Marketing Communications: Strategies and Applications
| Module title | Marketing Communications: Strategies and Applications |
|---|---|
| Module code | BEM2025 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Dr Zahra Rebai (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 10 |
| Number students taking module (anticipated) | 361 |
|---|
Module description
This module explores theoretical and practical aspects of marketing communications, and its application in developing integrated marketing communications (IMC) strategies and plans. The syllabus provides an understanding of both above and below-the-line promotion, investigating how they are used to communicate with customers and other stakeholders. Students will critically analyse promotional strategies such as experiential marketing, advertising, public relations, sponsorships, social media, and AI-driven marketing communications. Students will investigate current industry trends, ethical considerations, and practical skills applicable to future marketing careers, providing a comprehensive understanding of modern marketing communication strategies.
Additional Information:
Internationalisation
This module encourages you to adopt a global perspective, developing marketing communication campaigns that are culturally sensitive and internationally relevant.
Employability
You will be given practical problems to address in your reports, which will equip you with critical and analytical thinking skills. Also, by working in an individual report, you will develop your skills in marketing analysis, problem solving, and writing reports.
Ethics and Corporate Responsibility
This module engages with ethics by addressing topics such as deceptive advertising, the process of advertising self-regulation and targeting vulnerable groups in marketing communications. You will be acquainted with the regulation of unfair business practices and the major areas where the unfairness doctrine is applied. Through practical examples, you will appreciate the ethical issues associated with communications, and the interrelations with media, culture and society.
Research in Teaching
The distinctive feature of the module is that it draws on expertise from multiple disciplines. The module is informed by current research and insights from marketing, communications, consumer behaviour, and brand management when establishing its scope. In doing so, the module affords the Marketing Group in Management Department at Exeter Business School considerable opportunities to integrate their own research with teaching and you receive the benefit of this, subject to the learning objectives being met.
Module aims - intentions of the module
This module aims to offer you an insight into how marketing communications models and concepts may be applied in practical business scenarios. The module places an emphasis on examples and cases, many with an international perspective, and seeks to offer you practical skills commensurate with the objectives of the Chartered Institute of Marketing. You will study how buyer behaviour and theories of communication influence the choice of communications tools for business, and how setting communication objectives, budgeting, and the selection of media all play a pivotal role in practice.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. demonstrate in-depth understanding of marketing communications theory and concepts and related literature examining different elements of promotion mix
- 2. demonstrate a critical appreciation of marketing communications tools and understand how to integrate the various tools to inform B2C campaign planning
- 3. evaluate communication campaigns according to given creative objectives
- 4. evaluate ethical considerations in marketing communications, such as advertising regulation and targeting practices
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 5. demonstrate the ability to critically evaluate concepts, theories and practice
- 6. demonstrate strong skills of intellectual inquiry and research for resolving communication problems
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 7. demonstrate effective independent study
- 8. present and communicate creative ideas in an authoritative and professional manner
- 9. acquire practical skills in marketing analysis, problem-solving, and professional report writing
Syllabus plan
Indicative content includes:
Fundamentals of Marketing Communications
- Overview of Marketing Communications
- Branding and Marketing Communications
- Marketing Communications Planning: Objectives, Budgeting and Positioning
- Experiential Marketing Strategies
- The Communications Process and Consumer Behaviour
Marketing Communications Tools
- Advertising and the use of Creative Appeal in Communication
- Endorsement, Public Relations and Sponsorship
- Social Media and Influencer Marketing
- AI Implementation in Marketing Communication
Professional Applications of Marketing Communications
- Integrated Marketing Communications
- Ethics of Marketing Communications
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 25 | 125 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Learning and Teaching Activities | 16 | Lectures (10 x 1 to 2 hours) |
| Learning and Teaching Activities | 9 | Workshops (9 x 1 hour) |
| Guided Independent Study | 125 | Reading, preparation for classes and assessments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Group discussion, quizzes, case studies | 1-9 | Verbal |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 80 | 20 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Mid-term test (on campus invigilated MCQ test) | 20 | 45 minutes | 1-6 | Grade and feedback notified to individuals via ELE |
| Individual Report | 80 | Equivalent to 2500 words | 1-9 | Written Feedback |
| 0 |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| On campus Mid-term test (20%) | MCQ (20%) | 1-6 | Referral/deferral period |
| Individual Report (80%) | Individual Report equivalent to 2500 words (80%) | 1-9 | Referral/deferral period |
Re-assessment notes
Deferral – if you have been deferred for any assessment you will be expected to submit the relevant assessment. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Indicative learning resources - Basic reading
Fill, C. (2019). Marketing communications: brands, experiences and participation (6th ed.). Harlow: Pearson
Shimp, T. and Andrews, J. C. (2018) Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.
Fill, C. (2016). Marketing communications: discoveries, creation and conversations (7th ed.). Harlow: Pearson. Available as an E-Resource
Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content, 5th ed. London: Prentice Hall.
Indicative learning resources - Web based and electronic resources
ELE
Indicative learning resources - Other resources
None
Key words search
Marketing Communications, Advertising, Promotion Mix
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEM1019 |
| Module co-requisites | None |
| NQF level (module) | 5 |
| Available as distance learning? | No |
| Origin date | 26/02/2015 |
| Last revision date | 28/01/2025 |
