Module Code: |
H7IMC |
Long Title
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Integrated Marketing Communications
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Title
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Integrated Marketing Communications
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Module Level: |
LEVEL 7 |
EQF Level: |
6 |
EHEA Level: |
First Cycle |
Module Coordinator: |
MICHAEL BANE |
Module Author: |
David Hurley |
Departments: |
School of Business
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Specifications of the qualifications and experience required of staff |
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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 current state of online and offline marketing communications, as well as future challenges for thinking and practice. |
LO2 |
Assess the theories, frameworks and models that inform current understanding of how marketing communications works and use this understanding to inform the selection and evaluation of the marketing communications and media mix in contemporary marketing environments. |
LO3 |
Source relevant academic literature and industry research, interpret and apply this knowledge in light of contemporary promotional issues and challenges. |
LO4 |
Interrogate, appraise and devise promotional briefs and marketing communications campaigns which will include contemporary case studies and/or live industry projects. |
LO5 |
Assess the contemporary marketing communications challenges real firms and develop appropriate promotional campaigns, strategies and/or initiatives (including creative strategies and media planning), which will be presented to groups of academic and/or to relevant industry peers. |
LO6 |
Draw regulatory issues and industry standards together and extract policy implications. |
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).
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69727 |
H7IMC |
Integrated Marketing Communications |
Co-requisite Modules
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No Co-requisite modules listed |
Module Content & Assessment
Indicative Content |
IMC and Branding
Introduction to contemporary marketing communications
Branding
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Consumers and Relationship Management
Customer Behaviour
Customer Relationship Management (CRM)
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Changing Environments and Approaches
The Marcoms Environment
International Marketing
New Marketing Communications Models
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Marcoms Planning and Strategy
Marcoms Planning and Strategy Marcoms Research
Marcoms Agencies
Marcoms Plans
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Marcoms Tools and Channels
Marcoms Tools and Channels Social Selling, Automation and Tech
Advertising
PR
Sponsorship
Content Marketing and Promotions
Direct Mail, Email and Chatbots
Exhibitions and Experience
Merchandizing and POS
Packaging
Owned Media
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Assessment Breakdown | % |
Coursework | 100.00% |
AssessmentsFull Time
Coursework |
Assessment Type: |
Formative Assessment |
% of total: |
Non-Marked |
Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4,5,6 |
Non-Marked: |
Yes |
Assessment Description: Formative assessment will be provided to students using online and/or offline quizzes as well as short answer questions. In addition, in class problems and discussions will provide an opportunity for formative learning and student feedback to be provided. Provision of individual or group feedback will be provided outside of lecture time at dedicated tutorial sessions. |
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Assessment Type: |
Project |
% of total: |
40 |
Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4,5,6 |
Non-Marked: |
No |
Assessment Description: The project will involve the distribution of an integrated marketing communications plan which will necessitate students to self-select working groups which will seek to reflect the working environment within a commercial marketing communications agency. Students will be expected to assess the brief, undertake appropriate market research and develop appropriate creative and media strategies (supported by detailed rationales) together with hypothetical approaches for campaign evaluation and budgeting. Groups will submit a detailed report outlining same. Key milestone dates will be set at the class and tutorials. |
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Assessment Type: |
Continuous Assessment (0200) |
% of total: |
60 |
Assessment Date: |
n/a |
Outcome addressed: |
1,2,3,4,5,6 |
Non-Marked: |
No |
Assessment Description: The module will entail a case study which will require the student to look at contemporary theory and practice with regards to Integrated Marketing Communications in a real-life context. |
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No End of Module Assessment |
Reassessment Requirement |
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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Reassessment Description The repeat assessment strategy for this module is broken into the above component parts. A learner who fails the assignment or cannot participate in the assignment will be given an opportunity to resubmit the above three components. However, in the case of a first sitting fail, this repeat assessment will be treated as a second sitting.
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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 |
36 |
Per Semester |
3.00 |
Tutorial |
Mentoring and small-group tutoring |
12 |
Per Semester |
1.00 |
Independent Learning |
Independent learning |
202 |
Per Semester |
16.83 |
Total Weekly Contact Hours |
4.00 |
Module Resources
Recommended Book Resources |
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Pr Smith,Ze Zook. (2019), Marketing Communications: Integrating Offline and Online, Customer Engagement and Digital Technologies, 7th Ed. Kogan Page, p.600, [ISBN: 9780749498641].
| Supplementary Book Resources |
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Chaffey, D. and Ellis-Chadwick, F.. (2022), Digital marketing: strategy, implementation and practice, 8th Ed. Pearson Publishing.
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Juska, J.M.. (2021), Integrated Marketing Communication Advertising and Promotion in a Digital World, 2nd Ed. Pearson Publishing.
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Percy, L.. (2018), Strategic Integrated Marketing Communications, 3rd Ed. Routledge.
| This module does not have any article/paper resources |
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Other Resources |
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[Other], Journal articles, case studies and video
URLS (e.g. TED talks) will also be made
available on Moodle.
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