Please note this module descriptor is indicative of the structure of this course and may be subject to change.
This module introduces students to the fundamental aspects of Marketing Communications. The syllabus provides an understanding of both above and below-the-line promotion, investigating how they are used to communicate with customers and other stakeholders. The module also delves into the current issues, controversies and ethical issues involved in the practice of marketing communications.
A student passing this module should be able to:
Comprehend a range of theoretical marketing communications models and frameworks
Appreciate the variety of communications tools and media available, and be able to utilise this understanding to inform B2B and B2C campaign planning.
Possess a critical appreciation of B2B and B2C MarComs campaigns.
Possess the skills and strategic appreciation necessary to develop an integrated marketing communications plan, including budgeting.
Develop personal skills in: Communications and literacy;Analysis and problem solving; Independent learning and group work; Information and Communications Technology.
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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