The module concerns the communications strategies and techniques used by contemporary brands, organisations, and people.
We will study the main tools and media of marketing communications, with a particular emphasis on PR, product placement, and direct marketing, and analyse how communications by public and private sector organisations can be integrated or disintegrated.
You will use action learning to develop a campaign strategy, creative work, and media plan for a self-chosen brand.
There are also numerous opportunities on this module for students to think critically about the broader role communications play in shaping societies and human values – for example, through CSR, brands, and greenwashing.
|Credits||15 ECTS credits|
|Prerequisites||MKTG 101 or MKTG 227
Compulsory for Advertising and Marketing major students
|Co-requisite||Either MKTG 232 or MKTG 233|
|Assessment||40% coursework and 60% exam|