Marketing and Digital Marketing Communication

Module Identifier: AB37120
Module Title: Marketing and Digital Marketing Communication
Academic Year: 2026/2027
Semester: Semester 2
Co-ordinator: Dr Matthew Price
Reading List: View on Aspire
Pre-Requisite: AB27120 or CB27120 or MM30120
Other Staff: Dr Matthew Price; Mr Fayedh Ayub; Professor Homagni Choudhury

Assessment

Assessment Type	Assessment details	Proportion
Semester Assessment	Report: 2000 Words	50%
Semester Exam	Exam: 2 Hours	50%
Supplementary Assessment	Report: 2000 Words	50%
Supplementary Exam	Exam: 2 Hours	50%

Learning Outcomes

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

Explain and compare different theoretical perspectives on how communications work within a marketing environment.
Discuss the industry structure in which marketing communications programmes are formulated.
Identify the ethical issues inherent in marketing communications programmes.
Describe and evaluate the contemporary Marketing Communications Mix elements.
Demonstrate an understanding of what is needed to implement a marketing communications campaign effectively.

Brief description

This module develops an understanding of the range of communications concepts, tools and practices required by organizations to market their products/services effectively. The module covers a range of communications processes and the contemporary marketing communications mix.

Content

THE MARKETING COMMUNICATIONS ENVIRONMENT

- What is (Integrated) Marketing Communications?
- Marketing Communications and the Consumer
- Communications Theory
- Ethical Issues in Marketing Communications

MARKETING COMMUNICATIONS PLANNING

- Fundamental Decisions
- Media Selection and Creative Implementation
- The Marketing Communications Mix:
Advertising
Public Relations
Personal Selling
Sales Promotion
Direct, Digital and Database Marketing
- Implementation and Evaluation

Module skills

Skills type	Skills details
Application of Number	Associated with Campaign evaluation
Communication	Read in different contexts and for different purposes. Write for different purposes and audiences
Improving own Learning and Performance	Through evaluation of formative feedback
Information Technology	Use a range of commonly used software packages (Google/Facebook/Other). Present information and data. Use e-mail/internet appropriately and effectively
Personal Development and Career planning	Develop awareness of personal skills, beliefs and qualities in relation to course/career progression
Problem solving	Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.
Research skills	Produce academically appropriate reports
Subject Specific Skills	ShapeStudents develop their know ledge and understanding of the content, formulation process and implementation of marketing communications campaigns.
Team work	During Seminars/Workships/Tutorials

Notes

This module is at CQFW Level 6