| CODE | CRC5610 | ||||||||
| TITLE | Marketing and Marketing Communications | ||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||
| MQF LEVEL | 7 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Corporate Communication | ||||||||
| DESCRIPTION | This study-unit will act as a broad overview of marketing communications and how this fits into the broader area of marketing. The marketplace is in a constant state of change and it is critical that practitioners understand the changes taking place and are able to develop marketing activities particularly in communications, to pursue opportunities and minimize threats. The study-unit recognises the changes occurring in the market in terms of market demassification, media fragmentation and the rise of digital media. The focus is on the use the traditional marketing communication tools of advertising, personal selling, public relations, sales promotion, and direct marketing together with their online developments and how these can be used to achieve synergy and effective communications with consumers. Study-Unit Aims: - Increase students’ confidence to apply the techniques of marketing communications to launching, building, and sustaining branded products. - To develop a critical understanding of the process of promotion planning and the contemporary context in which it is executed. - Increase students’ confidence in applying promotion theories and analytical frameworks to specific cases and examples of advertising practice. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Acquire knowledge of concepts and analytical frameworks (tools); - Critically evaluate the social, technological, managerial, and organisational factors influencing the need for marketing communications as an approach to developing and implementing marketing communications programs; - Distinguish between marketing communications as both a concept and a process; - Critically evaluate the purposes, strengths, and weaknesses of each of the marketing communication functional disciplines. 2. Skills: By the end of the study-unit the student will be able to: - Acquire a conceptual understanding of the disciplines of Marketing and Marketing Communications; - Apply marketing communication concepts learned to the circumstances of a marketing strategy; - Think strategically across the functional areas of marketing communication and develop appropriate plans. Main Text/s and any supplementary readings: Main Texts: - (Marketing) - Kotler P, Keller K.L. Marketing Management, Prentice Hall, Englewood Cliffs: NJ. (Latest edition) Supplementary Readings: - (Marketing Communications) - Belch, George E. and Michael A. Belch, Advertising and Promotion, New York, McGraw Hill-Irwin. (Latest edition). |
||||||||
| STUDY-UNIT TYPE | Lecture, Seminar & Independent Study | ||||||||
| METHOD OF ASSESSMENT |
|
||||||||
| LECTURER/S | Albert Caruana |
||||||||
|
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 2024/5. It may be subject to change in subsequent years. |
|||||||||