Module Details

Module Code: COMM H2307
Module Title: Integrated Marketing Communications
Title: Integrated Marketing Communications
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Charlene McDonough
Domains:  
Module Description: This module will provide students with knowledge and application of theories, models and tools to assist them in creating and evaluating successful integrated marketing communications campaigns.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Develop an appreciation of the evolution and role which IMC plays in marketing practice and it's evolving landscape, assessing future challenges for thinking and practice.
LO2 Assess the theories, frameworks and models informing the various online and offline marketing communication tools for both B2C and B2B marketing contexts considering the customer journey
LO3 Demonstrate decision making and analytical skills as part of a cross functional team to make a significant contribution of strategic options in creating a fully integrated, ethical IMC campaign.
LO4 Appraise and devise promotional briefs, creative strategies, customer personas and marketing communications campaigns which will include contemporary case studies and media planning.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Introduction to IMC
Introduction to Integrated Marketing Communications (IMC) theory and practice and communicating brand values. Engagement and adding value to business through IMC.
IMC Strategy, Planning and Execution
An evaluation of IMC communication strategy, planning, budgeting, measuring and controlling campaign performance. Developing customer personas and evaluating customer journeys. Planning for brand equity and product positioning, creating and maintaining brand loyalty.
IMC Tools
Evaluation of all IMC tools, theories, models and mix with practical application - Advertising - Public Relations - Sales Promotions - Direct Marketing - Sponsorship - Personal Selling - Online
Digital Marketing Communications
Changing nature of communications in the digital world, building online relationships, Online customer journey considerations, Content Marketing, Digital Platforms, Social Media Marketing, Digital Narrative and Storytelling Emerging media, online communities, building brands online.
Media
Developing a media plan, media planning and scheduling
Marketing Communications ethics
Ethical marketing practice, concerns and legal standards in marketing communications, impact of regulations on communications, more ethical consumer
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination50.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 50
Timing Sem 1 End Learning Outcomes 2,3,4
Non-marked No
Assessment Description
Group project, learners will be asked to devise a comprehensive integrated marketing communications plan and reflective journal
No Project
No Practical
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,2,3,4
Non-marked No
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lecture Every Week 3.00 3
Independent Learning Non Contact Independent Learning Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based lecture Every Week 1.50 1.5
Independent Learning Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Chris Fill,Dr. Sarah Turnbull. (2019), Marketing Communications: Touchpoints, sharing and disruption, 8th. Pearson, p.816, [ISBN: 1292234970].
  • Dave Chaffey,Fiona Ellis-Chadwick. (2019), Digital Marketing: Strategy, Implementation and Practice, 7th. Pearson Higher Education, p.576, [ISBN: 1292241578].
  • Belch, G.E. & Belch, M.A.. (2011), Advertising and Promotion: An Integrated Marketing Communications Perspective, 9. McGraw Hill London, [ISBN: 978-007340486].
Supplementary Book Resources
  • Medcalf Patricia. (2004), Marketing Communications an Irish Perspective, Gill & Macmillan.
  • Burnett, J, Moriarty, S. (1998), Introduction to Marketing Communications – An Integrated Approach, Prentice hall.
This module does not have any article/paper resources
Other Resources
Discussion Note: