Module Title: | Integrated Marketing Communications |
Language of Instruction: | English |
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.
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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
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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.
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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.
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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
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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.
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Media
Developing a media plan, media planning and scheduling
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Marketing Communications ethics
Ethical marketing practice, concerns and legal standards in marketing communications, impact of regulations on communications, more ethical consumer
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Assessment Breakdown | % |
Continuous Assessment | 50.00% |
End of Module Formal Examination | 50.00% |
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 |
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 |
SETU Carlow Campus 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
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