This module will provide you with an in-depth knowledge of marketing communications and ensure that you understand the role of integrated marketing communications (IMC) within an organisation’s overall marketing strategy. You will be introduced to the various theories of IMC and will also have the opportunity to develop your creative skills when you have to produce an integrated IMC plan.
The module will be taught through a combination of lectures and seminars. The module tutors will lead the lectures, but the seminars will be student-focused, with the tutors acting as facilitators. A combination of didactic teaching and student-centred learning will be utilised. Groupwork will be central to this module and will be used for problem-based learning scenarios designed to include case studies, class-based activities and web-based material.
Group coursework 50%