| CODE | MRK1202 | |||||||||
| TITLE | Marketing Communications | |||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 6 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | This study-unit introduces the participants to the contexts within which communications are developed; then examines the individual promotional methods available to communicate with target audiences; and finally explores some of the strategies available to organizations in the light of their contextual positions. It also examines integrated marketing communications; presents a marketing communication plan and discusses how components of marketing communications interlink. Study-unit Aims: This study-unit aims to provide participants with the skills and knowledge necessary in managing marketing communications within organizations. It explains the links between communication and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications. It also aims to provide a sound understanding of and an integrated approach towards marketing communications mix. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: 1. Explain the role of marketing communications and how the tools of the communication s mix can be coordinated effectively; 2. Developing marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience; 3. Differentiate between Communication objectives and Marketing objectives; 4. Discuss how consumer behaviour and communications theories lead to the development of communications objectives. 2. Skills: By the end of the study-unit the student will be able to: 1. show marketing problem solving skills through case analysis and environmental scanning; 2. show improved practical oral and written communication skills demonstrating sound critical thinking; 3. Show fundamental understanding of what skills are required to work in marketing communication and include integrated marketing communication as part of the management function. Main Text/s and any supplementary readings: Core Textbook: Belch, George E. (2009) Advertising and promotion : an integrated marketing communications perspective 8th ed., McGraw-Hill Irwin. ISBN 978-0-07-128. Main Library - University of Malta HF5823. B387. Additional reading: Journal of International Marketing Journal of Marketing European Journal of Marketing International Journal of Research in Marketing Journal of the Academy of Marketing Science. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Simone Zammit |
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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 2025/6. It may be subject to change in subsequent years. |
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