Module code: MARK 2306
The marketing communications module focuses on one particular area of the marketing mix, most frequently referred to as the promotional mix. Marketing communication is the means by which organisations communicate with their publics and target audiences at product and corporate level. The module provides an overview of marketing communications and offers essential grounding for anyone wishing to enter into marketing communications/ brand management careers in both client and agency organisations. It also provides a useful basis for anyone wishing to pursue a career in other areas of marketing or business. Two marketing communications models are introduced that create the basis of the module, those of the 'marketing communications process' and the 'marketing communications planning framework'. The marketing communications environmental context is then highlighted to include recognition of the variety of target audiences ( publics and stake holders), the regulatory system and role of agencies and the media. The full range of promotional mix elements are identified with the major elements analysed in detail. Emphasis is also placed on the integration between those elements. A balance of practical application and academic rigor is emphasised throughout.
Contact hours per student per year
- Lectures: 22 hours
- Tutorials: 8 hours