MKT4011H Marketing Communications

Academic Year 2018/2019

Among the topics covered in this course include: The communication process; communication strategies in marketing; advertising planning and budgeting; media planning; scheduling and evaluation; message design and execution; advertising research; sales promotion theory and practice; public relations theory and practice.

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Curricular information is subject to change

Learning Outcomes:

At the end of this module, you should:Be able to demonstrate a thorough understanding of the theoretical foundations of marketing communications.Be able to critically appraise the range of communications options now available to marketing management.Be familiar with the decision-making process which is involved in the management of marketing communications activity.Be in a position to appreciate the systems and operations of the marketing communications industry.Be able to assess the impact of marketing communication activities upon society.

Student Effort Type Hours
Specified Learning Activities


Autonomous Student Learning






Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Marketing Communications (MKT4001H)

Description % of Final Grade Timing
Continuous Assessment: Class Contribution


Throughout the Trimester


This module is not passable by compensation

Resit Opportunities

End of Semester Exam


If you fail this module you may repeat, resit or substitute where permissible. Students have the option to repeat or resit the module, in the first instance. Where a student does not opt for a repeat, they will be expected to take the next available resit option.

Name Role
Dr Christina Burke Tutor
Mr Neil Caraher Tutor
Dr Ken Fong Tutor
Koey Kwong Tutor
Ms Eva Lock Tutor

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