Business and management studies

Marketing Communications

Module code: N1506
Level 6
15 credits in autumn teaching
Teaching method: Seminar, Lecture
Assessment modes: Open examination

In this module, you look at marketing communications from a strategic perspective with an emphasis on integrated marketing communications. 

You examine the interlinking of corporate, marketing and promotional strategies and internal and external communications. The aim is to ensure consistency in strategies and messaging.

You develop an understanding of the elements of communications - from advertising, Public Relations, sales promotion, direct marketing and personal selling, to online and new media.

You also explore the current theories and practices of integrated marketing communications and examine the role of marketing communications in brand building, customer retention and corporate branding.

You learn how to construct a marketing communications plan and how to analyse the plans of different organisations in a range of different contexts. 

Module learning outcomes

  • 1. Crtically evaluate the marketing communication process and the main promotional tools.
  • 2. Comment upon current research as how organisations communicate with their target audiences through the marketing communications process.
  • 3. Evaluate the role played by each of the promotional tools from an integrated marketing communications perspective.
  • 4. Devise and sustain arguments of a strategic nature when building and supporting the organisation's brands in domestic and international markets.