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

Introductory description

N/A.

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.

The Promotional Mix.
Advertising and promotion management - the marketing objectives.
Creative promotion media strategy.
Advertising research and evaluation.
Public relations.
The Promotional Mix and marketing strategy.
Consumer behaviour and promotion.
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
Assessment component
Individual Assignment (12 CATS)	50%	27 hours	Yes (extension)
Reassessment component is the same
Assessment component
Online Examination	50%	27 hours	No
Exam ~Platforms - AEP Answerbook Green (8 page)
Reassessment component is the same

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:

UIBA-N201 BSc in Management
- Year 3 of N201 Management
- Year 3 of N20B Management
- Year 3 of N230 Management with Finance
- Year 3 of N232 Management with Finance
- Year 3 of N250 Management with Marketing
UIBA-N202 BSc in Management (with Intercalated Year/UPP)
- Year 4 of N210 Management (Undergraduate Partnership Programme)
- Year 4 of N202 Management (with Intercalated Year)
- Year 4 of N20C Management (with Placement Year)
- Year 4 of N231 Management with Finance (with Intercalated Year)
- Year 4 of N251 Management with Marketing (with Intercalated Year)
Year 3 of UIBA-NN35 Undergraduate Accounting and Finance
UIBA-N4N7 Undergraduate Accounting and Finance (with Foundation Year and Intercalated Year/Undergraduate Partnership Programme)
- Year 5 of N4N7 Accounting and Finance (Foundation Year and Intercalated)
- Year 5 of N4N8 Accounting and Finance (Foundation Year and UPP)
Year 4 of UIBA-N4N4 Undergraduate Accounting and Finance (with Foundation Year)
Year 3 of UCSA-I1N1 Undergraduate Computer Science with Business Studies
Year 4 of UCSA-I1NA Undergraduate Computer Science with Business Studies (with Intercalated Year)
Year 3 of UIBA-N212 Undergraduate Digital Innovation and Entrepreneurship
Year 4 of UIBA-N213 Undergraduate Digital Innovation and Entrepreneurship (with Intercalated year)
Year 1 of UIOA-EEU Undergraduate EU Exchange
UIOA-ESO Undergraduate European Exchange
- Year 1 of UESO Undergraduate European Exchange
- Year 1 of UESO Undergraduate European Exchange
Year 3 of UIPA-L8N1 Undergraduate Global Sustainable Development and Business
Year 4 of UIPA-L8N2 Undergraduate Global Sustainable Development and Business Studies (with Intercalated Year)
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
UIBA-N20G Undergraduate Management (with Foundation Year and Intercalated Year/Undergraduate Partnership Programme)
- Year 5 of N20G Management (Foundation Year and Intercalated)
- Year 5 of N20H Management (Foundation Year and UPP)
- Year 5 of N23B Management with Finance (with Foundation Year and Intercalated Year)
- Year 5 of N23C Management with Finance (with Foundation Year and Undergraduate Partnership Programme)
- Year 5 of N25B Management with Marketing (with Foundation Year and Intercalated Year)
- Year 5 of N25C Management with Marketing (with Foundation Year and Undergraduate Partnership Programme)
UIBA-N20A Undergraduate Management (with Foundation Year)
- Year 4 of N20A Management (with Foundation Year)
- Year 4 of N23A Management with Finance (with Foundation Year)
- Year 4 of N25A Management with Marketing (with Foundation Year)
Year 3 of UMAA-G1N4 Undergraduate Mathematics with Business Studies
Year 4 of UMAA-G1N5 Undergraduate Mathematics with Business Studies (with Intercalated Year)
UIOA-EOS Undergraduate Overseas Exchange
- Year 1 of UEOS Undergraduate Overseas Exchange
- Year 1 of UEOS Undergraduate Overseas Exchange
Year 4 of UPXA-F3ND Undergraduate Physics and Business Studies (with Intercalated Year)
Year 3 of UPXA-F3N2 Undergraduate Physics with Business Studies
Year 1 of UIOA-EUS Undergraduate USA Exchange