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Integrated Marketing Communications

Module description

Summary:

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 you 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:

Internationalisation
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 you to examine marketing communications in tutorials.

Employability
In gaining an understanding of creating a communications campaign, you are equipped with knowledge that would help you work either with clients or agencies.

Sustainability
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

Indicative content includes:

• Background & Terminology
• Marketing Communication Objectives
• Traditional Marketing Communication Mix
• Branding & Influencer Marketing
• New Marketing Communication Mix
• Marketing Tools & Asynchronous and Synchronous Communication
• Interactive Marketing & Experiential Marketing
• Persuasion
• Omni-Channel Marketing
• Budget & Measures

Learning activities and teaching methods (given in hours of study time)

Details of learning activities and teaching methods

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

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

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. 

Key words search

Integrated Marketing Communications