Marketing Communications

The details
Essex Business School
Southend Campus
Undergraduate: Level 6
Monday 13 January 2025
Friday 21 March 2025
26 June 2024


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 aims of this module are:

  • To provide the knowledge and skills that enable students to understand marketing communications and brand support activities within organisations.

  • To 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

By the end of this module, students will be expected to be able to:

  1. Demonstrate a good knowledge and understanding of the concepts of marketing communications.

  2. Develop functional competency in marketing communications applications through a programme of practical work using ‘real world’ situation.

  3. Individually design and create an advertisement to launch a new product to the market, based on a ‘live’ brief.

  4. Work individually to write a marketing communications plan which integrates the advertisement into a comprehensive new product launch campaign.

  5. Integrate the theory-based marketing decisions with budget management, operational planning, group management and decision making.

  6. Apply the theory to develop analytical and decision-making skills in marketing communications applications

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

This module will be delivered via:

  • One 1-hour lecture per week.
  • One 1-hour seminar per week.

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.


This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Individual Report    100% 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Joao Oliveira, email:
Dr Joao Oliveira



External examiner

Dr Farhana Sajjad
University of Surrey
Senior Lecturer
Available via Moodle
Of 27 hours, 27 (100%) hours available to students:
0 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

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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