BM7401: Marketing Communication


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

BM7401: Marketing Communication

Module Title Marketing Communication
Module Code BM7401
Module Tutor Xian (Lily) Wang
School Business School
CAT Points 15
Level of Study 7
Brief Description

This module explores the integrated efforts of marketing and communications in building and maintaining brand awareness, identity and preferences. The module recognizes the changing nature of the communications environment, where technological trends, emerging new media, and the need to communicate globally are changing the way communications managers work.  The module therefore emphasizes developments beyond the traditional elements of the promotional mix of advertising, direct marketing, PR, Sales Promotion, personal selling and adopts an international focus throughout. The module offers a balanced approach to consumer and trade communications by providing an additional business-to-business communications perspective.

Indicative Syllabus

The scope of marketing communications
Strategy, objectives and positioning
Integration and planning
The marketing communications mix
Interactive marketing communications

Learning Outcomes

On successful completion of the module the student should be able to:

  1. Critically assess the current communications environment
  2. Critically evaluate the use of communications tools and understand their strategic potential in consumer and business-to-business contexts.
  3. Develop a marketing communications plan to achieve marketing communication objectives.
  4. Match marketing communication objectives with media use and creative strategies.

Additionally, this module aims to develop student’s communication skills, team-working, individual and independent study skills and to enhance their ability to be self-reflective learners.

Learning and Teaching Activities

Scheduled learning and teaching activities:  30 hours


Guided independent study:  approximately 120 hours

Assessment (For further details see the Module Guide) 001: 70% Coursework: Individual, standard written: Standard: 2625 words
002: 30% Coursework: Group work, presentation: Presentation: 20 minutes
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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