and ethics of Marketing Communications; to be aware of the role of elements of marketing communications; to be familiar with the key concepts associated with marketing communication grounded in its critical and theoretic aspects. Students will also learn about the major issues facing marketers in the rapidly growing area of online marketing communications.
Learning Outcomes
Knowledge and Understanding Having successfully completed this module, you will be able to demonstrate knowledge and understanding of: The scope of marketing communications and tools available to marketers The structure of the communications industry and the complexities involved in media management Planning and managing the strengths and weaknesses of different marketing communications strategies and tools with ethical considerations
Subject Specific Intellectual and Research Skills Having successfully completed this module you will be able to: Analyse and respond appropriately to key issues in marketing communications within a given context Determine and evaluate marketing information required to plan and manage integrated marketing communications campaigns Analyse and evaluate data and present coherent recommendations that inform creative and effective marketing communications decisions
Transferable and Generic Skills Having successfully completed this module you will be able to: Evaluate the applicability of academic/abstract models/theories/frameworks to contextualised marketing communications issues on contemporary media and communication strategies Develop application of literacy, ability to deliver ideas, concepts and related with clarity, focus and cogency via written work and oral means Establish skills in Interpersonal skills such as, self-management, readiness to accept responsibility, flexibility, resilience, self-starting, appropriate assertiveness, time management, readiness to improve own performance based on feedback/reflective learning
Subject Specific Practical Skills Having successfully completed this module you will be able to: Critically analyse and evaluate marketing communications related issues Demonstrate criticality and creativity in thinking, analysis and problem-solving Plan and execute marketing communications activities for an organisation
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