Semester 2 

Units of Assessment 

Weighting towards Module Mark (%)

Group project 

60% 

Exam (2 hours) 

40% 

Qualifying Condition(s)
A weighted aggregated mark of 40% is required to pass the module. 

It is critical that resources allocated to marketing communication tools are used effectively.  In order to achieve this, a thorough understanding is required of the marketing communications strategic planning process.  Relevant issues include the role of marketing communication tools in influencing brand choices, how they could be used effectively to deliver a promotional message and how to identify the media strategy that will not only maximise the number of target audience reached but also increase the likelihood that they will process and act on the message.  This module is designed to provide students with a fundamental framework for understanding marketing communications at a strategic level within various contexts.  The module introduces students to the concepts, issues, theory and practice of integrated marketing communications using an integrated and theoretical platform for the description and analysis of marketing communications. 

·               To offer students an in-depth knowledge of the tools and strategies of integrated marketing communication. 
·               To provide students with an understanding of how marketing communications work in practice, taking into account the context (domestic or international) and culture. 
·               To enable students to critically evaluate alternative marketing strategies based on issues including consumer trends, market and audience characteristics, strategic and operational objectives, positioning, planning and implementation. 

On successful completion of this module, the students will have demonstrated an ability to: 
·               Discuss and analyse the scope and characteristics of marketing communications strategy. 
·               List, describe and evaluate marketing communication tools. 
·               Critically evaluate the relationship between marketing communications and consumer behaviour. 
·               Discuss and evaluate the role marketing communications play in supporting a brand's marketing objectives. 
·               Critically evaluate the methods used in the planning, implementation and management of marketing communications in various contexts. 
·               Identify and critically evaluate alternative approaches to key marketing communications activities. 
·               Evaluate the link between marketing communications and other corporate activities. 
·               Be able to discuss and evaluate different approaches and designs to marketing communications. 
·               Identify and analyse social and ethical issues relating to marketing communications policies, procedures and practices. 

·               Introduction to Marketing Communications (MC), Integrated Marketing Communications (IMC) and Evolving aspects of IMC 
·               The Communication Process 
·               Brand culture and marketing communications 
·               Advertising strategy and how advertising agencies work 
·               Integrated Marketing Communications and the Marketing Communications Planning Process 
·               Advertising and media strategy 
·               E-Marketing Communications and New media 
·               Communicating brands internationally 
·               Ethics 
·               Research and marketing communications 
·               Putting it all together - integrated marketing communications 

The learning programme will include a lecture series supported by seminars and the use of ULearn to facilitate student participation. 
Assessment Strategy: 
The assessment strategy is designed to encourage an appropriate depth of conceptual understanding, through the requirement for critical evaluation of marketing communications techniques and processes. 

Essential Reading 
Fill, C. (2009), Marketing Communications: Interactivity, Communities and Content, 5^th Edition, Essex : FT Prentice Hall. 
Recommended Reading 
Baines, P., Fill, C. and Page, K. (2008), Marketing, Oxford: Oxford University Press. 
Belch, G. and Belch, M. (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, Boston : McGraw Hill – Irwin. 
Brownlie, D., Saren, M., Wensley, R., and Whittington, D. (ed.) (1999), Rethinking marketing: Towards critical marketing, London : Sage. 
Brown, S. (1995), Postmodern marketing, London : International Thomson Business Press. 
De Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2007), Marketing communications: A European perspective, 3rd Ed., Essex : FT Prentice Hall. 
Duncan, T. (2002), IMC: Using advertising and promotion to build brands, International edition, New York : McGraw-Hill. 
Hackley, C. (2009), Marketing: A critical introduction, London : Sage. 
Hackley, C. (2009), Advertising and Promotion in Integrated Marketing Communications, London : Sage. 
Holt, D.B. (2004), How brands become icons: The principles of cultural branding, Boston, MA : Harvard Business School Press. 
Kimmel, A. (ed.) (2005), Marketing Communication: New Approaches, Technologies, and Styles, Oxford: Oxford University Press. 
Rossiter, J. and Bellman (2005), Marketing Communications, Harlow : Pearson Education. 
Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A., and Catterall, M. (2007), Critical Marketing: Defining the field, Oxford : Butterworth-Heinemann. 
Schroeder, J.E. and Salzer-Mörling M. (2006), Brand culture, New York : Routledge. 
Shimp, T.A. (2007), Integrated marketing communications in advertising and promotion, 7th ed., Mason OH: Thomson-South Western. 
Tanaka, K. (1994), Advertising language: A pragmatic approach to advertisements in and , London : Routledge. 
Wells, W., Moriarty, S. and Burnett, J. (2006) Advertising: Principles and Practice, New Jersey : Pearson. 
Yeshin, T. (2006), Advertising, London : Thomson. 
Journals
In addition there are a number of key Journals that include: Journal of Marketing Communications; Journal of Marketing Management; European Journal of Marketing; International Journal of Advertising; Journal of Marketing Management, Advertising Age 
Students are informed they need to carry out a broad reading of the literature, and the use of international journal articles is expected.