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This subject focuses on the development, management and control of the organisation's marketing communications. Topics include advertising, sales promotion, public relations and other elements of the communications mix with internet and interactive media advertising also covered; the importance of integrating promotional efforts with other marketing mix decisions; the marketing manager's role in planning, implementing and evaluating marketing communications; operational and creative elements involved in developing promotional efforts; the strategies used to communicate with customers and their underlying principles and understanding alternative persuasion techniques and potential problems with their adoption.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Describe and analyse the basic theories and models within integrated marketing communications;
- Explain the advantages and disadvantages of different advertising and promotional techniques;
- Analyse and critically evaluate integrated marketing communications campaigns and explain why some campaigns are more effective than others; and
- Apply major theories and models to marketing communications problems discussed in tutorials and within students’ assignments
• High level of development: oral communication; written communication; team work through group work conducted in tutorials as well as through assignments; application of theory to practice; interpretation and analysis.
• Moderate level of development: collaborative learning; critical thinking; receptiveness to alternative ideas.
• Some level of development: problem solving; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources
Last updated: 22 July 2021