Integrated Marketing Communication Design

Module overview

During the course of the module, you explore the scope of marketing communications within the dynamic contextualized communication coexistence of digital and classical channels. More specifically, the module introduces key terms and concepts, current theories and practices with focus on the integration between digital and classical communication methods. Students are invited to explore the main factors that influence the success of marketing communications campaigns, the main Marketing Communications theoretical framework, followed by a series of discussions and case studies. Furthermore, students will be gradually guided to explore specific communication campaigns, and to create recommendations with focus on the planned and integrated perspectives within various marketing communication environments.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

The evaluation of the main strengths and weaknesses for different marketing communications strategies and tools with ethical considerations within the overall marketing strategy.
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.

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.
Review advanced integrated communication methods and formats for higher levels of engagement with the audience.
Evaluate and apply the complex principles of the marketing communication planning process.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

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

Learning and Teaching

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

Study time
Type	Hours
Independent Study	126
Teaching	24
Total study time	150

Resources & Reading list

Textbooks

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

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.

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

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

Assessment

Formative

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

Class discussions

Assessment Type: Formative
Feedback: In class discussions on results, Q&A sessions
Final Assessment: No
Group Work: No

Summative

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

Breakdown
Method	Percentage contribution
Portfolio	100%

Referral

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

Breakdown
Method	Percentage contribution
Portfolio	100%

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.

Breakdown
Method	Percentage contribution
Portfolio	100%

Repeat Information

Repeat type: Internal & External