Marketing Communications

Marketing Communications
(20 credit)
Course work 1
Individual written essay 2014/2015 50% of unit assessment
Fill (2013:430) wrote that the strong and the weak theories of advertising “are important because they are both right and they are both wrong”.  Discuss this statement providing contemporary examples to support your arguments.
Essay Length:  Not exceeding 2,500 words of double spaced typescript
Marking Criteria
Use of relevant theory to support analysis                      25
Evidence of appropriate contemporary domestic and international examples       25
Analytical competence, originality and strength of argument              35
Structure, coherence and presentation                          10
Referencing                                    05
Total                                        100

Skeleton reading
Fill C. (2013) Marketing Communications: brands, experiences and participation 6th Edition London Pearson.
De Pelsmaker Patrick; Geuens, Maggie; Van Den Bergh, Joeri (2013) Marketing Communications: A European Perspective, London, Pearson.
Egan J (2007) Marketing Communications.  London. Cengage Learning. .
Ehrenberg, A.S.C. (1974) Repetitive Advertising and the consumer, Journal of Advertising Research, 14 (April) 25-34.
Ehrenberg, A.S.C, (1997) How do consumers come to buy a new brand? Admap (March), 20-4.
NOTE:
You are expected to research and read from a variety of sources including academic books, Journals, industry resources.  Of particular use for you essay, visit WARC and Creative Club for latest academic research,  industry comment and marketing communications campaigns.