Marketing Communications and Advertising Planning

Course Content:

This module focuses on the creation of effective integrated marketing communications
plans within the wider context of marketing planning. Whilst underpinned by marketing
communications theory, the module develops practical skills which would be particularly
useful for those considering a career in communications or advertising, such as writing
communication briefs, managing agency/client relationships and producing
communication plans.

Topics covered include:

Autumn Semester:
? Writing a communications plan: objectives, identifying target audiences,
positioning, creative and media objectives, setting the budget, measurement of
effectiveness
? Planning the message: product positioning, rational and emotional appeals,
impact of media on message
? Developing a communications brief
? Agency and client relationships: the traditional full-service advertising agency;
media independents; sales promotions, direct marketing, PR (Public Relations)
agencies
? Market Research for communications planning : understanding the contribution
of qualitative and quantitative research; media and message research; pre and
post campaign research; advertising tracking
? Advertisement design and media planning.
? Alternative marketing communication tools
? Database and direct response marketing

Spring Semester:
? Understanding the Marketing Communications Mix: advertising, sales promotion,
public relations, interactive marketing, exhibitions and displays, personal selling,
on-line and off-line opportunities.
? Selecting the Media: selecting media (inter and intra) against specified target
audiences; strengths and weaknesses of media including costs and targets
reached qualitatively and quantitatively.
? Regulations and ethical concerns

Teaching: Lectures and workshops

Assessment:
STUDY OPTION 1:
? Coursework: Group report (20%)
? Coursework: Individual portfolio (60%)
? Practical: Group presentation (20%)
STUDY OPTION 2:
? Individual essay
? 2 in-class multiple choice tests.
STUDY OPTION 3:
? 1000-word essay

Study Option 1 = Whole Year
Study Option 2 = Autumn
Study Option 3 = Spring/summer