Marketing communications serve as the voice of a brand, a multifaceted dialogue that connects businesses with their audiences across various platforms and mediums. Examine how advertising fuses creativity and strategy to influence consumer behaviour and perceptions.
You'll engage with tools like social media and SEO to initiate interactive dialogues and nurture communities. Integrated marketing communications (IMC) ensure consistency across all channels, amplifying the resonance of each message. At the heart of our exploration are the ethics and sustainability practices that guide responsible marketing – respecting privacy, ensuring transparency and embracing sustainable practices that prioritise long-term well-being over short-term gains.
You’ll enhance your employability by blending practical, applied learning with key marketing concepts. By engaging directly with current advertising tools, digital platforms and real world case studies, you can apply your knowledge effectively in a professional setting. You’ll not only learn the theory but also how to execute strategies, navigate digital landscapes and uphold ethical standards practically. This hands-on approach, combined with insights into sustainability, prepares you to enter the workforce with the confidence and skills needed to excel in a dynamic industry.
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods:
Presentation (20%)
Essay (4,500 - 5000 words) (80%)
Reassessment method:
100% coursework
Fill, C. (2013) Marketing Communications: brands, experiences and participation, 6th ed., London: FT Prentice Hall.
Dahle´n, M., Lange, F. and Smith T. (2010) Marketing communications: a brand narrative approach, Chichester: Wiley
Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, 2nd ed. London: Prentice Hall.
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate a systematic understanding of marketing communications theories and concepts;
- deploy techniques to advertise new product to the market, based on a case study;
- write a Marketing Communications Plan integrating the advertisement into a comprehensive new-product launch campaign;
- integrate the theory-based marketing decisions with budget management, operational planning, group management and decision-making;
- critically evaluate marketing communications tools;
- apply the theory to develop analytical and decision-making skills in marketing communications applications.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- demonstrate self-management skills
- exercise personal responsibility and decision-making
- work with others including people from different culture backgrounds
- work in interdisciplinary areas
- identify, analyse, and address both academic and practical problems
- communicate effectively through oral and written presentations
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