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2018/19 Taught Postgraduate Module Catalogue

LUBS5404M Marketing Communications

10 creditsClass Size: 50

Module manager: Angela Carroll

Taught: Semester 1 View Timetable

Year running 2018/19

Module replaces

LUBS 5405M Marketing Communications

This module is not approved as an Elective


This module aims to provide students with knowledge of the core academic theories and underpinnings of the strategic marketing communications process in the context of marketing theory and practice. A contemporary perspective will be adopted, reflecting key issues and trends.

Learning outcomes
Upon completion of this module students will be able to critically assess:
- the key theories and concepts in marketing communications in the context of marketing as a management discipline
- the impact of marketing communications on contemporary business situations and problems and where appropriate present communications-based solutions by applying knowledge of the discipline
- the formulation of systematic, communications strategies, designed to address specific business problem or performance issues

Skills outcomes
Upon completion of this module students will be able to:
- produce effective and professional written communications
- work as an effective team player

Subject specific
- create and articulate systematic, and contemporary communications strategies to address specific business problems or performance issues


Indicative content
Introduction to the marketing communications process; key theories and role of marketing communications
Planning an integrated communications strategy
The function and role of branding; key branding frameworks, brand positioning
The role of advertising; theories on how advertising works; creative appeals in advertising; ethics and regulation; agency selection
Direct Marketing; underlying principles; acquisition and retention strategies; loyalty programmes
Sales promotion; trade versus consumer promotion; sales promotion effects
Public Relations; role in communications; pitching to the media; creativity
Sponsorship & Events; objectives; forms of sponsorship; owned & participatory events
Digital & Interactive marketing; forms and application of digital media; integration with traditional techniques

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours70.00
Total Contact hours30.00
Total hours (100hr per 10 credits)100.00

Private study

Students are required to undertake regular weekly reading to support the taught sessions. In addition preparation for weekly seminar activities will be required. Each group will need to meet regularly to plan and execute the coursework.

Opportunities for Formative Feedback

Feedback will be provided to students in the classes both through discussion and through practical exercises to test their understanding of course material. Students will also be given some written feedback on a non-assessed written group submission relating to the assignment around week 5. Students can also obtain feedback on a one-to-one basis from the module leader outside the class setting.

Methods of assessment

Assessment typeNotes% of formal assessment
Group Project4,000 words100.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53


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