Communications and Marketing

This interactive and practical course will explore key marketing and communications concepts such as market analysis, customer value, branding and aspects of implementation of marketing strategies such as channels to market, delivering and pricing value and communication. In the current complex and fast-moving market context, emphasis will be placed on how to market in a networked, digital world of diverse, global stakeholders.
You will learn how to understand and research market contexts, analyse competitive market positions and how to design effective marketing strategies and tactics. In the communication topics of the module, you will learn about the ways in which communication has changed in the digital world and about how to communicate effectively to reach a range of different stakeholders. Digital communication tools and techniques will be explored and you will acquire skills and understanding which will help you to perform with greater confidence as a marketer and communicator.

This course is taught at an intermediate level.

Course leader

Andrew Corcoran, Warwick Business School, University of Warwick

Target group

There are no prerequisites for this course. This course is open to students studying any discipline at University level. We welcome individuals from all backgrounds, including students who are currently studying another subject but who want to broaden their knowledge in another discipline. Students should also meet our standard entry requirements and must be aged 18 or over by the time the Summer School commences and have a good understanding of the English language.

Course aim

The course aims to:

- Provide an appreciation of the concepts of marketing and customer value
- Provide an understanding of how customer value is created, offered and delivered by organisations, based on an assessment of customer needs and preferences
- Enable an understanding of the key elements of the marketing process including target market selection, positioning and product strategies, pricing decisions, integrated marketing communications, channel management, and services marketing

Credits info

7.5 EC
You must check with the relevant office of your institution if you will be awarded credit, but many institutions will allow this. In general, you’ll earn 3-4 credits in the US system, and 7.5 ECTS in the European system. Warwick will provide any necessary supporting evidence to help evaluate the worth of the course.

Fee info

GBP 2150: Student Rate - Tuition fee applies to any student enrolled at a University or College anywhere in the world (includes the social programme and guest lecture series)
GBP 2950: Standard rate - Tuition fee includes the social programme and guest lecture series.

Scholarships

We offer enhanced discounts for Warwick alumni, Offer Holders, Summer School Alumni and Students at partners institutions and group bookings of 10+ students