LING211: The Language of Advertising

• Terms Taught: Michaelmas Term only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS
• Pre-requisites: Must have previously studied Linguistics and/or English Language or Marketing or a modern foreign language.

Course Description

We all know when an ad has caught our attention, and whether it works for us or not, but what precisely is responsible for these effects? In this course, we will learn how to take ads apart using tools taken from linguistics, rhetoric, and semiotics. We will explore how ad writers make use of the different levels of language: for instance, how they exploit sounds and spellings; how they toy with word meanings and word associations; how they manipulate, and sometimes break, the rules of standard grammar. We will also explore how ads interact with other texts and consider the relationship between words and pictures. As well as analysing ads themselves, we will also test out our intuitions about them, by seeing how the words, structures and visuals used in the ads are employed in other kinds of texts.

Educational Aims

By the end of the course, students should:

• know the main terms and concepts from linguistics, rhetoric, and semiotics which are relevant for the analysis of advertisements;
• be able to identify the above phenomena in advertisements;
• be able to conceptualise their intuitions about advertisement texts;
• be able to carry out a full critical analysis of an advertisement by applying and integrating the above skills.

Outline Syllabus

Topics may vary slightly from year to year, but will commonly include:

• Introduction and History
• Getting Attention: Sounds, Letters, and Scripts
• Brand and Product Names
• Word Choice and Associations
• Multimodal Ads: Words and Pictures
• Processing Ads: Indirectness, Sentence Types, and Grammar
• Intertextuality and Interdiscursivity
• Stereotypes, Voices, and Varieties

Assessment Proportions

• Exam: 50%
• Project: 50%

MKTG222: Marketing Fundamentals

• Terms Taught: Michaelmas Term only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: None

Course Description

The course forms a self-contained introduction to Marketing and covers: components of the marketing system, concepts of buying behaviour, analysis of market opportunities, market segmentation, the marketing mix and marketing strategy. Consideration is also given to a number of special topics: marketing research, services marketing, retailing, industrial marketing and international marketing.

Educational Aims

The overall aim of this course is to develop an appreciation and understanding of the conceptual and descriptive language of marketing, and its utilisation within a business and management context.

Outline Syllabus

• What is Marketing?
• Understanding Consumer Markets
• Understanding Business Markets & Organisational Buying Behaviour
• Market Research
• Segmenting, Targeting ad Positioning
• Products Product Management; Services Services Management
• Branding
• Pricing strategy
• Channels / Distribution strategy
• Promotion strategy
• Digital marketing
• Marketing strategy

Assessment Proportions

• Coursework: 50%
• Exam 50%

MKTG225: Consumer Behaviour

• Terms Taught: Michaelmas Term only
• US Credits: 4 US Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

By critically examining current consumer behaviour research, this course will encourage an awareness of the ways in which social sciences can assist in forming an understanding of consumer purchasing and behaviour. The course includes both the study of the individual psychological factors, and the broader social and cultural context, influencing consumers in today's society.

Educational Aims

The integrated lecture and seminar programme is designed to:

• Provide an awareness of the ways in which the social sciences can aid our understanding of the behaviour of individuals involved in marketing and purchasing.
• Explore the similarities and differences in human behaviour in different task settings and environments.
• Critically examine current research in the field of Consumer Behaviour in order to inform the practice of marketing.

Outline Syllabus

The overall aim of this course is to develop an appreciation and understanding of consumer behaviour from both the manager's and the consumer's perspective. Each of you will have an understanding of what it means to be a consumer from an individual perspective. We shall look at how marketing managers can investigate individual and group consumer behaviour to underpin marketing strategy. We shall also be looking at the role of consumption in the lives of individuals (including ourselves) and the importance of consumption in society today.

Assessment Proportions

• Coursework: 100% comprising of Assessed Diary 20% and Individual Reflective Essay 80%

MKTG227L: Marketing Management Essentials

• Terms Taught: Lent / Summer Terms only
• US Credits: 4 US Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: Prospective students must have prior knowledge of the Marketing Fundamentals. Please note that prior permission in writing must be obtained from the Department through the International Office by those wishing to start in Lent term.

Course Description

The course aims to provide you with the opportunity to develop further your knowledge of marketing management conceptual frameworks and techniques, applying and adapting their knowledge of these frameworks to diverse marketing management contexts.

