Durham University
Programme and Module Handbook

Undergraduate Programme and Module Handbook 2017-2018 (archived)


Department: Business School (Business)


Type Tied Level 2 Credits 20 Availability Available in 2017/18 Module Cap Location Durham
Tied to N509
Tied to N510
Tied to N511
Tied to N500
Tied to N506
Tied to N508
Tied to N501
Tied to N505
Tied to N507
Tied to NN12
Tied to N205
Tied to N208
Tied to N201
Tied to N203
Tied to N207


  • Marketing Principles


  • None.

Excluded Combination of Modules

  • None.


  • To ensure the recognition of the fundamental importance of integration within the marketing communications mix.
  • To provide a working understanding of the marketing communications mix and its relationship with the marketing mix.
  • To provide an understanding of the concepts and theories of marketing communications and consumer behaviour.
  • To provide an understanding of the media of marketing communications.
  • To address analytical and collaborative mindsets.


  • An introduction to the communications process and Integrated Marketing Communications (IMC)
  • An overview of consumer behaviour and consumption studies
  • Theories and models of communication
  • Measurement and analytics of IMC
  • Image & Brand Management
  • The planning of marketing communications and the communications industry
  • Digital marketing analytics and intelligence
  • Digital and interactive marketing communications
  • Consumer behaviour and response
  • Social media in business – including digital content

Learning Outcomes

Subject-specific Knowledge:
  • Have a critical understanding of Integrated Marketing Communications and be able to identify key relationships between key stakeholders.
  • Be able to explain how an organisation communicates with consumers and is attentive to markets through the marketing communications mix.
  • Have acquired the specialist knowledge to be able to identify consumer motivations to ensure marketing communications plans are correctly based.
Subject-specific Skills:
  • Ability to design and develop effective marketing communications plans.
  • Ability to establish a system of implementation, evaluation and control of the marketing communications strategy.
  • Ability to place communications in the ‘new’/digital technologies – communications setting.
  • Ability to analyse data from social media, identify appropriate analytics and apply best practices to marketing strategy recommendations.
  • Ability to generate a marketing plan to enhance a particular strategic objective.
Key Skills:
  • Effective written communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Skills in the interpretation of data
  • Computer literacy skills

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

  • Teaching and learning will incorporate lectures, to introduce core concepts and provide an empirical base for further study, extended lectures to allow time for film clips and group presentations and seminars to provide an opportunity for group discussion and exploration of selected topics in greater depth. This may include case studies and presentations that are intended to develop students’ discursive and interpersonal skills. Seminars will be used as a focus for student-led material that will made available to the module cohort. Students are expected to prepare fully for lectures and seminars by undertaking structured reading, independent study and to keep up to date with newscast information.
  • Formative assessment is by means of seminar exercises including peer feedback. Summative assessment is by means of one written individual report and one written examination.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 18 1 per week 1 hour 18
Extended Lecture 1 1 in term 1 2 hour 2
Revision Lectures 2 1 in term 2 1 hour 2
Seminars 6 3 in term 1, 3 in term 2 1 hour 6
Preparation and Reading 172
Total 200

Summative Assessment

Component: Individual Assignment Component Weighting: 50%
Element Length / duration Element Weighting Resit Opportunity
Report: Case study 2500 words max 100% Same
Component: Examination Component Weighting: 50%
Element Length / duration Element Weighting Resit Opportunity
One written examination 1.5 hours 100% same

Formative Assessment:

Seminar exercises

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