Marketing Communications

On this course you will be taught by a range of staff with relevant expertise and knowledge appropriate to the content of the unit. This will include senior academic staff, qualified professional practitioners, demonstrators, technicians and research students. You will also benefit from regular guest lectures from industry. You will develop a critical understanding of the development of marketing communications as both an academic discipline and in practice. You will also learn how to apply the tools, techniques and theories of marketing communications to develop integrated marketing communications campaigns. This unit will provide you with an opportunity to experience the parameters and constraints of a client brief, where client issues, tight deadlines and the limitations of a budget call for ideas that are practical and realistic, as well as creative and original. Through applied work, you will gain a critical appreciation of the role of theory in generating commercially consumer viable insights and in marketing communications practice. Throughout, the importance of understanding consumer culture and behaviour for the effective development and implementation of marketing communications is explored and analysed. This unit covers the theoretical fundamentals of digital media and communications as well as the specific skills required to deploy efficient and effective strategies on digital platforms. By the end of the unit, you will be able to develop appropriate, effective and measurable digital media strategies within an integrated marketing communications plan. You will also be able to evaluate and assimilate new digital trends in a constantly moving arena.