This unit is designed to develop students’ knowledge and understanding of marketing communications and the techniques used. While they will learn the underpinning theories and frameworks, they will also be able to relate these to realworld examples, including promotions that they are likely to encounter in their daily lives.
An organisation may create and develop a revolutionary new product or service. However, they need to use the most appropriate methods of promoting it to their target audience – this is the role of marketing communications. We encounter hundreds of promotions every waking day of our lives and the challenge for marketers is to be able to cut through the multitude of communications to deliver and reinforce the association with the brand.
The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities, whether setting up their own business or employed by an organisation.
By the end of this unit a student will be able to:
1 Evaluate different marketing channels and how they serve communication
objectives.
2 Devise communication objectives and justify appropriate channel selection and
integration.
3 Design and produce content appropriate to the channel and communication
objectives.
4 Demonstrate the ability to critically evaluate a case study involving
communication strategy, channel choice and creative content.
Definitions of marketing communications.
The importance of marketing communications both within and across organisations as well as to the various stakeholders with a prime focus on customers.
Defining objectives and how they relate to the business.
How they serve communication objectives:The importance of integration – value to the business and maximising resources.
The role of marketing communications in promoting and developing brands: awareness, associations, perceptions and building customer loyalty.
Ethical issues in marketing communications: advertising to children, pressure selling techniques, ‘greenwashing’ and privacy.
Setting the communication objectives in relation to marketing and business objectives.
Linking communication and business objectives to the product life-cycle. The role of budgeting in IMC.
Defining and exploring the communications planning process.
Channel selection and integration:Creating a schedule and communications plan.
Identifying the most appropriate channel selection and rationale.
Marketing communications mix: advertising, sales promotion, public relations, sponsorship, direct marketing, exhibitions and trade fairs, personal selling, social media, product placement, merchandising, ambient media.
Digital platforms, including webpages, podcasts, Twitter feeds, multimedia news releases, blogs.
LO3 Design and produce content appropriate to the channel and communication objectivesColours and symbols as brand building tools.
The importance of visual art design, typography and page layout.
Website design and development with e-commerce capabilities.
Creativity in marketing communications activities and different strategic approaches: product/consumer orientated, think/feel/do approaches.
Regulations and marketing communications.
Monitoring and evaluating marketing communications plans and operations.
Ways of measuring and evaluating a marketing communications plan.
Linking measuring and evaluation to the overall marketing and business objectives and strategy.
| LO1 Evaluate different marketing channels and how they serve communication objectives | ||
|---|---|---|
| Pass | Merit | Distinction |
| P1 Evaluate different types of marketing channels and how they serve communication objectives within an organisational context. | M1 Critically evaluate how marketing channels of communication are integrated within an organisational context to add value and maximise resources. | D1 Make valid judgements about how marketing channels add value using specific organisational examples to demonstrate how they serve communication objectives. |
| LO2 Devise communication objectives and justify appropriate channel selection and integration | ||
|---|---|---|
| Pass | Merit | Distinction |
| P2 Design communication
objectives for a given
organisational situation. P3 Provide justifications for the selection and integration of communications channels chosen. |
M2 (LO2 & 3)Evaluate the application of the communication objectives in relation to the marketing communications mix and the organisational business objectives. | D2 (LO1, 2 & 3) Create a valid and detailed marketing communications plan that appropriately integrates multiple communication channels, has SMART objectives and tactics to meet the overall marketing and business objectives. |
| LO3 Design and produce content appropriate to the channel and communication objectives | ||
|---|---|---|
| Pass | Merit | Distinction |
| P4 Create a marketing communications plan that effectively meets communication objectives for a given organisational situation. | M2 as stated above for LO2. | D2 (LO2 & 3) Create a valid and detailed marketing communications plan that appropriately integrates multiple communication channels, has SMART objectives and tactics to meet the overall marketing and business objectives. |
| LO4 Demonstrate the ability to critically evaluate a case study involving communication strategy, channel choice and creative content | ||
|---|---|---|
| Pass | Merit | Distinction |
| P5 Critically evaluate a marketing communications plan in relation to the communication strategy, channel choice, creative content. | M3 Critique and review the success of the monitoring and impact of the marketing communications plan. | D3 Provide appropriate and justified recommendations for improving the marketing communications plan to maximise revenue and successfully meet both communication and business objectives. |
BAKER, M, J. (2014) Marketing Strategy and Management. 5th Ed. London: Palgrave Macmillan.
BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson.
CLOW, K. and BAACK, D. (2013) Integrated Advertising, Promotions and Marketing Communications. (Global edition) 6th Ed. Harlow: Pearson.
GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London: Palgrave Macmillan.
HACKLEY, C. (2010) Advertising and Promotion: An Integrated Marketing Communications Approach. 2nd Ed. London: Sage Publications.
This unit links to the following related units:
This unit links to the following related units:
Unit 2: Marketing Essentials
Unit 22: Product and Service Development
Unit 24: Digital Marketing
Unit 28: Launch A New Venture
Unit 38: Customer Value Management
Unit 41: Brand Management