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Course & Unit Catalogues


MN52117: Marketing communications - strategy and practice

[Page last updated: 15 August 2024]

Academic Year: 2024/25
Owning Department/School: School of Management
Credits: 10 [equivalent to 20 CATS credits]
Notional Study Hours: 200
Level: Masters UG & PG (FHEQ level 7)
Period:
Semester 2
Assessment Summary: CWOG 80%, CWRI 20%
Assessment Detail:
  • Oral presentation Group (CWOG 80%)
  • Report Individual (CWRI 20%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: Before taking this module you must take MN52115
Learning Outcomes:
  • Apply key marketing communication theories and frameworks to real-world business and societal challenges
  • Interpret and synthesize market data systematically and creatively to solve marketing communications dilemmas
  • Design and develop strategic marketing communication plans and solutions
  • Demonstrate effective teamwork and leadership skills to manage projects effectively
  • Formulate a career plan



Synopsis: Explore the links between consumers, business strategy and key branding topics and how they can help create effective marketing communications. You will also learn the vital skill of how to track and measure campaign success. From billboards to social media, you will explore the theories and practices in the marketing communications mix.

Content: This unit focuses on the theories and practices involved in effectively linking consumers with brands via the contemporary marketing mix. The tools, media and messages that comprise this mix are explored from multiple perspectives; consumer, `in-house' and agency. Best practice is investigated in how campaigns are designed and measured, underpinned by exploring consumer behaviour in different markets. The unit reflects current developments in advertising, public relations, sales promotion, direct marketing, and personal selling, the content will therefore be reviewed on an annual basis and updated as appropriate.

Course availability:

MN52117 is Compulsory on the following courses:

School of Management

MN52117 is Optional on the following courses:

School of Management

Notes:

  • This unit catalogue is applicable for the 2024/25 academic year only. Students continuing their studies into 2025/26 and beyond should not assume that this unit will be available in future years in the format displayed here for 2024/25.
  • Courses and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.