Programme And Module Handbook
Course Details in 2025/26 Session

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Module Title LI Marketing Communications
SchoolBirmingham Business School
Department Marketing
Module Code 07 33116
Module Lead Heather Jeffrey
Level Intermediate Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-45 hours
Guided independent study-155 hours
Total: 200 hours
Description 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
Assessment 33116-01 : Individual Assignment : Coursework (50%)
33116-02 : Group Assignment : Coursework (50%)
Assessment Methods & Exceptions Assessment:

Group work 50% equivalent to 5,000 words (Individual contribution equates to 2000 words’ effort)
Individual assignment 50% 2000 words


Student will resit failed components – if groupwork, students will submit version equivalent to 2,000 words
Reading List