This unit critically examines managerial decision-making skills in all aspects of promotion through the praxis of theoretical propositions and contemporary professional practice. The challenges of strategy development and implementation in advertising will be addressed through a variety of lenses: personal selling, publicity, public relations, direct response marketing and customer service. Critical examination and challenges will be informed by analysis and theorising about developments that contribute to enhanced professional practice and scholarship in this dynamic field of study.

Unit details

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Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Compare and contrast the strong and weak theories of marketing communications;  
  2. Devise effective marketing strategies and programmes;  
  3. Formulate appropriate marketing communications strategies to practical business objectives;  
  4. Distinguish and justify different creative and media execution; and  
  5. Evaluate a company's marketing and promotional programme.  


Assessment type Description Grade
Test Test 10%
Presentation Individual Presentations and Theory led Discussion 20%
Report Promotional Plan (individual or pairs) 30%
Examination Examination 40%

Required reading

Advertising and Promotion: An Integrated Marketing Communications Perspective (8th Edition),
Belch, George E. and Michael A. Belch (2014),
McGraw-Hill/Irwin, New York.

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