Course Information Undergraduate prospectus

Integrated Marketing Communications Management

Course summary

Course code: MARK1230
Level: 5
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): BUS TBA


Pre and co requisites



This course aims to:
• To develop a deeper understanding of the organisational structures within which marketing communications (marcoms) activities take place
• To identify and appreciate what tools, techniques and tactics are associated with the application of these marcoms activities in the context of promotional campaigns
• To develop an ability to critique and select a range of planned marcoms activities – appropriate for different market sectors and organisational contexts
• To impart basic knowledge of the current utilisation of interactive technologies and emerging media used when applying these techniques
• To generate an understanding of the ways in which these marcoms activities can be integrated, coordinated, and synchronised.

Learning outcomes

On completing this course successfully you will be able to:

1. Define and communicate the nature and scope of Marketing Communications, their purpose, and organisational necessity – using technical terms, commercial justifications and philosophical arguments
2. Determine and classify consumer segments and target audiences, in a structured manner, according to key criteria
3. Plan and present a strategic media schedule
4. Audit and evaluate media campaigns critically
5. Problem-solve and generate solutions spearheaded by Marketing Communications.

Indicative content

• Introducing the concept of Integrated Marketing Communications
• Consumer Behavioural Psychology
• Customer Segmentation Criteria
• Point-of-Sale, Point of Purchase, Promotions and Incentives
• Integrated Advertising Theory and Practice
• Public Relations and Reputation Management
• Stakeholder Analysis
• Key Accounts and Client Management
• Mobile and Social Media
• Co-Creation, Innovation and Futurology
• Sponsorship and Events
• Not-for-Profit and Cause Related Marketing

Teaching and learning activity

1 hour lecture and 1 hour seminar per week.

This course will be delivered through a series of lectures, seminars and tutorials. Activities and course material will be a blend of academic literature; trade press; case studies; role-playing activities; debates; discussion of current and contemporary developments in the field; assessment briefing; and feedback work-shops. In addition, students will be encouraged to problem solve creatively, in thought and practice - through practical exercises and in response to briefs. In light of this, the course attempts to offer a balance between the arts and sciences. There will be scope to attempt literary and cultural critiques; create brands and brand stories; and at the same time undertake research scientifically - using quantitative and qualitative methods.

This course has been designed to support students to develop practical and creative approaches to industry demands, grounded in academic principles. Many tutorials and seminars will be structured as workshop sessions, with students working in project teams to develop ideas and solutions to given scenarios. Industry professionals will contribute to the course through expert opinion, and where possible guest lectures and participation in workshops.


Group Presentation - 30% weighting, 40% pass mark, learning outcomes 1, 2 & 4. Outline Details - Campaign Audit. 20 Minutes.

Individual Report - 70% weighting, 40% pass mark, learning outcomes 3 & 5. Outline Details - Literature-based Strategy review. 2000 words.