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Advanced Marketing Communications_

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Advanced Marketing Communications

Aims and Summary
This module is intended for students who wish to understand the role of all aspects of marketing communications in marketing and business. The focus is on integrated marketing communications on a national, international and global scale. It also focuses on the current and emerging issues in marketing communications.
 
Intended Module Learning Outcomes
On completion of this module, the student should be able to:
 

  • Develop an integrated marketing communication plan and understand the relationship between it and a marketing plan
  • Analyse and evaluate the factors that affect the national and global marcomms environment
  • Understand and critically evaluate the role of marketing communications in building brands
  • Examine and critically evaluate current issues and future developments in marketing communications

Indicative Content
 

  • Strategic importance of integrated marketing communications planning
  • Theories of communications              
  • Marketing communications environment at local and international level
  • In-depth understanding of buyer behaviour
  • Marketing communications role in building national and global brands
  • Relevance of all the marcomms tools (advertising, PR, sales promotion, direct marketing, sponsorship, personal selling) in achieving marcomms objectives
  • Current and latest developments across all media, including E-communications and the internet
  • Corporate social responsibility and consideration of ethics relevant to marcomms