Individual coursework

2 - Portfolio - 40

Group coursework

1 - Report - 50

Participation / and industry certification

3 - Set exercises - 10

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This module covers both strategic and creative aspects of marketing communications, including:
<ul><li>The role and evolution of advertising in marketing strategy</li><li>Consumer psychology and behavioural foundations of persuasion</li><li>Creative briefing, copy strategy, and campaign concept development.</li><li>Advertising appeals, message framing, and brand narratives</li><li>Content planning for social, digital, and traditional media</li><li>Creative brief writing and campaign concept development</li><li>Assessing advertising effectiveness and campaign performance</li><li>Integrated marketing communications and media strategy</li></ul>

Feedback is provided in a number of ways throughout your module. This includes feedback you receive during teaching from both peers and lecturers and that provided for formative assessment. Following an assessment, you will be given your marks and feedback in line with the assessment regulations and policy. More information on the timing and type of feedback that will be provided for each assessment will be available from the module leader. <a href='https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations'>https://www.citystgeorges.ac.uk/about/governance/policies/student-policies-and-regulations</a>

This module will support the development of all the graduate attributes. Your module leader will provide you with information about how your learning, teaching and assessment activities support your development of these attributes. The graduate attributes are: - Always learning - Engaged in the world - Technical and digital - Connected Professional - Creating Impact

In-Person - 

Self-directed - 

Directed Asynchronous - 

GIST do it! How motivational mechanisms help wearable users develop healthy habits

Computers in Human Behavior

The Downstream Consequences of Problem- Solving Mindsets: How Playing with LEGO Influences Creativity

Journal of Marketing Research

Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning

Psychology & Marketing

Creativity and Innovation Under Constraints: A Cross-Disciplinary Integrative Review

Journal of Management

Why Group Brainstorming Is a Waste of Time

Textbook: Mothersbaugh, D. L., Kleiser, S. B., Hein, W., & Oc, Y. (2023). Consumer Behaviour: International Edition (1st ed.). London: McGraw Hill Publications.  

Several other books and articles on creativity and innovation will be used as part of the module reading material. Examples include: 

BBM015 - Creative Marketing Communications and Advertising: Strategy and Practice

BBM015-PRD2-PER-ALV1

The module will be delivered through a blend of interactive lectures, creative workshops, and reflective sessions. Lectures will introduce key concepts in marketing communications, advertising strategy, and creative thinking. Workshops will provide hands-on experience in generating, developing, and presenting campaign ideas, while reflective sessions will allow you to evaluate the effectiveness of the tools and techniques you apply.
Learning will be supported through directed reading, short face-to-face lectures, and practical exercises that encourage the immediate application of communication frameworks and creative techniques. Class-based discussions will deepen your understanding by connecting theory with practice and drawing on real-world examples.
Skills in creative strategy and content development will be built through individual and group-based advertising projects. You will work on campaign briefs, produce creative content, and explore the strategic rationale behind your communication choices. The emphasis will be on experimentation, iteration, and constructive feedback.
You will complete structured platform-based learning through the Meta Social Media Marketing Profession Certificate (or equivalent) as part of the module.  This self-paced certification develops applied skills in social media advertising, audience targeting, campaign set up and performance measurement, which are then integrated into class activities and assessments across your term two modules.
You will be actively engaged as individuals and in teams to generate ideas using a variety of creative tools. You’ll research, critique, and present your concepts with a strong emphasis on professional application. Throughout the module, you’ll be encouraged to step outside your creative comfort zone, take risks, and refine your work through feedback and reflection.
In addition, you will be expected to undertake significant independent study to consolidate your learning, explore case studies, and prepare campaign proposals that reflect both strategic thinking and creative execution.

Contact hours are designed to be flexible and are delivered using a variety of methods to help you learn in the most effective way. A proportion of the core content may be delivered online and additional support materials and content will also be made available through Moodle.

Creative Marketing Communications and Advertising: Strategy and Practice

Apply key theories and frameworks in marketing communications, advertising, and creative strategy.

Knowledge

Explain the psychological and behavioural foundations of persuasion in advertising.

Evaluate the role of storytelling, appeals, and media planning in effective campaign design.

Apply academic insights to the development of integrated marketing communications.

Analyse how creative content and messaging influence consumer perceptions and brand outcomes.

Critically assess the effectiveness of advertising content across various platforms.

Develop advertising and marketing communications strategies aligned with brand objectives.

Skills

Develop and present advertising concepts aligned with strategic brand objectives.

Write clear and compelling creative briefs.

Reflect on the importance of creativity and originality in marketing practice.

Values and attitudes

Take an ethical, inclusive, and socially responsible approach to communication in marketing.

Collaborate effectively in creative teams and contribute constructively to group projects.

Use appropriate methods to test and evaluate advertising concepts and campaign ideas.

Demonstrate openness to diverse perspectives and creative input during idea development.

Show a willingness to experiment, iterate, and learn from feedback in creative work.