postgraduate programmes mk364 marketing communications & international advertising introduction...

Postgraduate Programmes

MK364 MARKETING COMMUNICATIONS & INTERNATIONAL ADVERTISING

Introduction to the module

2

LECTURE OBJECTIVES To introduce the module, the teaching

team, assessment process, core texts and learning resources

To consider the role of Marketing Communications & International Advertising in the broader context of marketing and business strategy and decision making

To introduce the key academic themes of the module

Postgraduate Programmes

MODULE TUTORPAUL COPLEY

4

COMMUNICATION Paul Copley Room: NB 211 Tel: 227 4357 Email:

paul.copley@unn.ac.uk

5

TEACHING & LEARNING

Pattern of delivery: Semester long delivery Weekly lecture 8 seminars per semester i.e. about

once every other week, 8 in total

6

TEACHING & LEARNING Tutor directed study:

Weekly lecture handouts provided Seminar materials provided Weekly reading references given from

core textbooks Weekly directed study given: a mix of

additional reading and/or exercises plus work towards assessment (research and discussion)

7

ASSESSMENT

Formative work based on group work and research plus academic study

Full briefing given at beginning Summative assessment via paper to

be handed out week one and in end of week 9 i.e. 60% assignment plus 40% 1 hour closed book exam in exam period

8

TEACHING & LEARNING RESOURCES Lecture handouts and

Powerpoint/video Seminar materials Core texts Reading lists Directed study Blackboard

9

CORE TEXTBOOK FOR MODULE

You will need at least one text for International Advertising and one for marketing communications. Some alternatives are given in the reading list within the TLP but main recommended texts are:

International Advertising, Compiled by Paul Copley, Pearson Customised Text

International Advertising, J P Jones (Ed.) 2000 Marketing Communications Management, Paul

Copley (2004)

WellRead Bookshop (0191 227 3400) will do a deal for both Copley Texts)

10

TUTOR EXPECTATIONS 1 Attendance at timetabled sessions Preparing in advance for seminars Engaging in discussion in seminars Participating in (formative) group

based activities Keeping up to date with reading Completing directed study

11

TUTOR EXPECTATIONS 2 Conducting your own reading and

research using University facilities Addressing problems and queries

when they occur Contact via email preferred

12

Introduction to IA Background + SIX THEMES

1. Marketing management and branding2. Communication as culture3. Creative appeals, strategy and execution4. Media worldwide5. Managing IA6. Laws, codes, rules, regulations,

constriants…

13

Introduction to Marketing Communications Four themes:

1. Analysis - environment & contexts2. Planning – creativity, creative & media

strategy 3. Implementation – putting it into practice4. Control – research, evaluation, testing

Postgraduate Programmes

ANY QUESTIONS?