Corporate and Marketing Communications MSc/PGDip/PGCert

Modules

• Communication, Persuasion and Media Strategy (30 credits) - Compulsory

  This module is designed provide a theoretical and practical understanding of persuasion theory and its broad application in the context of integrated marketing communications in both commercial and social marketing domains. Students will examine a range of models used in persuasion in traditional media as well as the challenges and opportunities presented with the growth of new media channels. As a core module on the Programme, there will be clear links to other modules of study, allowing students to develop a deeper appreciation of the importance of brand message structure and content as it reaches diverse audiences. Given the competitive nature of the marketplace, it is incumbent on marketers to design message strategies that can be heard above the ‘noise’ of competing organisations and brands. To that end, students will develop strategies for the creative use of media channels to devise persuasive message campaigns and thereby gain relevant employment skills for a range of industry sectors.

• Strategic Brand Management (30 credits) - Compulsory

  The aim of the module is to equip students with the key skills required for the strategic management of brands. Beginning with definitions of what a brand is, the module introduces students to the core concepts of branding and provides a wide range of analytical tools and frameworks for the analysis of brands.

• Consumer Psychology (15 credits) - Optional

  The aim of the module is to explain the psychological foundations that direct consumers to choose products, services, experiences or ideas in order to satisfy their needs and wants. By understanding how thoughts, beliefs, feelings, perceptions, knowledge and attitudes drive decision making, the business can gain a powerful tool for company success.

• Experiential Marketing and Events (15 credits) - Optional

  The module will develop students’ insights into how events and experiential marketing activities create a mutually beneficial and authentic interaction between customers and brands.

• Brand Analytics: Methods and Strategies (15 credits) - Optional

  The aim of this module is to develop students' ability to measure, predict, and critically evaluate key performance indicators of brands. Students will collect and analyse data, and then prepare reports and communicate the results of the data analysis in order to assist decision-making and strategy development.

• Public Relations and Crisis Communication (15 credits) - Optional

  Students will gain a solid grounding in the theory and practice of Public Relations and develop intellectual abilities, skills and knowledge needed to strategically manage the reputation of brands and organisations, add value to their commercial success and support their goals. Students will explore the most effective use of PR tools such as media relations when looking at managing public perceptions during moments of organisational or individual crisis; as well as develop specific skills of storytelling and writing for media across traditional and digital media channels. The module will explore the wider cultural and societal landscape in which PR operates, touching on areas such as celebrity, power and the impact of globalisation. The content will build upon the knowledge and skills from core modules and will appeal to students seeking to explore opportunities of employment within PR and communications related organisations.

• Creative Strategy in Advertising (15 credits) - Optional

  Given the very dynamic nature of the advertising and communications industry, the module will closely mirror innovations and approaches used in practice. The experiential focus of the module will adopt a ‘hands on’ approach to advertising, where students will be required to engage in the process of analysing, critiquing as well as creating advertising communication across a range of traditional and digital media channels. The module content will give students both a theoretical and practical exposure to creative strategies in advertising, allowing the development of skills relevant to current and future employment opportunities in the creative industry sector.

• Guerrilla Marketing, Celebrity Endorsement and Promotion (15 credits) - Optional

  Modern technology has been significantly shaping the ways businesses do marketing, especially in terms of promotional activities. The issues of increased promotional ‘clutter’ have affected consumer attention to advertising messages and in some cases negatively influenced attitudes towards brand messages. In such circumstances, traditional marketing finds itself ineffective and requires unconventional and more creative approaches to enable organisations to reach and influence target audiences. This module will explore the theoretical and practical applications of guerrilla marketing and present them in conjunction with more conventional approaches to promotion that use celebrities as brand ambassadors and spokespersons to act as ‘lures’ for target audiences. Students will examine the process by which guerrilla marketing tactics use unconventional approaches, employing a combination of tools as an offensive strategy to reach target customers rather than reliance on large marketing budgets. Further, students will develop understanding of different promotional approaches used within traditional media, as well as an appreciation of the challenges and opportunities presented with the growth of new media channels.

• Cross-Cultural Commmunication and Global Brands (15 credits) - Optional

  The ability to communicate in culturally diverse settings has become a key prerequisite of successful global brands.  Although there is a worldwide convergence of technology, media and financial systems, globalisation has not consistently produced globally uniform consumers; global brands often encounter unfamiliar challenges in specific regions or parts of the world. This module examines the discipline of cross-cultural communications in relation to global marketing.  It is concerned with the development, implementation and evaluation of marketing communication activities across a diverse range of cultural settings. Students in this module will consider how cultural values influence, and can be reflected in, global communication programs. Message creation, execution and the available vehicles of message distribution will be evaluated across different cultural contexts. Through exposure to a wide range of real-life examples, students will be able to design comprehensive communication solutions to boost brand shares globally.

• Communication for Social Change (15 credits) - Optional

  Never before have social issues been more at the forefront of public and private discourse than at present. This module examines the application of marketing communication principles, frameworks and techniques to the solution of social problems. It is oriented towards changing the world to a ‘better place’ rather than improving a brand’s positioning and enhancing market shares. From efforts to fight binge drinking and childhood obesity to programmes designed to prevent the spread of infectious diseases and eradicate poverty, students will delve into both the theoretical context and practical applications related to the use of communications in effecting social change. Fundamental to the module’s approach is an understanding that successful social change programmes require communication interventions at multiple levels.  With this in mind, students will learn to design comprehensive communication solutions to influence downstream, upstream and midstream target audiences. They will further produce communication material such as news releases, tweets and/or videos to support their campaign strategy.