However some terms are not clearly defined. Overall, the text is accessible and written with clarity. The text is straightforward and written in an easy to follow format. Therefore, past examples should not be discounted or not seen as irrelevant. At the same time, instructors should remind students, "history always repeats itself". Thus, instructors should provide additional resources such as YouTube videos and current articles if a company has made any updates and or changed previous advertising campaigns. Instructors should be mindful that in the digital age, technology is changing at a rapid speed. However, companies are making changes constantly. The book is relevant and the majority of content is up-to-date.
The content is accurate, error-free and unbiased. The book covers all areas and ideas of the subject appropriately, but does not provide an effective index or glossary. Reviewed by Nicole Hall, Instructor of Business, Bristol Community College on 5/24/21
Journalism, Media Studies & Communications. This module is assessed by a three hour unseen written examination. Be able to deconstruct promotional communications in terms of their likely intended segmentation and positioning rationale. Appreciate the complexity and salience of ethical issues in marketing and advertising, especially with respect to the wider social influence. Demonstrate awareness of the complimentary and inter-dependence of discrete marketing activities within a strategic perspective by creating an outline promotional campaign. Possess a working knowledge of way promotional campaigns are constructed by advertising agencies. How this broad and evolving field can be understood in an integrated, inclusive and also theoretically coherent way.īy the end of this module students should be able to:. In this topic we will be looking at this dichotomy Others consider research to be the enemy of creativity. Some communication professionals consider research to be an important feature of creativity. Review some of the main techniques of research that are commonly used. Advertising across national markets and cultural boundaries. Look at the different type of marketing communications and how they can integrate with each other. The prescribed chapter does this in greater detail Reviewing some of the main characteristics of the major promotional media. The different ways in which a promotional communication can be exposed to its audience. The main roles of the agency and account team and their tasks but also emphases the fluid nature of ad agency activity. How business is conducted in the field of marketing communications with a focus on advertising agencies. Three core concepts of consumer marketing: positioning, targeting and segmentation, and we reflect on how these concepts are articulated and used strategically in promotional communication. Practical issues in advertising and promotional management, but with a theoretical slant. Introduction to more concepts from consumer culture theory with respect to advertising. This topic discusses the contribution of interpretive or 'consumer culture theories'. 
This topic outlines the main assumptions and traditions of information processing communications theory for advertising and promotion.These themes are strategy, integration and research Introduction to the major themes of the book's treatment of advertising and promotional planning.Integrating different literatures on the topic area of advertising and promotion. This module attempts to draw on both traditions of thought and research, the cultural and the managerial.
BA2070 Strategic Management Topics covered
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