Module Information

Module Identifier
Module Title
Academic Year
Semester 2

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials
Lecture 11 x 2 hours


Assessment Type Assessment length / details Proportion
Semester Assessment One 2,000 word project  40%
Semester Exam 1.5 Hours   60%
Supplementary Exam 1.5 Hours   Resit exam and/or resubmission of project  100%

Learning Outcomes

On successful completion of this module students should be able to:

1. Define the key terms in marketing communications

2. Appraise the impact of contexts on marketing communications

3. Evaluate the power of branding

4. Apply the campaign planning process

5. Explain the merits of the marketing communications tools

6. Appraise the importance of agencies

7. Evaluate the performance of the marketing communications plan

Brief description

This module helps students to develop an understanding of the variety of communication concepts, tools and practices required by organisations to communicate with their stakeholders effectively. It will begin with the introduction to communication process focusing on communications theory and the understanding of the communication environment. In the second part particular marketing communication tools will be introduced, analysed and evaluated in terms of their ability to communicate effectively with different stakeholders.


Communications plan
Communications media
Communications environment
Communications mix - advertising and direct marketing, personal selling, sales promotions, pr, sponsorship, corporate identity
Communications mix - supportive communications
Creative aspects of marketing communications
Branding and brand management

Reading List

Recommended Text
Belch, G E and M A Belch (2001) Advertising and Promotion: An Integrated Marketing Communications Perspective 5th Edition Boston: McGraw Hill Primo search Fill, C (2006) Simply Maarketing Communications Harlow: FT Prentice Hall Primo search
Supplementary Text
Kitchen, P J (1999) Marketing Communications: Principles and Practice London: Thompson Primo search Pickton, D and A Broderick (2005) Integrated Marketing Communication 2nd Edition London: Pearson Education Primo search Smith, P R (1999) Marketing Communications: An Integrated Approach London: Kogan Page Primo search


This module is at CQFW Level 7