European Institute of Communications

The module aims to give students the opportunity to explore the wider professional environment in which public relations and the communications industry operate, by examining the relationship with the wide range of other professional disciplines it is closely associated with.

It includes content related to: marketing management, integrated marketing communications including the tools of marketing communication, design and print management and other suppliers of ancillary services to the PR industry. Students will thus develop an awareness and understanding of the academic and practical nature of the professions with which a PR practitioner can expect to work.

Learning Outcomes

On successful completion of this module, students should:

Understand the wider professional environment within which public relations operates;

· Critically evaluate the relationship between PR and marketing management.

Demonstrate knowledge of the nature and role of marketing as a key form of organisations’ external communication;
Critically appreciate the theoretical and practical elements of marketing communications;
Have knowledge of the professional services suppliers which might be involved in a public relations campaign;
Have an appreciation of the role of Client service and the management of both in-house and client communications.

Content

The Professional Environment

How public relations fits into an organisation’s wider communications strategies.
PR and the range of associated professional activities

· The relationship between PR and marketing management.

Client Service Management – service system, client liaison, client relationship management.

Marketing

· The concept of marketing and the marketing process, understanding customer needs, developing marketing strategies and building customer relationships, understanding the marketing environment, marketing ethics and social responsibility

· Consumer behaviour, characteristics affecting consumer behaviour, buyer decision process

· Market segmentation, targeting and positioning

· Product strategies, new production development, product life cycle strategies

· Pricing strategies

· Distribution strategies, managing marketing channels

· Marketing services, nature and characteristics of a service, marketing strategies for services

· Branding strategies, building strong brands

· Market research and information

· The role of strategic planning, strategy implementation, performance measurement and managerial control

Marketing Communications

· Understanding Marketing Communications, communications theory

· The marketing communications industry, agency structures and remuneration

· Ethics in marketing communications

· The concept of Integrated Marketing Communications, strategies, tactics and planning

· Managing corporate reputation

· The tools of integrated marketing communications such as advertising, direct marketing, sales promotion, sponsorship, publicity and corporate advertising, personal selling, and digital communications and social media.

· Message, content and creative strategy

· Media strategy and planning

· Evaluation and measurement of marketing communication strategies.

Assessment

100% examination

Students will sit a 3 hour written examination for this module, worth 100% of the marks. Four questions must be answered - one of which is a compulsory question on the wider professional environment or marketing from a choice of two, plus another three questions from a choice of six - which will test knowledge of: marketing management, integrated marketing communications, client and in-house relationships and other aspects of the course.

Reading

Required Reading:

Marketing and Marketing Communications

Baines, Fill and Page (2011). Marketing. Second Edition. Oxford University Press.

Fill, Chris, (2009). Marketing Communications – Interactivity, Communities and Content. Fifth Edition. Pearson Education England.