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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


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 details

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 Details

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


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