Core Module Information
Module title: Marketing Communications (Hong Kong)

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11901
Module leader: Kat Rezai Namaghi
School The Business School
Subject area group: Marketing
Prerequisites

N/A

Timetables
Description of module content:

Communications theory, stakeholders, decision making process, integrated marketing communications, marketing communications planning, budgeting & evaluation, advertising, sales promotion, public relations, sponsorship, direct marketing, personal selling, exhibitions, packaging, online communications, b2b communication, internal communications

Learning Outcomes for module:

LO1: Critically analyse marketing communication techniques.
LO2: Develop, recommend and justify a marketing communications plan, clearly demonstrating a critical awareness of the stages involved.
LO3. Critically evaluate marketing communication literature in a specialist area of study.

Full Details of Teaching and Assessment
2022/3, Trimester 1, Blended,
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Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Kat Rezai Namaghi
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Face to face delivery supported by tutorials where students work in groups. Additional reading is expected; this will be largely self-directed, particularly when searching out information sources (LO's 2, 4). A core text is provided and additional support materials are provided via Moodle.
Embedding employability/PDP/scholarship skills:
Key skills are embedded into the module with students being required to (i) demonstrate effective communication skills, (ii) undertake research into an area and presenting the argument clearly.

Research/Teaching linkages:
Module team undertake scholarly activity in areas of marketing communications which will inform lectures and provide the basis for discussion

Internationalisation:
A range of international examples will be used to facilitate discussion in relation to each communication technique. Particular emphasis is given to local Hong Kong examples for illustration purposes. Case studies used in tutorials are usually chosen for their international or Asian flavour, so that students can identify with them more readily. As for examinations, an attempt is made include some questions that relate to a local situation, again so that students can identify with them and provide illustrations in their answers more easily.


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Seminar 15
Face To Face CL_TST 2
Independent Learning Guided independent study 168
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 2,4 9 , WORDS= 3000
Centrally Time Tabled Examination 50 1,3,4 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader