Schedule

�

Birmingham�
University�
Business�
School:�

2012�
Module�
Outline�

�

Marketing�
communication theory�
(Singapore)�

07�
19098�

�

Dr�
Darren�
Coleman�
�

University�
of�
Birmingham�
�

darren@wavelength merchandising.co.uk�

@onthewavelength�
�

�

�

�

Module�
Description�

�

The�
module�
builds�
on�
students�
understanding�
of�
marketing�
and�
develops�
a�
critical�

appreciation�
of�
the�
region�
of�
marketing�
communications�
(as�
both�
a�
concept�
and�

process)�
in�
the�
success�
of�
marketing�
strategies.�
�
There�
is�
an�
emphasis�
on�
theory�
that�

underlines�
marketing�
communications�
to�
provide�
students�
with�
the�
essential�

background�
to�
understand�
consumers,�
the�
communications�
prep�
process,�
and�

the�
communications�
mix.



�
Indicative�
content�
includes�
an�
introduction�
to�
marketing�

communications,�
consolidation�
marketing�
communications,�
advertising,�
sponsorship,�

public�
relations,�
sales�
promotion,�
direct�
marketing�
and�
contemporary�
issues�
in�

marketing�
communications.�

�

�

Module�
Learning�
Outcomes�

�

By�
the�
closing curtain�
of�
the�
module�
the�
student�
should�
be�
able�
to:�



Understand�
the�
role�
of�
communications�
in�
marketing�
activity.�

1



Define�
and�
interpret�
the�
importation�
of�
integrated�
marketing�
communications.�




Analyse,�
assess�
and�
evaluate�
proper(postnominal)�
integrated�
marketing�
communications�

strategies�
by�
presenting�
solutions�
to�
class�
exercises,�
type�
studies�
etc.�




Evaluate,�
compare�
and�
contrast�
selected�
individual�
components�
of�
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