Engaging Audiences: Strategy and Story

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Modules

Courses / Modules / ARTD6904 Engaging Audiences: Strategy and Story

When you'll study it

Semester 1

CATS points

ECTS points

7.5

Level

Level 7

Module lead

Matthew Smith

Academic year

2026-27

Module overview

In this module, you will gain knowledge and understanding of how strategic communication is essential for driving audience engagement and successful brand positioning. You will explore contemporary and creative integrated marketing communication (IMC) strategies, supported by relevant theories, models, and frameworks. Through a blend of contemporary, traditional, and digital strategies and media, you will learn how to craft compelling brand stories and develop dynamic, engaging campaigns. The module focuses on how to integrate communication channels effectively to deliver consistent and impactful messaging. You will also explore trends and innovations in the field, including sustainable communication practices, and gain the skills to plan and execute both online and offline IMC strategies. By the end of the module, you’ll understand how to connect with audiences meaningfully and strategically, using storytelling as a powerful tool for brand growth and differentiation.

Learning and Teaching

Teaching and learning methods

Indicative teaching and learning methods include webinars, facilitated discussions and debates, guest speaker presentations and self-directed study, authentic and experiential learning collaborative opportunities, live or business-relevant ‘real world’ projects, practical activities, reflective practice activities, and case study analysis. These methods are designed to integrate theory and practice, to foster a spirit of enquiry, promote collaborative learning and meet a range of learner needs and styles. Key transferable skills are encouraged via the learning and teaching activities throughout the programme. Teaching methods include: - live webinars - videos and podcasts - case study analysis - authentic and experiential learning collaborative opportunities - reflective practice activities - guest lectures - interactive forums Learning methods, including independent learning during non-contact time, include: - reflection on written feedback - evaluation of feedback: this may take the form of reflective formative tasks - group and collaborative projects and tasks - independent research and investigation - online reference material research - peer group learning and peer assessment tasks - problem-solving activities - class discussion and debate

Study time
Type	Hours
Independent Study	90
Guided independent study	34
Online Course	26
Total study time	150

Assessment

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Group report	50%
Digital presentation	50%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Individual report	50%
Digital presentation	50%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Group report	50%
Digital presentation	50%

Repeat Information

Repeat type: Internal & External

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