| CODE | MRK3061 | |||||||||
| TITLE | Integrated Marketing Communications 1 | |||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | - IMC and Marketing Planning Programme Development - Media Planning. - Advertising & the communication process. - Personal Selling. - Sales Promotion - Direct Marketing - Internet Marketing - Assignment/ Presentations The study-unit will also cover a number of case studies during the sessions. It is essential that students come to the class having read the case. Study-unit Aims - The social, technological, managerial, and organisational factors influencing the need for IMC as an approach to developing and implementing marketing communications programs. - IMC as both a concept and a process. - A basic understanding of the purposes, strengths, and weaknesses of each of the marketing communication functional disciplines. - An ability to think strategically across the functional areas of marketing communication. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Identify the key elements that make up Integrated Marketing Communications - Understand how these different elements relate to each other - Understand how effective integration can be achieved. 2. Skills : By the end of the study-unit the student will be able to know how to integrate different tools in a communications plan tailored to the segment for which it is intended. Main Text/s and any supplementary readings - Belch, George E. and Michael A. Belch, (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th edition,McGraw-Hill/Irwin. - Shimp, Terence, (2009). Integrated Marketing Communications in Advertising and Promotion, 8th edition, South Western College, International Edition. Integrated Marketing Communications is an area of rapid evolution. It is absolutely essential that students supplement the material covered in the class with their own additional reading. The more students read around a particular theme, the better equipped they will be able to understand issues related to that theme. In addition, magazines such as Media, Campaign Brief, Advertising Age, and Admap also provide interesting reading, as do the more practitioner-oriented journals such as Business Horizons and Harvard Business Review. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
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| LECTURER/S | Charlene Gauci Cohen |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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