Or ... creating promotional value in a ‘converged new world’ ...
Online, offline, above- the line or below – do these name tags really matter any more? Surely marketing communications ‘in the round’ is what we should be seeking to achieve – talking to customers in a way that makes sense to them and is cost-effective for the organisation? Or is integrated marketing communications simply a hollow illusion, more often than not ill conceived and poorly delivered? And if so, why?
This course will consider all these questions and more. It has been designed not only to improve your professional expertise, but also your critical thinking of the main disciplines of marketing communications. You will explore both the benefits and tensions of holistic delivery – how theory informs practice, and how successful campaigns are created; better appreciate the internal/external demands that organisations face in producing well co-ordinated activities across the B2C, B2B & Non-Profit sectors; and develop skills in evaluating clients’ real life strategies and execution. With the freedom to develop an assignment topic based on your own academic/ professional interests - online and face-to-face interaction will help build the knowledge and confidence you’ll need to succeed in the ‘converging new world’ of marketing communications.
How you study ...
- Designed to be flexible to the needs of working professionals, this course has been designed so it minimises your time away from the workplace. You would just need to join us down in Bournemouth for two-days (a Friday and Saturday). This two-day creative retreat, kick-starts the course, gives you a chance to meet your fellow students and engage with the academic team. It will be an intensive two-days, but will be a valuable learning experience, giving you the opportunity to share ideas with like-minded professionals.
- The retreat provides a firm foundation for the following seven weeks where you will explore the concepts in more detail - using our online learning environment and discussion forums.
- The online element of the course helps to prepare you for the academic assignment. On successful completion of this assignment you will be awarded 20 academic credits (M level - Masters/Postgraduate level). These credits can be built upon by undertaking other short courses with us, working towards your own tailored postgraduate qualification.