Principles of Advertising and Marketing Communications - BFK0004

Assessment 1: Other

Activities providing opportunities for formative assessment will generally be integrated into the teaching and learning process and apply to all components of summative assessment.  The nature of the formative assessment tasks used will be at the discretion of the tutor, to include for example, workshop exercises, quizzes, group discussions. 

Other

Assessment 1: Written Assignment

Written Assignment

Marketing Communications is the main focus of the module, which considers how and why communication campaigns must be planned and implemented.  Advertising, once the dominant area of promotion, is now treated alongside other communication tools.  Together they must be employed in an effective mix.  The role of advertising within this mix can obviously vary, and, as such, advertising is not to be viewed in isolation, but as a part of the integrated approach to Marketing Communications.
The key aim of the module is to provide students with the knowledge and skills which are necessary to develop advertising and marketing communications plans that are capable of playing a part within the Marketing Communication mix, alongside other marketing activities and in line with the organisation’s strategic direction.  The salient principle will be one of integration.
The need for integration will be further examined by considering the role of Marketing Communications as part of the marketing mix.  Analysing the various communication tools from a strategic and tactical point of view, will provide insights into them as individual elements as well as their roles within the Marketing Communications mix.

Huddersfield Business School

<a href="https://library.hud.ac.uk/readinglists/BFK0004">https://library.hud.ac.uk/readinglists/BFK0004</a>

BFK0004 - Principles of Advertising and Marketing Communications

Principles of Advertising and Marketing Communications

Evaluate what tools are available, and to determine a strong communications mix from these options.

Plan Marketing Communications campaigns, and do so in a strategic manner.

Understand the nature of other key Marketing Communication tools using customer care programmes.

Appreciate the need for interaction by management, if Marketing Communications campaigns are to be successful.

Appreciate the scope and importance of marketing Communications.

Co-ordinate these plans to overall corporate and marketing strategies.

Recognise the role of advertising within the overall Marketing communications mix.