Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2010-2011 (archived)


Department: Economics, Finance and Business (Business)


Type Tied Level 4 Credits 15 Availability Available in 2010/11 Module Cap
Tied to N1K017
Tied to N1KC17


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To critically evaluate the use by larger firms of advertising, sales promotion, direct marketing and other marketing communications methods from theoretical and highly practical standpoints.


  • The module covers integrated marketing communications, branding, corporate communications, media strategy, sales promotion and sponsorship, public relations, WWW, communications research and Client - Advertising agency relations.
  • Specific topics will include:
  • Brand Communications Strategy;
  • Media Strategy;
  • International Branding;
  • Creative Strategy;
  • Executing the Message;
  • Direct Marketing and WWW;
  • Sales Promotional Sponsorship;
  • Corporate Communications & PR;
  • Campaign Planning/Agency-Client Relations.

Learning Outcomes

Subject-specific Knowledge:
  • Upon successful completion of the module, the students will be able to:
  • critically relate mass communications to direct marketing activities;
  • critically evaluate public relations and sponsorship activities;
  • critically appreciate the strengths and weaknesses of sales promotions.
Subject-specific Skills:
  • Upon successful completion of the module, the students will have acquired the following specialist skills at an advanced level:
  • ability to develop an integrated marketing communications plan;
  • ability to develop a creative strategy;
  • ability to develop media strategies;
  • ability to improve creative inputs;
  • ability to develop campaigns and evaluate them;
  • ability to place communications in advertising agency, specialist agency and creative consultancy environments, and in the 'new' technologies - communications setting.
Key Skills:
  • Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Learning outcomes will be met through a combination of lectures, groupwork, case studies and discussion, supported by guided reading. The written assignment will test students' understanding of relevant concepts and their ability to apply and interpret what they have learned to the analysis of a particular issue in depth. The group project will test students' ability to work effectively in collaboration with others and to critically assess the relevance and validity of others' views.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Workshops (a combination of lectures, groupwork, case studies and discussion) 28
Preparation and Reading 122
Total 150

Summative Assessment

Component: Group Project Component Weighting: 40%
Element Length / duration Element Weighting Resit Opportunity
Group Project on integrated communications. In the event of a student needing to retake this component, the resubmission will be an individual written assignment of 1000 words. 100%
Component: Individual write-up Component Weighting: 60%
Element Length / duration Element Weighting Resit Opportunity
Individual write-up of a marketing communications case 2,000 words maximum 100%

Formative Assessment:


Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University