MKB3461 - Marketing communication - 2017

The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works; the institutions which participate in the process and practical business processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.

The learning goals associated with this unit are to:

1. use a conceptual framework for the planning, integrating, control and effective evaluation of the marketing communication process for any brand
2. construct realistic communication objectives and demonstrate the strategic use of individual and integrated communication elements to achieve these objectives
3. set a marketing communication budget and allocate resources to the communication elements within this budget
4. provide relevant input towards creative and media strategy
5. formulate relevant ideas on communication issues, present and discuss them.

Within semester assessment: 50% + Examination: 50%

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Dr Jasmine Rushdi

MKB2402

MKC3460, MKF3461, MKG2460, MKW2460