MK9531 - Communications and Content Marketing

What will I learn on this module?

This module involves you developing a foundational knowledge of key marketing communication methods, content marketing and learning to appreciate the basics of the ‘conversation’ that surrounds brands and campaigns on various platforms (including online).

The taught component of the module will include the following broad topics but will naturally evolve to include the most current developments in this fast-changing field:

Marcomms methods (i.e. - the Marketing Communications Mix).
Different channels to engage customers (offline / online).
The digital platforms and channels as an increasingly important aspect of modern marketing.
The borderless nature of the modern marketing environment - the audience can be, and often is, global.
Messages, big ideas and stories - developing a basic understanding of what engages audiences (i.e. - the ‘content’ of marketing campaigns).
The ‘word on the street’ - considering the fundamental elements of the ‘buzz’, hype, or conversation around a brand or company’s marketing campaign.
Measurement behind the methods – the basics of tracking and measuring the effectiveness of marketing communications on various platforms.
Ethical limits of marketing communications – appreciating that some messages are inappropriate or unfair for some audiences.

How will I learn on this module?

You will learn through a combination of formal sessions (lectures, seminars and webinars), tutor-directed study and independent reading. The seminars and webinars will be highly interactive and will draw upon the directed learning undertaken, your own marketing-related experiences and discipline expertise of the academic team. These interactive sessions will centre on high levels of participation, both individually and within small groups.

Directed learning will centre upon a range of activities including pre-reading and preparation for interactive activities. Independent learning will
centre upon you reading around the subject matter covered within seminars and lectures. Critical reflection on knowledge, experience and practice underpins the learning and teaching philosophy on this module along with the explicit development of competence, both of which you will develop into a reflective statement as part of the module’s summative assessment.

How will I be supported academically on this module?

You will be supported by the module tutor who is an academic lead for the module, in addition to an academic teaching comprising subject
experts from the marketing discipline. This academic team will deliver lectures, seminars and webinars. The seminars will be in small groups so that there is opportunity for exploring the subject matter in detail with both the academic staff and your fellow students.

A comprehensive eLP site will store the materials needed for the lectures and seminars, alongside a detailed week-by-week learning and teaching plan to guide you through the module. There is an electronic reading list indicating the core texts with cover research methods and data analysis, alongside reference to various recommended marketing-related journals and business and management databases, which you should access as the module progresses.

You will be supplied with formative feedback through seminar discussion and reflection, further supported by the weekly webinar. Formative feedback will be provided throughout the module, particularly in relation to seminar tasks where the practical aspects of the module will offer you opportunities to give and receive feedback from your tutors and fellow students.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
* Develop the theoretical and application-based knowledge of various marketing communications methods, media and development of marketing messages. [MLO1]

Intellectual / Professional skills & abilities:
* Develop team working skills in the context of communications marketing and presenting the findings of this analysis. [MLO2]

* Develop the attributes of a digital marketer, or a marketing specialist operating in a digital-communications environment. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
* Develop the foundational skills needed to analyse and evaluate a marketing communications campaign based on appropriate metrics, with an appreciation of the global environment, and potential ethical implications. [MLO4]

How will I be assessed?

You will receive formative feedback from marketing academics. This will involve face-to-face feedback and will take place during the seminars on the programme, where you will also be able to share ideas with fellow students. The weekly webinar will also provide further opportunity for academic and peer discussion and formative feedback.

The summative assessment is comprised of two elements:

(i) Group Presentation (30%) student groups will present an analysis of the communications and content of a major brand and an improved strategy to be adopted in the future to target a key stakeholder group, and create an infographic of the brand’s main KPIs in this area. This will cover learning outcomes MLO1 and MLO3

(ii) Individual Report (70%) individuals will compile a portfolio which will include a proposed user-generated content campaign, digital advertisement, PR campaign and web page for the brand, with a reflective report providing theoretical and commercial justification for the recommendations. This will cover learning outcomes MLO2 and MLO4.





Module abstract

Marketers have an important job: to create exciting marketing communications and online content which grabs their target audiences’
attention. But their campaigns must also effectively convey the brand and fuel customer desire to interact with the organisation and make a
purchase. Using a hands-on approach, this module introduces you to a range of key marketing methods, inviting you to analyse and critique
the content and communications strategies of well-known organisations. You’ll consider the effectiveness of these strategies through the lens
of theory and best practice, and create alternative approaches. In particular, the module focuses on the importance of understanding the
needs and wants of Generation Y & Z consumers, and the media and messages most likely to appeal to them.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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