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Campaign Planning

Module code: MARK 3003

Module description

This module is the culmination of marketing communications studies. It is a strongly applied module that requires students to adopt an essentially practical stance in marketing communications problem solving and application. It is recommended to those wishing to enter into marketing communications/brand management careers in both client and agency organisations.

The module emphasises a student centred orientation that is based around case method. Students are given the opportunity to play the role of marketing communications executives in determining, producing and defending the development of a campaign plan in response to a marketing communications brief. Skills of analysis, problem solving, and decision-making are emphasised throughout the module. Extensive group work requires the application of team skills and interpersonal communication.

Contact hours per student per year

  • Lectures: 27 hours
  • Tutorials: 7 hours (groups of 4/5)


  • Report (2500 words): 50%
  • 2000 word creative journey: 50%

Additional costs: No extra costs other than purchase of books