Marketing Communications and Advertising Planning

Kingston University

Course Description

  • Course Name

    Marketing Communications and Advertising Planning

  • Host University

    Kingston University

  • Location

    London, England

  • Area of Study

    Advertising, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    Completion of BM4502 Marketing Principles, or BM4501 Marketing Practices, or
    equivalent introductory marketing study.

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Content:

    This module focuses on the creation of effective integrated marketing communications
    plans within the wider context of marketing planning. Whilst underpinned by marketing
    communications theory, the module develops practical skills which would be particularly
    useful for those considering a career in communications or advertising, such as writing
    communication briefs, managing agency/client relationships and producing
    communication plans.

    Topics covered include:

    Autumn Semester:
    ? Writing a communications plan: objectives, identifying target audiences,
    positioning, creative and media objectives, setting the budget, measurement of
    ? Planning the message: product positioning, rational and emotional appeals,
    impact of media on message
    ? Developing a communications brief
    ? Agency and client relationships: the traditional full-service advertising agency;
    media independents; sales promotions, direct marketing, PR (Public Relations)
    ? Market Research for communications planning : understanding the contribution
    of qualitative and quantitative research; media and message research; pre and
    post campaign research; advertising tracking
    ? Advertisement design and media planning.
    ? Alternative marketing communication tools
    ? Database and direct response marketing

    Spring Semester:
    ? Understanding the Marketing Communications Mix: advertising, sales promotion,
    public relations, interactive marketing, exhibitions and displays, personal selling,
    on-line and off-line opportunities.
    ? Selecting the Media: selecting media (inter and intra) against specified target
    audiences; strengths and weaknesses of media including costs and targets
    reached qualitatively and quantitatively.
    ? Regulations and ethical concerns

    Teaching: Lectures and workshops

    ? Coursework: Group report (20%)
    ? Coursework: Individual portfolio (60%)
    ? Practical: Group presentation (20%)
    ? Individual essay
    ? 2 in-class multiple choice tests.
    ? 1000-word essay

    Study Option 1 = Whole Year
    Study Option 2 = Autumn
    Study Option 3 = Spring/summer

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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