Integrated Marketing Communication Design

Learning Outcomes

Knowledge and Understanding

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

• The advanced value of the integrated marketing communication (IMC) perspective in a variety of classical and digital communication channels.
• The scope and specificity of the marketing communications domain.
• The evaluation of the main strengths and weaknesses for different marketing communications strategies and tools with ethical considerations within the overall marketing strategy.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Analyse and present coherent recommendations of the kind that inform creative and effective marketing communications decisions.
• Evaluate and apply the complex principles of the marketing communication planning process.
• Review advanced integrated communication methods and formats for higher levels of engagement with the audience.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Present complex ideas in various formats in a creative and effective manner.
• Demonstrate critical, analytical, non-linear and creative thinking evaluating marketing communication contexts.

• The Marketing Communication domain and its present dynamic;
• What Integration means and how Digital and Classical Communication methods should converge harmoniously in campaigns;
• Present Approaches in Segmenting and Targeting Audiences;
• Brand Management and Identity;
• Media Channels – Classical and Digital;
• The IMC Strategic Planning for digital and classical communications;
• Advertising Typologies;
• Sales Promotion & Public Relations
• Ethical approaches in Marketing Communications
• Evaluating the IMC Effectiveness

Teaching and learning methods

This module asks for individual learning, guided by the lecturer, using diverse methods of teaching which include:

• Lectures exploring theoretical concepts and evaluating specific situations;
• Individual readings for several topics supported by technology enhanced learning methods;
• Case studies – to evaluate prior marketing communication techniques

Resources & Reading list

Textbooks

1.Belch, G.E. & Belch, M.A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. Boston, London.: McGraw-Hill Irwin.

Smith, P.R, Zook Z. (2011). Marketing Communications: Integrating offline and online with Social Media. Philadelphia: Kogan Page.

Moriarty, S., Mitchell, N. D., and Wells, W. D. (2014). Advertising & IMC: Principles and Practice. Pearson Education Limited.

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

5.Chaffey, D., and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, implementation and practice. Harlow: Pearson.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External