Requisites: AND Pre-requisite: Marketing Module at SCQF Level 7 AND Pre-requisite: [Module MKT07101] Marketing 1

In this module you will develop a theoretical and practical understanding of contemporary integrated marketing communication tools and concepts. This syllabus will introduce you to the core marketing communication models, strategies, tools and techniques, understanding how to apply these in particular marketing communication contexts. You will learn how to integrate communication tools, such as: advertising, sales promotion, direct marketing, personal selling, PR/sponsorships, influencer marketing, social media marketing in the form of a dynamic marketing communications plan. Through a range of academic literature, you will learn about the importance of relationship marketing and how to target your consumers effectively through the creation of a series of content marketing posts. You will develop team work, communication, problem-solving and decision-making skills in tutorials and in the first assessment.

Upon completion of this module you will be able to

LO1: Understand marketing communication theories and models.

LO2: Describe and explain the principles of the marketing communications decision-making process.

LO3: Demonstrate ability to produce a communications plan using team work, problem-solving and
decision-making skills.

LO4: To explore and review literature relating to current marketing communication approaches and techniques

LO5: Identify creative and strategic solutions to a current marketing communications problem