Marketing Communications

The details
Essex Business School
Southend Campus
Undergraduate: Level 6
Monday 13 January 2020
Friday 20 March 2020
23 December 2019


Requisites for this module



Key module for

BBA N100 Business Administration,
BBA N103 Business Administration (Including Placement Year),
BBA N104 Business Administration (Including Foundation Year),
BBA N104CO Business Administration (Including Foundation Year),
BBA N110 Business Administration (Including Year Abroad),
BSC N501 Marketing,
BSC N502 Marketing (Including Year Abroad),
BSC N504 Marketing (Including Placement Year),
BSC N505 Marketing (Including Foundation Year),
BSC N505CO Marketing (Including Foundation Year)

Module description

The module is designed to introduce students to the marketing communications process and role of communications in marketing. The changing environment and impact of technology are explained as background for communications process. The content includes communication theory and models; marketing communications plan; the marketing communications mix and tools - advertising, sales promotions, direct marketing, publicity and public relations, sponsorship, exhibitions, corporate identity, packaging, merchandising, word of mouth and Internet.

Module aims

The module aims to provide the knowledge and skills that enable students to understand marketing communications and brand support activities within organisations. It will introduce students to main issues involved in marketing communications: the market conditions, the public perceptions, positioning, branding, objectives, planning and strategy, relationships, technology, plus the utilisation of the tools of the promotional mix to deliver the marketing plan.

Module learning outcomes

Learning Outcomes

On successful completion of this module, students should be able to:

1) Demonstrate a good knowledge and understanding of the concepts of marketing communications (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5) ;
2) Develop functional competency in marketing communications applications through a programme of practical work using ‘real world’ situation. (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5);
3) Individually design and create an advertisement to launch a new product to the market, based on a ‘live’ brief (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
4) Work individually to write a marketing communications plan which integrates the advertisement into a comprehensive new product launch campaign (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
5) Integrate the theory-based marketing decisions with budget management, operational planning, group management and decision making (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)
6) Apply the theory to develop analytical and decision-making skills in marketing communications applications (A11, A12, A14, A15, A19, B1, B2, B4, C2, C3, C4, C5, D1, D2, D5)

Module information

* Introduction to Marketing Communications
- Communication Theory
- Marketing and Integrated Communications Mix
- Ethics in Marketing Communications

* Understanding How Market Communications Works
- How Customers Process Information and Make Decisions
- Stakeholders: Supply Chains and Inter-organisational Relationship
- Understanding Market Research, Agency Relationships and Media
- The Communications Environment and Impact of Technology
- International Marketing Communications

* Strategies and Planning
- Marketing Communications Objectives and Positioning
- Branding and Role of Marketing Communications
- Corporate Identity, Reputation and Branding

* The Market Communications Mix: disciplines and applications
- Advertising, Strategy and Creative Approaches
- Sales Promotion Principles and Approaches
- Direct Marketing
- Public Relations and Sponsorship
- Personal Selling and Internet

Learning and teaching methods

The following learning and teaching methods will inform the pedagogic structure of the course: Lectures; Case studies; Class exercises; Group Work; Signposting to other resources and support. Students will be encouraged and required to refer to a wide range of resources covering text books and academic peer reviewed journal articles, to build an understanding of theoretical concepts and refer to articles in business newspapers and periodicals to follow current trends and practices concerning the application of international marketing strategy and planning in business. The lectures will be developed around key concepts as mentioned in the indicative module content and will use a range of examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 2 hours 1 hour lecture and 1 hour seminar per week for 10 weeks.


  • Fill, Chris. (2016) Marketing communications: Discovery, creation and conversations., Harlow: Pearson.

The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Coursework   Individual Report    80% 
Practical   Group Presentation (week 24)    20% 
Exam  1440 minutes during Summer (Main Period) (Main) 

Overall assessment

Coursework Exam
50% 50%


Coursework Exam
50% 50%
Module supervisor and teaching staff
Mr Idika Uduma, email:
Dr Kholoud Mohsen



External examiner

Dr Pantea Foroudi
Middlesex University London
Available via Moodle
Of 27 hours, 25 (92.6%) hours available to students:
2 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

Disclaimer: The University makes every effort to ensure that this information on its Module Directory is accurate and up-to-date. Exceptionally it can be necessary to make changes, for example to programmes, modules, facilities or fees. Examples of such reasons might include a change of law or regulatory requirements, industrial action, lack of demand, departure of key personnel, change in government policy, or withdrawal/reduction of funding. Changes to modules may for example consist of variations to the content and method of delivery or assessment of modules and other services, to discontinue modules and other services and to merge or combine modules. The University will endeavour to keep such changes to a minimum, and will also keep students informed appropriately by updating our programme specifications and module directory.

The full Procedures, Rules and Regulations of the University governing how it operates are set out in the Charter, Statutes and Ordinances and in the University Regulations, Policy and Procedures.