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HU. 49 MARKETING COMMUNICATION

Marketing Communication 1A

SCM1AA1

NQF level: 6

NQF credits: 16

Content:

The content of this module is aimed at providing learners with an understanding of what marketing communication entails, and how this relates to the disciplinary field of strategic communication. Learners are introduced to key concepts that are used to delineate and describe the field, and are given an understanding of how these concepts relate to other concepts in the field of strategic communication. This module also provides learners with an overview of the field of Strategic Communication, which includes the evolution and development of both marketing and corporate communication, and introduces core brand concepts that are related to understanding strategic communication and thinking.

Purpose:

To provide a sound theoretical understanding of Marketing Communication, and its relationship to Strategic Communication.

Outcomes:

Upon completion of this module learners should be able to:

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  Define Strategic Communication and its constitutive fields.
  
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  Describe how the different constitutive fields relate Marketing Communication.
  

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  Understand and compare various definitions of Marketing Communication.
  
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  Identify and describe fundamental brand concepts that can be related to strategic thinking.
  
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  Understand the roles Corporate and Marketing Communication.
  
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  Know the job possibilities in the field of Strategic Communication.
  
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  Define some of the fundamental concepts related to strategic thinking.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Marketing Communication 1B

SCM1BB1

NQF level: 6

NQF credits: 16

Content:

The content of this module directs learners’ attention towards the multiple relations that are created between organisations and stakeholders through the use of symbols. Key concepts identified aim to create an understanding of corporate identity, image and positioning as these relate to the cultural contexts in which organisations find themselves. Relationship development, management, maintenance, assessment, among other things, flow from internal branding in organisations. Key theories discussed illuminate some of the aspects that determine and affect the overall dynamics of relationships and dialogue. An investigation of organisational culture reinforces the essence of a sound foundation for Strategic Communication content in the second and third years.

Purpose:

To create a sound theoretical framework for the introduction of key concepts pertaining to relationships, dialogue and culture as fundamental dimensions of Strategic Communication

Outcomes:

Upon completion of this module learners should be able to:

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  Illustrate, explore and demonstrate an understanding of relationships in strategic communication contexts.
  
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  Identify and describe multiple organisational stakeholders.
  
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  Demonstrate organising and management skills.
  
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  Explore, demonstrate and present conceptual thinking skills.
  
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  Observe and reflect on the role of dialogue between multiple stakeholders.
  
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  Understand organisational culture and its relation to Strategic Communication.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Marketing Communication 2A

SCM2AA2

NQF level: 7

NQF credits: 16

Content:

Marketing Communication 2A focuses on the South African macro environmental with specific emphasis on the environment that Strategic Communication operates within. Within this focus, context specific influences on the practice of Strategic Communication will be explored, with particular reference to the dynamic relationship between stakeholders and organisations. Learners will explore various theoretical perspectives and fundamental principles in respect of the methods and techniques contemporary brands use to strategically build relationships, influence and create meaning through collaborative stakeholder stewardship. Emphasis will be placed on the impact of new technology, trends and other concepts on organisation-public relationships, in brand reputation and the management of brand risk.

Purpose:

To provide students studying towards a BA Marketing Communication degree with a thorough understanding and exposure to varied external contexts and factors that affect contemporary brands in the 21^st century. The module deals with the definition, fundamental principles and functions related to the South African landscape, brands, brands relationships, brand risk reputation, reputations and related concepts.

Outcomes:

Upon completion of this module learners should be able to:

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  Provide examples, in all given assessments, to illustrate understanding of the concepts of brand and branding.
  
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  Discuss how brands and meaning are co-created and maintained.
  
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  Demonstrate, by means of relevant examples, why the focus has shifted to building and sustaining brand relationships.
  
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  Illustrate their understanding of the relationship between the South African macro environment and the organisation.
  
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  Illustrate their understanding of the use of brand narratives in building brand relationships.
  
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  Explain the concepts of brand meaning and the effect of brand associations.
  
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  Discuss the influence of communication intermediaries.
  
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  Illustrate their understanding of the relation of Strategic Communication to brands and the broader society in which Strategic Communication operates.
  

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  Provide examples, in all assessments (test and assignment) to illustrate understanding of branding and brand communication as a means of engaging consumers and other stakeholders and their use to build a brand in an integrated and strategic manner.
  
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  Illustrate their understanding of the various stakeholders and publics brands deal with
  
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  Illustrate their understanding of public opinion.
  
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  Define and discuss the concepts of brand reputation, corporate reputation and corporate legitimacy.
  
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  Illustrate their understanding of concepts and principles of reputation management, issues management and brand risk management within Strategic Communication.
  
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  Define and discuss the role of corporate social responsiveness in the 21^st century.
  
