Undergraduate

modules

Modules

LMK2010 : Integrated and Digital Marketing Communications

Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

Aims

This module aims to provide students with a solid understanding of marketing communications:

-       It examines the role of marketing communications throughout time.
-       It analyses the use of the main tools of marketing communications.
-       Students will consider the application of marketing communications through its most representative tools with the use of extensive examples and real cases.
-       It provides theoretical understanding of the digital marketing communications and teaches the use of tools and strategies related to the marketing communications in digital channels

Outline Of Syllabus

•       Understanding the past and present of marketing communications
•       The communications industry
•       Marketing Communications theory
•       Advertising
•       Sales promotion
•       Public relations
•       Digital platforms and marketing communications
•       Marketing channels and planning
•       Brand placement, Point of sale and supportive communications
•       Sponsorship and product placement
•       Internal and B2B communications
•       Future trends in marketing communications

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture122:0024:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching121:0012:00N/A
Guided Independent StudyIndependent study1164:00164:00N/A
Total200:00
Teaching Rationale And Relationship

The lectures will provide students with the required knowledge of the subject matter, while small group teaching will assist them in applying the learned tools in real life cases, exchanging ideas with fellow students and sharing personal experiences of how marketing communications is seen in different contexts.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay1M50Group Work –Infographic (20%); Individual assignment 1500 words (30%)
Essay2M50Individual assignment 2000 words
Assessment Rationale And Relationship

The proposed assessments will develop over time a more in-depth understanding of the concepts learned which when underpinned with further reading will provide students’ with a holistic and contemporary view of Marketing Communications.

Reading Lists

Timetable