| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
Successful completion of a stage 1 marketing module is a requirement
N/A
Engaging target audiences with content that is understood and where meaning is conveyed effectively, is the primary goal of marketing communications. Marketing communications can be used to: differentiate products or services within a category; reinforce product and service messages and experiences by reminding and reassuring consumers about them; inform consumers by educating and increasing awareness; and persuade consumers by encouraging behaviour change through "calls action." How do marketing communications work? And why might target audience understanding fail? This module takes a critical approach to understanding fail? This module takes a critical approach to understanding marketing communications theories and concepts' particularly in relation to behaviour change.
Indicative content:
Disciplinary perspectives on communication and behaviour change
Models of communication and integrated marketing communications
Source characteristics
Semiotic analysis
Heuristics and biases
Social Marketing and public health promotion
Theories of behaviour change
Social proof in conversion rate optimisation
Digital Marketing
By the end of this module, a successful student should be able to:
1. Identify, analyse and justify the appropriateness of marketing communications techniques to specific communications scenarios
2. Discuss how marketing communications are used by both the private and public sectors
3. Critically appraise behaviour change theories
At the end of the module a successful student should be able to :
1. Demonstrate critical analysis to behaviour change theories
2. Demonstrate information literacy, written communication, evidence synthesis and problem solving skills through the continuously assessed assignment
3. Demonstrate critical thinking and writing skills with respect to the analysis, interpretation and presentation of evidence in the examination assessment
4. Understand semiotic analysis
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 10 | 1:00 | 10:00 | Formal lectures |
| Guided Independent Study | Assessment preparation and completion | 1 | 14:00 | 14:00 | Individual report |
| Guided Independent Study | Assessment preparation and completion | 1 | 22:00 | 22:00 | Revision for and completion of exam |
| Scheduled Learning And Teaching Activities | Lecture | 3 | 2:00 | 6:00 | Formal lectures |
| Guided Independent Study | Directed research and reading | 10 | 2:00 | 20:00 | Directed reading to support class topics |
| Scheduled Learning And Teaching Activities | Small group teaching | 6 | 1:00 | 6:00 | Seminar discussions based on guided reading and set questions |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 2 | 1:00 | 2:00 | Assessment surgery |
| Guided Independent Study | Independent study | 1 | 20:00 | 20:00 | Research and reading to extend knowledge beyond the course material |
| Total | 100:00 |
Formal lectures and seminar discussion will assist the students in achieving the stated learning outcomes. There will be opportunities for students to pose questions, debate, and critically discuss issues during class sessions. A variety of materials will be posted on Blackboard, including most key readings and supplementary sources.
The format of resits will be determined by the Board of Examiners
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Written Examination | 90 | 2 | A | 70 | 2 unseen questions from 4 |
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Written exercise | 2 | M | 30 | Individual report (1000 words) |
The examination assesses knowledge, critical analysis, written communication and problem-solving skills across the learning outcomes.
The individual written exercise provides students with a choice of critically engaging with either marketing communications or behaviour change materials.
Students will also need to demonstrate information literacy, written communication, evidence synthesis and critical analysis or reflection (depending on choice of assessment) in the written exercise.
Original Handbook text:
Disclaimer: The information contained within the Module Catalogue relates to the 2020/21 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2021/22 entry will be published here in early-April 2021. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.