Branding and Marketing Communications (N1506)
15 credits, Level 6
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.
67%: Practical (Workshop)
30%: Coursework (Essay)
70%: Examination (Unseen examination)
Contact hours and workload
This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.
This module is running in the academic year 2020/21. We also plan to offer it in future academic years. It may become unavailable due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of such changes to modules at the earliest opportunity.
This module is offered on the following courses: