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Marketing Communications


  • Credit value: 15 credits at Level 5
  • Convenor: Amy Hackley
  • Tutor: Riccardo Benzo
  • Assessment: a 3000-word individual report (100%)

Module description

The main aims of the module are to analyse current integrated marketing communications practices and the decision-making processes needed for differing industries and organisations both in the domestic and international contexts. Marketing communications tools, activities and strategies will be viewed from a client/marketing department perspective, blending theoretical academic frameworks, with commercial observations.

By the end of the module, you will have obtained a thorough knowledge of the language and concepts required to understand and operate in this particular marketing discipline.

Indicative module syllabus

  • Introduction: marketing communications in evolution
  • Theorising marketing communications
  • Marketing communications and the brand
  • Marketing communication planning, creativity and strategies
  • Non-traditional marketing communications techniques
  • Marketing communications and media strategy and social media
  • Marketing communications and ethics
  • International and cross-cultural marketing communications
  • Marketing communications and consumer research

Learning objectives

By the end of this module, you will be able to:

  • understand marketing communications theory and concepts and their application
  • appreciate differing channels and tools; associated methods of classification and appreciate their respective strengths and weaknesses
  • adapt different approaches to using these channels
  • apply and use segmentation criteria used to define distinct consumer segments
  • develop methods of analysing consumer behaviour, in response to marketing communications
  • appreciate the creative proposition and different approaches to encoding a desired message
  • understand the internal dynamics of managing marketing communications
  • demonstrate awareness of the complexities of relationships between agencies and external stakeholders
  • understand the issues relating to the integration of appropriate marketing communications tools within the organisational strategic approach.