Teaching Responsibility

LJMU Schools involved in Delivery:

Liverpool Business School

Learning Methods

Lecture
Workshop

Module Offerings

6021LBSBSC-SEP-MTP

Aims

To provide a comprehensive overview of global marketing issues and instil an appreciation of the international business and marketing environment.

Learning Outcomes

1.
Explain the principles of marketing communications.
2.
Evaluate the theory of marketing communications and how it works.
3.
Critically assess the role, purpose and components of the marketing communication mix.

Module Content

Outline Syllabus:Introduction, Overview of content/themes, mission, learning objectives, seminars, Introducing Marketing Communications Development of IMC: Defining Integrated Marketing Communications, Features and Benefits of IMC and how marketing communications works Outcomes of Integrated Marketing Communications 1: – Image, Brand Identity, and Word of Mouth Part 2: IMC Planning Planning & Management of Integrated Marketing Communications: • Setting Objectives • Setting Budget • Media Decisions • Media Implementation: Planning & Negotiations Agency Operations Evaluating IMC – Message Evaluation Part 3: Execution of IMC Advertising Advertising message creation, appeals, and execution styles Direct Marketing & Database Management: Meaning & approaches, and strategies Publicity and Public Relations Sponsorship & Corporate image as part of the Communications Mix Sales Promotion as part of the Communications Mix Packaging as part of the Communications Mix
Module Overview:
This module provides you with a comprehensive overview of global marketing issues and instils an appreciation of the international business and marketing environment.
Additional Information:No Course Notes Were Provided.

Assessments

Presentation
Centralised Exam