Marketing Communications Sunderland Business School
Sunderland Business School
Faculty of Business & Law
Undergraduate Programmes
Module Guide Full Time Cohort 1
Marketing Communications
UGB 213
Level 2
Academic Year 2009-2010
Module Leader and tutor: William Ang'awa
Senior Lecturer in Marketing & Enterprise
Room 103C, Sunderland Business School,
Faculty of Business & Law, Reg Vardy Centre, Sir Tom Cowie Campus at St Peter's, St Peter's Way,
Sunderland SR6 0DD
Tel: 0191 5152311 Ext: 2251 Email: [email protected]
Tutor: Yvonne Dixon
Senior Lecturer in Marketing
Room 103C, Sunderland Business School
Faculty of Business & Law, Reg Vardy Centre, Sir Tom Cowie Campus at St Peter’s, St Peter’s Way
Sunderland sr6 0dd
Tel: 0191 515 2311 Ext: 3120 Email: [email protected]
Subject Specialist Tutor: Louise Gordon BA MA MCLIP
Assistant Librarian: – Business,
St Peter's Library, University of Sunderland, Prospect Building, Sir Tom Cowie Campus at St Peter’s, St Peter’s Way,
Sunderland, SR6 0DD
Tel: 0191 5153391 Email:[email protected]
TITLE MARKETING COMMUNICATIONS
CODE UGB213
CREDITS 20
LEVEL 2
FACULTY BUSINESS AND LAW
BOARD UNDERGRADUATE BUSINESS
PRE-REQUISITES NONE
CO-REQUISITES NONE
LEARINING HOURS http://m.elviscollections.com/Thesis_Writing/200 hours in total, the exact nature of which will be
specified in the module guide.
LEARNING OUTCOMES:
Upon successful completion of this module, students will be able to:
Knowledge-Based Outcomes
K1 Identify the tools and techniques used in marketing communications;
K2 Explain the integrative nature of communications mix within the marketing
strategy
K3 Understand the media and its use in communication particularly in relation to
Marketing objectives
K4 Analyse practical marketing communication problems;
K5 Apply the theories, concepts and techniques of marketing communications
management
Skill-Based Outcomes
S1 Develop communication skills - written & oral;
S2 Utilize IT skills;
S3 Apply numeracy & analytical skills;
S4 Demonstrate critical/creative thinking & analysis; #p#分頁(yè)標(biāo)題#e#
S5 Demonstrate independent learning/self management;
CONTENT SYNOPSIS:
The marketing communication module is a creative ‘hands on’ portfolio based mini- project which teaches students how to develop effective marketing communication plans, campaigns, creative media strategies and packs. Students are introduced to the key theoretical models and principles of the promotional mix - advertising, sales promotion, public relations, personal selling, direct marketing and new media. The Integrated Marketing Communications concept provides an understanding of the process of “how the promotional mix works together in strategic and effective ways” Duncan, T 2005. The integrative nature of the module allows students to be analytical and creative. Better still, it should turn them into employable brands.
AMPLIFIED CONTENT:
The Theory
What is marketing communications? What is the promotional mix?
Role of Marketing communications in the marketing mix; Creative Thinking;
Principles of - Branding, advertising, sales promotion, public relations & publicity, personal selling, direct marketing; Mass Communications; New Media. Buyer behaviour; The Communication Process: The Theoretical models; Outline steps in developing effective marketing communications, Social ethical and legal issues.
Market Research
How to get the best out of ‘Online Market Research’, Athens Database;
Marketing Communications Industry
Marketing Communications Industry – Behind the messages and the media;
The Practice and Creative Message Strategies
New Media marketing – Marketing Communications in the 21ST Century;
Marketing Communication Plans, Marketing Communication Campaigns;
Integrated Marketing Communications Planning; Controls; Evaluating Effectiveness;
Strategic Nature of Marketing Communications; The Media pack and creativity;
Creative Message Strategies, Developing media packs. Social ethical and legal issues in Practice.
The Financial Aspects of Marketing Communications
Setting The Budget; Cost or Investment?
