Marketing Communications in the Digital Age

BMAN24352 Marketing Communications in the Digital Age 20 Semester 2 Undergraduate Level 2 Alexander Gunz Unit coordinator Alliance Manchester Business School 1 FHEQ level (Framework for Higher Education Qualifications) ' Middle part of Bachelors ' European Credit Transfer & Accumulation System Rating : 10.0 This course builds on students’ marketing knowledge from previous courses with a specific focus on marketing communications and the digital environment. The course will introduce students to a diverse range of marketing communications tools and encourage students to critically consider their application in the digital environment. Academic understanding will be supported by practical application through the use of case studies and a practice-oriented assessment task. This course builds on students’ marketing knowledge from previous courses with a specific focus on marketing communications and the digital environment.  The course will introduce students to a diverse range of marketing communications tools and encourage students to critically consider their application in the digital environment.  Academic understanding will be supported by practical application through the use of case studies and a practice-oriented assessment task. The course introduces students to the role and importance of marketing communications in the contemporary marketing landscape. This involves a focus on digital communications tools alongside offline marketing communications tools, at both the strategic and tactical/operational level. Students will develop a critical understanding of how and when academic models and theories do and do not apply in practice and will thus be encouraged to demonstrate a reflective approach to the study of marketing communications in the digital age.   <o:p></o:p><o:p></o:p>In addition to domain knowledge of marketing communications, with its many implications for understanding the commercially infused world we all live in, students will be asked to develop their critical thinking skills for analysing the likely effectiveness of different communications methods. These will create a useful foundation for any students who go on to work as a marketing communications professional, or who have to help organizations with communications work. <o:p></o:p>   <ul><li class="MsoListParagraphCxSpFirst" style="line-height:normal;margin-bottom:0cm;mso-add-space:auto;mso-list:l0 level1 lfo1;">Demonstrate knowledge and understanding of the contemporary marketing communications environment, including the opportunities and challenges posed by digital technologies. <o:p></o:p></li><li class="MsoListParagraphCxSpLast" style="line-height:normal;margin-bottom:0cm;mso-add-space:auto;mso-list:l0 level1 lfo1;">Describe the strategic value of a range of marketing communications tools and demonstrate how they can be integrated to produce an effective marketing communications campaign. <o:p></o:p></li></ul> <ul><li class="MsoListParagraph" style="mso-list:l0 level1 lfo1;">Reflect on the learning experience of developing an integrated marketing communications campaign plan <o:p></o:p></li></ul> <ul><li class="MsoListParagraph" style="mso-list:l0 level1 lfo1;">Evaluate given marketing communications situations and apply knowledge of a range of integrated marketing communications theories to suggest creative and feasible solutions. <o:p></o:p></li></ul> <ul><li class="MsoListParagraphCxSpFirst" style="line-height:normal;margin-bottom:0cm;mso-add-space:auto;mso-list:l0 level1 lfo1;">Be able to develop an integrated marketing communications plan.<o:p></o:p></li><li class="MsoListParagraphCxSpLast" style="line-height:normal;margin-bottom:0cm;mso-add-space:auto;mso-list:l0 level1 lfo1;">Communicate academic and applied knowledge, concepts and ideas professionally and creatively.  <o:p></o:p></li></ul> Other Through guest lectures from industry practitioners, students will also develop a critical understanding of how and when academic models and theories do and do not apply in practice and will thus be encouraged to demonstrate a reflective approach to the study of marketing communications in the digital age. •    Integrated marketing communications (IMC) and branding •    Competitive Market Analysis in the Digital Age •    IMC campaign planning •    IMC in the digital age: practitioner’s perspective •    Theories of communications •    Marketing Communications Mix        o    Advertising       o    Social Media and user generated media        o    Search engine optimisation (SEO)       o    Public Relations       o    Sponsorship       o    Direct marketing       o    Sales promotions •    Media planning and evaluation  Lectures: 22 (Includes a drop-in assignment clinic)Workshops: 10 - Practical key skills in applied contexts.Independent study hours 168Methods of delivery: lectures and workshops. Additional, supporting materials (e.g. links to My Learning Essentials workshops/online resources) will be signposted on Canvas each week.  0 Other 100% Formative Assessment TaskBullet point outline of plan for group project.Informal feedback in workshops – Class activities.Summative Assessment Task1) 40% group coursework.<o:p></o:p>Peer scoring will be used in severe cases of group non-contribution to a maximum of +/- 20% of marks and will not exceed 20% of marks <o:p></o:p> 2) 60% individual coursework<o:p></o:p> <o:p></o:p> •    Informal formative feedback and discussion during lectures and workshops. •    Summative feedback on group and individual assignment •    Responses to student questions via Canvas, padlet and emails. •    Formative feedback provided on tasks provided outside of lectures and workshops BMAN10101 Principles of Marketing Pre-Requisite Compulsory Available as option for BSc Mgt/Mgt Specialism, ITMB, IM and IMABS. Core for BSc Management with Marketing Specialism and BSc ITMB with Marketing Specialism.Available as option for BSc Mgt/Mgt Specialism, ITMB, and IM. Core for BSc Management with Marketing Specialism.  N The following set texts are proposed for core reading each week, in addition to a reading list of journal articles:<ul><li>Pelsmacker, P. de, Geuens, M. and Bergh, J. van den. (2018). Marketing communications: a European perspective. Sixth edition. Harlow, England: Pearson.</li><li>Smith, P.R. and Zook, Ze. (2020) Marketing Communications: Integrating online and offline, customer engagement and digital technologies. 7th Edition, Kogan Page.</li><li>Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation & Practice, 7th Edition, Pearson. </li></ul> Lectures 22 Practical classes & workshops 10 0 168 Other staff involved: Dr Giselle Bate and guest speakers from industry as appropriate. Pre-requisites: BMAN10101 Principles of Marketing Co-requisites: None Dependent courses: None Programme Restrictions: BSc Management/Management (Specialisms) BSc International Management BSc ITMB Core: BSc Management (Marketing)