Module code: MAN3223

Module Overview

This module aims at providing a theoretical and practical understanding of marketing communications theoretical concepts and well-known strategies, especially in relation to creative strategy, planning and execution. Students will produce a marketing campaign linking offline and digital marketing activities tools. This is a hands-on module and students will be acquiring knowledge while working on the project. Thus, the module requires independent learning and outside classroom engagement. In addition, there will regular input from a marketing practitioner, and guest speakers with specific expertise in a given field.

Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 89

Lecture Hours: 22

Seminar Hours: 11

Guided Learning: 6

Captured Content: 22

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Marketing Communications and Advertising Theories

Marketing Communications Tools

MC Planning and Campaign tactics

Identify communication channels relevant for marketing in digital and non-digital environments

Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation Group presentation 40
Coursework Individual report 60

Alternative Assessment

An individual 1,300 word report in lieu of the group presentation.   

Assessment Strategy

Summative Assessments:

Assignment 1 - Students will present the creative strategy of the marketing campaign based on primary and secondary research and insights analysis. The assignment submission is a presentation in PowerPoint (or similar) in video format (preferred format .mp4) uploaded to Panopto on SurreyLearn with the URL submitted via SurreyLearn. (addresses LOs 1, 2, 4 and 5)

Assignment 2 - The second assessment is an individual report. (addresses LOs 1, 2, 3, 4 and 5)

Formative assessment and feedback

Seminars are designed to include activities relevant to the assessments, a detailed marking scheme is provided to students to explain the assessment criteria used and the weighting of each criterion. Criteria have been developed in line with the learning outcomes.

Summative feedback, explaining what students did well and less well, will be published on SurreyLearn once the marking process of the group assignment is completed

 Generic feedback, including a statistical breakdown, will also be posted on SurreyLearn so that students can gauge their own performance in relation to the whole cohorts performance.

Module aims

  • Critically analyze various theoretical concepts and models (related to digital applications).
  • Provide a theoretical and practical understanding of the planning, execution, and evaluation of various communication media.
  • Develop awareness of current and future issues of marketing in the digital environment.

Learning outcomes

Attributes Developed
001 Identify and critically examine the various key concepts and theories underpinning marketing communications. CT
002 Apply key marketing concepts used to design and deliver (digital) marketing projects. PT
003 Critique and appreciate the variety and complexity of the different approaches and issues (e.g. social and ethical) marketing communications. CKT
004 Justify marketing related choices and decision making based on evidence approaches. CKPT
005 Engage in creative thinking as a group, and execute a creative via the production of (digital) marketing campaign. PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The module is delivered through weekly lectures, seminars and guided learning activities. Theory and concepts are disseminated in lectures and applied/enhanced with seminar activities in the form of case studies, practical activities and seminar leader-led interactive sessions to discuss the development of group and individual assignments. All Learning Outcomes are supported by lectures, seminars and associated reading.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MAN3223

Other information


The module is designed to equip students with all the core competencies required of Marketing practitioners.

Global and Cultural Capabilities

Students will develop their ability to work in groups effectively with other students from diverse backgrounds to develop their cultural intelligence, broaden their world view, own perspectives and interpretations and reinterpret issues against a broader spectrum of ideas and representations.

Digital Capabilities -Students will learn to navigate and use the Virtual Learning Environment such as SurreyLearn , Zoom, and MS Teams, and other international databases. Module include the creation of and digital presentations thus ensuring students engage with a variety of digital tools.

Resourcefulness and Resilience

Students performance and progress is facilitated and assessed by both formative and summative assessments. Group work and group assessments support the development of students skills to be creative, review their peers, and problem solve. Developing self- efficacy including the ability to adapt and change approaches to their studies further supports students employability skills.

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2025/6 academic year.