Integrated Marketing Communications Management

In today's world, integration of communications is marketing's 'holy grail'. In this module you'll develop an appreciation of the theoretical and practical issues in the area of marketing communications. You'll also gain an in-depth knowledge of the discipline, techniques and approaches for analysing, planning and implementing the marketing communications process.

What does the module cover?

You’ll come to appreciate the fundamentals of marketing of communications process and its application to practice.  Learn to evaluate the critical barriers to effective communication and potentially overcome them by applying a variety of marketing communications models and perspectives.  Develop a critical awareness of the nature of communications within the context of strategic marketing, the issues associated with the effective implementation of an integrated marketing communications programme, and the role of evaluation and control with an integrated communications strategy.

More Information

Module Code:

SM3021

Key topics

• The nature and structure of marketing communications process and the factors that influence its reception and interpretation
• Marketing communications planning: issues, organisation and implementation
• Environmental considerations and constraints
• Target audience behaviour and decision making patterns
• Message strategy formulation
• Media planning & buying; the growth of media and implications of new media footprints
• Evaluation and assessment of marketing communications programmes
• Global issues in integrated marketing communications strategies

Pre-requisites

SM2019

Number of credits & study time

20 credits / 200 hours

Assessment

In addition to completing a number of formative assessments as part of your coursework, you’ll also need to complete a summative assessment which has two parts – a coursework project, plus a 2-hour closed-book final exam, each worth 50% of your final grade. 

The project that you’ll carry out is aimed at stimulating the key inter-relationships in client-agency partnerships.  Based on your own choice of new product/service, you’ll need to prepare a “pitch” (this should include market analysis, industry analysis, creative strategy, media plan, budgets and recommended methods of evaluation).