MM341-Marketing Communications

Module Provider:
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites: MM218 Marketing Essentials or MM255 Marketing Management MM218 Marketing Essentials MM255 Marketing Management
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Katrin Scherschel
Email: k.scherschel@henley.ac.uk

Type of module:

Summary module description:

An organisation can have the best product or service, however, if consumers are unaware of it, it will not be successful. That is where marketing communications comes in. Marketing communications is the tool to reach and engage the intended audience. In this module you will learn how marketing communications works. We discuss underlying theories and apply these across traditional and digital marketing communications. Topics include advertising, direct marketing, sales promotion, and other aspects of the marketing communication mix. You will learn how to design, manage, and assess marketing communication efforts to best reach and engage the intended audience.   

Aims:

To understand marketing communications theory, to apply and analyse the marketing communication mix and to create a marketing communication plan.  

Assessable learning outcomes:

1. Discuss marketing communication theories.  


2. Compare and contrast aspects of the marketing communication mix (e.g., advertising, direct marketing etc.). 


3. Design a marketing communication plan based on how to best reach and engage the intended audience. 

Additional outcomes:

Research and team working skills. 

Outline content:

This module has three foci. First, we regard marketing communications as a tool and look at the underlying mechanisms on how marketing communications work, by focusing on communication theories and models, on the intended message conveyed and on the intended audience of the communication efforts. The second focus is the marketing communication mix as the carrier of the intended message. This includes advertising, direct marketing, personal selling, product placement, sales promotion, sponsorship etc. Last, you will learn how to build a marketing communication plan. This includes the design, management, and assessment of marketing communications but also knowledge on the role of environmental factors influencing marketing communications for example culture or ethics.  

Brief description of teaching and learning methods:

This module adopts a student-centred approach to teaching and learning and encourages group work. In general, the module is designed to give you an opportunity to gain knowledge and understanding of concepts underpinning marketing communications. More precisely, the lectures illustrate and explain theoretical concepts, while the seminars are designed to provide a more hands-on approach guided by the application of marketing communications in praxis. In-between lectures and seminars you will n eed to study independently.  

Contact hours:

	Autumn	Spring	Summer
Lectures	20
Seminars	6
Guided independent study:
Wider reading (independent)	30
Wider reading (directed)	30
Advance preparation for classes	10
Preparation for presentations	50
Preparation for seminars	12
Group study tasks	4
Carry-out research project	4
Essay preparation	24
Reflection	10
Total hours by term	200	0	0
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	30
Oral assessment and presentation	70

Summative assessment- Examinations:

Oral assessment and presentation (70%): Individual recorded presentation. 

Summative assessment- Coursework and in-class tests:

Written assignment (30%): Group essay. 

The written assignment is a group project in which you portray your groups research findings and implications in an essay of 2,000 words length which you will need to submit in week 8 of the autumn term. The individual recorded presentation is a 15 minutes recorded presentation which you will need to submit in week 12 of the autumn term.  

 

Formative assessment methods:

You will receive formative assessments throughout the module particularly during the seminars for example during brainstorming and idea generation sessions for the group essay and to help support preparation of your individual video presentation.  

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A minimum mark of 40%? 

Reassessment arrangements:

By individual project only. 

Additional Costs (specified where applicable):

Cost
Required text books	x1

Last updated: 27 October 2023