Communications and Marketing

About

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

Dr Scott Dacko

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

-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

Fee info