Module Code: H7IMC
Long Title Integrated Marketing Communications
Title Integrated Marketing Communications
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 10
Module Coordinator: MICHAEL BANE
Module Author: David Hurley
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 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.
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).

69727 H7IMC Integrated Marketing Communications
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  

Module Content & Assessment

Indicative Content
IMC and Branding
Introduction to contemporary marketing communications Branding
Consumers and Relationship Management
Customer Behaviour Customer Relationship Management (CRM)
Changing Environments and Approaches
The Marcoms Environment International Marketing New Marketing Communications Models
Marcoms Planning and Strategy
Marcoms Planning and Strategy Marcoms Research Marcoms Agencies Marcoms Plans
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
Assessment Breakdown%


Full Time

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.
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.
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.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
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.

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
  • 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
  • Chaffey, D. and Ellis-Chadwick, F.. (2022), Digital marketing: strategy, implementation and practice, 8th Ed. Pearson Publishing.
  • Juska, J.M.. (2021), Integrated Marketing Communication Advertising and Promotion in a Digital World, 2nd Ed. Pearson Publishing.
  • Percy, L.. (2018), Strategic Integrated Marketing Communications, 3rd Ed. Routledge.
This module does not have any article/paper resources
Other Resources
  • [Other], Journal articles, case studies and video URLS (e.g. TED talks) will also be made available on Moodle.
Discussion Note: