professional and consumer audiences, including the development of communication, inter-personal and creative skills. Syllabus - Study of advertising and promotion from an integrated marketing communications perspective - Developing promotional objectives, strategies and tactics - Evaluating creative and media strategies and tactics - Assessing overall promotional effectiveness (metrics) - Study of other communications tools such as PR, viral promotions, signage and point-of-purchase communications Learning, Teaching and Assessment Strategies This is a team-taught module, involving contributions from highly knowledgeable staff within the Business School. The module involves lectures, seminars and formative online activities, and relies extensively upon the Middlesex University online learning environment. Lectures are supported by audio-visual material where appropriate. Student learning is also supported with structured, independent study; formative assessment opportunities are provided during seminar activities along with supporting exercises and through feedback on draft assignments. The module's on-line environment will contain all lecture slides and any additional learning material required for this module. Assessment Scheme on in-class activities and draft assignments will be provided in seminars and Formative feedback bookable individual tutorials. Summative assessment consists of three components, selected to ensure students demonstrate understanding and application of relevant concepts and techniques. The three assessment components are: i. A group verbal advertising/promotion pitch prepared for the benefit of a prospective client. Normally taking place in learning weeks 12 & 13, this opportunity allows small student teams to demonstrate the extent to which they have attained Learning Outcomes 7 to 9 (30% of overall grade) ii. A formally written advertising/promotion campaign (3,000 words) usually based on the group verbal pitch (above). This detailed individual report is normally due in learning week 21 and it addresses Learning Outcomes 7 to 9 (40% of overall grade) iii. A two-hour unseen examination following the delivery of the module's essential academic principles; this will address Learning Outcomes 1 to 6 (30% of the overall grade) Assessment Weighting Coursework: 70% Examination: 30% Exam Duration Examination, 2 hours Learning Materials
professional and consumer audiences, including the development of communication, inter-personal and creative skills. Syllabus - Study of advertising and promotion from an integrated marketing communications perspective - Developing promotional objectives, strategies and tactics - Evaluating creative and media strategies and tactics - Assessing overall promotional effectiveness (metrics) - Study of other communications tools such as PR, viral promotions, signage and point-of-purchase communications Learning, Teaching and Assessment Strategies This is a team-taught module, involving contributions from highly knowledgeable staff within the Business School. The module involves lectures, seminars and formative online activities, and relies extensively upon the Middlesex University online learning environment. Lectures are supported by audio-visual material where appropriate. Student learning is also supported with structured, independent study; formative assessment opportunities are provided during seminar activities along with supporting exercises and through feedback on draft assignments. The module's on-line environment will contain all lecture slides and any additional learning material required for this module. Assessment Scheme Formative feedback on in-class activities and draft assignments will be provided in seminars and bookable individual tutorials. Summative assessment consists of three components, selected to ensure students demonstrate understanding and application of relevant concepts and techniques. The three assessment components are: i. A group verbal advertising/promotion pitch prepared for the benefit of a prospective client. Normally taking place in learning weeks 12 & 13, this opportunity allows small student teams to demonstrate the extent to which they have attained Learning Outcomes 7 to 9 (30% of overall grade) ii. A formally written advertising/promotion campaign (3,000 words) usually based on the group verbal pitch (above). This detailed individual report is normally due in learning week 21 and it addresses Learning Outcomes 7 to 9 (40% of overall grade) iii. A two-hour unseen examination following the delivery of the module's essential academic principles; this will address Learning Outcomes 1 to 6 (30% of the overall grade) Assessment Weighting Coursework: 70% Examination: 30% Exam Duration Examination, 2 hours Learning Materials
MKT2.docx