This module will provide students with the skills and knowledge to allow them to apply ethical marketing communications principles to industry led scenarios. By the end of the module students will be able to identify, articulate and apply the processes involved in the planning, creating and managing of integrated marketing communication campaigns. Students will be introduced to a range of major communication tools such as advertising, digital and social media, sales promotion and PR, and consider contemporary ethical concerns for marketing communications. The module will be delivered through interactive workshops, guest lectures and practical seminars where students will have the opportunity to apply what they have learnt to real-world marketing communications case studies and examples.
Students will appraise and evaluate a range of real-world marketing communications cases in a variety of situations including cross-cultural communications, developing critical analysis and synthesizing skills.
Learning Outcomes
By the end of the module students should be able to:
Identify and discuss relevant communications theory and principles in relation to marketing communications
Appraise and differentiate a range of marketing communications tools and approaches
Develop and justify creative marketing communications content
Identify challenges and opportunities related to cross-cultural communication
Identify, assess and respond to contemporary ethical concerns in marketing communications
Appraise and produce digital marketing communications content