Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Lecture
Seminar
Module Offerings
5004SSLN-JAN-MTP
Aims
This module equips students with the skills and knowledge needed to manage integrated marketing communications and brand support activities, contextualised to events.
Learning Outcomes
1.
Evaluate the use of integrated marketing communications to promote goods, services or brands.
2.
Apply theoretical marketing communications concepts to a practical situation.
Module Content
Outline Syllabus:Communications theory; introduction to marketing communications & its relationship to marketing; Implications of consumer behaviour; Using the promotional mix including advertising and promotion and brochure design, Promotional objectives & positioning; Marketing communications strategy and management; Product & branding; The role of the media; Technology and communications; relationship marketing and e-commerce and internet marketing.
Module Overview:
This module equips you with the skills and knowledge needed to manage integrated marketing communications and brand support activities, contextualised to events. This module looks in depth at the range of tools available to marketers to develop an effective marketing communication strategy. The assessment allows you to design a campaign for the successful launch of a new product or service of your choice and to critically evaluate the effectiveness of a case study campaign.
This module equips you with the skills and knowledge needed to manage integrated marketing communications and brand support activities, contextualised to events. This module looks in depth at the range of tools available to marketers to develop an effective marketing communication strategy. The assessment allows you to design a campaign for the successful launch of a new product or service of your choice and to critically evaluate the effectiveness of a case study campaign.
Additional Information:This module looks in depth at the range of tools available to marketers, to develop an effective marketing communication strategy. The assessment allows students to design a campaign for the successful launch of a new product or service of their choice and to critically evaluate the effectiveness of a case study campaign.