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MAN-40130 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2022/23 Last Updated: 19 January 2023

MAN-40130 - International Marketing Communications
Coordinator: Helen Millward Tel: +44 1782 7 33111
Lecture Time: See Timetable...
Level: Level 7
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2022/23

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2022/23

This module will introduce the theories, principles and practice of marketing communications and will critically evaluate these in the context of increasing global complexity. It will examine the management of the communications mix and provide students with a deeper understanding of the theories which structure the practice of marketing communications. Students will develop skills in applying theoretical knowledge to real-world international business contexts.

Aims
This module will explore the theories, principles and practice of marketing communications and will critically evaluate these in the context of increasing global complexity and the contemporary digital age. It will examine the management of the communications mix and provide a deeper understanding of the theories which structure the practice of marketing communications in an international setting.

Intended Learning Outcomes

critically analyse marketing communications principles, theory and practice, and evaluate their relevance to understanding and producing integrated marketing communications: 1,2
critically evaluate the key factors in managing contemporary marketing communications programmes within an international marketing context: 1,2
demonstrate the ability to analyse marketing communications problems and creatively apply relevant traditional and digital tools to develop practical, sustainable and ethical solutions: 1,2

Study hours

12 hours interactive lectures and 12 hours of seminars
50 hours of directed reading and class preparation
76 hours of independent study and assessment preparation

School Rules

None

Description of Module Assessment

1: Audit weighted 50%
Marketing Communications Critical Review
Students will conduct a critical review of the integrated marketing communications emanating from a specific organisation given to them. This will be around 2,500 words in length.

2: Video Tape weighted 50%
Marketing Communications Presentation
Students will individually produce a pod/vidcast that details an integrated marketing communications programme that they have designed for a product or service. Students will present for 15 minutes with 5 minutes allowed for questions.

Please note that for the 2022/23 Academic Year programmes may be adapted to operate in accordance with a flexible, digital approach. This means that there may be some changes made to how modules are delivered and assessed. The latest information will be provided to you by your School in module handbooks. We endeavour to give you as much notice as possible of any changes and details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/student-terms-and-conditions/

Last Updated: 19 January 2023