Module Information

Module Identifier
Module Title
Marketing and Digital Marketing Communication
Academic Year
Semester 2
Reading List
Other Staff

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment Report  2000 Words  50%
Semester Exam 2 Hours   Exam  50%
Supplementary Assessment Report  2000 Words  50%
Supplementary Exam 2 Hours   Exam  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.



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


- Fundamental Decisions
- Media Selection and Creative Implementation
- The Marketing Communications Mix:
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


This module is at CQFW Level 6