Marketing Communications




In a world where consumers are becoming more sophisticated and, technology changes the way in which we communicate, marketing communications is exciting, challenging and evolving. Marketing communications incorporates advertising, PR, sales promotion, direct and interactive marketing. The module gives the student the opportunity to participate in a role play of a marketing communications agency in delivering a solution to a client brief. In addition, it combines theoretical issues with practical applications in campaign planning.


• provide students with an opportunity to explore the major means of communicating with stakeholders and markets

• integrate the role of marketing communications into an organisation’s business and marketing strategies

• create an opportunity for students to participate in creating, planning implementing and evaluating a solution to a practical marketing communications problem

• prepare students for a career in Marketing Communications and for further study of professional qualifications


On completion of this module, the successful student should be able to:

1. assess the strategic role of marketing communications.

2. evaluate a range of marketing communications methods and techniques.

3. critically examine and apply appropriate theoretical concepts to practical marketing communications situations.

4. critically examine the roles of the marketing department and agencies.

5. develop and deliver an integrated marketing communications strategy.

6. apply research methods to evaluate the effectiveness of marketing communications.


The syllabus may include but not be limited to:

• Introduction to integrated marketing communications, communications process, target audiences, trends in marketing communications and the communications industry.

• Theoretical frameworks of the communications process, buyer behaviour and consumer decision making.

• Campaign planning and budgets – targeting audiences, campaign strategies, planning, implementation, evaluation and setting the budget.

• Understanding media and creative strategies – positioning, messages, visuals, copy, tone of voice.

• International marketing communications.

• The communications mix – linking the mix to strategy, concepts of brand communication, and budgeting for communications.

• Advertising – theory of advertising and how it works, message strategy, characteristics of advertising media e.g. TV, press, magazines, cinema, radio, and ‘new media’.

• Sales Promotion – growth and importance of sales promotion, consumer and trade promotions, merchandising and POS.

• Direct marketing – Acquisition and retention strategies and tactics, database management, customer relationship management (CRM), testing and evaluation of campaigns. Direct mail, internet, telemarketing, direct sales, catalogues, interactive marketing.

• PR and sponsorship – corporate, internal, and crisis management. Integrating sponsorship into the marketing communications mix.

• Regulation – an overview of the variety of legal regulations affecting marketing communications.


Lectures will introduce key concepts and theories and give examples from industry. Seminars will be interactive involving class discussion, case analysis, reflective learning and presentations. In addition, time will be allocated for groups to participate in a role play of a marketing communications agency which involves a competitive presentation of a solution to a client brief for a given marketing communications budget. Staff will act as facilitators rather than the traditional lecturer.


Assessment is designed to test students understanding of key principles and concepts and their ability to apply them to given situations in line with Marketing Communications practice. This may be selected from the non- exhaustive examples below: A role play of an agency, which develops group skills, managing work, time management and the ability to synthesise and debate key issues and solutions as would happen in a business context. A group presentation aids this process and develops presentation skills and effective and concise communication skills. An individual report of the presentation develops skills in report writing and reflects the student’s ability to demonstrate and apply learning outcomes


The in-module assessment will assess student’s knowledge of the academic and theoretical frameworks of the module within the context of Marketing Communications activities in the marketplace and a practical understanding and demonstration of the Marketing Communications process. The end-of-module assessment is biased towards the students more professional and practical understanding of Marketing Communications.