Study-Unit Description

Study-Unit Description


TITLE Introduction to Marketing Communications

LEVEL 01 - Year 1 in Modular Undergraduate Course


DEPARTMENT Corporate Communication

DESCRIPTION Marketing communications contributes to the organisations' success. Therefore, this study-unit provides an in-depth understanding of the theoretical foundations behind marketing communications; as course participants shall acquire relevant knowledge about the latest practitioner applications - with an ability to apply them in real-life case scenarios.

The participants will appreciate that market research informs organisations on how to nurture relationships with customers and prospects. Moreover, at the end of the course, they will be in a position to create integrated marketing communications plans, as they develop campaigns to promote products and services in the digital age.

Study-Unit Aims:

This study-unit aims to develop an understanding of marketing and its relationship to marketing communications. It provides students with an appreciation of procedures and processes that explain the principles of marketing and sales, market research, marketing strategy and planning, customer relationship and data-driven marketing, consumer and organizational behaviour and emphasises the importance and role of marketing communications.

Learning Outcomes:

1. Knowledge & Understanding:

By the end of the study-unit the student will be able to:
- Critically review marketing communication theories and practices;
- Discuss the role of marketing agencies, suppliers and intermediaries;
- Construct marketing objectives and plans that are based on market research, to fulfill objectives;
- Investigate the marketing environment's economic, social, technological, legal and ethical issues from a multicultural and international perspective;
- Analyse and apply the integrated marketing communication processes to build stronger brands - by making meaningful connections with target audiences.

2. Skills:

By the end of the study-unit the student will be able to:
- Learn to work as part of a team to achieve goals;
- Acquire verbal communication and presentation skills.

Main Text/s and any supplementary readings:

Arens, W., Weigold, M & Arens, C. (2016). Contemporary Avertising: And Integrated Marketing Communications. McGraw-Hill Education, (15th Edition).

De Pelsmacker, P., Geuens, M. & Van Den Bergh, J. (2017). Marketing Communications: A European Perspective. Pearson (6th Edition).

STUDY-UNIT TYPE Fieldwr, Ind Onl Learn, Lect, Pract, and Tutorials

Assessment Component/s Assessment Due Resit Availability Weighting
Classwork SEM2 No 20%
Assignment SEM2 Yes 40%
Case Study (Take Home) SEM2 Yes 40%

LECTURER/S Mark Anthony Camilleri

The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints.
Units not attracting a sufficient number of registrations may be withdrawn without notice.
It should be noted that all the information in the description above applies to study-units available during the academic year 2020/1. It may be subject to change in subsequent years.