Module Title:   Integrated Marketing Communications

Module Credit:   10

Module Code:   MAN0707M

Academic Year:   2015/6

Teaching Period:   Semester 2

Module Occurrence:   A

Module Level:   FHEQ Level 5

Module Type:   Standard module

Provider:   Management

Related Department/Subject Area:   School of Management

Principal Co-ordinator:   Dr Raisa Yakimova

Additional Tutor(s):   -

Prerequisite(s):   MAN0713M

Corequisite(s):   None

To understand the role and tools of integrated marketing communications within marketing strategy.
To understand the characteristics and issues affecting the selection and application of the various promotional tools and their associated media.
To provide students with practical application experience of the use of promotional tools within an integrated marketing communications campaign.

Learning Teaching & Assessment Strategy:
Lectures and assigned readings are used to disseminate materials exploring theory, concepts and techniques in Integrated Marketing Communications, and guest lecturers from industry will share their professional experience and knowledge. Tutorials, which encourage discussion and participation, will further develop your understanding of the theory, concepts and techniques through the use of problems and case studies. In groups, you will prepare and present solutions to problems and case studies. All Learning Outcomes are supported by lectures, tutorials and associated reading. LOs 1, 2, and 3 are summatively assessed by a group assignment based on a case study. LO 3 is formatively assessed within tutorial activities. LOs 1 and 3 are summatively assessed by a time-constrained examination undertaken at the end of the module. Oral formative feedback is given during tutorials and written summative feedback of the group assignment is provided after the assessment period. The module addresses ESD through content on ethics and CSR.

Lectures:   12.00          Directed Study:   80.50           
Seminars/Tutorials:   6.00          Other:   0.00           
Laboratory/Practical:   0.00          Formal Exams:   1.50          Total:   100.00

On successful completion of this module you will be able to...

understand the importance of Integrated Marketing Communications within contemporary commercial and consumer markets.

On successful completion of this module you will be able to...

develop an Integrated Marketing Communications campaign, recognising the strengths and limitations of various integrated marketing communications approaches.

On successful completion of this module you will be able to...

have further developed a) analytical, creative and interpersonal skills; and b) experienced group working.

  Examination - closed book 1.50 50%
  Coursework   50%
  Group assignment of up to 3000 words
  Examination - closed book 1.00 50%
  Supplementary examination
  Coursework   50%
  Supplementary: Individual assignment of up to 1,000 words

Supplementary Assessment:
As Original

Outline Syllabus:
Overview of integrated marketing communications.
Advertising management.
Personal selling.
Sales promotion.
Direct marketing.
Public relations and sponsorship.
Branding and design.
Marketing communications industry.
Discussion on sustainable development.

Version No:  11