Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Workshop
Module Offerings
7220ECBM-JAN-PAR
7220ECBM-SEP-PAR
Aims
To introduce students to the marketing communications process.
To provide students with knowledge of IMC, its component parts, the need for integration and the methods these for optimum benefit.
To introduce the creative process to students.
To empower students to design all stages of a fully integrated marketing communications campaign.
Learning Outcomes
1.
apply marketing communications models to the IMC process in order to reduce noise.
2.
critically evaluate the major types of advertising appeals and execution styles and apply the creative process to the design of advertising strategy.
3.
introduce a media plan for optimum coverage and critically evaluate the role and effect of supporting tools in an IMC approach.
4.
design a direct marketing plan, including on and off-line media and explain the importance of developing a positive corporate image and long term(CRM) relationships with customers and other stakeholders.
5.
demonstrate professional presentation skills
6.
critically analyse leading edge theory pertaining to marketing communications.
Module Content
Outline Syllabus:Introduction to integrated marketing communications and its relationship to marketing.
The communications process, noise reduction mechanisms and marketing communications models.
Media themes: choice reach frequency and scheduling.
Financial resources: models of appropriation and issues pertaining to brand valuation.
Creativity in advertising.
Advertising appeals and execution strategies.
Web-based advertising techniques.
sales promotion.
Direct Marketing/data base marketing.
PR and publicity.
Corporate image building.
Packaging and the point-of- purchase.
Additional Information:The module looks in-depth at the range of marketing communications tools and the crucial need for integration. The module will be delivered over 2 weekends. In the first input session, formative assessment is included and the students will be briefed on the group presentation that will take place on the second week end. Students will be equipped to design an IMC campaign for the successful launch of a new product ( or a product re-launch) of their choice. The presentation (50%) will test the students' ability to apply relevant marketing communications theories to the design and execution of the practical campaign and the student's presentation skills. The written coursework will test the student's ability to critically analyse leading edge theory in the field of marketing communications. The briefing will take place in the second weekend.