Module description
What is the module about?
The aim of this module is to augment students’ existing knowledge of marketing communications by enabling them: first, to recognise, analyse and criticise the diverse range of theories and modes of thought which underpin marketing communications; and second to develop a practical appreciation and interpretation of a variety of promotional techniques.
An emphasis is placed on the desirability of seeing marketing communications as an integrated organisational activity and as a primary social and cultural phenomenon.
Learning outcomes:
At the end of this course you will be able to:
- Critically appraise various forms of marketing communications
- Understand the role of the marketer in the communications process
- Appreciate the responsibility of the marketer as a contributor to the communications environment.
There is a group project. Groups are self-selected but members must be in the same tutorial
Assessment details
Group coursework 50%
Individual Coursework 50%
Groups are self-selected but members must be in the same tutorial
Teaching pattern
1-hour weekly lecture
1-hour weekly tutorial
Suggested reading list
Core text: Any book on Marketing Communications is OK. Slides are based on:
De Pelsmacker, P; Gueens, M., & Van den Bergh., 2017. Marketing Communications: A European Perspective 6thed. Harlow: FT/Prentice Hall.
Fill, C; Marketing, Turnbull, S., (2016). Marketing Communications 7th ed. Harlow: Pearson Education ltd.