Marketing communications serve as the voice of a brand, a multifaceted dialogue that connects businesses with their audiences across various platforms and mediums. Examine how advertising fuses creativity and strategy to influence consumer behaviour and perceptions.
You will engage with tools like social media and SEO to initiate interactive dialogues and nurture communities. Integrated marketing communications (IMC) ensure consistency across all channels, amplifying the resonance of each message. At the heart of our exploration are the ethics and sustainability practices that guide responsible marketing – respecting privacy, ensuring transparency and embracing sustainable practices that prioritise long-term well-being over short-term gains.
You will enhance your employability by blending practical, applied learning with key marketing concepts. By engaging directly with current advertising tools, digital platforms and real world case studies, you can apply your knowledge effectively in a professional setting. You'll not only learn the theory but also how to execute strategies, navigate digital landscapes and uphold ethical standards practically. This hands-on approach, combined with insights into sustainability, prepares you to enter the workforce with the confidence and skills needed to excel in a dynamic industry.
Lecture 16, Seminar 16
Group Video Presentation (15-20 minutes) worth 20%.
Individual Report (3500 words) worth 80%.
Reassessment Method: 100% Written Assessment - Individual Report (3,500 words)
On successfully completing the module, students will be able to:
Demonstrate a systematic understanding of marketing communications, concepts, theories and strategies
Apply theory to develop analytical and decision-making skills in marketing communications applications.
Demonstrate the ability to write a Marketing Communications Plan (e.g. for a product launch campaign).
Critically evaluate a range of conventional and digital marketing communications tools for suitability and effectiveness
Integrate the theory-based marketing decisions with budget management, operational planning, group management and decision
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