The University of Southampton
Courses

MANG6335 Integrated Marketing Communications

Module Overview

During the course of the module, students will explore and understand the scope of marketing communications. More specifically, the module will introduce key terms, definitions, concepts, current theories and practices used in Integrated Marketing Communications. I will explain the communication process. And, we will explore the use of main promotional tools of advertising, public relations, sales promotion, direct marketing, event marketing, and online marketing.

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
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
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

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
Independent Study63
Teaching12
Total study time75

Resources & Reading list

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

Journal of The Academy of Marketing Science. Journal

Psychology and Marketing. Journal

Journals of Consumer Research. Journal

Journal of Marketing Communications. Journal

International Journal of Market Research. Journal

Journal of Retailing. Journal

European Journal of Marketing. Journal

Journal of Advertising Research. Journal

Harvard Business Review. Journal

Journal of Advertising. Journal

Journal of Marketing Research. Journal

Journal of Marketing Management. Journal

International Journal of Advertising. Journal

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

Journal of International Marketing. Journal

Copley, Paul (2014). Marketing Communications Management. 

Journal of Marketing. Journal

Assessment

Formative

Class discussions

Summative

MethodPercentage contribution
Individual assignment  (3000 words) 100%

Repeat

MethodPercentage contribution
Individual assignment  (3000 words) 100%

Referral

MethodPercentage contribution
Individual assignment  (3000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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