Determining How Much To Spend On IMC;
Percent –of – Sales Budgeting; ROI - Return – on- investment; Objective – and- Task Budgeting; Share – of – Voice Budgeting, Marketing Communications Budget Allocations.
How to put your ideas into action – Practical aspects of marketing communications
Developing and communicating your creative strategy; How to put a portfolio together;
Reflection
David Kolb – Experiential Learning; Career Development
TEACHING AND LEARNING METHODS:
A variety of learning strategies will be implemented, including formal lectures, case study analysis and guided reading. The major elements will be addressed through lecture presentations and workshops. Lectures will be used to “set the scene” and to direct students to further study. Workshops will integrate specific aspects of the subject with practical contemporary applications. Working primarily in “learning sets,” students will be given the opportunity to extend their understanding and demonstrate their grasp of the issues. Student-centred learning will be strongly encouraged through workshop activity, a mix of individual and syndicate exercises, #p#分頁(yè)標(biāo)題#e#Costom Thesis group/individual presentation and role-play. Emphasis will be placed on developing practical, transferable skills, as well as developing knowledge and understanding of marketing communication practices. Virtual Learning will be available via SunSpace (formerly WebCT) – its interactive content will support the students learning and self – development. Students are automatically registered on ATHENS via the university library. This is an important and excellent way to access electronic information. Students are required to familiarise themselves on how best to carry out online market research and develop confidence in interrogating the online databases. Students are expected to consult the Business Subject Librarian and may be required to provide feedback concerning their online research experiences.
Indicative breakdown of learning hours:
The workload will be as follows:
Lectures: 12 x 1 hour lectures = 12 hours
Workshops: 12 x 2 hour workshops = 24 hours
Virtual Learning 12 x 1 hour = 12 hours
Self Directed Study 146 x 1 hour = 146 hours
Workshop preparation: 30 minutes per week (on average) = 6 hours
___
Total learning hours 200
ASSESSMENT METHODS:
An individual piece of work, which will take the form of a portfolio, divided into 4 elements. Note that all elements are compulsory.
Assessment 001 PART 1 The Theory (Section A) essay/article 1500 word maximum-
Assessment weighting 20%. This assessment will cover Learning Outcomes K1, K5 and S4.
Assessment 002 PART 2 The Practice (Sections B-D) Assessment weighting 80%
o Section B - Marketing Communication Plan – approximately 20 pages in length. Component covers 60%
o
o Section C - Creativity and innovation - Media Pack – Component covers 15%
o
o Section D - Reflective report - Component covers 5%
o
All learning outcomes will be tested in this assessment.
Sequence Assessment Type Marking Scheme Weighting % Qualifying Mark Pass Mark
001 CW UG 20 1 40
002 CW UG 80 1 40
Formative feedback will be achieved through the advice provided during the drafting of Part 1 Section A, and relating to and building the foundation for Part 2 section B & C, through class surgeries, case studies, student presentations, tutor led discussions, observation or shadowing ‘real life’ projects and virtual learning via SunSpace (formerly WebCT). #p#分頁(yè)標(biāo)題#e#怎么寫(xiě)Thesis
The summative assessment covers the application of marketing communications to contemporary products/services and markets. In analysing and evaluating the market situation students will have the opportunity to demonstrate their knowledge of marketing communications which meet the learning outcomes of the module.
What is mitigation? I have special needs! What if I have personal problems that may affect my performance on this or other modules? – If your work has been affected in any way during the course of the module you should bring this to the attention of the module leader and or/tutor. The matter will be treated confidentially. Please ensure you are familiar with the mitigation process and the requirements of the mitigation panel. The Academic and Student counsellors are there to help you. Please access their homepage on the university website:
http://www.sunderland.ac.uk/studentlife/support/
INDICATIVE READING LIST :
Core Texts:
The recommended university book supplier is Waterstone’s.
Waterstone’s *(The shop is opposite the Orange Store in the Bridges)
31 The Bridges Shopping Centre, Sunderland, Tyne & Wear, England
Great Britain SR1 3LB
Tel: 0191 5674331 / Fax: 0191 5144880
E-mail: [email protected]
Site: http://www.waterstones.com
Opening times:
Sun 11.00-17.00 Mon 9.00-17.30 Tue 9.00-17.30 Wed 9.00-17.30 Thu 9.30-20.00 Fri 9.00-17.30 Sat 9.00-17.30
Online retailers: www.abebooks.co.uk is a good online retail store for books that are hard to find. Others are Amazon and your usual second hand shop. The university bookshops in the region Newcastle, Durham or Teesside may offer some good deals.
