MS4201: Marketing Communications

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

MS4201: Marketing Communications

Module Title Marketing Communications
Module Code MS4201
Module Tutor Magdalena Gonzalez Triay
School Business School
CAT Points 15
Level of Study 4
Brief Description

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.

Indicative Syllabus
  1. Integrated Marketing Communications (IMC)
  2. Ethics, Corporate Responsibility, Identity and Reputation
  3. Communication Theory
  4. Understanding Specific Target Audiences
  5. Marketing Communications – Strategies and Planning, Objectives and Positioning
  6. The Marketing Communications Mix:
  7. Use of creative appeal, symbolism and language in communication
  8. New and Traditional Media Channels
  9. Promotional Budgeting and Campaign Evaluation
Learning Outcomes

A student passing this module should be able to:

    Comprehend a range of theoretical marketing communications models and frameworks
  1. Appreciate the variety of communications tools and media available, and be able to utilise this understanding to inform B2B and B2C campaign planning.
  2. Possess a critical appreciation of B2B and B2C MarComs campaigns.
  3. Possess the skills and strategic appreciation necessary to develop an integrated marketing communications plan, including budgeting.
  4. Develop personal skills in: Communications and literacy;Analysis and problem solving; Independent learning and group work; Information and Communications Technology.
Learning and Teaching Activities Scheduled Contact Hours: 36
Independent Learning Hours: 114
Assessment (For further details see the Module Guide) 001: 60% Coursework: Group work, standard, written: 2000 words or equivalent
002: 40% Written Exam: In-class, digital: Unknown hours
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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