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2022/23 Taught Postgraduate Module Catalogue

LUBS5404M Marketing Communications

10 creditsClass Size: 50

Module manager: Mark Mills

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

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:

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 hours121.00
Total Contact hours29.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by examination

Reading list

The reading list is available from the Library website

Last updated: 13/12/2022


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