Strategy and Marketing

Marketing Communications

Module code: N1506
Level 6
15 credits in autumn semester
Teaching method: Lecture, Workshop
Assessment modes: Report, Coursework

In this module, we'll look at:

  • marketing communications from a strategic perspective with an emphasis on integrated marketing communications
  • the interlinking of corporate, marketing and promotional strategies and internal and external communications
  • developing an understanding of the elements of communications - from advertising, public relations, sales promotion, direct marketing and personal selling, to online and new media
  • the current theories and practices of integrated marketing communications
  • the role of marketing communications in brand building, customer retention and corporate branding.
  • how to construct a marketing communications plan
  • how to analyse the plans of different organisations in a range of different contexts.

Module learning outcomes

  • Critically evaluate different approaches to marketing communications in terms of their key assumptions about users and their effectiveness in achieving strategic brand outcomes.
  • Critically evaluate different approaches to advertising effectiveness.
  • Evaluate how firms combine tools to ensure an integrated marketing campaign (IMC) across digital and real world platforms.
  • Critically evaluate how different contexts (cultural, socio-economic, normative) can impact on message effectiveness