Browse Hierarchy MARK5006: Essentials of Marketing Communications

This module concentrates on building knowledge and understanding of the Promotions element of the 4 Ps that students will have been introduced to in their first year in Marketing in Context. It seeks to instil an appreciation of the theory of communication, promoting an understanding of the customer as receiver and decoder of encoded marketing communications messages. The full range of marketing communications tools at the disposal of contemporary marketing practitioners will be examined and analysed in terms of strengths, weaknesses and typical applications. In addition the ethical, legal and regulatory issues and considerations surrounding the marketing communications discipline will be explored.