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University of Exeter Business School

Integrated Marketing Communications

Module titleIntegrated Marketing Communications
Module codeBEMM166
Academic year2023/4
Module staff

Dr Jingqi Qiu (Convenor)

Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


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 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.

Module aims - intentions of the module

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

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 5. engage critically and analytically with marketing communications-related literature.

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 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.

Syllabus plan

  • Introduction to Integrated Marketing Communications (IMC)
  • Branding and IMC
  • STP, Objectives and Budgeting
  • Advertising
  • Endorsement
  • Sales Promotion, PR, WOM
  • Sponsorship
  • Ethics of Marketing Communications (MarComs)
  • International MarComs
  • Measuring Effectiveness of MarComs 

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
Scheduled Learning and Teaching Activity22Lectures
Scheduled Learning and Teaching Activity4Fortnightly tutorials
Guided Independent Study124Reading, preparation for classes and assessments

Formative assessment

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

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/designing a communication campaign3015 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 (30%)Individual Report (30%)1-4,6Referral/deferral period
Individual Assignment (70%)Individual Assignment (70%) (3000 words)1-5, 7-8Referral/deferral period

Re-assessment notes

If you pass the module overall you will not be referred in either component – even if you have not passed one of the components.

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. 

Suggested Readings:

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


Key words search

Integrated Marketing Communications

Credit value15
Module ECTS


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NQF level (module)


Available as distance learning?


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