The University of Southampton
Courses

MANG6335 Integrated Marketing Communications

Module Overview

This module aims to enable students to explore and understand the scope of marketing communications. Specifically, this module is to allow students to develop greater knowledge and understanding of the process, theory, social impact and ethics of Marketing Communications; to be aware of the role of elements of marketing communications; to be familiar with the key concepts associated with marketing communication grounded in its critical and theoretic aspects. Students will also learn about the major issues facing marketers in the rapidly growing area of online marketing communications.

Aims and Objectives

Module Aims

This module aims to allow students to develop greater knowledge and understanding of the process, theory, social impact and ethics of Marketing Communications; to be aware of the role of elements of marketing communications; to be familiar with the key concepts associated with marketing communication grounded in its critical and theoretic aspects. Students will also learn about the major issues facing marketers in the rapidly growing area of online marketing communications.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The scope of marketing communications and tools available to marketers
  • The structure of the communications industry and the complexities involved in media management
  • Planning and managing the strengths and weaknesses of different marketing communications strategies and tools with ethical considerations
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Evaluate the applicability of academic/abstract models/theories/frameworks to contextualised marketing communications issues on contemporary media and communication strategies
  • Develop application of literacy, ability to deliver ideas, concepts and related with clarity, focus and cogency via written work and oral means
  • Establish skills in Interpersonal skills such as, self-management, readiness to accept responsibility, flexibility, resilience, self-starting, appropriate assertiveness, time management, readiness to improve own performance based on feedback/reflective learning
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Critically analyse and evaluate marketing communications related issues
  • Demonstrate criticality and creativity in thinking, analysis and problem-solving
  • Plan and execute marketing communications activities for an organisation
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Analyse and respond appropriately to key issues in marketing communications within a given context
  • Determine and evaluate marketing information required to plan and manage integrated marketing communications campaigns
  • Analyse and evaluate data and present coherent recommendations that inform creative and effective marketing communications decisions

Syllabus

The topics covered will include: • Introduction to marketing communications • The marketing communications industry • The tools of marketing communications • Managing the marketing communications mix • Developing communications across multimedia platforms through media planning • Measuring communications effectiveness • Ethics of marketing communications

Learning and Teaching

Teaching and learning methods

Teaching methods include • Lectures exploring the problems and concepts • Discussion incorporated with case studies • Guided independent study Learning activities include • Case study / problem solving activities • Private study

TypeHours
Teaching12
Independent Study63
Total study time75

Resources & Reading list

Journal of International Marketing. Journal

Journal of Advertising. Journal

Hackley, Chris (2010). Advertising & Promotion: An Integrated Marketing Communications Approach. 

Journal of Marketing Communications. Journal

Journal of Retailing. Journal

Copley, Paul (2014). Marketing Communications Management. 

Journals of Consumer Research. Journal

International Journal of Market Research. Journal

Psychology and Marketing. Journal

Harvard Business Review. Journal

Journal of Marketing. Journal

Journal of Marketing Research. Journal

Journal of The Academy of Marketing Science. Journal

Fill, Chris (2009). Marketing Communications: Interactivity, Communities and Content. 

Journal of Marketing Management. Journal

European Journal of Marketing. Journal

International Journal of Advertising. Journal

Journal of Advertising Research. Journal

Assessment

Formative

Class discussions

Summative

MethodPercentage contribution
Individual report  (3000 words) 100%

Repeat

MethodPercentage contribution
Individual assignment  (3000 words) 100%

Referral

MethodPercentage contribution
Individual assignment  (3000 words) 100%
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