The module examines the main methods of marketing communications. Strengths and weakness of marketing communications channels will be analysed as well as their suitability and effectiveness. The module systematically evaluates the principles, methods and strategies of marketing communications. The role of message content, format and source will be discussed as well as psychological processes involved in consumers' processing of and response to advertising. The module will discuss how different marketing communications platforms can be combined to reach specific objectives.
Indicative topics are:
• The communications process
• Advertising
• Strategy and media planning
• Image, brand management and packaging
• Direct marketing
• Digital and interactive media
• Sales promotion, merchandising and point of sale
• Public relations and corporate identity
• Exhibitions, trade shows, product placement and sponsorship
• Personal selling and sales management
• The implications of digital marketing communications are included in the above topics
Total contact hours: 24
Private study hours: 126
Total study hours: 150
Main assessment methods
Group presentation (20%)
Individual report (4500 words) (80%).
Reassessment method:
100% coursework
Fill, C. and Turnbull, S. (2019) Marketing Communications: touchpoints, sharing and disruption, 8th ed, London, Pearson.
Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, 2nd ed., London, Prentice Hall.
D. Chaffey, F. Ellis-Chadwick (2019) Digital marketing: strategy, implementation and practice, 7th ed, Harlow, Pearson.
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate systematic understanding of marketing communications theories and concepts;
- deploy techniques to advertise new products to the market based on a case study;
- write a Marketing Communications Plan which integrates the advertisement into a comprehensive new-product launch campaign;
- integrate the theory-based marketing decisions with budget management, operational planning, group management and decision-making;
- critically evaluate marketing communications tools using a variety of case studies;
- apply the theory to develop analytical and decision-making skills in marketing communications applications;
- set and prioritise marketing communications outcomes and prepare plans for the achievement of these outcomes in the light of available resources;
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- demonstrate self-management skills;
- exercise personal responsibility and decision-making;
- work with others people from different cultural backgrounds;
- analyse and synthesise marketing communication issues;
- identify and critically analyse topics in marketing communications;
- communicate effectively to a variety of audiences and/or using a variety of methods
University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.
