Module Catalogue 2024/25

MCH1028 : Marketing Communication & Promotional Practices

MCH1028 : Marketing Communication & Promotional Practices

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Steve Walls
  • Co-Module Leader: Mrs Anne-Marie Lacey
  • Owning School: Arts & Cultures
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 1 Credit Value: 20
ECTS Credits: 10.0
European Credit Transfer System

Modules you must have done previously to study this module

Pre Requisite Comment



Modules you need to take at the same time

Co Requisite Comment



1.       To introduce students to themes, issues and ideas involved in marketing communications and promotional practice industries.
2.       To allow students to learn from a structured analysis of, and reflection on, marketing communications and promotional practice strategies.
3.       To enable students to develop basic key skills through practical exercises.
4.       To familiarise the student with the theories and practices underpinning marketing communications and promotional practices.

Outline Of Syllabus

The module will cover an introduction to how organisations communicate with a range of audiences and stakeholders, through effective messaging, using a range of integrated marketing communications and promotional practices to achieve a goal.

The module will explore marketing communications and promotional practices such as advertising, PR, direct marketing, sales promotion, personal selling and digital communications, while introducing concepts such as PESO, DRIP and AIDA, to demonstrate how these promotional practices work individually and together to best effect.

Learning Outcomes

Intended Knowledge Outcomes

A student successfully completing the module should be able to demonstrate that they:

a)       are aware of the basic principles, practices and techniques involved in marketing communications and promotional practices.
b)       can identify the main paradigms and key concepts underpinning the questions:
-       who do you want to communicate with and why?
-       What do you want to say?
-       how will this be received by the various audiences and stakeholders?
c)       can recognise the tensions and difficulties in planning and managing a communications strategy with the often competing demands of public relations, advertising and the other marketing communications and promotional practices.

Intended Skill Outcomes

A student successfully completing the module will have developed their skills in:

a)       Communication strategies
b)       Analysis and research
c)       Linking theory to practice
d)       Team working
e)       Presentations and promotional pitching
f)       Independent learning and working
g)       Report writing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion145:0045:00Reflexive Client -Based Report on marketing communications & promotional practice strategies.
Scheduled Learning And Teaching ActivitiesLecture112:0022:00Present-in-person (can be delivered online if needed) introductory lecture to the corresponding week
Guided Independent StudyAssessment preparation and completion145:0045:00Group presentation/pitch & individual slide/audio recording submitted to canvas
Guided Independent StudyDirected research and reading113:0033:00Watching specific programmes, reading specific titles and visiting specific websites
Scheduled Learning And Teaching ActivitiesWorkshops22:004:00In person Timetabled assessment workshops for each summative assessment
Scheduled Learning And Teaching ActivitiesWorkshops71:007:00In person activity with practical skills training & formative tasks
Guided Independent StudyReflective learning activity114:0044:00Combination of quizzes, discussion boards and workshop preparation
Teaching Rationale And Relationship

Students will have the opportunity to develop their knowledge and understanding about both the theory and practice of marketing communications and promotional practices within a professional context. Each session provides an introduction to the underlying theories and concepts of a specific marcomms area, with an exploration of how well, or not, these are articulated in the everyday world. Students will be expected to research and discuss current communication campaigns, in class, online and in their own assessment tasks.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Oral Presentation1M5015-minute group presentation.
Written exercise1A50Reflexive Client-Based Report. Students will apply marketing communications and promotional practice theory to a case study situation and make recommendations in notes format. 2000 words
Assessment Rationale And Relationship

The group promotional pitch will allow students to build team-working and delegation skills alongside independent learning. Students work in groups of 4-5 to research and strategise a problem in relation to a pre-set client brief. The problem will require students to critically apply knowledge and understanding in order to perform a strategic and critical analysis. The group will then rehearse and record their pitch (using software such as Powerpoint ‘narrate’) prior to live presentation in workshops. This allows students to also enhance skills in presenting promotional pitches in response to a client brief. Students will be assessed on the clarity of their communication and delivery skills. A minor percentage of the group work (10%) will be based upon the entire group pitch, with a larger 40% of the assessment grade attributed on the basis of individual student performance and their individual slides. Recordings of the entire group project should be uploaded to canvas so that students can access feedback and allow scope for enhanced accessibility/flexibility should there be any issues with the live presentation. The assessment allows students to develop skills in a conventional presentational software tool and to facilitate remote group work where necessary. This also allows students to develop/enhance their professional communication skills through live and recorded presentation.

The second assessment, the Reflexive Client -Based Report, will assess whether students have understood both the range of, and integrated use of, marketing communications tools and promotional practices available by providing them with a case study and asking them to select and justify which media they will use to solve a particular organisational objective. The second assessment helps to expand upon skills, knowledge and abilities developed in the first assessment into a more critical and developed professional-style report.

Workshops, lectures and dedicated assessment clinics will provide the setting for formative activities that help to scaffold learning so that students have practiced specific skills prior to summative assessment.


Past Exam Papers

General Notes


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The information contained within the Module Catalogue relates to the 2024 academic year.

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