Educational Aims

The aims of this module are to:

• Provide students with the opportunity to further develop their knowledge of marketing management conceptual frameworks and techniques.
• Provide students with the experience of applying and adapting their knowledge of these frameworks to diverse marketing management contexts.

Outline Syllabus

• Consumer Behaviour
• Marketing Communications
• Brand Management
• Services Marketing
• Digital Marketing
• International Marketing
• Channel Strategy

Assessment Proportions

• Coursework: 100%

MKTG229: Routes to Market

• Terms Taught: Lent/Summer Terms only
• US Credits: 4 US Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

The course aims to provide you with an introduction to supply chains and channels:

• An understanding of the ‘realities’ of competition;
• Collaboration; competition in the business to business contexts;
• Buyer and supplier behaviour;
• The fundamentals of business marketing and purchasing and purchasing strategies;
• Customer value propositions and the problematics of their delivery and deployment;
• Comprehension of the value-in-use/total cost of ownership pricing approach and the analysis of opportunities/value propositions;
• Understanding of retailers as a particular form of supply chains, particularly in the context of brand management in fast-moving consumer goods contexts;
• A basic understanding of business selling and key account management.

Educational Aims

This course aims to supply:

• An introduction to supply chains and channels
• An understanding of the ‘realities’ of competition, collaboration, and coopetition in the supply chain and channels context.
• An introduction to business-to-business markets and buyer and supplier behaviour
• An understanding of the fundamentals of business marketing and purchasing and purchasing strategies
• An understanding of the business customers value propositions and the problematics of their delivery and deployment
• A comprehension of the Value-In-Use / Total Cost of Ownership pricing approach and the analysis of opportunities/ value propositions
• An understanding of retailers as a particular form of supply chains, particularly in the context of brand management in fast-moving consumer goods contexts.
• A basic understanding of business selling and Key Account management

Students will have the opportunity to:

• Develop their analytical skills
• Develop their ability to deploy and evaluate conceptualisations in ‘real-world’ business contexts
• Develop the ability to integrate learnings across an array of sub-discipline boundaries and develop a more holistic understanding of the marketing process

Outline Syllabus

The module is built around tutor-led workshops using case studies and supporting lectures.

Brief overview:

The programme will run over one term. It progresses through various topics such that students understand the fundamental concepts operating (differently) in all supply chains, the global context of supply chains and its implications. Finally attention is turned to specific product areas to consider special topics such as sustainability and supply chain standards.

Assessment Proportions

• Coursework: 50%
• Exam: 50%

MKTG232: Advertising

• Terms Taught: Michaelmas Term only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

The overall aim of this course is to develop an appreciation and understanding of the fast-moving and multi-faceted world of advertising from both a theoretical and managerial perspective. This course will focus on advertising within the private sector and will cover a number of contemporary issues in advertising, including social and ethical issues, international advertising and advertising regulation. On completion of this course, students should be able to demonstrate a clear understanding of advertising theory, strategy and execution. You will meet in a series of 5 workshops over the term.

Educational Aims

• Provide students with an understanding of advertising from both a theoretical and practitioner perspective.
• Provide an understanding of the various roles and tasks performed in advertising agencies with a particular focus on account planning, media planning and the creative department (copywriters and art directors).

• Provide insights into the evolving and complex nature of contemporary advertising and consider advertising as a force for good vs. a force for bad in society.

Outline Syllabus

This module will introduce the student to the study of advertising from both a theoretical and managerial perspective.

The key areas covered will be:

• Traditional media and media planning
• Advertising strategy and account planning
• Creativity in advertising
• Celebrity endorsement
• Advertising persuasion
• International / global advertising
• Contemporary, social, ethical and regulatory Issues in advertising
• Advertising audiences

Assessment Proportions

• Coursework: 100%

The coursework is made up of two assignments: a group pitch and an individual essay worth 50% each.

MKTG233: Digital Marketing

• Terms Taught: Michaelmas Term only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

The module gives students a unique opportunity to engage with leading-edge industry-driven and academic questions driving digital marketing. The module aims to stimulate students’ thinking and understanding around such questions as: How can we create data-driven, effective digital marketing campaigns? How does the consumer decision-making journey change in a digital space? How does digital technology transform marketing strategy in a business-to-consumer and business-to-business context? Why do so many companies fail in managing cyber-risk despite having cybersecurity software in place?

