Browse Hierarchy MARK7004: Brand and Marketing Communications

This module is designed to explore the role and usage of contemporary brand and marketing communications. It builds on the fundamental insight that an organisation's brand strategy needs to be at the heart of all its marketing communications activities. The module therefore adopts a holistic perspective which applies strategic brand thinking to integrate traditional and digital marketing communications. Students will be able to develop both their theoretical knowledge and application skills to manage integrated marketing communications in a variety of sectors including consumer goods and services, business-to-business and not-for-profit. A professional and ethically responsible focus will help student to consider multiple stakeholders' needs - consumers, businesses, the media, pressure groups, etc. - in a global context. A broad range of marketing communications channels and tools will be critically assessed. This includes advertising, public relations, sponsorship and digital marketing communications, particularly in the context of social media. Creative and strategic insights from current practice will underpin students' understanding and application of the marketing communications skills essential for today's marketers.