The University of Southampton

MANG6337 Marketing Communications and Media Management

Module Overview

This module aims to build an understanding of contemporary marketing communications practices. Specifically, you will learn about advertising, PR, sponsorship, direct marketing and emerging communication techniques including the use of digital media. You will also learn about the importance of measuring marketing communications, about the creative process and about the integration of communication campaigns, and about the relationship between communications and branding. You will develop your understanding of the marketing communications campaign process, including different agency roles and the ways that communication solves business problems. Finally you will consider critiques of marketing communication and issues of ethics and social responsibility.

Aims and Objectives

Module Aims

This module aims to build an understanding of the creative processes that are inherent in marketing. Specifically, you will learn about managing media, managing marketing communications and the essence of creative marketing. You will also learn about the importance of measuring marketing creativity through communication and campaign effectiveness 

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The structure of the marketing communications industry, including self-regulation
  • The strengths and weaknesses of different marketing communications strategies and approaches;
  • The importance of Integrated Marketing Communications and branding;
  • The marketing communications campaign planning process, including evaluation techniques
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Work effectively in a team, undertaking different roles and tasks
  • Demonstrate creative in thinking and problem solving.
  • Demonstrate effective business presentation techniques
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate the marketing communication needs of a business
  • Develop creative communication strategies using a range of approaches
  • Produce a marketing communications campaign, including a plan for evaluation


• Structure of communications industry, including regulation • IMC and branding • Communication agency roles • Offline above the line communication tools • Offline below the line communication tools • Online communication tools • Emerging approaches to communications • Creative approaches • Campaign development and Media planning • Media evaluation techniques • How theory informs marketing communications practice

Special Features

This module will include a group project that relates to a real marketing communications problem

Learning and Teaching

Teaching and learning methods

Teaching methods include You will learn through a series of interactive lectures, in-class discussion and exercise, directed reading and a group project supported through tutorials Learning activities include: • Interactive lectures • In-class discussion and exercises • Directed reading • Research on communication needs and creative approaches • Group work, including presentations

Independent Study126
Total study time150

Resources & Reading list

Hackley C ( (2010). Advertising & Promotion: An Integrated Marketing Communications Approach. 

Journal of Consumer Behaviour. Journal

Pickton D & Broderick A (2008). Integrated Marketing Communications. 

Journal of Advertising. Journal

Journal of Marketing Management,. Journal

International Journal of Advertising. Journal

Fill C (2013). Marketing Communications: Interactivity, Communities and Content. 



Class discussions


MethodPercentage contribution
Group project presentation  (25 minutes) 50%
Group project report  (2000 words) 50%


MethodPercentage contribution
Individual assignment  (3000 words) 100%


MethodPercentage contribution
Individual assignment  (3000 words) 100%
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