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MKT30090

Academic Year 2025/2026

Marketing Communications: Content and Campaigns in the Digital Age (MKT30090)

Subject:
Marketing
College:
Business
School:
Business
Level:
3 (Degree)
Credits:
5
Module Coordinator:
Dr Michael Geers
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

Marketing managers require useful frameworks to effectively communicate and advertise their products and services. This course discusses all aspects involved in designing effective marketing communications campaigns. The purpose of the course is to get introduced to the major topics in marketing communications and to further develop your communication skills through team-based work and presentations.

The goal of this course is to help you to set marketing communications objectives for a variety of products/services; to help you understand and apply the principles that are necessary for persuasive advertising, from strategic principles (information, influence, emotion, and mere exposure) to more specific tactics (resistance, acceptance, message, attention); to help you generate, select, and evaluate creative ideas for an advertising campaign; to help you to select appropriate media (still/motion) for a marketing communications campaign, taking into account strategic and tactical rules for implementation of the media plan; and to help you propose/design an advertising campaign and discuss, present, and defend the proposed campaign.

About this Module

Learning Outcomes:

Upon completion of this module, students will be able to:
- recognize, understand, and explain the principles behind effective marketing communication
- analyze and evaluate existing marketing communications by identifying their strengths and weaknesses
- create and develop an effective marketing campaign

Indicative Module Content:

- Information Strategy
- Influence, Emotion, and Mere Exposure Strategies
- Resistance and Acceptance Tactics
- Message and Attention Tactics
- Creativity
- Media Planning, Budget, and Effectiveness
- Media-Specific Tactics (Still + Motion)

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

72
Autonomous Student Learning

24
Lectures

24
Total

120

Approaches to Teaching and Learning:
Lectures; group work; case-based learning; student presentations

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Exam (In-person): Exam End of trimester
Duration:
1 hr(s)
 Alternative linear conversion grade scale 40% No
70
 No
Group Work Assignment: Group Project Week 12 Alternative linear conversion grade scale 40% No
30
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Autumn Yes - 1 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Armstrong, J.S. (2010). Persuasive Advertising: Evidence-Based Principles. London: Palgrave Macmillan. (ISBN: 9781403913432)

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Spring Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Wed 09:00 - 10:50
Spring Lecture Offering 2 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Wed 12:00 - 13:50
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