Module Title:Integrated Marketing Communications
Language of Instruction:English
Credits: 5
NFQ Level:7
Module Delivered In 4 programme(s)
Teaching & Learning Strategies: Learners will be exposed to the theory and practice of integrated marketing communications through study of academic materials and industry practice materials (case studies, live case examples, industry reports). 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. Learners will be encouraged to self-reflect.
Module Aim: This module will provide students with knowledge and application of theories, models and tools to assist them in creating and evaluating successful integrated marketing communications campaigns.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Develop an appreciation of the evolution and role which IMC plays in marketing practice and it's evolving landscape, assessing future challenges for thinking and practice.
LO2 Assess the theories, frameworks and models informing the various online and offline marketing communication tools for both B2C and B2B marketing contexts considering the customer journey
LO3 Demonstrate decision making and analytical skills as part of a cross functional team to make a significant contribution of strategic options in creating a fully integrated, ethical IMC campaign.
LO4 Appraise and devise promotional briefs, creative strategies, customer personas and marketing communications campaigns which will include contemporary case studies and media planning.
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 IMC
Introduction to Integrated Marketing Communications (IMC) theory and practice and communicating brand values. Engagement and adding value to business through IMC.
IMC Strategy, Planning and Execution
An evaluation of IMC communication strategy, planning, budgeting, measuring and controlling campaign performance. Developing customer personas and evaluating customer journeys. Planning for brand equity and product positioning, creating and maintaining brand loyalty.
IMC Tools
Evaluation of all IMC tools, theories, models and mix with practical application - Advertising - Public Relations - Sales Promotions - Direct Marketing - Sponsorship - Personal Selling - Online
Digital Marketing Communications
Changing nature of communications in the digital world, building online relationships, Online customer journey considerations, Content Marketing, Digital Platforms, Social Media Marketing, Digital Narrative and Storytelling Emerging media, online communities, building brands online.
Media
Developing a media plan, media planning and scheduling
Marketing Communications ethics
Ethical marketing practice, concerns and legal standards in marketing communications, impact of regulations on communications, more ethical consumer
Assessment Breakdown%
Continuous Assessment50.00%
End of Module Formal Examination50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Group project, learners will be asked to devise a comprehensive integrated marketing communications plan and reflective journal 2,3,4 50.00 Sem 1 End
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 50.00 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
Independent Learning Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Every Week 7.50
Total Hours 9.00
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHMKT_B Bachelor of Business (Honours) in Marketing 5 Mandatory
CW_BPMKT_D Bachelor of Business in Marketing 5 Mandatory
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 3 Mandatory
CW_BBDMA_D Bachelor of Science in Digital Marketing with Analytics 3 Mandatory