Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Workshop
Module Offerings
6680ECBM-JAN-PAR
6680ECBM-SEP-PAR
Aims
To examine and analyse the role of Marketing Communications, the contribution of the elements of the communications mix and the problems of implementation of marketing communications strategies in all types of business sectors – industrial, service, not-for-profit and international. To investigate and appreciate consumer behaviour and its influence on communications strategy.
Learning Outcomes
1.
Critically analyse and evaluate concepts, models and principles of marketing communications.
2.
Evaluate the challenges facing marketers in the changing international environment.
3.
Prepare a cohesive marketing communications plan and report for organisations by analysing, evaluating, explaining and interpreting information and developing a strategic direction for the firm.
4.
Analyse, evaluate and apply marketing communications models and principles to scenarios in current marketing cases.
Module Content
Outline Syllabus:
The Marketing Communications concept
The role of communications in the marketing mix
The nature of the communications mix
Types of communication, formal and informal, internal and external.
Customer Behaviour
Buying motives from a psychological perspective
Consumer profiles
Consumer types: Industrial and non-industrial buying
Target market segmentation
Market research
Primary research, nature, form and use
Secondary research, information types and uses
Value of research in the communications mix
The Communications Mix
Establishing an effective communications mix
Integration of communications into the marketing plan
International Marketing
The Marketing Communications concept
The role of communications in the marketing mix
The nature of the communications mix
Types of communication, formal and informal, internal and external.
Customer Behaviour
Buying motives from a psychological perspective
Consumer profiles
Consumer types: Industrial and non-industrial buying
Target market segmentation
Market research
Primary research, nature, form and use
Secondary research, information types and uses
Value of research in the communications mix
The Communications Mix
Establishing an effective communications mix
Integration of communications into the marketing plan
International Marketing
Module Overview:
Lectures/Interactive workshops/case study analysis/videos/ private study.
Lectures/Interactive workshops/case study analysis/videos/ private study.
Additional Information:
This module focuses on the importance of marketing communications in the
globalized business world, and gives the student the opportunity to concentrate on
up-to-date cases and relevant examples that fit the business models of their own
firms, or ones that they are familiar with.
This module focuses on the importance of marketing communications in the
globalized business world, and gives the student the opportunity to concentrate on
up-to-date cases and relevant examples that fit the business models of their own
firms, or ones that they are familiar with.