Integrated Marketing Communications
Consumers find themselves increasingly surrounded by media and marketing-related messages and the impact of technology, and digital communication are transforming the way consumers interact with each other and organisations. Consumers are active and engaged, often generating their own content and co-creating communications with producers and other consumers. This raises both opportunities and challenges for organisations. This module will give students an in-depth understanding of the marketing communication mix both from a theoretical and practical perspective, exploring how different forms of communication work together, acknowledging the development of the new mediums by which organisations may communicate with stakeholder and influencer groups and how such communications affect business and society.
Marketing communications has a global perspective and there are implications in creating, developing, and implementing a marketing communications programme on a global scale or in different countries. This module draws extensively on international communication examples and encourages students to examine marketing communications in tutorials.
In gaining an understanding of creating a communications campaign, students are equipped with knowledge that would help them work either with clients or agencies.
The ethics of marketing communications and their relationships with over-consumption are considered in this module.
Full module specification
|Module title:||Integrated Marketing Communications|
|Duration of module:||
Duration (weeks) - term 1: |
The aims of this module are to introduce the theories, principles and practices of marketing communications. Specific aims are:
- To engage a critical awareness of the breadth and scope of marketing communications
- To undertake an examination of the behavioural foundations underpinning marketing communication and promotion management
- To understand the processes of planning, developing and evaluating marketing communications campaigns
- To have a critical awareness of the ethical issues associated with communications, and the interrelationships with media and society
- To be able to apply theoretical knowledge to the reality of developing a campaign and fulfilling a creative brief
ILO: Module-specific skills
- 1. demonstrate a systematic and comprehensive understanding, interpretation and application of the theory and practice of marketing communications;
- 2. show critical understanding of the consumer-based models relating to the development of effective promotional activities in different scenarios;
- 3. appraise marketing communications mediums and creative executions;
- 4. engage critically with contemporary issues and debates in marketing communications such as ethics, and broader issues of marketing and society.
ILO: Discipline-specific skills
- 5. engage critically and analytically with marketing communications-related literature.
ILO: Personal and key skills
- 6. work effectively in groups to design a clear and persuasive marketing communications campaign;
- 7. use personal reflection to analyse the key concepts and debates around communications;
- 8. expressing personal ideas and analytical ability in relation to case-based material.
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Scheduled Learning and Teaching Activity||22||Lectures|
|Scheduled Learning and Teaching Activity||4||Fortnightly tutorials|
|Guided Independent Study||124||Reading, preparation for classes and assessments|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Group mock presentation||30 minutes||1- 4, 6||Verbal|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Group presentation/designing a communication campaign||30||15 minutes plus 10 minutes Q&A||1- 4, 6||Written|
|Individual Assignment||70||Taking the form of an essay or report of 3,000 words||1-5, 7-8||Written|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Group Presentation (70%) and Individual Assignment (30%)||Individual Assignment (100%) 3,000 words||1-5, 7-8||July/August Assessment Period|
- Introduction to Integrated Marketing Communications (IMC)
- Branding and IMC
- STP, Objectives and Budgeting
- Sales Promotion, PR, WOM
- Ethics of Marketing Communications (MarComs)
- International MarComs
- Measuring Effectiveness of MarComs
Indicative learning resources - Basic reading
Andrews, J.C. & Shimp, T. A. (2018). Advertising, promotion and other aspects of integrated marketing communications (10th ed.). South Western: Cengage Learning.
Fill, C. (2019). Marketing communications: brands, experiences and participation (6th ed.). Harlow: Pearson
Fill, C. (2016). Marketing communications: discoveries, creation and conversations (7th ed.). Harlow: Pearson. Available as an E-Resource
Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content, 5th ed. London: Prentice Hall
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Last revision date