UCL School of Management

Module Fact Sheet

MSIN0027: Marketing Communications


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This is a past version of this module for MSIN0027 18/19.
Click here for the current version.
Taught by
UG, level 7.
4th year MSci/MEng students from all departments
Delivery method
2-hour lecture (x 10 weeks), 1-hour seminar (x 10 weeks)
50% coursework, 50% examination

Current students should refer to Moodle for specific details of the current year’s assessment.
Previous Module Code

Course overview

Marketing Communications is a core activity within business; it spans not only the interactions between the business and its customers but the way it interacts with all its stakeholder groups, from Government to local communities and its own employees. Marketing Communications is a complex subject and draws on a number of disciplines including behavioural psychology, linguistics and sociology.

Students studying this module will gain an insight into the way in which organisations use marketing communications, the key theories and concepts which underpin the way in which organisations communicate, and develop an insight into the reasoning behind some of the activities undertaken by organisations. During the course we will look at a number of case studies of the strategies and activities undertaken by organisations. The course aims to be practically based with group working on a variety of communications problems for real ‘client’ companies.

Learning outcomes

The module seeks to introduce students to the core concepts and models of marketing communications whilst developing an appreciation of the way marketing communications is deployed by organisations. By the end of the module students will be able to:

  • Explain the scope of marketing communications

  • Understand the role of Marketing Communications Models – what we know about business communications

  • Recognise the different communication audiences, behaviour and decision making processes used by organisations

  • Develop practical insights into communications strategy, objectives, positioning and tactics

  • Undertake Integrated Marketing Communications Planning

  • Understand the role of Branding, Budgeting and Evaluation

  • Marketing Communications relationships, Customer Relationship management

  • Understand and be able to effectively deploy Advertising, Sales Promotions and Public Relations campaign activities through both Conventional and Digital channels

Topics covered

  • Communications Theory
  • Organising Marketing Communications
  • Marcomms and the Marketing Mix
  • Understanding Target audiences
  • Positioning
  • Marcomms Process
  • Consumer Decision Making
  • Campaign Planning and Strategy
  • The Message
  • Media Planning
  • Branding
  • Sales Promotion, PR and Direct marketing
  • Integrated Marcomms
  • Communications Planning
  • International Marcomms
  • Campaign Evaluation

Assessment summary

50% Group assignment, 50% Case Study based unseen examination during the Summer Term

Essential reading

Essentials of Marketing Communications – Chris Fill, Pearson Education. ISBN-13: 9780273738442

Past versions of this module

MSIN0027 18/19

MSINM002 17/18

Last updated Friday, 27 September 2019