Module Identifier MM30520  
Academic Year 2007/2008  
Co-ordinator Mr Richard D Godfrey  
Semester Semester 1  
Pre-Requisite MM30710  
Course delivery Lecture   10 x 2 hour  
  Seminars / Tutorials   4 x 1 hour per student  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  50%
Semester Assessment Individual coursework: comprising 1 essay of 2500 words50%
Supplementary Exam2 Hours  50%
Supplementary Assessment Individual coursework: comprising 1 essay of 2500 words. A student must (re)submit any element of assessed work that previously was failed.50%

Learning outcomes

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


This module aims to provide students with an understanding of the concepts of communication within the Marketing paradigm. It builds on understanding acquired in the Marketing Management module.

Brief description

This module aims to provide students with an understanding of the range of communications concepts, tools and practices required by organizations to market their products/services effectively. This course covers a range of communications processes, including the issues of noise in the process, contemporary developments in marketing communications and the links to consumer behaviour. The importance of branding is also 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.


Part 1: The Marketing Communications Environment

Part 2: Marketing Communications Planning

Module Skills

Problem solving Identify problems. Identify factors wich 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.  
Communication Read in different contexts and for different purposes. Write for different purposes and audiences.  
Information Technology Use a range of commonly used software packages. 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.  
Subject Specific Skills Students develop their knowledge and understanding of the content, formulation process and implementation of marketing communications campaigns.  

Reading Lists

** Essential Reading
Egan, J (2007) Marketing Communications London: Thomson
** Recommended Text
Fill, C (2005) Marketing Communications: Engagement, Strategies and Practice London: FT Prentice Hall
Kimmel, A (2005) Marketing Communication: New Approaches, Technologies and Styles Oxford: Oxford University Press
Pickton, D and A Broderick (2005) Integrated Marketing Communications 2e London: FT Prentice Hall
Shrimp, T (2003) Advertising, Promotion and Supplementary Aspects of Integrated Marketing Communications 6th Edition. Thomson


This module is at CQFW Level 6