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Introduction to marketing communications: tools, techniques and evolution. Marketing communications theories and models. Marketing communications strategy and planning. Advertising and media planning. Sales promotion and public relations. Direct marketing and personal selling. Consumer behaviour. Marketing research: Its role and processes. Qualitative research. Quantitative research. Questionnaires & sampling. Analysing data.

LO1 Explain the importance and relationship of marketing research and communications within marketing decision making
LO2 Describe the stages involved in conducting a marketing research project
LO3 Show an understanding of how marketing research tools are applied to a variety of marketing contexts
LO 4 Apply marketing communication theories, models and techniques and principles of the marketing communication process in a practical manner
LO5 Select, justify and apply marketing communication tools in a reasoned manner
LO 6 Explain major influences on consumer behaviour and how marketers research consumer behaviour and use this information to reach customers through marketing communications.