Module Overview

Marketing Communications

The aptitude to recognise the role of marketing communications in a business and market context and understand the importance of integrated marketing communications in communicating consumer value.

Module Code

INTB H2037

ECTS Credits


*Curricular information is subject to change

Introduction to Marketing Communications

The Emergence of Marketing Communications, Communications Theory, Introduction to the Communications Mix, The Marketing Communications Industry, The Role of Marketing Communications, Modelling Consumer Behaviour, Consumer decision-Marking, Miscommunication, Barriers to Marketing Communications, Client-Agency Relations and IMC, Ethics in Marketing Communications.

Branding and Product Management

Managing Brands and Product Lines over through the Product Life Cycle , Brand and Product Portfolios, Successful Branding, Building Brands, Brands strategies, Brand Management, Packaging and Labelling Decisions, New Product Development, Marketing Communications and Brand Equity Distinguishing between Products & Brands

Managing Marketing Communications

Introduction to IMC, The Development and Perspectives of IMC, IMC Strategies, Tactics and Planning, Objectives and Positioning, The Creative Idea, Budgeting and Marketing Communications, Media Planning, Resources and Marketing Communications, Evaluation of Marketing Communications.


Aims and Objectives, The Role of Advertising, Emotion in Advertising, Advertising Strategies, Advertising Models and Concepts, Message, Content and Creative Approaches, Establishing Credibility, Integrating Advertising.

Sales Promotion

Aims and Objectives, The Role of Sales Promotion, The Value of Sales Promotion, Sales Promotion Plans, The Strategic Use of Sales Promotion. Loyalty and Retention Programmes, Integrating Sales Promotion.

Public Relations

Aims and Objectives, Characteristics of Public Relations, The Public Relationship Framework, Relationship Management, The Public Relationship Plan, Cause-Related marketing, Methods and Techniques, Crisis Communications, The Integration of Public Relations.


Aims and Objectives, The Growth of Sponsorship, Theories and Concepts, Forms of Sponsorship, The Integration of Sponsorship.

Direct Marketing and other Techniques

Aims and Objectives, The Role of Direct Marketing, The Growth of Direct Marketing, Databases, Permission Marketing, Multi-channel Selling, The Integration of Direct Marketing, Exhibitions and Trade Fairs.

Personal Selling

Aims and Objectives, Types of Personal Selling, The Role of Personal Selling, The Selling Process, Sales Force Management, The Integration of Personal Selling.

The Media

Traditional Media, New Media, Digital Media, Social Change and Social Media, Interactive Communications, Media Planning and Behaviour.

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)40
Formal Examination60