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The University of Southampton

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. We will explore the communication process and how to use main promotional tools of advertising, public relations, sales promotion, direct marketing, event marketing, and online marketing.

Aims and Objectives

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.


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

Independent Study63
Total study time75

Resources & Reading list

Journal of Retailing. Journal

Journals of Consumer Research. Journal

Journal of Marketing. Journal

Psychology and Marketing. Journal

Journal of Advertising Research. Journal

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

Journal of Marketing Management. Journal

Journal of Marketing Communications. Journal

Journal of Advertising. Journal

Journal of Marketing Research. Journal

European Journal of Marketing. Journal

International Journal of Market Research. Journal

Clow, Kenneth E., and Baack, Donald (2017). Integrated Advertising, Promotion, and Marketing Communication. 

Journal of The Academy of Marketing Science. Journal

Journal of International Marketing. Journal

International Journal of Advertising. Journal

Harvard Business Review. Journal



Class discussions


MethodPercentage contribution
Portfolio  (4000 words) 100%


MethodPercentage contribution
Assignment  (3000 words) 100%


MethodPercentage contribution
Assignment  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


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:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading 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

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