Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Lecture
Seminar
Workshop
Module Offerings
6034BUSMK-JAN-MTP
Aims
The aim of the module is to analyse a wide range of advertising and marketing communications from a theory and practice perspective that could be used to plan and implement an effective marketing communications campaign.
Learning Outcomes
1.
Critically analyse appropriate advertising and integrated marketing communications academic theory.
2.
Critically evaluate a wide range of advertising and integrated marketing communications tools from a broad range of industries.
3.
Design an effective advertising and integrated marketing communications campaign for a specific new product, service or experience launch.
Module Content
Outline Syllabus:This module is broad based and is focused on providing students with the skills and frameworks needed to produce an effective advertising and integrated marketing communications campaign. The module allows students to understand relevant academic concepts and models and how they relate to current industry practice. Topics include:
Advertising
Public Relations
Sponsorship
Direct Mail
Personal Selling
Promotion
Packaging
Social Media
A range of traditional and digital communication tools, both above and below the line, will be considered and the integrated nature of communications needed in the 21st century will be explored in detail.
Module Overview:
The aim of the module is to analyse a wide range of advertising and marketing communications from a theory and practice perspective that could be used to plan and implement an effective marketing communications campaign.
The aim of the module is to analyse a wide range of advertising and marketing communications from a theory and practice perspective that could be used to plan and implement an effective marketing communications campaign.
Additional Information:This module allows students to explore leading edge academic concepts and theory relating to advertising and integrated marketing communications and apply this theory to produce a practical advertising and integrated marketing communication campaign. Additionally, the module assessment will expect students to synthesise both this and the knowledge and skills gained from the three modules delivered in semester 1*, to give a group presentation based on the proposed launch of a new product, service or experience in an existing market place.
* 6031BUSMK: Consumer Psychology in which students will gain a detailed understanding about how consumers make decisions when choosing products, services and experiences; 6032BUSMK: Digital Marketing in which students will gain a detailed understanding of how digital communications are being developed and influencing consumers and 6038BUSMK: Global Marketing in which students gain a detailed understanding of the influence of global trends on specific consumers and markets.