This module explores the evolving landscape of marketing communications, where traditional mass media is complemented by alternative and online channels, requiring businesses to adopt more effective and accountable promotional strategies.

Students will gain a thorough understanding of the promotional mix—the combination of advertising, public relations, direct marketing, personal selling, and sales promotions—and how to integrate these elements to communicate consistently and coherently across all channels.

The module emphasises integrated marketing communications, showing how firms can create a unified voice to attract, engage, and retain customers. Learners will develop practical skills to select the most suitable communication channels for different marketing initiatives, with particular focus on online platforms. The module also addresses the unique promotional needs of non-profit organisations. Through lectures, case studies, and real-world examples, students will critically evaluate successful strategies employed by leading firms and learn how to design effective marketing communication plans in today’s dynamic and competitive environment.

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Mode of Assessment

A mixed-method assessment approach will be utilised for this programme. This will include the use of a marketing communication strategy (40 %) and an assignment (60 %).

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Target Audience

This course is intended for those who are aged 21+ who want to develop practical skills in marketing communications, particularly those interested in creating integrated promotional strategies, leveraging online and traditional channels, and effectively engaging target audiences in competitive and dynamic markets.

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This programme is currently in the process of being reviewed for official accreditation.

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