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The University of Southampton

MANG2052 Marketing Communications and Media Management (SIM)

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

Module Aims

to build an understanding of the creative processes that are inherent in marketing.

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, written and visual literacy;
  • work effectively as part of a team.


Topic Introduction to Marketing Communications Integrated Marketing Communications The structure of communications industry The tools of promotion Promotional Mix Management The Creative Process Developing Communications Media Planning Measurement of communications effectiveness

Learning and Teaching

Teaching and learning methods

Typically you will study the module over 4 weeks with the first 2 weeks having intensive teaching in the form of lectures, and seminars which will include individual and group practical exercises, workshops, case studies. The following 2 weeks will be organised self-study (reading designated texts, journal papers and critical discussion with peers), and preparation of assessed coursework. You will be expected to play a highly interactive part in lectures and seminars. As with all programmes in the Faculty, student learning will also be supported by published course materials and the University's virtual learning environment.

Follow-up work26
Preparation for scheduled sessions30
Completion of assessment task30
Wider reading or practice30
Total study time150

Resources & Reading list

Blythe (2006). The Essentials of Marketing Communications. 

Gladwell, M (2000). The Tipping point, or how little things can make a big difference. 

Egan J (2007). Marketing Communications. 



MethodPercentage contribution
Group presentation  (20 minutes) 30%
Report  (2000 words) 70%


MethodPercentage contribution
Report  ( words) 100%


MethodPercentage contribution
Report  ( words) 100%


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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