| Module Code | MM 340 |
| Module Title | Marketing & Media Interactions |
| Academic level | Level 3 |
| Credit value | 5 |
| Instruction | English |
| Pre-requisites | --- |
| Co-requisites | --- |
|
Rationale for Module |
The changes in the media industry and technology are offering growing opportunities for the design of a company’s marketing mix. In the 20th century the use of media by companies was mainly in the communication part of the mix: advertising, PR and partly also sales promotion. During the last decades in this area alone there have been enormous changes in media industry technology with a noticeable impact on companies and consumers. Modern media increasingly offer opportunities for intensifying customer relationships. Moreover media like television and the internet, especially when combined with each other, serve as an extra distribution channel. As auctions these distribution channels also have significant consequences for pricing. These special developments in the media industry and their consequences for marketing activities of enterprises are the main focus of this module, which connects marketing strategy, positioning of the offer, branding and integrated marketing communications within the multimedia context. The module is strongly underpinned by the following Level 2 modules: MM 260 (Marketing), MM 200 (Media Industry & Operations) and MM 280 (Marketing Psychology & Media Design). |
| Aims |
This module aims to: 1. Develop on the part of students an informed, critical attitude to the use of media technologies in all fields of marketing 2. Investigate uses, benefits and drawbacks of various media in a marketing context 3. Consider the extent to which new media technologies are changing the nature of business, customer relationship and marketing communication. |
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