Why Choose Lincoln
Flexible, online delivery
Completed over 6 weeks
5 Master's-level credits
Developed by experts at Lincoln International Business School
Explore vital stakeholder engagement and integrated marketing communications
Course Overview
In today's highly competitive business environment, it is imperative that companies know who their stakeholders are and how to communicate with them effectively and efficiently. Key stakeholders can include shareholders, employees, customers, and suppliers.
In this online microcredential, we aim to develop students' understanding of these two interconnected concepts (stakeholder engagement and integrated marketing communications). We consider how an organisation identifies and prioritises different stakeholders' needs. We then explore how they develop communications strategies to predict and respond to stakeholders' changing demands, prioritising their needs, developing effective communication strategies, and mitigating risks arising from conflict.
Course Overview
In today's highly competitive business environment, it is imperative that companies know who their stakeholders are and how to communicate with them effectively and efficiently. Key stakeholders can include shareholders, employees, customers, and suppliers.
In this online microcredential, we aim to develop students' understanding of these two interconnected concepts (stakeholder engagement and integrated marketing communications). We consider how an organisation identifies and prioritises different stakeholders' needs. We then explore how they develop communications strategies to predict and respond to stakeholders' changing demands, prioritising their needs, developing effective communication strategies, and mitigating risks arising from conflict.
How You Study
Students will work in a virtual learning environment, engaging with independent study materials such as videos and reading content, and have opportunities to test their understanding.
Upon completion of the programme, students are expected to be able to understand and critically evaluate strategic marketing communications with stakeholders, particularly clients and consumers; analyse and evaluate the components of the marketing communications mix that communicate value to the customer; and critically appraise the role of marketing communications in producing consistent and strong messages, building brand equity, and creating greater sales impact.
The main topics covered in the course include:
- Understanding strategic marketing communications
- Identifying and prioritising stakeholders
- Assessing stakeholders' demands
- Evaluating the components of the marketing communications mix
- Communicating value to the customer
How You Study
Students will work in a virtual learning environment, engaging with independent study materials such as videos and reading content, and have opportunities to test their understanding.
Upon completion of the programme, students are expected to be able to understand and critically evaluate strategic marketing communications with stakeholders, particularly clients and consumers; analyse and evaluate the components of the marketing communications mix that communicate value to the customer; and critically appraise the role of marketing communications in producing consistent and strong messages, building brand equity, and creating greater sales impact.
The main topics covered in the course include:
- Understanding strategic marketing communications
- Identifying and prioritising stakeholders
- Assessing stakeholders' demands
- Evaluating the components of the marketing communications mix
- Communicating value to the customer
How you are assessed
The types of assessment used will range from written assignments, reports, and reflective journals, which provide an opportunity to demonstrate learning. Specific guidance will be provided by the teaching team. All assessments will be subject to specific referencing and citation requirements, and University regulations relating to assessment, submission, and resits.
Upon successful completion, students will receive a digital badge, certificate of completion, and five Master's credits.
How you are assessed
The types of assessment used will range from written assignments, reports, and reflective journals, which provide an opportunity to demonstrate learning. Specific guidance will be provided by the teaching team. All assessments will be subject to specific referencing and citation requirements, and University regulations relating to assessment, submission, and resits.
Upon successful completion, students will receive a digital badge, certificate of completion, and five Master's credits.
Explore Flexible Learning
From short courses and microcredentials, to professional development modules and fully online Master’s degrees, we offer a range of flexible programmes to suit your individual needs. Our suite of programmes uses a variety of delivery methods, including online-only, face-to-face, blended, and distance-learning approaches.
Combining Courses
Students who successfully complete three microcredential programmes from the same subject category may use this as Accreditation of Prior Learning against a module on our MBA Leadership programme. For more information, please contact us.
Bespoke Microcredentials for Businesses
If your organisation is interested in bespoke microcredentials for a group of employees, please contact our team at mc-admin@lincoln.ac.uk.