2022/3, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
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Occurrence: | 001 |
Primary mode of delivery: | FACE-TO-FACE |
Location of delivery: | CRAIGLOCKHAR |
Partner: | Edinburgh Napier University |
Member of staff responsible for delivering module: | Kat Rezai Namaghi |
Module Organiser: | |
Learning, Teaching and Assessment (LTA) Approach: |
In this module you will develop a theoretical and practical understanding of integrated marketing communications, techniques, and approaches. This module comprises lectures, tutorials, group work and independent learning. The lectures cover the core marketing communication models, concepts and integrated marketing communication tools used in contemporary practices, leading to the collaborative development of a communications plan (LO1, 2, 3). The tutorials are designed to understand how these different integrated communication tools and techniques work in real-life marketing practices, by exploring current academic literature and current marketing communication problems and topics (LO4, 5). The assessments in this module are designed to develop oral presentation and written communication skills, which are essential in marketing communications practices.
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All tutorials are designed to assess your learning of each teaching theme prescribed each week, this serves to support your learning and ensure you are achieving all five learning outcomes. For example, tutorials may consist of class-based tests (quiz of the week), case studies, and workshops where you are assessed on knowledge and skills in marketing communications. In week 10, you will develop the outline of your individual report, based on the topic you have chosen from the options provided. You will then get quality feedback, which will serve to help you work towards the summative assessment. We encourage you to start on your assessments early and to share your ideas with the module leader via email or during class time.
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The first summative assessment is a 20-minute oral presentation of your group’s marketing communication plan for the launch and first six months of a product/service in which you will select from our options list. You will demonstrate your communications plan through the application of appropriate communication models, techniques, and integrated marketing communication tools. This summative assessment is designed to measure learning outcomes 1, 2 and 3.The final summative assessment is a 2,500 word individual creative content report. You will be presented with a scenario of a company who wishes to launch a new social media campaign through a number of channels. You will then develop a creative content report comprising of a 250 word blog, and posts in Facebook, Twitter, Instagram and select an influencer as part of your campaign. You will justify your creative content using supporting sources from academic literature in social media marketing communications. This summative assessment will measure learning outcomes 4 and 5.
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Student Activity (Notional Equivalent Study Hours (NESH)) |
Mode of activity | Learning & Teaching Activity | NESH (Study Hours) |
Face To Face | Practical classes and workshops | 12 |
Face To Face | Lecture | 12 |
Independent Learning | Guided independent study | 136 |
Online | Guided independent study | 40 |
| Total Study Hours | 200 |
| Expected Total Study Hours for Module | 200 |
Assessment |
Type of Assessment | Weighting % | LOs covered | Week due | Length in Hours/Words |
Oral Presentation | 40 | 1,2,3 | 9 | HOURS= 20.00, WORDS= 0 |
Report | 60 | 4,5 | 13 | HOURS= 00.00, WORDS= 2500 |
Component 1 subtotal: | 40 | |
Component 2 subtotal: | 60 | | | |
Module subtotal: | 100 | | | |