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The University of Southampton

MANG6442 Marketing Communications and Media Management

Module Overview

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

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.
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.
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 thinking and problem solving;
  • demonstrate effective business presentation techniques.


Brand Management & Consumer Analysis in Marketing Communication; Media Channels – Traditional and Digital Channels Advertising Design Integrated Marketing Communication How to design a Strategic MarkComm Planning Sales Promotion Public Relations Evaluating the IMC Effectiveness

Learning and Teaching

Teaching and learning methods

Teaching methods include: You will learn through a series of interactive lectures, in-class discussion and cases, 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

Journal of Advertising. Journal

Moriarty, S., Mitchell, N. D., and Wells, W. D. (2014). Advertising & IMC: Principles and Practice, Global Edition.. 

Clow, Kenneth E., and Baack, Donald (2017). Integrated Advertising, Promotion, and Marketing Communication. Global Edition.. 

International Journal of Advertising. Journal

Journal of Marketing Management. Journal

Belch, G.E. & Belch, M.A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective, Boston; London.. 

Journal of Consumer Behaviour. Journal



Class discussions


MethodPercentage contribution
Individual Coursework 30%
Individual report  (3000 words) 70%


MethodPercentage contribution
Project  (3000 words) 100%


MethodPercentage contribution
Project  (3000 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 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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