Modular value: 20 credits
Assessment: Group assignment: 30% Exam: 70%
Technological advancements have facilitated the converged flow of content across several media platforms, new forms of participatory (e-)culture, and the emergence of grass-roots collective intelligence (Lévy 1997). This represents a cultural shift and challenges traditional notions of producer and consumer; content-generator and passive spectator (Jenkins 2006). Inconsistencies in marketing communications have become increasingly visible to savvy consumers – now termed co-producers or prosumers (Kozinets, Hemetsberger and Schau 2008), who, in turn, are increasingly engaged in the co-creation of value propositions and marketing messages. It is against such a dynamic, fragmented and diverse backdrop that 21st century marketing communicators must operate in order to engage with their varied audiences.
The aim of this module is to examine the theories, principles and practice of integrated marketing communications in light of this dynamic scenario. The roles and applications of marketing communications will be discussed, alongside the processes of planning, developing and evaluating marketing communications campaigns. The module will also examine issues of ethics and the interrelationships between marketing communications, culture and society.
The specific aims are to:
- Introduce students to the nature, purpose and scope of marketing communications.
- Critically draw on differing theoretical stances, frameworks and practical examples to explore the principles and practices of integrated marketing communications.
- Discuss the processes of planning, developing and evaluating marketing communications campaigns, and the interrelationships between the goals of clients, agencies and consumers.
- Raise and discuss some of the ethical issues involved in marketing communications.
- Discuss the interrelationships between marketing communications, culture and society.
- Encourage full student participation and discussion to facilitate the achievement of the learning outcomes outlined below.