The importance of marketing communication in delivering clear, consistent and competitive messages about an organisation and its products is crucial to organisational success. Rather than seeing marketing communications as creating favourable brand images merely in the eyes of consumers, the field has witnessed a renewed focus on the effects of communication on the multiple stakeholders' organisations address, including their employees and the media.
Across multiple sectors, the utilisation of multi-channel communication strategies is growing and with this so is demand for professionals with expertise in this exciting field. Reflecting this need for a more corporate perspective and strategic approach to communications this course, developed with industry experts, is designed for new graduates with a background in marketing, media, management and social sciences, and practitioners seeking career development. The course also has a strong emphasis on the application of theory to practice through activities such real-life case studies, problem-solving exercises and a residential week or a virtual industry based conference with industry professionals.
The course focuses on three strands key to the field; ‘Strategic Analysis and Thinking’ enhances understanding of markets, and the application of critical and analytic methods in solving communications problems; ‘Execution’ develops skills around writing and presenting communications plans and advertising briefs; and ‘Tools, Media and Settings’ contextualises the use of both traditional and innovative modes of communication in different settings, whether social, national or global.