Marketing Communications and Branding for Transitional Change module (BU42008)

In this module, you will learn about marketing communications, and how it changes audience behaviours, attitudes and perceptions.

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Module code


Marketing communications and branding for transitional change involves strategically communicating messages and shaping the brand image and how marketing communications can be used to change consumer attitudes and behaviours, as well as how these persuasion processes can be undertaken in an ethical and responsible manner.

Through various communication channels and branding strategies, marketers aim to create a clear and consistent narrative that highlights the benefits and positive outcomes of the change. It involves crafting compelling messages, engaging with stakeholders, and aligning the brand identity with the new direction to ensure a successful transition and maintain a strong brand reputation throughout the process.


What you will learn

In this module, you will:

  • gain an understanding of current theories and practices of integrated marketing communications and their role in achieving brand objectives
  • explore the elements of the marketing communications mix
  • consider the various communications tools, media and messages
  • consider the ways to produce integrated promotional campaigns designed for their intended target audiences, with a focus on achieving behavioural and/or attitudinal change
  • develop an awareness and appreciation for contemporary issues in marketing communications, particularly those of ethics and responsibility

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

  • demonstrate a critical understanding of the major concepts, theories and techniques of analysis associated with marketing communications and branding
  • critically discuss ethical and unethical, responsible and irresponsible uses of marketing communications
  • apply marketing communications and branding theory, frameworks and tools to real-world contemporary situations, examples
  • design and critically evaluate an integrated marketing communications campaign to generate change in audience behaviours, attitudes and/or perceptions
  • communicate orally and in writing in a clear, concise, coherent and creative manner as appropriate to the target audience
  • work effectively in a small team on analysing and solving marketing communications problems

Assignments / assessment

This module is 100% coursework and involves individual and group work.

Individual Assignment (70%)

  • Podcast Episode
  • Due mid semester

Group Report (30%)

  • Strategic Campaign Development for Transitional Change
  • Due end of semester

This module does not have a final exam.

Teaching methods / timetable

You will learn by taking a hands-on approach.

This will involve 2x one hour lectures covering the core learning objectives and applying the new knowledge and insights through class discussion, group work, cases, etc.

Week Topics covered
1 Introduction to the Module & Principles of Marketing Communications
2 Marketing for Transitional Change
3 Marketing Communications for Branding: Branding and Brand Positioning
4 Key Topics in Marketing Ethics
5 The Communications Industry
6 Reading week
7 Theories of Transitional Change
8 IMC Planning: Messages and Creativity
9 Planning a Campaign for Transitional Change Part 1: Purpose, Situation Analysis, Target Audience, Objectives, Barriers and Competition
10 IMC tools: advertising, direct marketing, personnel selling, sales promotion, public relations, and corporate identity
11 Planning a Campaign for Transitional Change Part 2: Positioning, Strategy (4Ps), Evaluation and Metrics, Budgets and Funding, Implementation Plan


This module is available on following courses: