Programme/Approved Electives for 2022/23
Available as a Free Standing Elective
This module helps students to develop an understanding of the variety of digital communication concepts, tools and practices required by organisations to communicate with their stakeholders effectively. It will begin with an introduction to underlying communication process focusing on communications theory and the understanding of the communication environment. These principles provide an essential foundation for understanding the aims, strategies and evaluation of digital marketing communications. In the second part, specific digital and marketing communication tools will be introduced, analysed and evaluated in terms of their ability to communicate effectively with different stakeholder groups.
The module aims to advance critical understanding of digital and marketing communications theory and the communications industry. It builds upon the students ability to analyse, plan and evaluate a programme of digital and marketing communications within a given context. Contemporary issues and ethical considerations will be examined and students will develop their creativity and decision making skills. The module encourages students to assess the impact of professional digital and marketing communications upon the success or failure of a business.
Intended Learning Outcomes
demonstrate a systematic understanding of marketing communications theories and concepts in order to underpin decision making: 1apply theory to develop analytical and decision-making skills in marketing communications applications: 1demonstrate market insights in order to underpin decision making: 1
Lectures (11) hoursSeminars/Tutorials (11) hoursLecture/seminar prep (22) hoursAssessment preparation (52) hoursPrivate study (54) hours
1: Creative Brief weighted 100%
Description of Module Assessment
Digital and marketing communications presentation20 minute team (of 4 students) presentation. This will be filmed and recorded by the students. This will give presentation experience to the students when addressing why digital and marketing communications are important considerations for marketing managers. Peer assessment, through the use of student feedback, will be used for this marking process.