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The University of Southampton

MANG2044 Marketing Communications and Media Management

Module Overview

In this module you will learn about the different marketing communications tools available to marketers, including how they may be integrated with digital communications and the psychology behind them. You will also learn about the essence of creative approaches, about managing marketing communications and media planning, and about the importance of measuring marketing communications.

Aims and Objectives

Learning Outcomes

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:

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


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.

Learning and Teaching

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

Follow-up work56
Preparation for scheduled sessions30
Completion of assessment task30
Total study time150

Resources & Reading list

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.





MethodPercentage contribution
Coursework  (3000 words) 100%


MethodPercentage contribution
Coursework  (3000 words) 100%


MethodPercentage contribution
Coursework  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Linked modules

Pre-requisite: MANG2070


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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