Belch, G.E & Belch, A (2009) ‘Advertising and Promotion: An integrated marketing communications perspective’ McGraw – Hill, New York, 8TH Edition [Please buy this edition]
Duncan, Tom Principles of Advertising & IMC International Edition, McGraw-Hill, New York, 2005
(Please note that you should buy this book with the CD which comes with it. The book is out of print - and can be bought online). There are copies on short loan in the library.
Smith, P.R. and Taylor, J. Marketing Communications: An Integrated Approach. London: Kogan Page. (2004). (Please note this book is out of print, but may be available online).
Supporting Texts:
Fill, Chris, “Marketing Communications: Engagement, Strategies and Practice” Financial Times Prentice Hall, Harlow (Latest Edition)
Egan, John “Marketing Communications.” Thomson Learning, London (Latest Edition)
Kotler, Philip, Armstrong, Gary, Saunders, John and Veronica Wong "Principles of Marketing" Financial Times, Prentice Hall, Harlow. (Latest Edition)#p#分頁(yè)標(biāo)題#e#
Jobber David "Principles and Concepts of Marketing," Mcgraw Hill, Berkshire, (Latest Edition)
Brassington, Frances & Pettit, Stephen, “Principles of Marketing, Financial Times Prentice Hall, Harlow (Latest Edition)
Dibb, Sally; Simkin, Lyndon; Pride, William M; Ferrell, O.C, “Marketing Concepts and Strategies,” Houghton Mifflin, Boston (Latest Edition)
Kitchen, Philip J, “Marketing Communications: Principles and Practice,” International Thompson Business Press, London (Latest Edition)
Klein, Naomi, “No Logo,” Flamingo, London
Michel Chevalier & Gerald Mazzalovo, “Pro Logo: Brands as a Factor of Progress,”
Palgrave McMillan, Basingstoke, Hampshire
William Ang’awa & Yvonne Dixon (2010) “Lecture Notes, Handouts & workshop tasks,” University of Sunderland.
Additional Key Resources:
Key Note - Publishes a comprehensive range of off-the-shelf market reports and reviews, offering over 250 titles covering 26 UK market sectors. For example:
Key Note,” New Media Marketing" Key Note Ltd, Middlesex*
Key Note, “Consumer Internet Usage” Key Note Ltd, Middlesex*
Key Note, “Commercial Radio” Key Note Ltd, Middlesex*
Key Note, “Commercial TV” Key Note Ltd, Middlesex* Thesis 怎么寫(xiě)
Key Note, “Cable & Satellite TV” Key Note Ltd, Middlesex*
MINTEL - Mintel Marketing Intelligence produce several series of market research reports, which give an overview of the UK market for particular consumer products and services
Marketing Week - One of the UK's leading marketing professional magazines, with useful insight into the industry and profession. The magazine can be found in the periodical and journal section of St Peter's Library.
Other publications providing competitive subscriptions are: MediaWeek [www.mediaweek.co.uk], PRWeek [www.prweek.com/uk], Campaign [www.campaignlive.co.uk]
Websites:
www.library.sunderland.ac.uk/ - University of Sunderland Library Services
www.cim.co.uk CIM –Chartered Institute of Marketing
www.brandrepublic.com Brand Republic – Advertising, Marketing, Media and PR Portal
www.theidm.com – The Institute of Direct Marketing (DMA).
www.ipr.org.uk – The Institute of Public Relations (IPR).
www.dma.org.uk – The Direct Marketing Association (DMA).
www.think-direct.com - Theidm student resource site.
www.ft.com - Financial Times.
