Module code: MARK 5055
Advertising and marketing communications is the means by which organisations communicate with their publics and target audiences at product and corporate levels. It applies to all types of organisations - fast moving consumer goods, services, industrial and business-to-business, charity and other not-for-profit organisations. The Managing Advertising & Marketing Communications module is structured around the campaign planning process and considers the key managerial communications issues from both a client and agency perspective. The module also explores important aspects and developments within the communications industry e.g. regulation, media, agency structures. Extensive use is made of the IPA Effectiveness Awards case studies in the teaching.
The module requires students to adopt an essentially practical stance in marketing communications problem solving and application. Students are given the opportunity to play the role of marketing communications executives in determining, producing and defending the development of campaign plans in response to marketing communications problems and briefs.
Contact hours per student per year