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 2021-22 Level 5 FHEQ First Semester 15

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

MKIB153 FUNDAMENTALS OF MARKETING 

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 12

6

      12

12

42
Timetable (if known) 60 mins X 1 totaling 12
 
60 mins X 1 totaling 6
 
         
Private Study 108
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 2: Online Written Open book Examination. Assessment Type: Written Exam Duration: 72 hours maximum, recommended time 2 hours. Size: 1000 words maximum Weighting: 60% Reassessm  72 hours maximum, re    60       
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 1: Group Project Integrated Marketing Campaign Assessment Type: Practical Assessment Duration/Size: 15 minute presentation Weighting: 40% Reassessment Opportunity: Yes Penalty   15 minute presentati    40       

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.

(LO6) Students will be able to understand different strategies for planning and managing international IMC campaigns

(LO7) Students will be introduced to academic debates that surround the ethical implications of marketing communications

(S1) Commercial awareness

(S2) Teamwork

(S3) Communication skills


Teaching and Learning Strategies

Teaching method : Online Asynchronous Learning Materials
Description: These will be pre-recorded sessions where key concepts will be explained and developed. Initial reading will be specified which will allow students to attend the office hour with a good understanding of the basic concepts. These will be further developed and supported with current examples in learning materials.
Unscheduled Directed Student Hours: 12
Attendance recorded: No

Teaching Method – Synchronous Lecture
Description: These will be one hour sessions 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: 12
Attendance Recorded: Yes

Teaching Method - Seminar
Description: These run every other week. The focus of the seminars is to provide students with active learning activities  which  develop  understanding of the content (e.g. present case study answers), including processes for developing an IMC plan to address the group assessment. Time will be made available in seminars to give individual students groups one to one feedback on the progress of their assessment and plans to present the group’s work.
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method 4: Group Study
Scheduled Student Hours: 12
Attendance recorded: No

Self-Directed Learning Hours: 108
Description: During self-directed learning hours students will be expected to engage with the recommended weekly online learning material on key content, weekly readings, prepare for their seminars, undertake weekly learning activit ies set online (e.g. quizzes, viewing resources e.g. links, resources, media), develop their group assessment work and also review the national and local media for examples of good and poor IMC practice in action. Readings will be specified which will allow students to build on the lecture session and develop a good understanding of the basic concepts. The development of a portfolio of examples, as well as academic literature, during self-directed learning will help students revise of exams as well as contextualise the IMC theory they are taught in lectures.

Skills/Other Attributes Mapping

Skills / attributes: Communication skills
How this is developed: Tutorials and assessment
Mode of assessment (if applicable):

Skills / attributes: Teamwork
How this is developed: Tutorial presentations
Mode of assessment (if applicable):

Skills / attributes: Commercial awareness
How this is developed: Tutorial and lecture exercises
Mode of assessment (if applicable):


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.  Understanding the structure of the marketing communications industry
5.  Understanding the media industry
6.  Ethics in marketing communications
7.  Marketing communications planning and evaluation
8. Changing communications environment
9.  International and global perspectives in marketing communications
10. Revision


Recommended Texts

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