Marketing Communications

Module Title	Marketing Communications
Module Code	25-6040-00L
Semester of Delivery	See Module Information Table
Mandatory/Elective/Option	See Module Information Table
Level	6
Credit Points	20
Assessment Mode Weighting	CW100
Pre-requisites	None
Co-requisites	None
Class Contact Hours
Average Weekly	1.5
Directed Learning
Average Weekly	5
Module Leader	Rod Radford
	Sheffield Business School
Module Banding	A
Approval Status	Validated

Rationale

The application of marketing communications principles is essential for the effective and efficient survival of organisations operating in the business market place. Marketing communications provides a platform for competitive advantage and as such has a growing level of importance within organisations. Marketing communications planning both co-ordinates the activities within the firm and directs and manages the relationships an organisation has with its customers and the wider environment.

For this reason it is argued that the effective use of marketing communications is essential in today's competitive market place and is therefore an important discipline for marketing orientated students.

The equivalent curent module carries an exemption from the professional examination in Marketing Communications at Diploma level of the Chartered Institute of Marketing. Membership of this institution is becoming increasingly important for those wishing to follow a career in marketing.

Summary of Aims

1. To develop an appreciation of the fundamentals of communication process and its application to practice.
2. To develop a critical awareness of the nature of communications within the context of strategic marketing management.
3. To give students a detailed understanding of the barriers to effective communication and how these may be overcome.
4. To develop an awareness and understanding of a variety of communications models and their implications to practice.

Anticipated Learning Outcomes

On completion of this module students should be able to:

1. Conduct a critical analysis of the market environment with a view to informing marketing communications strategy.
2. Formulate an integrated marketing communications plan.
3. Apply a number of different analytical frameworks of marketing communications to a variety of business situations.
4. Formulate an understanding of the role of evaluation and control within an integrated communications strategy.

Assessment and Feedback Strategy

The module will be assessed by means of one piece of coursework and examination.

Details of the coursework together with timings for submission will be given at the start of the module.

Module Assessment Criteria

Learning Outcomes	Assessment Criterion	Fail	Pass	2:2	2:1	First
Analyse a market environment to aid communications strategy	C/W & Exam	Fails to communicate theoretical models with understanding	Demonstrates a limited understanding with poor application	Understands the research theories and demonstrates partial application	Effective use of research material to analyse markets	Demonstrates excellent analytical and interpretative skills
Preparation of an integrated marketing communications plan	C/W	Fails to produce a coherent plan	A limited plan. Underdeveloped theory and poor application	The plan is provided with limited use of integration	An effective integrated plan supported with application	A fully developed integrated plan including critique and discussion.
Use of academic frameworks in a variety of business situations	C/W & Exam	Fails to comprehend the role of frameworks.	Limited understanding of frameworks.	Theory and frameworks are understood but application is descriptive.	Good application of frameworks to practice.	Excellent application of frameworks. Demonstrates ability to critique
Understanding of the theory and application of evaluation and control methods	C/W	Fails to demonstrate the role of evaluation and control	Basic awareness but underdeveloped.	Roles are understood and discussed	Roles are employed to effective use.	Roles are employed and implications / limitations are discussed.
Working effectively within a team	C/W	Fails to work as a team member	Limited involvement in team activities	Offers a basic level of commitment	Effective team member taking an active role in discussions	Excellent team member taking a full and creative responsible role
To provide evidence of effective written communication	C/W & Exam	Fails to provide clarity of language and or structure.	Language is clear, report structure is poor and lacks a cohesive approach	Language is clear and the report concise. Logical sequence of events	Good use of language and structure. Applies strong logical progression, offers some discussion	Excellent use of language and structure. Demonstrates ability to develop and explore key issues

The student will show evidence of:

• Formulating an analysis of a chosen market environment with a view to informing marketing communications strategy.
• An ability to produce an integrated marketing communications plan.
• Demonstrating the application of different analytical frameworks of marketing communications to a variety of business situations.
• Formulating an understanding of the role of evaluation and control within an integrated communications strategy.
• Working effectively in a team.
• Effective written communication.

Teaching and Learning Strategy and Methods

Lectures will be used to introduce and discuss key concepts and to offer directed reading.

The applied nature of this module places particular emphasis on preparation and participation in the seminar programme which is designed to allow exploration of concepts and practice their application.

Each seminar will build on the lecture programme through the introduction and discussion of articles, exercises, videos and case studies. These are designed to be highly interactive.

Students will be expected to prepare ahead of the seminars and to participate in the discussions.

Indicative Content

• Marketing Communications Analysis. The nature and structure of business markets and the factors that shape their environments.
• Marketing Communications Planning. The process of developing an integrated marketing communications programme.
• Target Marketing Communications. Target audience behaviour and decision making patterns.
• Marketing Communications Mix. The planning and implementation of marketing communications strategies.
• New Media. The development of new media opportunities and their strategic importance.
• Evaluation and Control. Techniques for measuring the effectiveness of marketing communications operations.