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
Requirements
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
Advertising
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
Sponsorship
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