#p#分頁(yè)標(biāo)題#e#www.keynote.co.uk - Key Note Ltd.
www.asa.org.uk – Advertising Standards Authority
www.adassoc.org.uk – The Advertising Association
PROGRAMMES USING THIS MODULE AS A CORE OR OPTION:
BA Business and Marketing Management Core
All other programmes within Undergraduate Business and Management Suite Option
Combined Subjects Business and Management (major, dual and minor) Option
Combined Subjects Marketing Management (major, dual and minor) Core
Franchised: No
Work based learning: No
Professional Accreditation: No
JACS Code: N100
Specialist reading List - Useful and advanced/high level reading resources
Complied by Louise Gordon, Assistant Librarian
Ashcroft, L and Hoey, C. (2001) ‘PR, marketing and the Internet: implications for information professionals’, Library Management, 22 (1/2), pp.68-74.
Available via Sunjournal
Booth, T. Pre-marketing: analysis of information needs. Available at: http://www.libsci.sc.edu/bob/class/clis724/SpecialLibrariesHandbook/booth.htm
(Accessed: 26 January 2009).
Brewerton, A. (2003) ‘Inspired! Award-winning library marketing’, New Library World. 104 (1190/1191), pp.267-277.
Corfield, K. (2001) Marketing in libraries in the 2000s: Why do we bother? 11th National Library technician’s conference proceedings. Kingston: ALIA.
Available at: http://conferences.alia.org.au/libtec2001/papers/corfield.html
(Accessed: 26 January 2009)
De Rosa, C., Dempsey, L and Wilson, A. (2003) The 2003 OCLC environmental scan, OCLC, Dublin: OH.
Available at: http://www.oclc.org/reports/escan/introduction/default.htm
(Accessed: 26 January 2009)
De Stricker, U. (1998) Marketing with a capital S; strategic planning for knowledge based services. Information Outlook. 2 (2).
Available at: http://www.sla.org/pubs/serial/io/1998/feb98/stricker.html
(Accessed: 26 January 2009)
Dong, X. (2003) ‘Searching information and evaluation of internet: A Chinese academic user survey’, International information and library review, 35 (2/4), pp.163-187.
Available via Sunjournal
Fialkoff, F. (2006) ‘What’s so bad about books?’, Library Journal, 131 (1), p.8.
Available via Sunjournal
Ford, A. (2001) ‘Food for fines drives: positive PR that works!’. Marketing Library Services, 15 (2). Available online at http://www.infotoday.com/mls/mar01/ford.htm#p#分頁(yè)標(biāo)題#e#
(Accessed: 26 January 2009)
Freiden, J., Goldsmith, R., Takacs, S. and Hofacker, C. (1998) ‘Information as a product; not goods, not services’, Marketing Intelligence and planning, 16 (3), pp.1-13.
Available via Sunjournal.
Guistini, D (2005) ‘How Google is changing medicine’, British Medical journal, 331, pp.1487-8. Available via Sunjournal.
Jones, S and Johnson-Yale, C. (2005) ‘Professors online; the internets impact on college faculty’, First Monday, 10 (9) Available via Sunjournal.
Jones, S. and Madden, M. (2002) The internet goes to college: how students are living in the future with today’s technology. Pew internet and American life project. Available at http://www.pewinternet.org/report_display.asp?r=71
(Accessed: 26 January 2009) Thesis Custom Service
Kassel, A. (1999) ‘How to write a marketing plan’, Marketing Library services, 13 (5). Available at: http://infotoday.com/mls/jun99/how-to.htm
(Accessed: 26 January 2009)
Lubans, J. (1998) How first year University students use and regard internet resources. Available at: http://www.lubans.org/docs/1styear/firstyear.html
(Accessed: 26 January 2009)
Lynn, D, L. and Li, X. (2001) ‘Spinning an academic web community: measuring marketing effectiveness’, The Journal of Academic Librarianship, 27 (3), pp.199-207.
Available via Sunjournal.
Rowley, J. (1997) ‘Focusing on customers’, Library Review, 46 (2), pp.81-89.
Available via Sunjournal
Rowley, J. (1997) ‘Managing branding and corporate image for library and information services’, Library review, 46 (4), pp.244-250.
Rowley, J. (1998) ‘Promotion and marketing communications in the information marketplace’, Library Review, 47 (8), pp.383-387. Available via Sunjournal.
Webreck Alman, S. (2007) Crash course in marketing for libraries. London: Libraries Unlimited.
Lecture and workshop seminar programme
Sunderland Business School, Faculty of Business & Law.
Reg Vardy Centre, Tom Cowie Campus
at St Peter’s Campus,
St Peter’s Campus, SR6 0DD
Full Time Cohort Academic Year 2009 – 2010 Year: 2
Monday – Lecture.
Venue: Reg Vardy Centre , Business School RV405
Time: 2 pm – 3 pm
Tuesday Workshop
Seminar Room Reg Vardy 414
Week 3 – Workshop will be in room RV409
Time: 11 am – 1 pm
Tutor: William Ang’awa
Wednesday Workshop
Seminar Room Reg Vardy 412
Week 3 – Workshop will be in room RV111
Time: 11 am – 1 pm
Tutor: William Ang’awa#p#分頁(yè)標(biāo)題#e#
Friday Workshop
Seminar Room Reg Vardy 307
Week 3 – Workshop will be in room RV409
Time: 11 am – 1 pm
Tutor: Yvonne Dixon
Workshop activity handouts will be uploaded prior to the lectures in most instances.
Please check regularly for announcements and general information.
*If there are any changes to workshop/seminar, lecture rooms or lecture/seminar content you will be informed via the notice board, email or Sunspace. If in doubt please enquire
at the Business School Reception or contact tutor via SunSpace email.
Faculty Drop in Sessions – Study skills and General Assignment Advice
The Faculty of Business & Law is running drop in sessions on Wednesday and Friday
10 am – 11 am. in the Reg Vardy Atrium. Please enquire from reception.
Lecture and Workshop Schedule
Academic Week Lecture Week Dates Content
28 1 February 1 - 5 Introduction to the module
29 2 February 8 -12 Marketing Communications & The Promotional Mix.
Introduction to the Assessment and Client Brief
30 3 February 15 – 19 Literature Review, - Library Workshop - with Louise Gordon subject librarian
Research Development Workshops.
31 4 February 22 - 26 New Media Marketing & Portfolio Development Workshops
32 5 March 1 -5 Mass Communications Vs Personal! What is the best form of Communications? Portfolio Development Workshops.
33 6 March 8 - 12 How Environmental Factors Affect a Firms Communications. The Strategic Nature Of Communications. Portfolio Development Workshops.
34 7 March 15– 19 The Campaign – The Challenge and Situational Analysis. Portfolio Development workshops.
Hand in Part 1 Section A
35 8 March 22 - 26 What are your Objectives, Strategies, Tactics and Budget?
Portfolio Development Workshops. Creativity and Controls
36 March 29 – April 2 Easter Spring Vacation
37 April 5 – 9 Easter Spring Vacation
38 April 12 – 16 Easter Spring Vacation
Academic Week Lecture Week
Dates
Content
42 9 April 19 - 23 The Campaign Development
43 10 April 26 - 30 The Campaign Development
44 11 May 4 - 7 The Campaign Development
Drop In Sessions
45 12 May 10 -14 Drop In Sessions
Assignment Hand in 13 May 2010
Detailed Recommended reading and virtual hour tasks on Sunspace. #p#分頁(yè)標(biāo)題#e#
Students must bring writing material and work – in – progress during workshops.
Notes:
Workshop activity handouts will be uploaded prior to the lectures in most instances.
Please check regularly for announcements and general information.
*If there are any changes to workshop/seminar, lecture rooms or lecture/seminar content you will be informed via the notice board, email or Sunspace. If in doubt please enquire
at the Business School Reception or contact tutor via email.
Suggested Marketing Communications Plan Format (SOSTAC Model) Thesis Sample
(What information goes into a marketing communications plan?) William Ang’awa 2009 (adapted from various sources).
Title Page* – (This should be professional in appearance and packaged appropriately, it should be clear what the report is about and who it is from/who wrote it. It should have your campaign name or strapline).
Executive Summary* – Presents a brief overview of the proposed plan. The marketing communications plan should open with a brief summary of the plan’s main goals and recommendations. It should wet the appetite of those who may read it! E.g senior management or colleagues who will implement your proposal. It should assist them to grasp (within one minute) the overall plan’s thrust/direction. It is similar to an abstract written for an essay or academic paper or final year project. This should not be more than one A4 page long!