Apart from engaging with academic perspectives on digital marketing strategy, the students practice real-life integrated digital campaign planning using the industry-leading global data analytics software ComScore. This software is not available to undergraduates in other UK universities and provides a prime opportunity to apply the theoretical and practical knowledge of digital marketing. The aim of this is to highlight that marketing in the digital space is not an add on element to established marketing strategy, but increasingly becomes a blended part of key business-to-business and business-to-consumer activities such as marketing products and services, customer engagement and relationship management or retailing and sales.

Educational Aims

The aim of the module is for students to be able to:

• Create an integrated digital marketing campaign;
• Develop a basic competency in the use of industry web browsing analytics software (ComScore) to understand consumer behaviour.
• Provide data supported evidence and argumentation for an integrated digital marketing campaign;
• Understand strategic aspects of the ongoing digitalization of marketing activities

Outline Syllabus

• Integrated digital marketing campaign planning
• SEO
• Digital advertising
• Digital business environments including: the Internet of things; big data; cyber-risk and security, and digital marketing in a B2B context

Assessment Proportions

• Groupwork: 100%

MKTG234: Social Media Marketing

• Terms Taught: Lent / Summer Terms only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: You must show evidence of previous studies in Marketing.

Course Description

This module will offer students the chance to explore various forms of online consumer engagement in the context of digital marketing and online consumer culture. Students will develop awareness and gain insights into a diverse range of topics such as social media marketing, mobile marketing, augmented reality, online consumption environments, virtual identities and online consumer behaviour, online consumption experiences, and the rise of virtual economies amongst others. Students will also be exposed to the latest online research methods used for understanding the digital consumer such as online observation techniques and web-based interviews. Module will also explore current and potential trends in the digital environment.

Educational Aims

This module aims to:

• Give students the opportunity to understand contemporary digital marketing from practical and academic perspectives
• Develop awareness and gain insights into a diverse range of topics in the digital marketing area related to the engagements of consumers
• Give students the opportunity to develop knowledge and understanding of various marketing tools used by marketers

Outline Syllabus

• Module introduction and assessment briefing
• Online engagement, web design
• Virtual identity, online consumer behaviour
• Online consumption experiences
• Digital tools and social media
• Virtual economies, gamification
• Social media part 2 – guest speakers
• Branding in the digital era
• Online research methods
• Module summary and revision

Assessment Proportions

• 100% individual coursework comprising of a debate essay worth 30% and a presentation worth 70%

MKTG301: Strategic Marketing

• Terms Taught: Lent / Summer Terms only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: You must show evidence of substantial previous studies in marketing.  If you have not previously taken a Marketing Management course, you will need evidence of substantial study in Marketing before being admitted to this course.

Course Description

This module aims to equip students for a career in strategic marketing management in various industries, which may include among others fast moving consumer goods and retailing, automotive, consulting services or the luxury sector. It is essential for students to obtain a solid understanding of various perspectives on strategy and to develop the ability to evaluate, design and implement sustainable and profitable marketing strategy. The module combines a critical academic perspective on strategy research with applied and practicable models and frameworks essential to developing strong marketing plans.

Educational Aims

This module aims to stimulate students' thinking around questions such as:

• Why do some products or services succeed and others fail?
• How do you design a profitable and sustainable marketing strategy?
• What are the challenges involved in developing and implementing marketing strategy?
• Is marketing strategy a planning framework or improvised practice?

Outline Syllabus

The three main areas covered by this module are:

• Developing a Critical Understanding of Strategy
• Developing a “Strategic Marketing Plan”
• Creating and dealing with strategic (market) disruption

Assessment Proportions

• Coursework: Individual report worth 100%

MKTG302: Strategic Negotiation : Making Sustainable Deals

• Terms Taught: Lent/Summer Term only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS
• Pre-requisites:
  • Must have completed a course equivalent to MKTG229 or MKTG227
  • Reading: Lax, D. A., & Sebenius, J. K. (2013):  3-D Negotiation: Powerful tools to change the game in your most important deals. Harvard Business Press.

