The aim of this module is to enable international learners to apply a broad understanding of the theory and practice of marketing communications to a foreign workplace environment.
On successful completion of this module learners should be able to:
- Explain the principles of marketing and the role and applications of communications in the marketing mix
- Identify key components of the marketing communications planning process
- Explain the role and key features of different marketing communications methods
- Discuss national and international case studies
- Interpret research data and seek out communications solutions to achieve objectives
- Create a marketing communications plan using an appropriate framework and satisfying a set of communications objectives
- Describe the role of the promotional mix in the context of marketing communications
- Demonstrate skills in conceptual analysis and presentation through participation in a group project
The Principles of Marketing: marketing concepts, theories and terminology; the marketing mix; target markets; market segmentation and positioning; the role of communications in the marketing mix
Project Launch: learners, formed into teams, are provided with a “live” marketing communications brief to be completed and presented by Week 7; parameters and expectations explained; sources of secondary research outlined
Marketing Communications Planning: the theory and application of situational analysis, objectives, strategy, tactics, action and control (SOSTAC)
Marketing Communications Methods: promotions; communications; advertising
Marketing Communications Methods (continued): the Internet and online marketing
International Case Studies: evaluation and discussion
Packaging and Branding: target market; brand positioning; brand identity, attributes and strategy; visual interpretation of the brand for the consumer; unique selling points; added value; competitor activity; consumer behaviour; persuasion at point of sale
Viral Marketing: buzz marketing – the “six buttons of buzz”; digital Marketing; social media, on-line activity, internet etc.
Sales Promotion: nature, scope and objectives of sales promotion; types and activities; developments and trends
Public Relations: the role of PR in marketing communications and brand support; PR tools and techniques; media channels
Product Placement: the role of Hollywood and the movie industry in promoting brands and how the movies are used to achieve communications objectives
Personal Selling: advantages and disadvantages; stages in the sales process; identifying buyer needs; persuasive communication; up-selling and cross-selling; closing the sale
Direct Marketing: direct marketing techniques and trends; database management and optimisation; customer relationship management; online marketing; Data Protection Act
Exam Preparation: Syllabus overview, learning objectives reviewed, exam technique, study methods
Reading Lists and Other Resources
Medcalf, Patricia. Marketing Communications: an Irish Perspective. Gill & MacMillan, 2004.
Smith, P.R., Chris Berry and Alan Pulford. Strategic Marketing Communications: New Ways to Build and Integrate Communications. Kogan Page, 1999.
Fill, Chris. Marketing Communications: Interactivity, Communities and Content. 4th ed. Prentice Hall 2005.
Fill, Chris. Marketing Communications: Frameworks, Theories and Applications. Prentice Hall, 1995.