MARKETING COMMUNICATIONS （MAN2094）教学：MAN2094 Student Handbook.docxVIP

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MARKETING COMMUNICATIONS （MAN2094）教学：MAN2094 Student Handbook.docx

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Faculty of Arts and Social SciencesMAN2094Marketing CommunicationsStudent Handbook 2016/ 2017Teaching PlanWeekTopicBook Chapters1Introduction to the module and assignment brief1 , 15, 212Marketing Communications Theory Advertising Theories2, 9 3Image, Brand Management Creative Strategies 2, 3, 4 4Media planning basics85Marketing Communications Planning 56Campaign Tactics and Management77Sales Promotion, Public Relations10, 118Sponsorship, Product Placement, Direct Marketing, Digital Marketing, Personal Selling12, 13, 149Understanding Marketing Research610Guest Lecture – tbc?11Ethical, Sustainable Global marketing communications18, 20 12Revision?AssessmentsAssessment 2 (50%): MCQ Exam50 Multiple Choice Questions – 90 minsAssessment 1 (50%): Group reportFor the first assessment you need to work in groups of 5 or 6 people and you need to sign up as a group on SurreyLearn before the end of week 2. The group assignment requires from you to create a new brand and to develop one TV advertisement for the launch of this new brand. You need to develop the advertisement and then record it (by using standard smartphones or video devices). The purpose of the video file is that you can submit it to Surreylearn. The report will be up to 2000 words submitted in MS WORD file and should include theory and in-depth explanation and justification of your integrated marketing communications campaign. The video file cannot be more than 40MB and longer than 30 seconds. Submission Deadline – Week 9, Monday, 4pm Structure of reportExecutive Summary (around 200 words)Introduction / Direction Inspiration (400 words) – What product or service have you chosen? USP, value, target market, competition etc. Branding – (600 words): explain your branding strategy and how you developed the brand.Advertising Campaign (500 words) – describe your idea and use theory to justify your idea (e.g. objectives, creative strategy, execution styles, appeals, etc.) Media Plan (250 words) plus visual plan – in