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Module Catalogue

IB365-12 Marketing Communications

Department
Warwick Business School
Level
Undergraduate Level 3
Module leader
Yansong Hu
Credit value
12
Module duration
10 weeks
Assessment
50% coursework, 50% exam
Study location
University of Warwick main campus, Coventry

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Introductory description

N/A.

Module web page

Module aims

This course aims to define the Promotional Mix - advertising, sales promotion, PR, sponsorship, personal selling and directo mail - and to explain its role in marketing strategy. The emphasis is on advertising, PR and consumer behaviour in the context of communications, stressing the application of theory in practice, and the agency's role.

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

  1. The Promotional Mix.
  2. Advertising and promotion management - the marketing objectives.
  3. Creative promotion media strategy.
  4. Advertising research and evaluation.
  5. Public relations.
  6. The Promotional Mix and marketing strategy.
  7. Consumer behaviour and promotion.
  8. The role of qualitative/quantitative research in promotion strategy.

Learning outcomes

By the end of the module, students should be able to:

  • Demonstrate knowledge and understanding of the marketing promotional toolkits and how they are used by marketing managers;
  • Understand how to define and deploy the ingredients of the promotional mix.

Indicative reading list

Burnett, Promotion Management, Houghton Mifflin, 1993.
Rossiter & Percy, Advertising and Promotional Management, McGraw-Hill, 1987.
F Jefkins, Public Relations Techniques, Heinemann, 1988.

Subject specific skills

Develop effective promotional campaigns.
Produce PR and advertising plans.
Understand the role of the digital and social media in marketing communications.
Appreciate the value of integrated marketing communications.

Transferable skills

Written communication

Oral communication

Study time

Type Required
Lectures 10 sessions of 1 hour (8%)
Seminars 9 sessions of 1 hour (8%)
Private study 47 hours (39%)
Assessment 54 hours (45%)
Total 120 hours

Private study description

Private Study.

Costs

No further costs have been identified for this module.

You do not need to pass all assessment components to pass the module.

Assessment group C2
Weighting Study time Eligible for self-certification
Individual Assignment (12 CATS) 50% 27 hours Yes (extension)
Online Examination 50% 27 hours No

Exam

~Platforms - AEP

  • Answerbook Green (8 page)
Feedback on assessment

Feedback via My.WBS.

Past exam papers for IB365

Pre-requisites

To take this module, you must have passed:

  • All of
    • IB209-24 Marketing

    • Courses

    This module is Optional for:

    • Year 3 of UESA-HN11 BSc Engineering and Business Studies
    • UIBA-MN34 Law and Business Four Year (Qualifying Degree)
      • Year 3 of MN34 Law and Business Studies Four Year (Qualifying Degree)
      • Year 4 of MN34 Law and Business Studies Four Year (Qualifying Degree)
    • Year 3 of UIBA-N211 Undergraduate Information Systems Management and Innovation
    • Year 4 of UIBA-N214 Undergraduate Information Systems Management and Innovation (with Intercalated Year)
    • Year 4 of UIBA-N140 Undergraduate International Business
    • Year 4 of UIBA-N1R1 Undergraduate International Business with French
    • Year 4 of UIBA-N1R2 Undergraduate International Business with German
    • Year 4 of UIBA-N1R3 Undergraduate International Business with Italian
    • Year 4 of UIBA-N1R4 Undergraduate International Business with Spanish
    • Year 3 of UIBA-MN31 Undergraduate Law and Business Studies
    • UIBA-MN32 Undergraduate Law and Business Studies
      • Year 3 of MN32 Law and Business Studies (Four-Year)
      • Year 4 of MN32 Law and Business Studies (Four-Year)
    • UIBA-MN37 Undergraduate Law and Business Studies (Qualifying Degree) with Intercalated Year
      • Year 4 of MN37 Law and Business Studies (Qualifying Degree) with Intercalated Year
      • Year 5 of MN37 Law and Business Studies (Qualifying Degree) with Intercalated Year
    • UIBA-MN35 Undergraduate Law and Business Studies with Intercalated Year (3+1)
      • Year 3 of MN35 Law and Business Studies with Intercalated Year (3+1)
      • Year 4 of MN35 Law and Business Studies with Intercalated Year (3+1)
    • UIBA-MN36 Undergraduate Law and Business Studies with Intercalated Year (4+1)
      • Year 4 of MN36 Law and Business Studies with Intercalated Year (4+1)
      • Year 5 of MN36 Law and Business Studies with Intercalated Year (4+1)
    • Year 3 of UMAA-G1NC Undergraduate Mathematics and Business Studies
    • Year 4 of UMAA-G1N2 Undergraduate Mathematics and Business Studies (with Intercalated Year)
    • Year 3 of UPXA-F3N1 Undergraduate Physics and Business Studies

    This module is Option list A for:

    • Year 4 of UIBA-N203 BSc in International Management
    • UIBA-N201 BSc in Management
      • Year 3 of N201 Management
      • Year 3 of N250 Management with Marketing
    • UIBA-N202 BSc in Management (with Intercalated Year/UPP)
      • Year 4 of N202 Management (with Intercalated Year)
      • Year 4 of N251 Management with Marketing (with Intercalated Year)
    • Year 4 of UPXA-F3ND Undergraduate Physics and Business Studies (with Intercalated Year)

    This module is Option list B for:

    • Year 3 of UIBA-N201 BSc in Management
    • Year 4 of UIBA-N202 BSc in Management (with Intercalated Year/UPP)
    • Year 3 of UIBA-NN35 Undergraduate Accounting and Finance
    • UIBA-NN36 Undergraduate Accounting and Finance (with Intercalated Year/Undergraduate Partnership Programme)
      • Year 4 of NN36 Accounting and Finance (Intercalated)
      • Year 4 of NN37 Accounting and Finance (Undergraduate Partnership Programme)
    • Year 4 of USTA-Y603 Undergraduate Mathematics,Operational Research,Statistics,Economics (with Intercalated Year)