Module Identifier MMM3210  
Academic Year 2006/2007  
Co-ordinator Mr Richard D Godfrey  
Semester Semester 2  
Course delivery Lecture   22 Hours  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam1.5 Hours  60%
Semester Assessment One 2,000 word project40%
Supplementary Exam Resit exam and/or resubmission of project100%

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 Lists

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

Journal of Marketing Communications Journal of Advertising International Journal of Advertising Journal of Advertising Research.


This module is at CQFW Level 7