MSc Strategic Marketing (Integrated Marketing Communications)

This module focuses on the challenges and business practices associated with strategic advertising and brand management. Emphasis is placed on multi-faceted, integrated campaigns and media planning and buying by studying real examples of both successful and unsuccessful brand management companies working in the field.

On successful completion of the module, you will be able to:

• Investigate developments within the advertising and promotion sector to determine their potential impact on advertising and promotion strategies of a given organisation.
• Evaluate an organisation’s current advertising and promotion management practices, offering suggestions for their improvement.
• Construct and critically appraise an advertising and promotion process plan.                                    
• Create and develop a media selection plan.
• Select and apply appropriate metrics to measure advertising and promotion returns.

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Specific practical and analytical skills are a necessity when designing, implementing and monitoring effective public relations strategies. This module is, therefore, designed to encourage discussion, debate, and examination of the multiple options available to today's PR managers.

On successful completion of the module, you will be able to:

• Investigate the relationship between organisational and public relations strategies.
• Determine the nature of corporate communications and its impact on the public relations management process.
• Ascertain the importance of effective cross-functional communication within the organisation and its influence on the effectiveness of external communication.
• Examine current developments in PR management and evaluate their potential impact on the corporate communications strategies of a given organisation.
• Critically evaluate the relationship between corporate image and corporate reputation in various organisations.

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In this module you will master internet and digital marketing communication strategies as well as elements of law relevant to the digital media. You will also examine search engine methodology to get an understanding of their functioning.

On successful completion of the module, you will be able to:

• Critically assess primary approaches to internet marketing and E-Promotion.
• Scrutinise effective strategies, tools and development approaches for digital marketing.
• Determine the relationship between effective internet and digital marketing communications strategies and successful public relations management.
• Evaluate the current internet and digital marketing communications practices in a global organisation before identification and critical appraisal of suggestions for their improvement.
• Analyse current developments in New Media and evaluate their potential impact on the internet and digital marketing communications strategies of a chosen organisation.

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