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Level 2: Marketing Communications
Module Description
This module aims to:
- Understand the means by which an organisation promotes its products, services and ideas;
- Analyse effective communications through a wide range of media; and
- 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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