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 N1D317
Tied to N1D217
Tied to N1D314


  • 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:
  • By the end of the module 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:
  • By the end of the module students should 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:

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

    • The module is delivered in discrete Units. These are designed to enable the learning outcomes to be achieved through a combination of specially written material, directed reading, reflection through self-assessed assignments and guidance for further reading. Module tutors provide feedback on formative work and are available for individual consultation as necessary (by email, telephone, post or fax).
    • 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.

    Teaching Methods and Learning Hours

    Activity Number Frequency Duration Total/Hours
    D L Study Units (a combination of specially written material, directed reading, self-assessed assignments and guidance for further reading) 150
    Total 150

    Summative Assessment

    Component: Written Assignment Component Weighting: 100%
    Element Length / duration Element Weighting Resit Opportunity
    Written Assignment 4,000 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