MK9516 - Communications and Content Marketing

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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). Lectures and seminars provided will include:

• MARCOMMS methods (i.e. the promotional mix)
• Different channels to engage customers (offline, online)
• The digital platforms and channels as an increasingly important aspect of modern day marketing
• Understand that the modern marketing environment has no borders; the audience can be, and often is, global.
• What’s your message, your big idea, your story? - Develop a basic understanding of what engages audiences (i.e. the ‘content’ of marketing campaigns).
• What’s the talk on the street? - Consider the fundamental elements of the ‘buzz’, hype, or conversation around a brand or company’s marketing campaign.
• Measurement behind the methods and madness – the basics of tracking and measuring marketing communications on various platforms.
• The limits of what you can say to customers – appreciate that some messages aren’t appropriate or fair for some audiences, at certain times.

How will I learn on this module?

You will supported by a Teaching and Learning Plan (TLP) which outlines the formal sessions (lectures and seminars), and provides details of tutor-directed and independent study/learning.

You will receive one lecture and an and two seminars every week for 12 weeks, working on digital portfolio development. The lectures will cover a range of key theoretical concepts in marketing communications and content marketing.

The assignment will consist of a portfolio of digital communications and content for an identified business, and a group presentation around a chosen organisation’s marketing communications campaign, which will draw upon the critical application of appropriate theoretical frameworks you will have learnt from the lectures and seminars. These assessments will require a certain level of analytical skills, as well as a reasonable ability to discern and synthesise relevant pieces of information.

Directed learning will focus on pre-reading, activity based learning through specially designed seminar exercises, and the use of the e-Learning Portal (eLP) discussion board.
Independent learning will be based upon your own initiative in further exploring and researching areas of interest including strategic brand management, and brand-related consumer behaviour. Reflective learning and regular discussions with peers, tutors, and industry professionals (where possible) will be an integral part of independent learning.

How will I be supported academically on this module?

The University provides an excellent library facility which is accessible 24/7 during term time and includes access to a wide variety of specialist journals and other relevant publications focusing on the themes covered in this module. There are top of the range IT facilities at the Faculty of Business and Law building where your formal study sessions will take place.

This module will be designed and managed by the designated module tutor who will be responsible for guiding students in their engagement and learning on this module. In addition. A dedicated team of academics, including seminar tutors and lecturers will provide academic guidance on a daily basis through formative feedback. All relevant instructions and notes for lectures and seminars will be accessible online and through mobile via the e-Learning Portal (eLP).

Industry practitioners and experts may also provide input through guest lectures from time to time (depending on availability) to offer a more cutting edge industry perspective.

At programme level, you will be provided a comprehensive University and programme induction and a dedicated Programme Leader will provide guidance and support on a one-to-one basis where necessary.

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?

Formative assessment will take place through group work, seminar/workshop activities, assignment discussion and reflective learning. Clear instructions will be provided on what is required for the summative assessment in the form of assignment brief, operations manual for the simulation exercise, and research support material (e.g. market reports). Regular formative feedback will be provided by teaching team and module tutor during timetabled sessions and supporting discussions.

Summative assessment will have 2 components:

1. The submission of a portfolio of evidence (weighting 50%) of a digital communications and content for an identified business to include:
a. Website copy
b. Press release
c. Blog
d. VBlog

This component will address MLO1, MLO3

2. A group presentation (weighting 50%), based around an organisation/brand’s marketing campaign, analysing the different marketing communications methods the company/brand uses, the key messages or story they are trying to tell and its impact on audience (based on simple metrics). Students will also evaluate the campaign based on its ethicality and (potential) global appeal.

This component will address MLO2, MLO4





Module abstract


Course info

UCAS Code N550

Credits 20

Level of Study Undergraduate

Mode of Study 4 Years Full Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

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