Course Resources Archive

The module will cover the theoretical concepts and nature of marketing communications and its application in practice developing integrated marketing communications (IMC) strategies and plans. New digital media development and deployment will be considered. For non-marketers, marketing communications is marketing and in many organisation communications skills are highly valued. Consumers, particularly in “leisure” choice are bombarded with messages and often these are ignored or miss-interpreted. This module develops understanding of practice supported by underpinning theory. Also, it will show students the key aspects of developing an IMC including the role of new digital media.

The module will cover the nature of marketing communications; theories/models of the communications process, the role of market researchin marketing communications; integrated marketing communications strategies and tactics (IMCs); relationship marketing, offensive and guerrilla marketing and evaluation and development of e-media and new media. Teaching and learning activities will include lectures, seminars and practical’s.

On passing the module students should be able to:

1. Evaluate critically marketing communication strategies and campaigns
2. Synthesise concepts and theories from a range of marketing disciplines and integrate to formulate an IMC
3. Evaluate the impact of information technologies and developments in e- commerce on marketing communications strategy and practice
4. Evaluate critically the impact of new digital media on IMC

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.