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Unit information: Effective Marketing Communications in 2021/22

Unit name Effective Marketing Communications
Unit code EFIMM0062
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 1 (weeks 1 - 12)
Unit director Mrs. Parry-Lowther
Open unit status Not open




School/department School of Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

This core unit aims to introduce students to the theoretical principles of communication, explore the tools and techniques involved in the communication process, formulate communications objectives, implement strategies and critically appraise the implications for stakeholders and for society as a whole. Students are encouraged to explore the process of communication and analyse the factors that support and inhibit it. They will be able to recognise the range of communication tools and techniques employed within the marketing field and reflect upon their relative value and influence. They will resolve challenges associated with the strategic planning of marketing communication and be able to discuss the relative merits of methods of campaign evaluation.

Intended Learning Outcomes

LO 1: Consider the stages associated with the communication process and debate the factors that might support or impede the effective communication of marketing content.

LO 2: Distinguish between the range of communication tools and techniques available to marketers in seeking to communicate effectively with a given target audience, recognising their relative strengths, limitations and synergies.

LO 3: Prepare an effective communications strategy in response to a given set of objectives, choosing the most appropriate from a range of tools and techniques available, and, analyse the effectiveness of the proposed communications programme.

LO 4: Critically reflect upon the legal and ethical issues associated with marketing communications.

Teaching Information

Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.

Assessment Information

Group presentation (30%) and 3,000 word individual marketing communications proposal (70%)


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

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How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.