Students will be able to exhibit: a critical appreciation of key models and framework within the marketing communications area; critically appraise and develop integrated marketing communications campaigns; show a sound understanding of the advertising process ranging from creative strategy to media strategy; demonstrate an appreciation of the roles and relative contributions of public relations, sponsorship, sales promotion, direct marketing and the internet as communications tools; and understand the differing roles of advertising agency, specialist agency and creative consultancy.

CILO-1: Create print advertisements and television advertisements. CILO-2: Evaluate the roles and contributions of advertising, sales promotion, public relations, personal selling, and direct and digital marketing as communication tools. CILO-3: Evaluate and develop integrated marketing communications campaigns.