The University of Southampton

MANG6243 Marketing Communications Management

Module Overview

This module looks at the strategic importance of marketing communications through a channel neutral exploration of communications strategy and planning, the importance of creativity, ethics and measurement. It addresses communications theory and practice, as well as the structure of the industry, and the marketing communications landscape with a particular focus on the role of data, the impacts of digital technology, and the importance social media.

Aims and Objectives

Module Aims

To allow you to develop greater knowledge and understanding of the strategic importance of marketing communications, the management of the promotional mix and allow you personal reflection of the ethical and CSR issues of promotion. It will explore the importance of having an integrated approach to marketing communications and examine issues such as global digital marketing strategy, the proliferation of media channels and platforms and the integration of online and offline communications. Understand the major issues facing marketers in the rapidly growing area of online marketing communications.

Learning Outcomes

Knowledge and Understanding

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

  • The strengths and weaknesses of different marketing communications strategies and tools
  • The importance of a building an Integrated Marketing Communications strategy
  • The structure of the communications industry
  • The range of promotional tools, both online and offline, available to marketers and the need to manager them as a mix
  • The Creative Process
  • Planning and management different media in a global context
  • Measuring and accountability of communications effectiveness
  • The structure of the media industry and the complexities involved in media management
  • The ethics and CSR of the ‘promotional promise’
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate your knowledge of marketing communications in the context of the strategic opportunities and threats presented to the business
  • Understand how the various application of online and offline marketing communications relate to each other and to the business as a whole
  • Take a ‘personal’ position on the ‘truth’ of the promotional promise and other CSR issues
  • Discuss how products and services are communicated and brought to the marketplace
  • Analyse complex business situations
  • Create and evaluate alternative strategies
  • Decide on a specific course of action based on a rational consideration of the choices available
  • Apply ideas and knowledge to a range of marketing communication demands
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Work effectively as part of a team, both online and offline
  • Critically analyse and evaluate business problems
  • Demonstrate effective oral communications by delivering a formal business presentation


• Introduction to Marketing Communications • Integrated Marketing Communications across multiple channels, media platforms and internationally • The structure of communications industry • Promotional mix management • The techniques used in the promotion ecosystem – broadcasting, non broadcast, digital etc. • The Creative Process • Media Planning • Ethics of promotion (e.g. exaggerating claims, use of suggestion, encouraging ‘unnecessary’ consumption etc).

Learning and Teaching

Teaching and learning methods

You will learn through a combination of lectures and/or guest presentations, group work, practical sessions and self-study.

Independent Study70
Total study time100

Resources & Reading list

Fill C (2009). Marketing Communications: Interactivity, Communities and Content. 

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

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

Egan J. (2007). Marketing Communications. 



Set exercises - non-exam


MethodPercentage contribution
Group presentation  (30 minutes) 50%
Group project report  (5000 words) 50%


MethodPercentage contribution
Individual essay  (2000 words) 100%


MethodPercentage contribution
Individual essay  (2000 words) 100%

Repeat Information

Repeat type: Internal & External


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 core/recommended 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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