Course Description

This course is about Strategic Negotiations. The key theme of the course is to learn how to negotiate and make sustainable business deals. In other words, the course is not about learning short-term persuasive negotiation tactics; instead, the course is about learning how to make long-term business deals that are economically, socially and environmentally sustainable.

Strategic negotiations are highly relevant in today’s interconnected business landscape. Companies need to negotiate with multiple stakeholders, such as suppliers, customers, agencies, governments and authorities to be able to access the resources that they need. A strategic deal that companies would need is not a fixed entity but rather the outcome of long and time-consuming negotiations that affect further negotiations.

The course will examine:

1. the strategic challenges that companies face in their markets today,
2. the analytical tools that are needed to make sustainable business deals,
3. the biases and errors in deal-making
4. the various ways by which business deals are manifested
5. the managerial implications of strategic negotiations.

Assessment Proportions

• Individual Assignment: 100%

MKTG303: Global Marketing Management

• Terms Taught: Lent / Summer Terms only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS
• Pre-requisites: Must have completed courses equivalent to MKTG225: Consumer Behaviour and MKTG229: Routes to Market

Course Description

As marketing activities become more and more internationally focused, students require the knowledge and skills to address the new challenges and opportunities associated with globalisation. This module combines the latest research in the field of international marketing; providing insights, theories, concepts and tools that enable students to navigate the global market. The module seeks to stimulate student curiosity about the managerial process of seeking opportunities abroad; the activities multinational corporations undertake to maintain competitive advantages in their home and host markets; and at the same time, raise awareness of the importance of viewing marketing from a global perspective. The module also places particular emphasis on marketing in emerging markets, as fundamental drivers of change are altering the way firms address the international marketplace. Overall, the module delivers research-led, contemporary discussion of the dominant forces shaping marketing worldwide.

Educational Aims

On successful completion of this module, students will be able to demonstrate the following transferrable skills:

• Cultural awareness and sensitivity. This module fosters the students' "cultural fluency", which is an ability to adapt and appreciate cultural differences in order to function in a globalised working environment.
• Understanding of global trends is an important criteria in global marketing employability. This module aims to develop the students' international orientation through various discussions on country differences. In addition, the individual assignment necessitates students to conduct in-depth analysis on a country analysis, which consequentially strengthens their awareness of trends in a global market.
• Ability to manage complexity and reason using multiple perspectives are another crucial characteristics of a global marketer. In the lectures and seminars, students will explore the challenges and opportunities when operating in international market, and are expected to consider multiple consequences and the trade-offs associated with global marketing decisions.
• Problem-solving skills and ability to imagine creative solutions. The assessment for this module requires students to apply critical evaluation and creative solution to a global marketing problem. Students are highly encouraged to lend their individual interpretations, readings and experiences in order to excel in this module.

Outline Syllabus

This module will cover topics and issues relating to:

• Globalisation
• Internationalisation strategies
• Marketing across cultures
• International branding and retailing
• Global ethics and CSR
• Marketing in emerging markets

Assessment Proportions

• 100% Case Study Assessment

MKTG315: Managing Marketing Innovation

• Terms Taught: Lent / Summer Terms only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: You must show evidence of substantial previous studies in Marketing.

Course Description

The aim of the course is to introduce you to theoretical frameworks and empirical evidence of contemporary innovations in marketing. The course begins by exploring what marketing innovation is towards why firms succeed or fail in business because of issues associated with marketing innovation. From here you will be encouraged to explore the changing business environments within which firms must survive. The course will be organised around 7 themes:

• Innovation forms and innovation space
• Contemporary marketing innovations (e.g. disruptive innovation, business model innovation)
• Social innovation and sustainability-led innovation
• Managing the innovation process
• Creating an innovation organisation
• Open innovation and cooperation
• Innovation networks and learning from markets

Educational Aims

• Provide you with an introduction to the knowledge, understanding and skills required to manage marketing innovation at both the operational and strategic level.

• Provide you with an understanding of how the management of market, technological and organisational change integrate to improve competitiveness.

• Provide you with the experience of applying and adapting existing theoretical frameworks through real-world scenarios.

Outline Syllabus

This ten-week course entails three broad parts in studying the topic of managing marketing innovation.