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  Discuss the use of strategic foresight as a tool to deal with complexity.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Marketing Communication 2B

SCM2BB2

NQF level: 7

NQF credits: 16

Content:

This module will develop and enhance the learners understanding of the role of internal communication in Strategic Communication management. Learners will explore various theoretical perspectives and fundamental principles in respect of the methods and techniques contemporary brands use to deal with complexity, internal stakeholders, Strategic Communication and other related concepts. Important concepts such as accountability, leadership and risk will be discussed to contexualise communication in the workplace. Selected theories dealing with concepts around how the brand is used to attract, retain and engage talent in order to innovate, collaborate, manage and deal with change and diversity will be introduced to broaden learners’ understanding of internal communication management.

Purpose:

The aim of Marketing Communication 2B is to expose the learner to the diversity and complexity Strategic Communication practitioners deal with internally. The practices and functions of different internal communication initiatives will be explored to contextualise and illustrate how contemporary brands initiate, manage and maintain communication with their varied internal stakeholders. Further to this, the module will explore how the organisation organises itself to become innovative as it simultaneously manages complexity emanating from within the organisations and outside the organisation in order to create a link between the foundation laid in 2A.

Outcomes:

Upon completion of this module learners should be able to:

Illustrate their understanding of the nature and functions of organisational communication.

Discuss the importance of the concepts of trust, accountability and risk within contemporary organisations.

Illustrate their understanding of internal communication.

Discuss the differences and strategic uses of employer branding, employee branding and internal branding.

Discuss how and why brands use employee communication, motivation and engagement.

Illustrate their understanding of the management of diversity within South African organisations.

Illustrate understanding of communication and leadership as a strategic lever within an organisation.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Marketing Communication 3A

SCM3AA3

NQF level: 7

NQF credits: 22

Content:

The module deals with the concept of Strategic Communication and the unpacking of the disciplinary landscape. The current landscape is characterised by complexity and chaos and requires that organisations function within non-linear, unpredictable and uncertain environments. This has led to current thinking that diminishes the significance of compartmentalised structures, functions, processes and roles and favors a converging integrative framework that places emphasis on a shift towards post-modern communication and more specifically Strategic Communication. In light of this, the module focuses on the philosophical, theoretical and methodological assumptions that surround the contemporary view of strategic communication.

Purpose:

This module is designed to facilitate the development of certain critical outcomes with regard to competence in Strategic Communication. These outcomes include providing the student with theoretical competence through a sound grounding in fundamental strategic communication theory. It is also aimed at providing you with applied competence through the acquisition of the practical skills that are required to apply theoretical knowledge to different strategic communication contexts.

Outcomes:

Upon completion of this module learners should be able to:

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  Deconstruct the broad concept of Strategic Communication into its constitutive parts and demonstrate an understanding of theories that are relevant to Strategic Communication.
  
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  Critically demonstrate an understanding of the assumptions that underlie different approaches to Strategic Communication, by means of relevant examples.
  
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  Critically illustrate why Strategic Communication is seen as being more legitimate and credible than communication paradigms that preceded it.
  
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  Critically determine if the industry in South Africa is practicing the philosophy and principles of Strategic Communication.
  
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  Critically demonstrate how the changing shifts, trends, drivers and paradoxes have facilitated Strategic Communication.
  
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  Critically demonstrate how the changing shifts, trends, drivers and paradoxes have facilitated emerging strategy.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Marketing Communication 3B

SCM3BB3

NQF level: 7

NQF credits: 22

Content:

The module starts by introducing the learner to the converged media ecosystem and discussing the key driver within this ecosystem namely post-digital technologies. The impact of post-digital technologies and more specifically the web and its role in the development of open source branding is highlighted. The key element to open source branding is the post-modern consumer. It is also highlighted how this consumer forms part of brand communities. It is then shown how all the elements within this ecosystem have led to the need for a channel-led full service approach to channel planning. The key drivers of a channel-led approach forms the framework for this module and is used to introduce the student to the channel mix, channel planning concepts, strategic communication research, the channel plan and understanding the approach and structure of the post-modern organisation.

Purpose:

The purpose of this module is to develop further practical and theoretical knowledge with regards to the transformation of a communication strategy into a channel strategy. This essentially means taking the communication strategy and its core message and taking it to the market by means of various channels.

Outcomes:

Upon completion of this module learners should be able to:

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  Illustrate a critical theoretical understanding of the philosophy, principles and practices of the converged media ecosystem.
  
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  Critically illustrate an understanding of and the ability to apply key terminology associated with strategic channel planning.
  
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  Demonstrate an understanding of the relevance of post-digital technologies as key drivers within the converged media ecosystem.
  
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  Critically demonstrate an understanding of the concept of open source branding and its relevance within the current media ecosystem.
  
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  Demonstrate an in-depth critical understanding of the relevance of the construction of experience within digital branding.
  
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  Critically demonstrate an understanding of the post-modern consumer and the characteristics of this individual in the post-digital economy.
  
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  Show an understanding of strategic communication research and the application of insights for strategic communication.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%