This module provides an in-depth understanding of the key principles, components and application of contemporary marketing communications. Through lectures, practical seminars, industry guest speakers and independent study, students will develop a critical appreciation and understanding of the role and application of marketing communications both strategically and tactically. Students will study communications theory, marketing theory, marketing communications strategy, major communication tools including advertising, digital marketing, direct marketing and PR, cross-cultural communication and ethical and responsible dimensions of marketing communications.
This integrated theory and practice approach develops students' critical thinking skills and their ability to challenge viewpoints, ideas and concepts from theoretical and practical perspectives supporting employability. Research-led teaching, contemporary case studies, examples and insights from guest speakers and authentic assessment combine to offer students a solid theoretical and practical understanding of contemporary marketing communications.
Learning Outcomes
By the end of the module students should be able to:
Discuss relevant communications and marketing theory and principles in relation to marketing communications.
Critically evaluate a range of marketing communications tools and approaches.
Create and theoretically justify original marketing communications strategy and content.
Evaluate challenges and opportunities related to cross-cultural communication for marketing communications.
Analytically respond to contemporary ethical concerns in marketing communications.
Assessment
Assessment Methods & Exceptions
Assessment:
Assessment: Group media production - 7-8 minutes (30%) Individual assignment - 2000 words (70%)
Reassessment:
Reassessment by failed component: Individual media production - 5 minutes (30%) Individual assignment 2000 words (70%)
