Marketing Communications
The Marketing Communications unit provides the skills and knowledge that enable marketers to manage marketing communications and brand support activities within organisations. It provides students with an understanding of the concepts and practice of promotional activity at an operational level. Although reference is made to relevant strategic issues in order to provide a relevant context for learning, the focus is primarily on creating applied coordinated promotional activities, campaign development and the management of relationships with a variety of stakeholders, particularly customers and members of marketing channels
- Explain the role of marketing communications and advise how personal influences might be used to develop promotional effectiveness
- Explain how the tools of the promotional mix can be coordinated in order to communicate effectively with customers and a range of stakeholders
- Devise a basic media plan based on specific campaign requirements using both offline and online media
- Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
- Explain the main elements, activities and linkages associated with the formulation and implementation of a marketing communications plan
- Recommend a suitable marketing communications budget
- Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities
- Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications
- Use the vocabulary of the marketing communications industry and be able to communicate effectively with other marketing practitioners
