Marketing Communications and Media Management

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• demonstrate effective oral and/or written and visual literacy;
• work effectively as part of a team.

Knowledge and Understanding

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

• the importance of integration of marketing communications, including through digital channels;
• the range of promotional tools available to marketers and how to manage them within a campaign.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• implement creative communication strategies for products, services and experiences.
• differentiate strategies for managing online, offline and outsourced creativity;

Topics

• The structure of communications industry and agencies
• The importance of integrated communications
• The promotional tools available to marketers
• The creative process
• Media planning
• Measurement of communications effectiveness.

Teaching and learning methods

Teaching methods include:

The basic principle of the teaching and learning strategy for this module is to encourage you to actively engage in the subject matter through guided self-discovery of the material.

Learning activities include:

• Use of video and online materials
• Case study/problem solving activities
• In class and online debate and discussion
• Private study

Resources & Reading list

General Resources

Reading Material. This is a fast moving subject and moreover, one that should reflect the distinctive expertise of the students as much as the tutor – in line with the ethos of the module! Reading material is developed from the most recent literature at the time the module is run.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External