Marketing communications has a huge impact on business success and is itself a multi-billion pound industry, which has been through and continues to undergo profound changes, largely due to the development and use of new technologies which have influenced the media environment. This module will examine theories, principles and practice of marketing communications within a managerial framework. Throughout, an integrated perspective will be adopted to emphasise the significance of of the wide variety of marketing communications elements and the need for these to be understood within an inter-related context. An appreciation of the roles and applications of marketing communications, as well as planning, developing and evaluating marketing communications campaigns, will be given. The module will examine how marketing communications work, how to measure their effects, the creative process and various primary media used.