Acknowledgements* – (This is a useful exercise for your final year/placement project. So why not develop this good practice now?). You can thank God, mummy, dad, ”significant others”, tutors, marketing communications company, of course the lovely library staff!. Don’t forget friends who helped you when the “chips were low” or anyone who inspired you! Please no Oscar speeches! Check with the client and organisation re: relevance.
Table of contents*, Glossary of terms, Table of Illustrations– This should follow the executive summary. It should identify where one can find the information (with page numbers and appropriate sections) contained in the plan. You should also have a table of illustrations and abbreviations. We expect you to have appendices and a bibliography.
Introduction – You should introduce your campaign and the marketing challenge and incorporate it into the situational analysis below. Past students have chosen different ways to do this. So look at past assignments and chose the most appropriate one.
Situational Analysis (Current marketing situation) – This section presents relevant background data on the market, competitors, distribution, and the macro-environment. Your source of information should be Athens Database including (Mintel, Keynotes, Euromonitor, Emerald), FT.com, Economic Intelligence Unit, Industry specific sources for example, FIA, Automobile Association, sponsors websites & publications, ABTA, WTTC (World Travel & Tourism Council), Academic journals, books and articles about the industry, empirical research, including your own). #p#分頁(yè)標(biāo)題#e#
Opportunity and issue analysis – After summarising the current marketing situation, you should proceed to identify the major opportunities and threats, strengths and weaknesses, and the issues facing the product line or your idea or campaign.
Objectives – Once you have summarised the issues, you should decide on the plan’s CSMART marketing objectives. You should ensure that you have covered these objectives in the plan. People would want to know the USPs and the brand promise being communicated.
Marketing Communications Strategy – You should outline (briefly) the broad marketing strategy or game plan to accomplish the plan’s objectives. In developing the strategy your should carry out the necessary primary and secondary research. You should state your strategies, first as the traditional 4 P’s and then add you are moving to the 4 Cs (Refer to articles by Fill C, Duncan T and Lauterborn, B).
1 Product strategy --------------- Customer 2 Pricing strategy ------------------ Cost
3 Place (Distribution) strategy Convenience 4 Promotion strategy Communication
Creative Strategy – This is the “pitch” describing the vision, the emotional touch point and/or inspiration that underpins the creative aspect of the campaign. It should should be cross-referenced to the media pack and the rest of the report. It should make sense to non-media/creative people and a door way on how it will be implemented. It should win the client and target audience over, whilst offering options to various approaches.
Tactics & Action Programs - The marketing communications plan must specify the broad marketing programs for achieving the business objectives. Each marketing strategy element must be elaborated to plan! We need only proposed costs of the communication element of the campaign. This should be cross-referenced to the tactics and action programme. answer questions: What needs to be done? Why it should be done? Where will it be done? (product placement)? When will it be done? Who will do it? How much will it cost? The tactics should relate to the elements of communication mix. The action programme should be in the form of a Gantt chart and or calendar form. All items should be linked to your overall strategies and budget. We need to see how you arrived at the costings! UK Thesis
Budget – This should outline the total budget for the campaign on the credit side. On the debit side you should indicate where the costs for the various promotions would be spent. Please note this is not a marketing
Controls – The last section of the marketing communications plan outlines the controls for monitoring the plan. Senior management can review the effectiveness of their strategies/tactics during the campaign. The control section will include contingency plans. A contingency plan outlines the steps management would take in response to specific adverse developments, such as negative responses or an advert being “pulled” by media networks, etc. price wars or strikes. A diagram would be useful to summarise your thoughts. #p#分頁(yè)標(biāo)題#e#
William Ang’awa note – You should adapt the marketing communications plan to suit your individual circumstances and needs. Please note a marketing communications plan should fit into a marketing plan, which in turn fits into a business plan. Marketing communications plan is usually used for specific campaigns. You need to know what goes into a marketing plan before you develop a marketing communications plan. Please do not forget the relevant appendices – for example, references, bibliography and relevant supporting data.
