Marketing Communications

University of Westminster

Course Description

  • Course Name

    Marketing Communications

  • Host University

    University of Westminster

  • Location

    London, England

  • Area of Study

    Communication, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    Pre-requisite: BBUS402 Principles of Marketing or equivalent

  • Course Level Recommendations

    Upper

    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

  • UK Credits

    20
  • Recommended U.S. Semester Credits
    4
  • Recommended U.S. Quarter Units
    6
  • Overview

    Marketing communications together are one of the four key ingredients of marketing strategy identified by Culliton
    (1948) to describe the role of a marketing manager. Borden (1953) called this the ?marketing mix?, and McCarthy
    (1960) listed the ingredients of this mix as the Four Ps. The ?P? that stands for Marketing Communications itself is
    further subdivided into the Marketing Communications Mix: as advertising, sales promotion, PR, personal selling, and
    direct marketing. This module covers these areas and more recent developments. It provides the theoretical and
    practical foundations of marketing communications by considering their role and function within business
    organisations; their evolution over the past ten to fifteen years; planning the marketing communications process; and
    the analysis of marketing communications dynamics as a prelude to planning and execution. It considers marketing
    communications from a consumer?s point of view as well as from an organisational perspective. It considers the
    importance and benefits of integrated marketing communications. It explains how organisations interact with media
    agencies. Finally the module presents models for measuring the success rate in evaluating the overall communication
    process and individual marketing communications programmes.
    Assessment: Group Coursework (30%) and Examination (70%)

Course Disclaimer

Courses and course hours of instruction are subject to change.

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