MMM183: Marketing Communications in the Virtual World

Module code: MMM183

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: 7

When you'll be taught: Semester 2

Module convenor: Mr Yang Ding, email: yang.ding@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

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

Module(s) excluded:

Placement information: Mini placement

Academic year: 2024/5

Available to visiting students: No

Talis reading list: Yes

Last updated: 20 December 2024

Overview

Module aims and purpose

The module considers a variety of marketing communications theories and practices to equip students with the knowledge and skills to develop and communicate an effective marketing communications plan.
Aims:

• Critically examine the nature, role and importance of marketing communication channels e.g. advertising; branding; direct marketing; public relations; digital media; social sites, and promotional campaigns (e.g. pricing; offers; awareness).
• Analyse the different forms of marketing communications and their overall strategy, engaging theoretical and practical perspectives.
• Critically examine the inter-dependence and positioning of a marketing communication strategy, in relation to the organisations competitive advantage.Ìý
• Appraise the dilemmas and concerns related to contemporary practice in the field of advertising and promotional communication.

Module learning outcomes

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

1. Demonstrate a critical understanding of theoretical and practice elements underpinning marketing communication and promotion management.
2. Apply analytical and problem-solving skills to marketing communication problems, cases, and questions.
3. Construct a basic marketing communications plan based on strategic communication rationale, audience, brand positioning, creativity, media strategy and measurable outcomes and present it as a team
4. Demonstrate an appreciation of the complexity and associated issues in marketing communication activities.

Additional outcomes:

• Students will have to work both independently, and in groups, leading to the development of time-management skills. Preparatory guidance and formative assessment will be provided for presentations. Such skills are important for future employment and professional development.
• Students will need to consider the complex relationship between theory and practice in the development of effective marketing communications approaches

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Module content

Students will likely cover: Introduction to Marketing Communications and communications theory; the role of marketing communications in branding; traditional digital marketing communication tools and how they may work together (including advertising, sales promotion, direct and digital Marketing, PR sponsorship, and brand placement); campaign planning and evaluation for marketing communications; integrated marketing communications; international issues in marketing communications; ethics and regulation of advertising and promotional communication.

By its nature marketing communication has become international and issues of communicating to international audiences will be integrated throughout the module. Examples will also draw form international contexts.

Structure

Teaching and learning methods

The module will consist of lectures (10x2) and tutorials (3x1). During this time the main topics on the syllabus are covered. Students are encouraged to actively participate in discussions during these sessions and share relevant work experiences. Seminars will incorporate group presentations together with question and answer sessions. Students are expected to read key references and to do independent research. There will be a revision lecture in the Summer term.

Study hours

At least 20 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 50% 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.

Students will have the opportunity to practice presenting in their teams during the seminar sessions.Ìý

Reassessment

Additional costs