2. Postgraduate Programmes MK364 MARKETING COMMUNICATIONS & INTERNATIONAL ADVERTISING Introduction to the module

3. 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

4. Postgraduate Programmes MODULE TUTOR PAUL COPLEY

5. 4 COMMUNICATION Paul Copley Room: NB 211 Tel: 227 4357 Email : paul.copley@unn.ac.uk

6. 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

7. 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)

8. 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

9. 8 TEACHING & LEARNING RESOURCES Lecture handouts and Powerpoint/video Seminar materials Core texts Reading lists Directed study Blackboard

10. 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)

11. 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

12. 11 TUTOR EXPECTATIONS 2 Conducting your own reading and research using University facilities Addressing problems and queries when they occur Contact via email preferred

13. 12 Introduction to IA Background + SIX THEMES 1. Marketing management and branding 2. Communication as culture 3. Creative appeals, strategy and execution 4. Media worldwide 5. Managing IA 6. Laws, codes, rules, regulations, constriants…

14. 13 Introduction to Marketing Communications Four themes: 1. Analysis - environment & contexts 2. Planning – creativity, creative & media strategy 3. Implementation – putting it into practice 4. Control – research, evaluation, testing

15. Postgraduate Programmes ANY QUESTIONS?