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Durham University

Postgraduate Module Handbook 2021/2022

Archive Module Description

This page is for the academic year 2021-22. The current handbook year is 2022-23
No such Code for pgprog: N1KS17
No such Code for pgprog: N1KR17
No such Code for pgprog: N1N317
No such Code for pgprog: N1N417

Department: Management and Marketing


Type Tied Level 4 Credits 15 Availability Not available in 2021/22
Tied to N1KS17
Tied to N1KR17
Tied to N1N317
Tied to N1N417


  • 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:
  • 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

  • The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype). 
  • The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Video content, 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% Same

Formative Assessment:

A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.

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