Part A focuses on basic concepts:

• Introduction to innovation and marketing innovation (Week 1); and
• Innovation 4Ps and marketing mix (Week 2).

Part B focuses on the creation of marketing innovation:

• Business model innovation and disruptive innovation (Week 3);
• Social innovation (week 4);
• Sustainability-led innovation (Week 5).

Part C focuses on managing marketing innovation:

• Managing the innovation process (Week 6);
• Building an innovation organisation (Week 7);
• Opening innovation and cooperation (Week 8);
• Innovation networks and learning from markets (Week 9).

Finally this course concludes with the integrated implications toward managing marketing innovation and will be delivered in Week 10.

Assessment Proportions

• Coursework: 100%

MKTG316: Advanced Topics in Consumer Behaviour

• Terms Taught: Michaelmas Term only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS credits
• Pre-requisites: You must show evidence of substantial previous studies in marketing including previous study of consumer behaviour.

Course Description

This course aims to provide you with the opportunity critically to review existing research and theory as it relates to a number of current consumer research specialist topics. It provides you with the experience of applying and adapting existing theoretical frameworks to real consumer contexts and will enable a fuller engagement with the research interests of the marketing department staff.

The course adopts a topic-based model; a typical syllabus would include consumer choice processes, self and identity in consumer behaviour, advertising, managing transitions, children, consumer research applications and ethics.

Educational Aims

This module aims to:

• Provide students with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics
• Provide students with the experience of applying and adapting existing theoretical frameworks to real consumer contexts.
• Enable a fuller engagement with the research interests of the marketing department staff.

Outline Syllabus

The module will be arranged around a structure of weekly 2-hour lecture slots and fortnightly tutor-led workshops. The module adopts a topic-based model, reflecting the specialist interest and expertise of staff members involved in the delivery. Topics include:

• Consumer choice processes: Decision-making information processing
• Consumer choice: Experiential Consumption/Interpretive Approaches
• Self and identity in consumer behaviour
• Advertising
• Managing transitions ? implications for identity and consumption
• Children
• Consumer research applications [with particular emphasis on public policy]
• Ethics

Assessment Proportions

• Coursework: 100% Individual Essay

MKTG317: Brand Strategy

• Terms Taught: Michaelmas Term only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS
• Pre-requisites: You must show evidence of substantial previous studies in marketing.

Course Description

This course will provide you with an understanding of how brand strategy integrates a variety of perspectives - the social, psychological, financial, legal and creative aspects of branding. You will master the language of brand strategy, discover how the brand function fits with the other functions of an organisation, and learn how this knowledge can be applied in the managerial context.

You will learn to use their powers of logic and deduction to infer brand and business strategies from an examination of the observable elements of brand expression, and in the process you will explore the vital importance of creativity and emotion in marketing and business.

Educational Aims

The aim of the module is to:

• understand brand strategy from a variety of perspectives, including the social, psychological, financial, legal and creative aspects of brands, and how these various perspectives can be integrated into coherent brand strategies.
• to master the language of brand strategy and understand how the brand function fits with the other functions of an organisation.

Outline Syllabus

The course will begin by considering what brands are, and looking at the history of branding. From here students will be encouraged to explore the psychology and meaning of brands, how brands are structured, how brand equity is measured and managed, and the legal and ethical aspects of branding. These topics will feed into the coursework in which students will apply these ideas in order to analyse a brand of their choice. From this approach, an overall understanding of the role and value of brand strategy will be developed.

Assessment Proportions

• Coursework: 100% Individual essay

MKTG327: The Management of Marketing

• Terms Taught: Michaelmas Term Only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS
• Pre-requisites: You must show substantial previous studies in marketing.

Course Description

In this module, we explore how marketing activities are managed in businesses, organisations and markets. Our focus is on three levels--namely, individuals, organisations and market place. Our understandings of marketing management are to a large extent shaped by theories and evidence on consumer behaviour in various markets. With this module, we turn our attention to managers and how they (actually) (should) make sense of and take action towards creating values for consumers and clients, their own businesses and organisations, and society at large. We approach this management question from multiple theoretical perspectives- namely, organisational and institutional theory, behavioural sciences, and marketing. We critically review these perspectives to understand how they construct and study the tasks of judgement and decision-making for marketing managers. We then employ these perspectives to identify and evaluate the opportunities and challenges contemporary marketing managers face within businesses, organisations, markets and society. These relate to technological advances and innovation, globalization and its discontents, the inclusivity and exclusivity of consumption, marketing ethics, sustainability and climate change.

