MKT30090 Marketing Communications: Content and Campaigns in the Digital Age

Academic Year 2023/2024

This module aims to equip students with a comprehensive understanding of how marketing communications are used to develop and maintain brands based on the premise that all organizations; business, institutional and even countries can be examined from a ‘brand’ perspective. All aspects of marketing communications from traditional media to digital media and from design, sales activation, public relations, customer experience and more recently the influencer phenomenon, will be covered.

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Curricular information is subject to change

Learning Outcomes:

On completing the module students will be equipped to apply the principles of branding and the tools of marketing communications to enhance the reputation of any organization.

Student Effort Type Hours
Lectures

24

Specified Learning Activities

72

Autonomous Student Learning

24

Total

120

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Group Project ( a series of case study analyses) Throughout the Trimester n/a Graded No

40

Essay: Two essays (1000 words each) on two out of five prompts from course materials Coursework (End of Trimester) n/a Graded No

60


Carry forward of passed components
No
 
Resit In Terminal Exam
Autumn Yes - 2 Hour
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Ms Lynne Tracey Lecturer / Co-Lecturer
Spring
     
Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Wed 09:00 - 10:50
Lecture Offering 2 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Wed 12:00 - 13:50
Spring
     

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