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

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

Syllabus

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

Aims and Learning Outcomes

Course Aims

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

Learning Outcomes

The main learning outcome of this course is that students will become familiar with and develop the ability to confidently manage in the new world of communications and marketing.

Students will:

Understand the application of modern marketing and communication techniques in a wide range of business and professional situations
Understand how business and professional objectives can be achieved using modern communications and marketing techniques
Understand how new business models evolve and how they may require adoption of new communications and marketing techniques
Be able to apply their learning to development of professional careers and to advancing organisational performance

Teaching and Assessment

Course Structure

For this course, there will be 4 hours of teaching on most weekdays, comprising of interactive lectures with practical exercises and activities. Students will also be given time each day for independent study.

Due to the intensive nature of the Warwick Summer School, students are expected to attend all timetabled teaching activity, to engage with the teaching material and to spend an average of 2-3 hours per day in self-guided study.

Students registered for Warwick Summer School must attain a minimum of 75% authorised attendance of the timetabled teaching activity. If students fall short of this threshold, they will not be awarded a certificate of completion and they will not be able to sit the exam/submit final assessment. Authorised attendance includes any sickness absence during the course of the programme that has been properly notified and recorded. An attendance register will be taken at the beginning of teaching session so students need to ensure they arrive on time in order to be marked as attended.

Course Assessment

The module will be assessed via a written report. It should be noted that submission of the report is not compulsory. Everyone who completes the course – whether or not they submit the report - will receive a certificate of attendance.

Students who choose to submit the assessment will receive a transcript of results. The transcript of results will state the name of the student, the course studied, the assessment mark and the grade. Transcripts are automatically sent to students via email by the middle of September.  You should keep this safe in case you need it for credit transfer approval or for future reference. If you would like us to email a copy of your transcript directly to someone at your University who deals with credit transfer please let us know.

The Summer School does not offer re-takes of examinations, whatever your result in the original examination

Entry Requirements

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.

Alumni

"I am very happy I attended the Warwick Summer School, I made some good friends and enjoyed the course thoroughly. It was lovely interacting with students, staff and guest speakers from all over the world. I had a wonderful time and I would definitely recommend WSS to anyone looking for a fulfilling summer experience. "

Tina Thomas (India)

Your Teachers

Lecturers

Dr Scott Dacko

Simon Jones

Reading List

1. Kotler, P., Armstrong, G., Harris, Lloyd C., and Piercy, N. 2016 Principles of Marketing. 7th European edition or Kotler, P, Armstrong, G., Harris, Lloyd C., and He, Hongwei (8th European Edition). Pearson Education Limited.

(Please note that this textbook is intended as background reading. If another Marketing textbook such as Kotler and Armstrong Principles of Marketing (17th) Global Edition is more readily available, then this is also fine).