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Marketing Communications: Strategies and

Module description
This module introduces you to the fundamental aspects and tools of Marketing
Communications. The module covers the theoretical concepts and nature of marketing
communications and its application in practice 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. . It also explains how the concept
of product and brand management can enable organisations to deliver customer value. In
respect of the range of marketing communications tools, you will be encouraged to take a
critical perspective on Integrated Marketing Communications, transforming your learning
to address advertising, (including creative appeals), public relations, sales promotion,
direct marketing and digital marketing with emphasis on how tools may be synthesized.
New digital media development and deployment are considered. The module also delves
into the current issues, controversies and ethical issues involved in the practice of
marketing communications. The practical aspects of the module will enable you to gain
useful skills that may be applied directly in future careers.
Additional Information:
With the increase in international trade and subsequent consumer access to international
brands, you will address the complexity of designing and implementing international
campaigns. You will be familiar with different elements of culture that need to be carefully
examined before making decisions regarding the standardization or adaptation of a
campaign. Also, you will appreciate different culture barriers, which render the adaptation
of communication messages, to ensure that message is clear and appropriate for a given
culture. You will assess numerous practical examples where insufficient market research
resulted in messages being offensive for a specific culture.
You are given practical problems to address in your essays, which equip you with critical
and analytical thinking skills. Also, by working in a group-project, you will develop your
skills in questioning, team working and presentation.
Ethics and Corporate Responsibility
This module engages with ethics by addressing topics such as deceptive advertising, the
process of advertising self-regulation and targeting of marketing communications toward
vulnerable groups. You will be acquainted with the regulation of unfair business

practices and the major areas where the unfairness doctrine is applied. Through practical
examples in lectures and tutorials, 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 Organisation Studies
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.

Full module specification

Module title:

Marketing Communications: Strategies a

Module code:


Module level:

Academic year:


Module lecturers:

Dr Marwa Tourky - Convenor

Module credit:


ECTS value:



BEM1019 Fundamentals of Marketing



Duration of module:

Duration (weeks) - term 1:


Module aims
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 case studies, 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, the role of agencies and the selection of media all play a pivotal role in

ILO: Module-specific skills

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. design a creative advertisement brief and integrate the advertisement in a

comprehensive campaign

4. evaluate communication campaigns according to given creative objectives

5. articulate how theory and practice relate to enhancing brand equity across
different kinds of product/ service brand and in different industrial sectors

ILO: Discipline-specific skills

6. demonstrate the ability to critically evaluate concepts, theories and practice

7. demonstrate strong skills of intellectual inquiry and research for resolving

communication problems.

8. create, evaluate and access a range of options, together with the capacity to
apply ideas and knowledge to a range of business and other situations.

ILO: Personal and key skills

9. demonstrate effective independent study.

10. present and communicate creative ideas in an authoritative and professional


11. demonstrate knowledge about work life and career prospects in marketing
communications, branding and advertising agencies

Learning activities and teaching methods (given in hours of

study time)
Scheduled Learning and Teaching Activities




Details of learning activities and teaching methods


Hours of study time

Learning and Teaching Activities


Learning and Teaching Activities

Learning and Teaching Activities

Formative assessment
Form of assessment

Size of the assessment (eg length / dur

Group presentation

10 minutes, in tutorials (fortnightly)

Practitioner Insights/Case studies

40 minutes, in tutorials (fortnightly)

Summative assessment (% of credit)


Written exams


Details of summative assessment

Form of assessment

% of credit

Size of the assessment (eg length /

Individual Report


1,500 words



90 minute exam

Details of re-assessment (where required by referral or

Original form of assessment

Form of re-assessment

Individual Report and Exam

Exam (100%) 90 minutes

Syllabus plan
Fundamentals of Marketing Communications

Overview of Marketing Communications

Branding and the role of Marketing Communications

Marketing Communications Strategies and Planning, Objectives and


The Communications Process and Consumer Behaviour

Marketing Communications Tools

Advertising Management

Use of Creative Appeal, Symbolism and Language in Communication

New Media Choices: On-line, Mobile Advertising and Social Media

Sales Promotion, Word-of-Mouth, Public Relations and Sponsorship

Professional Applications of Marketing Communications

Integrated Marketing Communications

International Marketing Communications

Ethics of Marketing Communications

Indicative learning resources - Basic reading

Fill, C. (2007) Marketing Communications, Enhanced Media Edition. FT Prentice Hall.
Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content, 5th
ed. London: Prentice Hall.
Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, 2nd ed.
London: Prentice Hall.
Shimp, T. and Andrews, J. C. (2013) Advertising promotion and other aspects of
integrated marketing communications. Cengage Learning.

Module has an active ELE page?


Indicative learning resources - Web based and electronic


Indicative learning resources - Other resources


Origin date

Last revision date