UNIVERSITY OF BIRMINGHAM 
Module Title: Introduction to Marketing and Communications 
Module Code: 07 31704 
Comprehensive Revision Guide and Course Notes 2025 
 
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(Module Code) 07 31703, 07 32179, 07 33172, 07 33831, and 08 29189

University of Birmingham - Introduction to Marketing and Communications

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ACADEMIC YEAR 2025 - 2026

University	University of Birmingham
Study Level	Undergraduate
Module Title	Introduction to Marketing and Communications
Credits	20
Notes Title	Comprehensive Revision Guide and Course Notes
Page Length	129

This set of notes for the Introduction to Marketing and Communications module at the University of Birmingham gives you clear explanations, illustrations, and worked examples across all topics. The content is logically structured, highlighting key theories and methods and pairing them with practical examples to reinforce learning. Updated to match current learning objectives, it helps you grasp ideas quickly, revise with purpose, and apply concepts in coursework.

This module will introduce students to the fundamental marketing and communication concepts by providing students with the relevant marketing theories, concepts and frameworks to analyse the competitive and dynamic external and internal environments for a range of different types of organisations. Students will explore brand and corporate communications strategies that are required for a range of targeted audiences. Students will be asked to consider the ethical and sustainability implications of an organisations marketing and communication decisions and actions.

By the end of the module students should be able to:

Apply marketing and communication analytical frameworks, tools, techniques and skills to analyse a broad range of contexts and scenarios.
Using relevant communication theories and concepts and digital skills to develop content for a range of stakeholders.
Critique marketing theory and practice through understanding and application of differing ethical and sustainable viewpoints.
Demonstrate a range of group working skills through the production of a digital artifact.

MODULE CODE	MODULE NAME
07 31703	Economics for Business A
07 31704	Introduction to Marketing and Communications
07 32179	Financial Accounting and Accountability
07 32180	Numeracy, Statistical Analysis and Financial Literacy A
07 32094	Economics for Business B
07 33105	Advanced Econometrics: Theory and Applications
07 33106	Advanced Financial Markets and Institutions
07 33172	Corporate Finance
07 33175	Financial Reporting
07 33177	Management Accounting
07 33178	Security Analysis and Valuation
07 33188	Financial Markets and Institutions
07 33191	Mathematical Methods for Statistics and Econometrics
07 33831	Advanced Financial Accounting Practice and Theory
08 28536	Microeconomics
08 29189	Macroeconomics
08 29194	Principles of Economics
08 32427	Numeracy, Statistical Analysis and Financial Literacy B
08 35218	Econometrics

University of Birmingham - Introduction to Marketing and Communications

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