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Executive Education

Marketing Communications: An Introduction

About this course

Course code:
Professional/Short Course
Bristol Business School
Two days
Course director:
Dr. Janet Carruthers

Page last updated 8 August 2018


At Bristol Business School, our portfolio of open programmes offers you and your business a flexible learning solution.  We have a range of programmes covering a wide range of topics, including Finance, Strategy, Marketing, Leadership, Coaching and Mentoring, Innovation, and Design Thinking, among many others.  Our programmes are delivered by experienced practitioners and academics, who combine cutting-edge thinking with a practical, real-world focus, ensuring our programmes meet professional and industry needs. This course is designed to provide you with an understanding and practical application of the role of marketing communication in today's business environment.

Programme Induction

The programme will cover the major components of brand equity enhancement and management.

Concepts covered include:

  • Management of the promotional mix
  • Analysis and application of advertising
  • Sales promotion methods
  • How to measure the effectiveness of your marketing communications

By the end of this programme you should have a good working knowledge of the range of communications tools and options available for marketers.

Who is it for?

Anyone with an interest in marketing and communications.



The programme will:

  • Explain how effective marketing communications and brand management influences brand image and enhances brand equity.
  • Analyse the communication process and understand the objectives that marketing communications efforts attempt to accomplish.
  • Review the fundamentals of buyer behaviour and how these are integrated into the planning and execution of marketing communications.
  • Appreciate the impact of consumer diversity and the importance of targeting marketing communications to specific consumer groups.
  • Describe the different components of the communications mix and understand how the mix interacts.
  • Develop an Integrated Communications Plan.
  • Measure the effectiveness of a communications programme.
  • Explain perspectives concerning the social, ethical and economic aspects of marketing communications.
  • Cover the role of regulation in governing communications practice.


There are no formal entry requirements for this open programme.

Prices and dates

Supplementary fee information

Please see the table below for current fees and discounts available. All prices are VAT exempt.

Discounts can not be used in conjunction with each other. The greatest discount available will be applied at your booking confirmation.

CohortFull FeeEarly Bird DiscountAlumni/UWE Staff Discount
November 2018£500£450£425
Payment deadline 24 September 20185 November 2018

Please note that discounts cannot be used in conjunction with each other. The greatest discount available will be applied at your booking confirmation.

(Fees include car parking, lunch and refreshments)

Programme dates



November 2018

Session 1

Session 2


Tuesday 20 November 2018

Wednesday 21 November 2018


10.00 - 16.30

10.00 - 16.30


UWE Bristol, Frenchay Campus, Coldharbour Lane, Bristol BS16 1QY

How to find UWE Bristol

How to apply

How to apply

To make a full or provisional booking for this programme, please complete the relevant online booking form below.

November 2018Book NowEnquire Now


For further information

  • Email: Please contact us through the online enquiry form
  • Telephone: +44 (0)117 32 87408

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