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This course is highly practical in nature and enables you to develop a holistic and societal view of marketing communications within a framework that encourages creativity. You will gain an awareness and knack for contemporary, real-world trends in marketing communications that will be invaluable to employers worldwide.
The course will focus on three areas of integrated marketing communications systems: public relations, advertising and interactive and direct marketing. Integration will be a key driving force behind the curriculum, both at an organisational level (integrated marketing) and a campaign level (integrated marketing communications).
You will develop your skills in creating marketing communications and planning and evaluating campaign strategies. Plus, you will acquire a critical knowledge of brand management and buyer behaviour, which will underpin your ability to propose and implement strategies that address brand and target customer and media issues involving internal and external stakeholders.
A teaching team including researchers and academic staff with extensive industry experience will support your development. There may also be active involvement by marketing practitioners on the course. You will benefit from lectures and 'live' assignments from UK agencies and brand owners, which will help to prepare you for employment on completion of the course.
The assessment strategy underlines the programmes concern with research and independent thinking, critical knowledge of marketing theory and practice, the ability to make information decisions and communicate these under time pressure and, finally, the all-important skills of teamwork and oral communication of ideas.
The written assignments and group reports contribute to the learning outcomes focusing on the proposal and implementation of integrated marketing strategies and plans based on prior brand, customer and other relevant research. They also address the development of creative and management abilities in the specific marketing communications areas.
The end-of-unit examinations focus primarily on critical discussion of integrated marketing communications theory and current practice.
By contrast the time-constrained tests will be more practical and task-orientated in nature, though themselves drawing on branding and interactive / direct marketing theory.
The relatively important weighting given to individual and group presentations stresses the primacy of team work and of effective oral communication based on research and creative, `holistic thinking about brand, organisational, media and stakeholder issues.
This is not a conversion course and assumes that candidates already have a good honours degree in one of the following areas: marketing, advertising, public relations, media studies or business (with a strong marketing focus), or other cognate discipline.
Exceptional entry for mature students is available for applicants who can demonstrate their ability to study at this level and/or have considerable experience in the field of marketing communications.
Special Entry Requirements
English language qualifications for International students: IELTS 6.5.
| CAE score: (read more) |
Cambridge English: Advanced (CAE) is part of the Cambridge English suite and is targeted at a high level (IETLS 6.5-8.0). It is an international English language exam set at the right level for academic and professional success. Developed by Cambridge English Language Assessment - part of the University of Cambridge - it helps you stand out from the crowd as a high achiever.
|60 (Grade C)|
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