| CODE | EMA5104 | ||||||||||||||||
| TITLE | Strategic Marketing and Communications | ||||||||||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||||||||||
| MQF LEVEL | 7 | ||||||||||||||||
| ECTS CREDITS | 5 | ||||||||||||||||
| DEPARTMENT | Faculty of Economics, Management and Accountancy | ||||||||||||||||
| DESCRIPTION | The study-unit will focus on developing an understanding of how to create and implement effective marketing strategies that will reach target audiences and achieve business objectives. The study unit will cover aspects of marketing and communication, including branding, advertising, customer experience, and social media. Students will be provided with online learning activities as well as attend class based seminars. Case studies and a simulation are used to relate theory to practice and assess students understanding of the marketing and communications concepts and strategies. Study-unit Aims: - The study-unit aims to provide students with an understanding of the marketing process including marketing research, target audience identification and segmentation; - It seeks to teach students how to develop a marketing strategy that aligns with business objectives and takes into account marketing trends, customer needs and competition; - The study-unit helps students learn the importance of branding and how to create strong a brand that resonates with customers; - Finally the unit aims to facilitate learning about the different marketing communication tools and integrate these effectively. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Describe key principles in marketing communications in business-to-consumer and business-to-business contexts; - Analyse market conditions to identify key drivers; - Design marketing communications and strategies; - Develop effective marketing campaigns using digital technologies; - Develop detailed, focused and coherent marketing strategies and initiatives. 2. Skills By the end of the study-unit the student will be able to: - Analyse market trends and consumer behaviour to develop strategies that align with business objectives; - Develop and implement effective marketing strategies that can drive business growth and success; - Utilise the marketing communication tools that best lend themselves to support particular marketing strategies; - Make effective strategic decisions on marketing and communications in a team setting. Main Text/s and any supplementary readings: Main Texts: - GRAHAM, J., HOOLEY., & PIERCY, N.F (LATEST EDITION). Marketing Strategy & Competitive Positioning, Prentice Hall. - BELCH, G.E., & BELCH, M.A (LATEST EDITION). Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw. Supplementary texts: - MEERMAN SCOTT, D. (LATEST EDITION). The new rules of Marketing and PR: How to use social media , online video, mobile applications, blogs, news releases and viral marketing to reach buyers directly, Wiley. - CHAFFEY, D., & ELLIS-CHADWICK, F. (LATEST EDTION). Digital Marketing: Strategy, Implementation and Practice, Pearson - ROLAND, T.R., MOORMAN, C., & BHALIA, G. 2013. HBR’s 10 Must Reads On Strategic Marketing. Harvard Business Review. - BHALIA, D.B. 2012. HBR's 10 Must Reads: on Communication: Harvard Business Review. |
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| STUDY-UNIT TYPE | Lecture, Online Learning and Seminar | ||||||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Jirka Konietzny (Co-ord.) Albert Caruana Daniela Castillo |
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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 2024/5. It may be subject to change in subsequent years. |
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