Communication and Marketing Strategy module (BS52010)

​​Effective communication in health and science is both a craft and a strategy. This module develops your ability to design, evaluate and execute communication and marketing approaches that genuinely reach and engage your intended audiences.  You will explore the psychological and behavioural science behind how people receive and respond to information, how to profile audiences in healthcare communication contexts, and how to plan campaigns and build client relationships with ethical integrity. Drawing on real-world practice and theory, you will develop the reflective, analytical and creative skills that employers in science and health communication organisations look for.   

​What you will learn 

​In this module, you will: 

• ​Explore the psychology of communication and behaviour change in health and science contexts 
• ​Develop skills in audience profiling, uncovering audience needs and planning communication and engagement strategies 
• ​Examine ethical persuasion and the principles of effective, responsible communication 

​By the end of this module, you will be able to: 

• ​Demonstrate comprehensive knowledge of theories of science communication, narrative approaches and audience segmentation 
• ​Communicate effectively through a variety of media to specialist and non-specialist audiences on topics relating to science and healthcare 
• ​Think analytically, critically, creatively and laterally to solve communication challenges 
• ​Apply evaluation skills to reflect on your own and others' communication work​

Assignments / assessments

​​Plan to address audience needs activity (50%) 

• ​Formative practice provided beforehand 

​Exam (50%)​

Teaching methods / timetable

• ​​Lectures 
• ​Workshops 
• ​Tutorials 

​A blended learning approach is used. Teaching is delivered at City Campus, with contributions from external staff from AMICULUM.​