| CODE | CRC2070 | ||||||
| TITLE | Integrated Marketing Communication | ||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 5 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Corporate Communication | ||||||
| DESCRIPTION | The modern marketing landscape has undergone fundamental transformation. Organisations now navigate fragmented consumer markets with increasingly diverse audience segments; media proliferation across traditional and digital channels; declining effectiveness of mass media advertising; empowered retailers with sophisticated data and negotiating power; heightened executive demand for measurable return on marketing investments; and the rapid adoption of technology and artificial intelligence enabling data-driven, automated, and personalised marketing communications. In response to these pressures, many firms have shifted marketing budgets away from long-term brand-building activities toward short-term promotional tactics. While such approaches may deliver immediate results, they risk undermining sustained brand equity and long-term competitive advantage. Integrated Marketing Communications (IMC) therefore emerges as a strategic solution to this challenge. IMC involves the coordination of all marketing communication tools, including advertising, sales promotion, direct marketing, personal selling, and digital and social media, to deliver consistent, customer-centric, and strategically aligned messages. Importantly, IMC extends beyond external communications, recognising that every organisational touchpoint, from employee behaviour to investor relations, contributes to overall brand perception and value. Study-Unit Aims: - Distinguish among the social, technological, managerial, and organisational factors influencing the need for Integrated Marketing Communications as an approach to developing and implementing marketing communications programmes; - Develop an analytical conceptualisation of Integrated Marketing Communications processes. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Define Integrated Marketing Communications (IMC) is and understand how the marketing process works; - Explore theories on how advertising works and how consumers make decisions; - Examine theoretical approaches to advertisement design and analyse message strategies, advertising appeals and executional frameworks; - Identify the elements, latest trends and tools used in a marketing communications mix. 2. Skills: By the end of the study-unit the student will be able to: - Analyse the purposes, strengths, and weaknesses of each of the marketing communication functional disciplines; - Think strategically across the functional areas of marketing communication; - Apply IMC principles and practices in the development of a comprehensive IMC campaign plan. Main Text/s and any supplementary readings: Main Texts: - Belch, George E. and Michael A. Belch, (2021), Advertising and Promotion: An Integrated Marketing Communication Perspective, Homewood, Illinois: Richard D. Irwin, Inc. Supplementary Readings: - Kitchen, p.J., & Tourky, M.E.,(2022),Integrated Marketing Communications: A Global Brand-Driven Approach, Springer Nature. - Blakeman, R. (2023), Integrated Marketing Communication, Creative Strategy from Idea to Implementation, Rowman & Littlefield. |
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| STUDY-UNIT TYPE | Lecture | ||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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