On successfully completing this module, students should be able to:

1. Undertake detailed contextual critical analysis for an organization of their choice using appropriate concepts, methods and tools - such as advertising, personal selling, sales promotion, public relations and direct marketing. Students will understand basic marketing theory (segmentation, targeting and positioning) along with communications theory.
2. Construct a strategic marketing communications plan that utilized basic theories and concepts such as: consumer buying behavior process, communications process, innovation-adoption theory, VALS segmentation strategy, SOSTAC framework, push/pull/profile strategies.
3. Critically analyze and develop a marketing communication strategy, with concepts for use in a global organization and show a plan how to set up a product life cycle management plan, marketing spend budget and pricing plan.
4. Measure the effectiveness of marketing communications strategy, with the utility of case studies for international and multinational organization such as google, oral b, Gillet and apple. Hennes & Mauritz AB (H&M) is a Swedish multinational clothing company headquartered in Stockholm. It is known for its fast-fashion clothing for men, women, teenagers, and children. As of November 2019, H&M operates in 74 countries with over 5,000 stores under the various company brans, with 126,000 full time equivalent positions. Founded by Erling Persson and run by his son Stefan Persson and Helena Helmersson, the company makes its online shopping available in 33 countries. You are required to research and critically analyze the marketing communications of H&M.

Marketing Communication Assignment Intro regarding marketing tools with regards to h&m

1)Marketing tools:

• Advertising
• Promotions
• Sponsorships (mention H&M's latest sponsorship is a campaign in the Middle East with Palestinian-Chilean star Elyanna, launched in November 2025) to celebrate the reopening of its flagship stores in Dubai Mall and Mall of the Emirates. This collaboration highlights the brand's focus on the region's culture and the fusion of music and fashion

For each: define and reference, (300 words each)

Eg. What is an advert.

• Provide 1 example from the internet (E.g from H&M)
• Who is the target
• What is the message
• Why did it work