Teaching Responsibility

LJMU Schools involved in Delivery:

LJMU Partner Taught

Learning Methods

Lecture
Online
Seminar

Module Offerings

6606DGABW-JAN-PAR

Aims

To analyse a range of strategic marketing communication theory and, from this, understand how to develop an integrated marketing communications plan.

Learning Outcomes

1.
Critically analyse appropriate integrated marketing communications theory.
2.
Critically appraise how channels can be effectively integrated in an omni-channel approach.
3.
Critically evaluate a variety of communications tools.
4.
Design and critically appraise a strategic integrated marketing communications plan.

Module Content

Outline Syllabus:MarComms theory. Positioning Strategy. Creative Communications. Advertisement Structure. EWOM. Direct Marketing. Public Relations. Sponsorship. Personal Selling.
Additional Information:This module allows students to explore leading edge academic concepts and theory relating to integrated marketing communications and apply this theory to produce a practical advertising and integrated marketing communication campaign.

Assessments

Presentation