Module Title:Integrated Marketing Communications
Language of Instruction:English
Credits: 10
NFQ Level:7
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: Learners will be exposed to the theory and practice of integrated marketing communications through exposure to and study of academic materials (texts, journals etc.) and industry practice materials (case studies, live case examples, industry reports etc.). Classes will be tutorial in nature where learners will be expected to actively engage with module materials (online & offline), problem solving exercises and participate in class discussion and debate. Learners will be encouraged to self-reflect.
Module Aim: The aim of this module is to provide the learner with the knowledge and skills to create a fully integrated marketing communications plan.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Define the role that integrated marketing communication plays in marketing practice
LO2 Differentiate and evaluate the various marketing communication tools
LO3 Evaluate the main media options available to advertisers and construct a media plan
LO4 Plan and create a fully integrated marketing communications campaign.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
Introduction to Integrated Marketing Communications
Introduction to Integrated Marketing Communications (IMC) theory and practice; Communicating the Brand Values; Planning for strategic marketing communications
Introduction to Advertising; Outline the benefits and the role of Advertising; Advertising media; Crafting Advertising Strategies- Creative Strategy and the Creative Process; Advertising in a digital environment; Advertising Standards and Practice; Measuring Advertising effectiveness
Sales Promotion
The role of sales promotion; Strengths and limitations of promotions; Consumer sales promotions and Trade promotions; Factors influencing the use of sales promotions; Online sales promotion techniques
Public Relations
Define Public Relations; The role of public relations in the organisation; Public Relations Audiences; Media Relations; Public Relation Tools; Crisis Management and Reputation Management Online Public Relations
Define Sponsorship; The role of sponsorship in marketing communications; Types of sponsorship; Sponsorship planning; Sponsorship activation
Direct Marketing
Define direct Marketing; Database marketing; developing and maintaining the database; Building relationships through customer lifetime value; Direct marketing channels (e.g. direct response advertising, email marketing).
Personal Selling
The role of personal selling in the marketing communications mix; Demonstrate the personal selling role in the marketing communication mix
Digital Marketing Communications
Principles of Digital Marketing Building online relationships Growth in Social Media Marketing Emerging media
Media options; Media Strategy and planning
Marketing Communications ethics
Ethical concerns in Marketing Communications
Planning for IMC
Developing Integrated Marketing Communications; Measuring IMC Performance; Campaign Planning;
Assessment Breakdown%
Continuous Assessment40.00%
End of Module Formal Examination60.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Group project, learners will be asked to devise an integrated marketing communications plan 2,3,4 40.00 Week 26
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 60.00 End-of-Semester

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


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 3.00
Total Hours 3.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHMKT_B Bachelor of Business (Honours) in Marketing 3 Mandatory