International study at the University of Brighton

Marketing Communications and Advertising

Level: 5
Credit rating: 20
Semester offered: 1
Pre-requisites: None
Aims:

To enable students to:

  • Gain a sound understanding of communications theory and examine the role of marketing communications, advertising and promotion within the marketing mix.
  • Understand the concepts and practice of promotional activity at an operational level and manage communications across a range of marketing communications channels.
Learning outcomes:

By the end of this module students will be able to:

  1. Explain the role of marketing communications
  2. Examine the role of the communication process
  3. Coordinate a range of tools within the promotional mix to communicate effectively with customers
  4. Describe and evaluate advertising and promotional tools
  5. Prepare a promotional campaign incorporating a variety of media with approximate costings
Content:
  • Communications theory
  • Communications, advertising and media mix
  • Persuasive and invasive advertising
  • The role of new media in communications
  • Campaign planning and costing
  • Advertisement creation and design
  • Idealistic imagery in advertising
  • Exhibitions, promotions and public relations
  • Sponsorship and celebrity endorsement
  • Campaign evaluation and media effectiveness
  • Advertisement recall
  • Social and ethical issues in advertising
  • Sex and shock advertising
  • Legal and regulatory issues
  • Role of agency
Learning and teaching strategies:

Total Learner Hours: 200

Contact Hours: 48 consisting of lectures, seminars, group work, assessment workshops, case studies.

Private and Directed study 152 hours
Learning support:

Ace, C. (2001) Successful Marketing Communications. Oxford: Butterworth - Heinemann

Belch, G. & Belch M. (2001) Advertising and Promotion: An Integrated Marketing Communications Perspective. (5th ed.) New York: McGraw Hill

Belch, G. & Belch, M. (2001) Advertising and Promotion. (5th ed.) Boston: McGraw Hill

Blythe, J. (2000) Marketing Communications. Harlow: Prentice Hall

Butterfield, L. (1999) Excellence In Advertising. Oxford: Butterworth-Heinemann

Hahn, F. et al (2003) Do-It-Yourself Advertising & Promotion. (3rd ed.) New Jersey: John Wiley and Sons

Haig, M. (2002) Mobile Marketing: The Message Revolution. London: Kogan Page

Jefkins, F. (2000) Advertising (4th ed.) Harlow: Prentice Hall

Kolah, A. (2002) Essential Law for Marketers. Oxford: Butterworth Heinemann

Roman, K. & Maas, J. (2003) How To Advertise. (3rd ed.) London: Kogan Page

Smith, P.R. & Taylor, J. (2004) Marketing Communications: An Integrated Approach. (4th ed.) London: Kogan Page

Wright, R. (2000) Advertising. Harlow: Prentice Hall