ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title INTEGRATED MARKETING COMMUNICATIONS
Code MKIB257
Coordinator Dr KE Kerrane
Marketing (ULMS)
K.Kerrane@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2019-20 Level 5 FHEQ First Semester 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 24

  5

      29
Timetable (if known) 120 mins X 1 totaling 24
 
           
Private Study 121
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 2: Written Unseen Examination Assessment Type: Written Exam Duration: 2 hours Weighting: 75% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty   2 hours    75       
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 1: Group Project Advertising Campaign Assessment Type: Practical Assessment Duration/Size: 15 minute presentation/1000 word report Weighting: 25% Reassessment Opportunity: Yes P  15 minute presentati    25       

Aims

This module aims:
To introduce students to the basic constructs of marketing communications.  
To allow students to examine the ways in which marketing communications can be integrated.    
To examine marketing communications from both a production and consumption perspective.    
To consider the process in both integration and disintegration terms.    
To explore whether there are possible trans-national and global perspectives in marketing communications.    
To critically evaluate the various theories of communication and IMC
To examine different perspectives on the production and consumption of advertising and marketing communications
To critically examine the IMC planning process
To understand and assess the way in which the various elements of the promotional mix can be integrated.
To understand and critically evaluate the advantages and disadvantages of various forms of marketing com munications.
To examine various positioning and communications strategies
To review the key theoretical and conceptual issues in different sub-areas of IMC and marketing communications


Learning Outcomes

(LO1) Students will be able to understand and apply the strategic role of marketing communications

(LO2) Students will be aware of and apply the potential range of IMC activities and current trends in IMC

(LO3) Students will be able to clearly link the theoretical perspectives around IMC to the theories of communication

(LO4) Students will be able to understand the processes by which marketing communications can be (dis)integrated and the impact this (dis)integration has on the effectiveness of communications and marketing.

(LO5) Students will be introduced to the academic debates that surround the production and consumption of advertising and marketing communications.

(S1) Commercial awareness

(S2) Teamwork

(S3) Communication skills


Teaching and Learning Strategies

Teaching Method 1 - Lecture
Description: These will be two hour lecturers where key concepts will be explained and developed. Initial reading will be specified for these lecturers which will allow students to attend the lecture session with a good understanding of the basic concepts. These will be further developed and supported with current examples in lectures.
Scheduled Directed Student Hours: 24
Attendance Recorded: Yes

Teaching Method 2 - Tutorial
Description: These run every other week and start in week 3. The focus of the tutorials is to help students develop awareness of the processes for the creation of an IMC plan to address the group assessment. Time will be made available in tutorials to give individual students groups one to one feedback on the progress of their assessment and plans to present the groups work.
Scheduled Directed Student Hours: 5
Attendance Recorded: Yes

Self-Directed Learning Hours: 121
Description: During self d irected learning hours students will be expected to engage with the recommended weekly literature, develop their group assessment work and also review the national and local media for examples of good and poor IMC practice in action. The development of a portfolio of case studies during self directed learning will help students revise of exams as well as contextualise the IMC theory they are taught in lecturers.


Syllabus

 

The following topics will form the core elements of teaching in this module:
1.  Integrated marketing communications defined
2.  The integrated marketing communications mix
3.  Communications theory and buyer behaviour
4.  Undertaking markets - market research
5.  Understanding the structure of the marketing communications industry
6.  Understanding the media industry
7.  The importance of branding
8.  Corporate communications
9.  Marketing communications planning
10. Changing communications environment
11.  International and global perspectives in marketing communications
12. Revision


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.