Marketing Communications Module: Theory, Practice, and Strategy

Learning Outcomes

1.Demonstrate a systematic and comprehensive understanding, interpretation and application of the theory and practice of marketing communications.

2.Analyse the organisation environment for a full understanding of the external and internal issues facing the organisation.

3.Appraise and plan marketing communication strategy, including branding, positioning, audiences and content.

4.Appraise messages, media channels and platforms for creative marketing communications executions.

Learning Outcomes:

1.Demonstrate a systematic and comprehensive understanding, interpretation and application of the theory and practice of marketing communications.

2.Analyse the organisation environment for a full understanding of the external and internal issues facing the organisation.

3.Appraise and plan marketing communication strategy, including branding, positioning, audiences and content.

4.Appraise messages, media channels and platforms for creative marketing communications executions.

• Application of relevant knowledge: 

This module will introduce concepts of marketing communications which will then be applied across a range of contexts. 

• Research and problem solving: 

This module requires students to research both theory and practice and then propose a marketing communications strategy. 

• Analytical skills: 

The module will allow students to develop critical thinking skills by analysing theoretical literature and market information. 

• Leading and managing individuals and working collaboratively: 

This module encourages students to work together in a range of in-class activities to help develop interpersonal skills. 

• Self-management, adaptability, planning, prioritisation and project management: 

Students will use personal reflection to analyse the key concepts and debates around communications. 

• Communication: Students are required to produce written work in a report format. 
• Interpersonal Skills:  Much of the work for the module requires teamwork and as such, students will be required to develop skills of cooperation, coordination, compromising and relationship building in order to make these groups work successfully. 

Self-awareness: Students will become aware of their own strengths and weaknesses. 

How will my assignment be marked?

Specific marking criteria for your assignment is provided in the Grading Matrix, which can be found on page 6 will be anonymously marked against model answers and marking schemes.  A sample of reports will be moderated.  

You are strongly advised to check your completed work against the Grading Matrix to ensure have completed all areas required before you submit it.

How will I get feedback? All assignment feedback will be issued on the 20th working day following the submission deadline. Feedback will be available on Blackboard by 5pm on the 1st June 2021.

In addition to formal assignment feedback, you will receive feedback during lectures, workshops and assignment briefing sessions to help you improve your learning. This feedback may be provided from a variety of activities e.g. tutor-to-student meetings, group and/or class discussions, group activities, etc.

What do I do if I have problems which prevent me from submitting my work?

It is essential that you submit your work, in order to be able to pass the module.  However, if you are unable to submit your work on time you must contact your Module Leader or Personal Academic Tutor.

Unless you have an application for mitigating circumstances accepted, if you submit your work late, but within 7 days of the due date, you will have your work marked but the grade will be capped at the minimum pass grade.

What do I do if I am ill or have personal problems?

There may be occasions when you are unable to submit a piece of assessed work on time or attend an examination or presentation due to exceptional and unforeseen reasons that are outside of your control. If this occurs, you may be able to submit a claim for Mitigating Circumstances. This means that if your claim, which must be supported by independent evidence, is accepted your work will be marked or you will be allowed to resubmit the assessment or retake the examination.

What will happen if I engage in academic misconduct (cheating)? Academic Misconduct is defined by the University as any attempt to gain an unfair advantage in an assessment or helping another student to gain an unfair advantage. This can involve

• Using material sources without acknowledging them using a recognised referencing system.
• Copy another student’s work.
• Allowing another student to copy your work
• Claiming that you have undertaken research that you have not e.g. surveys, interviews etc.

If you are suspected of Academic Misconduct you will be referred to the School’s Academic Integrity Tutor and may face further penalties. Penalties may extend beyond the single assignment, and may affect your module grade or even the classification of your final award.

Academic Misconduct will be included in any reference provided for you be the University.