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MAN-20187 - Module Specification
Keele Business School
Faculty of Business, Law, Humanities & Social Sciences

For academic year: 2026/27 Last Updated: 17 March 2026

MAN-20187 - Creative Marketing Communication in the Digital Age
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time: See Timetable...
Level: Level 5
Credits: 30
Study Hours: 300
School Office: 01782 733094

Programme/Approved Electives for 2026/27

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2026/27

The ‘Creative Marketing Communication in the Digital Age’ module encourages you to explore the expanding marketing communication toolbox available to marketing professionals. Marketing Communication plays a pivotal role in connecting organisations with different target audiences and fostering positive relationships. Throughout this module, you will be introduced to core communication theories and concepts to help you experiment with how to optimise the marketing communication toolbox to develop creative and impactful results for organisations.

Aims
This module aims to develop students’ knowledge of marketing communications processes and principles through exploring how communication works and what tools are available to marketing practitioners. Through combining theory with practice, students will investigate the marketing communication toolbox, including existing and emerging communications tools, and identify the value and limitations of these tools in connecting organisations with different target audiences and developing positive relationships. Building on this knowledge and insight, students will be able to decide on which elements of marketing communications to use to create effective marketing communication plans to deliver impactful results for organisations.

Intended Learning Outcomes

analyse how marketing communication tools work in practice to identify challenges and opportunities for marketing practice and wider society: 1
produce a marketing communications plan that outlines how impactful results for an organisation will be achieved: 2
judge the appropriateness of marketing communications tools in connecting organisations with their target audiences and developing positive relationships: 2

Study hours

Interactive lectures - 24 hours
Tutorials - 24 hours
60 hours lecture/tutorial prep
96 hours assignment prep
96 hours private study which includes additional reading, online activities, working of feedback, thinking time, discussing ideas with other students, etc.

School Rules

None

Description of Module Assessment

1: Portfolio weighted 50%
1500-word Individual portfolio
Students will produce a 1500-word individual portfolio that analyses different elements of marketing communication used in practice to identify challenges and opportunities for marketing practice and wider societal issues.

2: Group Assessment weighted 50%
Group assignment (presentation)
Students will work in groups between 3-5 members and produce a 12-minute live group presentation that outlines decisions made on the appropriate marketing communications tools to use to connect an organisation with key target audiences to develop positive relationships and deliver impactful results. Marking will be at group level, but peer review forms will be available if needed to deal evidence-based differences in group member contribution. Presentations will be presented in front of one or two other group of students (although requests to present just in front of academic staff is available) and there will be a short Q and A after the presentation (no more than 5 minutes).

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 17 March 2026