Module Identifier MM31610  
Academic Year 2006/2007  
Co-ordinator Mr Richard D Godfrey  
Semester Semester 1  
Pre-Requisite MM30710 final year students only  
Course delivery Lecture   20 Hours.  
Assessment TypeAssessment Length/DetailsProportion
Semester Assessment comprising - group report 20%, group presentation 10%, individual report 70%100%
Supplementary Exam Essay  100%

Learning outcomes

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


At the end of this module students will be expected to have an increased understanding of how key aspects of the marketing communications tools operate. They will be in a position to examine communications options in terms of delivering a message to the target audience and to appreciate how this underpins the marketing process.

Brief description

This module aims to provide students with an understanding of the range of communication concepts, tools and practices required by organisations to market their products/ services effectively. This course covers the range of the communication processes, including the issues of noise in the process, the issues of communication concepts and the links to buying behaviour. The importance of branding is then developed as a strategic communications tool. The module concludes with an evaluation of the marketing tools and their ability to communicate effectively to the target consumer.

Think of the marketing communications process as an iceberg, that will help to illustrate the nature of the course. The part of the iceberg you see reflects the communications tools but to ensure wise choices are made the underpinning concepts, which are below the water line are essential and form the start of the module.


The marketing communications planning framework
The marcoms process
Communications tools

Transferable skills

To be able to research and gather information
To work independently and as part of a team
To apply marketing communications concepts to marketing campaigns

Reading Lists

** Recommended Text
Pickton, D and Broderick, A (2005) Integrated Marketing Communications 2e London: FT Prentice Hall


This module is at CQFW Level 6