MM341: Marketing Communications

Module code: MM341

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: 6

When you'll be taught: Semester 1

Module convenor: Dr Calvin Wan, email: k.wan@henley.ac.uk

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE MM218 OR TAKE MM255 (Compulsory)

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 19 November 2024

Overview

Module aims and purpose

An organization can have the best product or service, however, if no one knows about it, it will not be successful. That is where marketing communication comes in. Marketing communication is the tool to reach and engage the intended audience. In this module you will learn how marketing communications works. We discuss underlying theories and apply these in praxis across traditional and digital marketing communications. Topics include advertising, direct marketing, sales promotion, and other aspects of the marketing communication mix. You will learn how to design, manage, and assess marketing communication efforts to best reach and engage the intended audience.

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Discuss marketing communication theories.
2. Compare and contrast aspects of the marketing communication mix.  
3. Design a marketing communication plan based on how to best reach and engage the intended audience.

Module content

This module has three foci. First, we regard marketing communications as a tool and look at the underlying mechanisms on how marketing communications work, by focusing on communication theories and the intended audience of the communication efforts. The second focus is the marketing communication mix. This includes advertising, direct marketing, personal selling, product placement, sales promotion, sponsorship etc. Last, you will learn how to build a marketing communication plan. This includes the design, management, and assessment of marketing communications but also the knowledge of the law and ethical issues around marketing communications.

Structure

Teaching and learning methods

This module adopts a student-centred approach to teaching and learning and encourages group work. In general, the module is designed to give you an opportunity to gain knowledge and understanding of concepts underpinning marketing communications. More precisely, the lectures illustrate and explain theoretical concepts, while the tutorials are designed to provide a more hands-on approach guided by the application of marketing communications in praxis. In-between lectures and tutorials you will need to study independently.

Study hours

At least 30 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

You will receive formative assessments throughout the module particularly during the tutorials for example during brainstorming and idea generation sessions for the group presentation and to help support preparation of your assessment, you will for example receive formative feedback during tutorials for your table of content for your individual assignment.

Reassessment

Additional costs