Educational Aims

This module aims to:

• Provide students with multidisciplinary understandings of managerial judgement and decision-making processes in marketing
• Help students identify and evaluate the opportunities and challenges that marketing managers face in businesses, organisations, markets and society with multidisciplinary perspectives
• Help students hone their critical thinking skills and apply these towards the identification and resolution of complex and wicked problems in market societies.

Outline Syllabus

There will be 2 hours of lectures per week during the Lent term and a supporting seminar every fortnight. Topics to be covered include:

• Introduction to the Management of Marketing
• Marketing perspectives
• Behavioural perspectives
• Organisational and Institutional perspectives
• Marketing as practice perspective
• Managing the inclusivity and exclusivity of consumption
• Managing technology and innovation
• Managing globalization and its discontents
• Managing the ethics of marketing
• Part I) Managing sustainability and climate change, Part 2) Exam revision

Assessment Proportions

• Exam: 60%
• Individual Essay: 40%

MKTG329: Business-to-Business Marketing

• Terms Taught: Michaelmas Term only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS
• Pre-requisites: You must show evidence of substantial previous studies in marketing.

Course Description

In this module, we bring to the forefront the often less visible bust vast area of marketing to help you develop a more holistic understanding of how markets work and how they are created and shaped. We explore marketing concepts familiar to you as a marketer but broaden them by looking at the multiplicity of actors involved in marketing and in market making in organisational markets. Specifically, we unpack the activities in which organisations are involved and deploy to engage in markets. The module considers a range of contexts, such as markets of extreme contexts i.e. Base of the Pyramid, and critically discusses contemporary trends in B2B marketing practice and theory.

Educational Aims

• Introduce and integrate key theories and concepts relating both to organisational buying and to marketing to organisations.
• Introduce students to a range of strategies used in organisational market contexts and relate these to theoretical aspects of markets and industrial environments.
• Introduce students to current marketing practices in organisational markets
• Develop students' commercial awareness

The module also aims to develop students' skills in the following areas:

• Research skills
• Critical thinking and analytic skills
• Written and verbal argumentative skills

Outline Syllabus

There will be two hours of lectures each week during the term. Additionally there will be five workshops. The workshops are intended to allow you to apply your learning in this topic area and you are expected to attend.

Module Structure

• Module outline and understanding markets and developing strategy;
• Organisational buying behaviour;
• A framework for organisational marketing;
• Marketing tactics and the doing of marketing in organisational markets.

Assessment Proportions

• Coursework: 100%

MKTG334: Critical & Creative Communications

• Terms Taught: Lent / Summer Terms only
• US Credits: 4 Semester Credits
• ECTS Credits: 7.5 ECTS
• Pre-requisites: You must show evidence of previous studies in advertising.

Course Description

The course makes a critical study of the communications strategies and techniques that organisations and brands employ today. You will study the main tools and media of marketing communications, with a particular emphasis on PR, lobbying, greenwashing and covert communications and explore how all communications channels integrated by contemporary public and private sector organisations.

You will develop your understanding of how integrated communications strategies and creative solutions are generated and implemented, from both theoretical and practical perspectives, and you will tackle integrated communications activities in groups within workshops.

Educational Aims

This module aims to help students:

• Understand contemporary communications from psychological, social, creative, organisational and critical perspectives, and explore how these perspectives are integrated and interrelated
• Master the language of communications, and understand how communications functions work in organisations

Outline Syllabus

• Communications theory, persuasion, attitudes and behaviour, decision making process, hierarchies of effect, communications psychological theories.
• Planning and integration issues, communications tools and the new marketing landscape.
• Public relations, corporate communications, stakeholder management and reputation, sponsorship, product placement, lobbying, CSR.
• Guerrilla and viral marketing, ambient media, fragmentation, clutter and convergence.
• Critical perspectives on communications: culture jamming, role of communications in the environment and society, role and values of the media.

Assessment Proportions

• Coursework: 40%
• Exam: 60%