As the world of marketing communications is undergoing a revolution this module focusses upon equipping students with the knowledge and skills to enter this world as a skilled practitioner in both offline and online marketing communications.
Students will have contact with leading marketing communication practitioners to work on live case studies to develop their analysis skills. Through lectures, seminars, workshops and industry guest lectures students will gain a sound understating of the theories, principles, methods and strategies of marketing communications.
The main tools of offline and online marketing communications will be discussed as well as their suitability and effectiveness, including advertising, digital and interactive media, sales promotion, public relations and corporate identity, events and personal selling.
Students will have the opportunity to evidence the skills that they have gained and work that they have produced during their study of this module at the end of semester Marketing and Communication Student Showcase.
Learning Outcomes
By the end of the module students should be able to:
Demonstrate a critical and comprehensive understanding of varied marketing communications tools, including those made available by emerging technologies
Critically analyse relevant communication theory and principles which underpin integrated communication processes and strategies
Evaluate the stages in the strategic marketing communications campaign planning process
Critically discuss the ethical issues surrounding marketing communications and their role in culture and society.
Assessment: 1) Individual marketing communications plan: 1000 words (30%) 2) Individual production of creative marketing communications executions using digital tools, up to 5 minutes video content and 500 word supporting document (70%)
