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 KMGT678
Coordinator Miss VK Mccall
Marketing (ULMS)
V.Mccall@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2019-20 Level 7 FHEQ Whole Session 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           50

100

 150
Timetable (if known)              
Private Study 0
TOTAL HOURS 150

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
             
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Assessment 1 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Weeks 2-8 (approx 50    35       
Assessment 2 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Weeks 2,4 and 6-8* (    25       
Assessment 3 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Maximum of 3 in week    30       
Assessment 4 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Week 8* (approx. 1,0    10       

Aims

To introduce the basic constructs of marketing communications and the promotional mix;

To understand and critically evaluate the advantages and disadvantages of various forms of marketing communications in the context of strategic marketing;

To examine the ways in which the various elements of the promotional mix can be integrated, and evaluate the various theories of communication and Integrated Marketing Communications (IMC);

To evaluate different perspectives relating to both the production and consumption of marketing communications activities;

To critically examine the IMC planning;

To review the key theoretical and conceptual issues in different sub-areas of IMC and marketing communications.


Learning Outcomes

(LO1) The nature and scope of marketing communications activities and decisions

(LO2) The strategic role of marketing communications.

(LO3) The potential range of IMC activities and current trends in IMC.

(LO4) New interactive / social media

(LO5) Theoretical perspectives around IMC and theories of communication.

(LO6) The marketing research processes through which marketing communications activities are evaluated

(LO7) The academic debates that surround the production and consumption of advertising and marketing communications.

(LO8) The theoretical and conceptual issues in different sub-areas of IMC and marketing communications.

(S1) Communication Skills: Students will have opportunities to develop written communication skills through group discussions and assignments.

(S2) Problem Solving and Decision Making: Students will be challenged to think critically about organisational issues and dilemmas. They will do this by gathering and synthesising information, analysing alternative perspectives and options and presenting a considered opinion or programme of action in their course assessment.

(S3) Information and Communication Technology Skills: Students will have opportunities to improve their ICT skills. Students will demonstrate skills in the use of software applications including word processing, visual presentations, data bases, spreadsheets and using the internet for information searches in the course.

(S4) Time management. This involves planning scheduled work and meeting assessment deadlines. This will be evident in the students’ independent management of their assignments and coursework and by meeting coursework deadlines.

Teaching and Learning Strategies

Teaching Method 1 - Virtual classroom hours (for online modules)
Description:
Attendance Recorded: Not yet decided
Notes: Number of hours per week, per student expected in the virtual classroom in discussion, dedicated to group work and individual assessment is 7.

Teaching Method 2 - Non-classroom hours (for online modules)
Description:
Attendance Recorded: Not yet decided
Notes: Number of hours per week, per student expected for reading, research and other individual work to support engagement in the classroom is 13.

Syllabus
 

Definitions of marketing communications and the range of marketing communications activities;

The marketing communications mix and its integration via the principles of IMC;

Communications theory and buyer behaviour;

The importance of branding in marketing communications;

Corporate communications;

Marketing communications planning in the context of strategic planning at a corporate and marketing level;

The changing communications environment, incorporating the marketing communications implications of interactive media/social networking/viral marketing etc;

Using marketing research to evaluate marketing communications effectiveness.


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