University of Westminster
Area of Study
Taught In English
Pre-requisite: BBUS402 Principles of Marketing or equivalent
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.
Recommended U.S. Semester Credits4
Recommended U.S. Quarter Units6
Hours & Credits
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%)
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.