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Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Intermediate

Anti-requisites

COM00104 Media Strategies

Unit aim

Explores strategies used in marketing communications with an emphasis on branding. Topics cover the nature of today's modern marketing communication tools, including social media and examine their practical implementation for communication strategy decisions. Legal and ethical implications of communication strategies are considered and practical application of the principles form an essential part of assessment and learning activities.

Unit content

Topic 1: Introduction to marketing communications
Topic 2: Building brand relationships Part I
Topic 3: Building brand relationships Part II
Topic 4: Understanding customers
Topic 5: Planning for marketing communications
Topic 6: Creating effective advertising
Topic 7: Building positive public relations
Topic 8: Going direct: direct marketing and personal selling
Topic 9: Integrating websites and social media
Topic 10: Specialised strategies
Topic 11: Targeted sales promotion
Topic 12: Review

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
On completion of this unit, students should be able to: GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 apply the principles involved in marketing communications
2 evaluate different marketing communication strategies and tactics
3 construct relevant marketing communication strategies and tactics for specific target markets
4 analyse the ethical and legal implications of marketing communications strategies
5 assess how branding supports marketing communications strategies.

On completion of this unit, students should be able to:

  1. apply the principles involved in marketing communications
    • GA4:
    • GA6:
  2. evaluate different marketing communication strategies and tactics
    • GA4:
    • GA6:
  3. construct relevant marketing communication strategies and tactics for specific target markets
    • GA2:
    • GA6:
  4. analyse the ethical and legal implications of marketing communications strategies
    • GA3:
    • GA4:
    • GA6:
  5. assess how branding supports marketing communications strategies.
    • GA6:

Prescribed texts

  • Belch, GE & Belch, MA, 2018, Advertising and Promotion: An Integrated Marketing Communication Perspective, 11th edn, McGraw Hill Education, New York. ISBN: ISBN 978-1-259-54814-7.
Prescribed texts may change in future teaching periods.