How can modern businesses effectively integrate traditional marketing principles and tools into the rapidly evolving digital marketing landscape? You'll learn the art of blending traditional marketing strategies with modern digital platforms and social media. Dive into the core principles of digital marketing, complemented by hands-on experience with practical tools. Develop key skills in data analytics and learn to apply these insights to enhance your marketing strategies. Mastering popular marketing tools will equip you with the skills to strategically develop optimal solutions in integrated marketing communications.
Total contact hours: 24
Private study hours: 126
Total study hours: 150
Main assessment methods
Group presentation (20%)
Individual report (4500 words) (80%).
Reassessment method:
100% coursework
Fill, C. and Turnbull, S. (2019) Marketing Communications: touchpoints, sharing and disruption, 8th ed, London, Pearson.
Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, 2nd ed., London, Prentice Hall.
D. Chaffey, F. Ellis-Chadwick (2019) Digital marketing: strategy, implementation and practice, 7th ed, Harlow, Pearson.
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 systematic understanding of marketing communications theories and concepts;
- deploy techniques to advertise new products to the market based on a case study;
- write a Marketing Communications Plan which integrates 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 using a variety of case studies;
- apply the theory to develop analytical and decision-making skills in marketing communications applications;
- set and prioritise marketing communications outcomes and prepare plans for the achievement of these outcomes in the light of available resources;
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 people from different cultural backgrounds;
- analyse and synthesise marketing communication issues;
- identify and critically analyse topics in marketing communications;
- communicate effectively to a variety of audiences and/or using a variety of methods
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