Marketing Communications - BUSN5460

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2023 to 2024
Autumn Term 6 15 (7.5) Katie Casey checkmark-circle


The module will provide students with the tools of marketing communications. Specifically students taking this module will be able to evaluate strengths and weakness of marketing communications channels. Over the course of a term the module will provide students with an understanding of the principles, methods and strategies of marketing communications. The main tools of marketing communications will be discussed as well as their suitability and effectiveness:
Topics may cover:
• 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


Contact hours

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

Main assessment methods:
Presentation (20%)
Essay (4,500 - 5000 words) (80%)

Reassessment method:
100% coursework

Indicative reading

Fill, C. (2013) Marketing Communications: brands, experiences and participation, 6th ed., London: FT Prentice Hall.

Dahle´n, M., Lange, F. and Smith T. (2010) Marketing communications: a brand narrative approach, Chichester: Wiley

Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, 2nd ed. London: Prentice Hall.

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate a systematic understanding of marketing communications theories and concepts;
- deploy techniques to advertise new product to the market, based on a case study;
- write a Marketing Communications Plan integrating 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;
- apply the theory to develop analytical and decision-making skills in marketing communications applications.

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 including people from different culture backgrounds
- work in interdisciplinary areas
- identify, analyse, and address both academic and practical problems
- communicate effectively through oral and written presentations


  1. Credit level 6. Higher level module usually taken in Stage 3 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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