Marketing Communications Goldsmiths - Full Curriculum Program Fall 2021 Semester - London

This module will provide students with the theories, principles and practice of marketing communications. Students will be exposed to a variety of theories and real life case to learn. They will learn to evaluate the strengths and weaknesses of the marketing communication campaigns, and how to create their own marketing communications plan. The module is divided into three section: the marketing communications process, the communication mix, and media planning and evaluation.
The first section will explore the marketing communication process and all the different channels and practices used by companies in order to reach the customer. Students will then explore the integrated marketing communication strategies and the marketing communication mix in order to understand how the communication process happens as in integration of strategies, content and channel. In this first section, the students will also investigate the relationship that exist between marketing communications and branding.
The second section will then explore the different elements of the marketing communications mix. The first element, and the most famous one, is Advertising. The module will differentiate between online and offline adverting, and it will investigate both of them separately and together. This section will explore different types of advertising and their impact in consumer behavior.
Specifically, it will look at different strategies of persuasion within the communication process. Second, students will be exposed to other forms of marketing communications such as PR, direct marketing, sales promotion, events management, trade fairs and guerrilla marketing. In the last part of this sections, students will look into digital marketing and social media marketing.
The third section will look into marketing communications planning and evaluation. In this section, students will look specifically into the media planning process and how it relates to the overall marketing strategy of the company. Then students will look into the measures that companies should use in order to evaluate the performance of their marketing communications strategy. Students will also be exposed to an overview of how the marketing communications industry works, and who are the players in the marketing communications chain.