Marketing communications

This module is designed to provide students with a framework for understanding marketing communications at a strategic level within various contexts. The module discusses Marketing Communications as an evolving category of social communication within a convergent media landscape. The module takes a multi-disciplinary approach drawing on socio-cultural, psychological and anthropological perspectives.

Topics covered

Main topics of the module include:

• Introduction to Marketing Communications and evolving aspects of the Marketing Communications
• Theorizing Marketing Communications: the communication process
• Marketing Communications and the brand
• Marketing Communications planning, creativity and strategies
• Non-traditional Marketing Communications techniques (e.g. product placement, branded content, native advertising, ambient media, and so on)
• Marketing Communications and media strategy
• Marketing Communications and ethics
• International and cross-cultural Marketing Communications
• Marketing Communications and Web 2.0
• Marketing Communications and consumer research

Learning outcomes

On successful completion of this module, you will be expected to be able to: 

• understand how Marketing Communications campaigns are created, consumed, understood and interpreted;
• use appropriate communication frameworks, concepts and theories to analyse the meaning of Marketing Communications campaigns;;
• recognise and evaluate elements of successful Marketing Communications;
• critically evaluate the social implications of Marketing Communications practices;
• appreciate the role of consumer research in the development of Marketing Communications. 
• analyse any advertising or promotional messages of their choice.

Assessment

Coursework (30% weighting) - An essay of up to 2,000 words based on any advertisements or promotional campaigns of their choice. 

Examination (70% weighting) - An unseen written examination of 2 hour-duration.