The aim is to offer insights into the various decisions and principles that marketing managers have to consider when developing an overall communications and promotions strategy. Key topics are the promotional mix, the design, implementation and evaluation of communications strategies and the need to make use of both creative and reasoning processes. An integrated approach is adopted, including an understanding of the role of media advertising, promotions, public relations, direct marketing and interactive media. The course builds on knowledge of consumer behaviour and the analytical skills of marketing research.

The content of this course includes that of MARK2053 Marketing Communications and Promotions Management, as well as more advanced work dealing with theoretical and research issues in marketing communication and promotions management.