Integrated Marketing Communications

Module description


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.

Additional Information:

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 pitch for 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
Module code:BEMM166
Module level:M
Academic year:2018/9
Module lecturers:
  • Dr Marwa Tourky - Convenor
Module credit:15
ECTS value:






Duration of module: Duration (weeks) - term 1:


Module aims

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, culture 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 pitch for a 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 ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours22Lectures
Contact hours4Fortnightly tutorials

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group mock presentation30 minutes1- 4, 6Written

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group presentation/pitch for advertising brief3030 minutes plus 10 minutes Q&A1- 4, 6Written
Individual Assignment70Taking the form of an essay or report of 3,000 words1-5, 7-8Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Group Presentation and Individual AssignmentIndividual Assignment (100%) 3000 words1-5, 7-8July/August

Syllabus plan

  • Introduction to Integrated Marketing Communications (IMC)
  • Branding and IMC
  • STP, Objectives and Budgeting
  • Advertising
  • Advertising and Product Placement
  • Sales Promotion, PR, WOM
  • E-Coms
  • Ethics of Marketing Communications (MarComs)
  • International MarComs
  • Measuring Effectiveness of MarComs 

Indicative learning resources - Basic reading

Shimp, T. A., & Andrews, J.C. (2013). Advertising, promotion and other aspects of integrated marketing communications (9th ed.). South Western: Cengage Learning. 

Suggested Readings:

Hackley, Chris (2013). Advertising and Promotion: An Integrated Marketing Communications Approach (2nd ed.). Sage Publications.

Fill, Chris (2013). Marketing Communications:  Brands, Experiences and Participation (6th ed.)  FT Prentice Hall.


Module has an active ELE page?


Origin date


Last revision date