ECTS: 15 credits
The module makes a critical study of the communications strategies and techniques that organisations and brands employ today. Students will study the main tools of marketing communications, with a particular emphasis on PR, direct marketing, and internal communications, and explore how all communications tools are integrated by contemporary public and private sector organisations. Students will develop their understanding of how integrated communications strategies and creative solutions are generated and implemented, from both theoretical and practical perspectives, and will tackle integrated communications themes and activities in workshops.
Year/Course Type: 3ma:2mi, 3mi
Terms Taught: M
Contact Hours: 25 Total (20 Lectures, 5 Workshops)
Person Responsible: Dr Jim Freund
Compulsory for Advertising and Marketing major students
Pre-requisite: MKTG101 or MKTG227.
Co-requisite: Either MKTG232 or MKTG233
Reading will include Fill, Chris (2009) Marketing Communications, 5th Edition, FT Prentice Hall.