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.
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