Award in Cross Media Marketing

The following module prepares students to understand and apply appropriate channels in an integrated marketing mix according to the needs of the organisation and product. Indeed, this module provides students with skills of marketing media monitoring / analysis including the creation of reports and common media metrics of the various channels in marketing. Moving beyond media monitoring, this module shows students media data can be used to provide insights into markets and consumers' perceptions. Students will have the opportunity to assess media data, and discern how to analyse and present the data and plan detailed, targeted marketing approaches based on these insights. Students will also be able to identify & critically assess the different media channels in use for marketing (both offline & online media) along with their respective strengths, weaknesses, limitations & current trends on both global and regional levels.