BSc (Hons) Communication, Advertising & Marketing

Year 1

Communication and Language

The module explores the complex relationship between language and communication, focusing on competing models of communication and the multi-layered, multi-faceted nature of meaning in communication involving language. It explores how understanding features of language informs the study of communication and how reflecting on communication aids reflection on the complex nature of language and meaning.

Interpersonal Communication: Skills and Strategies

This module introduces the students to the concept of interpersonal communication as a skill and strategy. It introduces the idea of different approaches to communication performance and the importance of context in selecting an appropriate or effective approach. It presents and discusses a series of core communication skills used in interpersonal interaction. The emphasis throughout is on the application of theory to practice and on developing skills of behaviour discrimination, self-awareness, critical analysis and skill enhancement.

Principles of Marketing

This module provides students with an appreciation of the nature, scope and breadth of the principles of marketing. It represents a key underpinning to subsequent marketing-related modules within degree programmes.

Advertising

This module presents an introduction to the theory and practice of advertising. It examines the role of advertising in marketing, the main creative approaches to advertising, the traditional media channels available, as well as digital platforms and the associated digital advertising techniques. It explores how both the industry and consumers have evolved, and provides students with an understanding of the societal and sustainable concerns in contemporary advertising practice, as well as
The ethical and regulatory system of the industry.

Consumer Behaviour

This module introduces students to the background and development of the discipline of consumer behaviour. It provides a foundation for the more applied subjects of marketing, advertising and digital communication. It provides theoretical and practical knowledge and understanding of the consumer decision-making process and the factors that influence choice, and highlights implications for marketing and marketing communication strategy.

Principles of Public Relations

The module introduces students to students to the study of public relations. Students will examine theoretical concepts and examples of public relations practice to approach the subject, allowing students to experience and reflect on examples of public relations. With the module grounded in the wider study of the media and communication, it is intended that the student will gain a core understanding of how public relations operates within the wider media industries. Assessment is by two pieces of coursework, a class test (40%) and an essay (60%).

Year 2

Research Methods

This module has been designed to enable students to develop their skills in designing, executing and writing up quantitative and qualitative research projects. It provides an important foundation for the final year Project.

Professional Copywriting

Copywriting is a vital part of being an effective communication professional. The module, by integrating theory and analysis with practical skills development, enables students to develop the skills to write in a range of genres with technical accuracy, creativity and responsibility.

Marketing Management in Practice

This module develops the fundamentals of marketing and applies the perspective of managerialism to these core principles. In this respect, the module’s focus is on the 4 core marketing management activities: marketing planning, marketing implementation, marketing leadership and marketing control. The module also explores how these core managerial activities will operate in various marketing contexts.

Advanced Interpersonal Communication

This module extends the study of interpersonal communication by examining advanced interpersonal skills relevant to specific professional contexts. It offers the opportunity to explore underlying theories and concepts, which in turn provide knowledge and understanding of situationally specific communication processes. Behaviour analysis, critical reflection and skill enhancement are the heart of the module.

Digital Communication

This module offers a theoretical and practical insight into the dynamic area of online digital communication and explores some of the key questions and issues facing academics and practitioners. Students undertaking the module will acquire the necessary knowledge and skills to support the implementation of digital communication objectives in support of business goals, including customer acquisition, sales and revenue growth, loyalty and community building. Students will be able to critically evaluate the characteristics of individual online digital media and select appropriate tools from the range available to execute digital communication in support of organisational objectives. Students will build on their creative skills to develop content marketing plans in support of objective achievement and acquire the knowledge to manage and track the success of digital campaigns using relevant metrics and control measures.

Principles of Graphic Design

This module offers the opportunity for students to develop knowledge of how designers work. It aims to develop the ability to work with designers and to act as an intermediary between a client and a creative team. Students will learn how to brief creative colleagues efficiently and how to collaborate effectively and maximise joint resources. It offers demonstration and appreciation of computing skills and an understanding of how to improve visual output and presentation skills.

Year 3

Organisational Communication

It offers a theoretical and practical insight into traditional, relational, cultural and network communication strategies used by organisations to address current challenges and achieve organisational goals. Such understanding forms the basis for an appreciation of a range of issues, including challenges of leadership, organisational uncertainty and conflict, change and crisis management. Students undertaking the module will acquire the necessary knowledge and skills to assess the effectiveness of strategies adopted by organisations and to offer proposals for improved communication, innovation and performance.

Advanced Advertising

The theory and practice of advertising are constantly evolving, and this module affords students the opportunity to keep up to date with these changes. It provides a deeper exploration of the role of creativity in advertising and the changing media landscape within which advertising practitioners are engaged. It equips students with knowledge and skills to challenge academic research and to undertake practical advertising activities.

Dissertation

The project enables students to apply methods and techniques to extend and apply their knowledge and understanding of Communication and allows them to further develop their conceptual, rational and creative thinking within the field of Communication. It incorporates all aspects of completing a research project, from topic selection through to writing up and builds upon research skills acquired in Years 1 and 2.

Global Marketing

In an increasingly global environment, this module seeks to develop students’ understanding of the socio-cultural, economic, legal and political variables which will impact the international decision-making and planning processes of an organisation and influence international marketing mix strategies.

Reading the Brand

The module considers how we ‘read’ the messages communicated by commodities, how we use those commodities to communicate our own messages and construct our identities, and how the media discourses surrounding commodities reinforce or challenge those messages. The schedule falls into three parts which each builds on the last. It begins by using semiotics to analyse brands and adverts in detail, moves on to bring wider theoretical considerations to bear on the marketplace in general in order to see the ‘bigger picture’, and culminates in student-facilitated seminars that use the material from the first two parts to examine any aspect of the marketplace that interests the facilitating group.

Rethinking Communication

Rethinking Communication considers the theoretical and conceptual trends that have shaped, and are shaping, the study of communication. The module builds upon students’ experience of communication concepts and pop culture by drawing on a range of communication, media and cultural theory. This enables them to engage with historical and contemporary disputes and debates relating to the field, and to critically evaluate methods of and developments in communication. Assessment is by two pieces of coursework.

The CAM Degree, with its broad and varied range of modules, offers a host of career options and affords students the chance to engage with various aspects of communication before they enter the workplace. The degree is recognised by employers in the public, private and voluntary sectors. Many of our graduates, not surprisingly, take up positions in Advertising and Marketing, but, in addition, CAM graduates hold senior positions in the Public Relations, digital communication, media, government, retail, education and hospitality sectors. Graduate employment options are truly wide-ranging.

With this Degree, you could become:

• Account Executive
• Communications Officer
• Digital Marketing Officer
• Marketing Manager
• Social Media Manager
• Advertising executive
• Public Relations Officer