1.1 Explain the theory and concepts of marketing c

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1.1 Explain the theory and concepts of marketing communications

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ATHE Level 6 Extended Diploma in Management

Marketing Communications

Unit aims

This unit enables learners to understand the principles, practice and components of integrated marketing communications and how they are used to optimize marketing messages, including the use of digital media. Learners will be able to develop an integrated marketing communications plan.

Learning Outcomes

1. Understand the principles of marketing communications

1.1 Explain the theory and concepts of marketing communications

1.2 Analyse the requirements of a marketing communications strategy

2. Understand integrated marketing communications (IMC)

2.1 Analyse the advantages of integrated marketing communications

2.2 Assess the role and characteristics of paid advertising

2.3 Analyse the role and place of public relations in marketing

2.4 Assess the role and requirements of direct marketing

3. Understand the use of digital media for marketing purposes

3.1 Analyse the way in which developments in digital technology affect marketing and communications

3.2 Appraise the scope, benefits and drawbacks of digital media for marketing purposes

3.3 Analyse the factors to be taken into account in planning a digital marketing campaign

4. Be able to develop an integrated marketing communications plan

4.1 Develop a communications plan that directly relates to the marketing strategies of a given organisation.

4.2 Ensure the plan coordinates the use of promotional tools

4.3 Establish procedures to monitor progress with achievement of the plan (identifying deviations from the plan)