Marketing Communications and Media Management

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the structure of the marketing communications industry, including self-regulation;
• the marketing communications campaign planning process, including evaluation techniques.
• the strengths and weaknesses of different marketing communications strategies and approaches;
• the importance of Integrated Marketing Communications and branding;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate effective business presentation techniques.
• work effectively in a team, undertaking different roles and tasks;
• demonstrate creative thinking and problem solving;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• develop creative communication strategies using a range of approaches;
• produce a marketing communications campaign, including a plan for evaluation.
• evaluate the marketing communication needs of a business;

Brand Management & Consumer Analysis in Marketing Communication;

Media Channels – Traditional and Digital Channels

Advertising Design

Integrated Marketing Communication

How to design a Strategic MarkComm Planning

Sales Promotion

Public Relations

Evaluating the IMC Effectiveness

Teaching methods include:

You will learn through a series of interactive lectures, in-class discussion and cases, directed reading and a group project supported through tutorials.

Learning activities include:

• Interactive lectures
• In-class discussion and exercises
• Directed reading
• Research on communication needs and creative approaches
• Group work, including presentations

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Class discussions

• Assessment Type: Formative
• Feedback: Students will be given feedback during lectures on ideas and discussion relating to the group project. They will have opportunities to discuss their projects in tutorials. There will be opportunities for formative peer feedback.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.