School of Communication Arts 2.0

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Unit Purpose and Aims

The purpose of this unit is;

To enable the student to understand and create marketing and PR campaigns and to be confident in measuring their success. The unit will focus on how creative businesses market and represent themselves.

Learning Outcomes

Learners will;

1.  Understand how to draft a marketing plan

Learners can;

1.1. Describe the elements of a marketing plan for a creative business

1.2 Explain what a typical small creative business marketing team looks like

1.3 Describe the opportunities for self generated marketing

2  Understand how to develop a communications plan

2.1. Describe the elements of a PR campaign.

2.2 Explain the opportunities for self generated PR

3 Understand how to measure success and results

3.1 Differentiate between the opportunities for zero cost acquisition and paid media driven success

3.2 Critically compare and contrast different measurement tools.

3.3 Describe the  key indicators of success

Learning Tools, Resources & Links

Things that will help the learner develop understanding of this unit;