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Level 2: Marketing Communications

Module Description

This module aims to:

1. Understand the means by which an organisation promotes its products, services and ideas;
2. Analyse effective communications through a wide range of media; and
3. Evaluate the key issues of marketing message, marketing audience, marketing channels, and the timing of communications.

Indicative Content

• Media market model
• Print media
• Digital media
• Radio and TV communication
• Consumer groups
• How consumers avoid unwanted advertising messages
• Measurement systems
• The regulatory environment

Intended Learning Outcomes

On completion of this module, students will be able to:

• Apply understanding of the marketing communications industry
• Analyse and assess the impact of economic factors on media industry decisions.
• Critically evaluate the regulatory environment as it impacts on marketing communication
• Analyse the roles of media creators, consumers, advertisers and other professions using a media market model
• Apply understanding of techniques to measure the contribution to a business of a successful marketing campaign

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