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Communications and Marketing | Short course at the Summer School at Warwick University

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.

Key Information

Level: Intermediate
Fees: Please see Fees page
Teaching: 60 hours
Expected independent study: 90 hours
Optional assessment: Dependent on course

Typical credit: 3-4 credits (US) 7.5 ECTS points (EU) - please check with your home institution

This course can also be combined with our Exploring British Culture week - find out more.

The rise of global competition, the emergence of new technologies and the importance of continuous innovation have combined to redefine the context in which organisations operate. Against a fast-changing context, organisation must consider and innovate to offer value and choice to their customers. This course focuses on the key challenges and opportunities and the aspects of marketing that create customer value. The course looks at how organisations research and analyse markets and customers and how they develop and implement successful marketing strategies, focusing on the creation and the communication and delivery of customer value.

The topics to be covered include:

  • What is Marketing? The Marketing Environment
  • Consumer Behaviour
  • Marketing Research
  • Segmentation, Targeting and Positioning
  • Branding
  • Products, Services and Innovation
  • Pricing and Channels
  • Promotion and Communicating Value
  • Digital Marketing
  • Planning and Budgeting
  • Relationships and Responsibility

Please note changes to the syllabus and teaching team may be made over the coming months before exact set of topics are finalised.