Module Code: H9IMCDA
Long Title Integrated Marketing Communications in Digital Age
Title Integrated Marketing Communications in Digital Age
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 5
Module Coordinator: Louise (F) Maguire
Module Author: Sarah Duignan
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Evaluate the issues, theories and processes involved in the creation of successful IMC campaigns across a wide variety of media.
LO2 Critically assess the theories, frameworks and academic models underpinning advertising thought and best practice and use this understanding to develop advertising ideas and IMC campaigns.
LO3 Critically appraise the variety of media formats available in the contemporary IMC landscape and demonstrate proficiency in media selection, planning and strategy.
LO4 Critically analyse the contemporary promotional mix and interrogate various traditional and digital options available to modern day marketing practitioners.
LO5 Appraise and critically debate current developments in best ethical practice as befits modern IMC campaigns and demonstrate cognisance of related codes and standards.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

Module Content & Assessment

Indicative Content
What is IMC?
• Marketing Communications • Integrated Marketing Communications • Theories of IMC • Introducing the Promotional Mix • Above the line, below the line and through the line approaches.
Advertising
• The changing nature of advertising • Contemporary agency structure and function • Advertising theory and essential frameworks • Emotional resonance in advertising and the use of emotional appeals • Executional frameworks
Media Strategy
• The IMC Media Landscape • Media Strategy, Planning and Selection • ATL and BTL Media Options and TTL approaches • Strategic social media and social ‘tactics’ • Case focus: Out of home advertising and media use .
The Promotional Mix
• Where advertising sits in the promotional mix • The evolution of the promotional mix and the current ‘state’ of the art • Public relations and marketing public relations • Sales promotions and digital promotions • Events and sponsorship marketing • Stunt Marketing and guerrilla campaigns
The Importance of Ethics in Marketing and Advertising
• IMC accountability • Defining ethics and its importance as a commercial and social function • Major and minor ethical arguments in IMC, marketing and advertising • Green marketing, sustainability and stereotyping in marketing
Assessment Breakdown%
Coursework50.00%
End of Module Assessment50.00%

Assessments

Full Time

Coursework
Assessment Type: Assessment 6 % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
The continuous assessment challenges learners with developing a fully integrated marketing plan for a real life ‘client’. Learners will be tasked with initially producing a theoretical overview which will underpin their subsequent strategic marketing selections. The assessment then requires learners to liaise with the ‘client’ and create a value proposition canvas and central communications idea upon which their IMC plan will be based. Finally, a fully integrated (through the line) IMC plan and pitch will be created and delivered according to the time schedule set by the lecturer.
End of Module Assessment
Assessment Type: Terminal Exam % of total: 50
Assessment Date: End-of-Semester Outcome addressed: 1,2,5
Non-Marked: No
Assessment Description:
Terminal Exam The terminal exam is designed to assess the learners capacity for, understanding of and ability to apply marketing literature and academic context. As the above CA is a ‘real world’ simulation, the exam ensures that theory is also understood and can be applied in professional settings. The paper requires students to answer 3 out of 5 questions which are all graded out of 100 marks.
No Workplace Assessment

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 30 Per Semester 2.50
Independent Learning Independent learning 95 Per Semester 7.92
Total Weekly Contact Hours 2.50
 

Module Resources

Recommended Book Resources
  • Juska M.J.,. (2021), ), Integrated Marketing Communication: Advertising and Promotion in a Digital World, 2nd Ed. Routledge.
Supplementary Book Resources
  • Smith, PR. And Zook Ze.,. (2019), Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies, 7th Ed. Kogan Page.
  • Osterwalder, A.. (2014), Value Proposition Design: How to Create Products and Services Customers Want, 1st Ed. Wiley.
  • Selected academic articles should be distributed by the Lecturer via Moodle or WARC on the NCI library portal (or relevant repository)..
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: