Integrated Marketing Communications

This module will give the student a chance to learn about and participate in planning integrated marketing communication strategies and tactics. The students will gain the knowledge and insight necessary to use marketing communication tools and to develop a marketing communications plan. 

1. Describe the relationship between marketing communications and other elements of the marketing mix.

2. Critically evaluate a number of communication theory models which can be used for the development of a marketing communications plan.

3. Evaluate a range of marketing communications methods and tools.

4. Develop coherent and relevant marketing communications objectives

5. Prepare an integrated marketing communications programme utilising a mix of marketing communications tools and appropriate media.

6. Identify and describe appropriate methods for evaluating marketing communications

7. Appreciate the impact of new technologies on marketing communications