MKT2010 : Integrated and Digital Marketing Communications
MKT2010 : Integrated and Digital Marketing Communications
- Offered for Year: 2024/25
- Module Leader(s): Mrs Fiona Thompson
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Pre-requisite
Modules you must have done previously to study this module
| Code | Title |
|---|---|
| MKT1002 | Introduction to Marketing |
Pre Requisite Comment
N/A
Co-Requisite
Modules you need to take at the same time
Co Requisite Comment
N/A
Aims
This module aims to provide students with a solid understanding of Integrated and Digital Marketing Communications:
- It examines the role of marketing communications throughout time.
- It analyses the use of the main tools of marketing communications.
- Students will consider the application of marketing communications through its most representative tools with the use of extensive examples and real cases.
- It provides a theoretical understanding of integrated and digital marketing communications.
- It teaches the use of tools and strategies related to the marketing communications in both integrated and digital channels and application to real 'Live Client' cases with the SOSTAC Marketing Communications Planning Framework in Semester 2.
Outline Of Syllabus
• Understanding the past and present of Marketing Communications(MarComms)
• The communications industry
• Marketing Communications theory
• Advertising
• Sales Promotion
• Public Relations
• Personal Selling and Direct Marketing
• Digital platforms and digital marketing communications
• Marketing channels and MarComs planning using the SOSTAC framework
• Brand placement, Point of sale and supportive MarComs
• Sponsorship and Brand/Product Placement
• Internal and B2B communications
• Future trends in Integrated and Digital Marketing Communications
Learning Outcomes
Intended Knowledge Outcomes
Upon successful completion of this module, the student will be able to:
- Understand the role and importance of Integrated Marketing Communications(IMC).
- Familiarise oneself with the relevant theories and frameworks used for their understanding and application.
- Examine the main developments in the marketing communications industry, especially the digital communication channels.
- Develop an in-depth understanding of the different integrated marketing communications channels and be able to develop appropriate strategies and tactics for both integrated and digital environments.
Intended Skill Outcomes
Upon successful completion of this module, the student will be able to:
- Critically understand the main tools of Integrated Marketing Communications(IMC).
- Apply the main marketing communications tools in different contexts.
- Have a thorough understanding of the principles of integrated and digital marketing communications contexts.
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 20 | 1:00 | 20:00 | PIP Lectures (10 per Semester) |
| Guided Independent Study | Assessment preparation and completion | 1 | 60:00 | 60:00 | Time for students to complete formative and summative coursework & assessments |
| Structured Guided Learning | Lecture materials | 6 | 1:00 | 6:00 | Pre-recorded lecture materials (approx. 3 hours per Semester) |
| Guided Independent Study | Directed research and reading | 1 | 66:00 | 66:00 | Estimated based on 3 hours per teaching week (but not necessarily to be completed in that week) |
| Scheduled Learning And Teaching Activities | Small group teaching | 6 | 1:00 | 6:00 | PIP Seminars (3 per Semester) |
| Guided Independent Study | Independent study | 1 | 35:00 | 35:00 | N/A |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 7 | 1:00 | 7:00 | Online learning and teaching sessions |
| Total | 200:00 |
Teaching Rationale And Relationship
The lecture materials (in person and online) will provide students with the required knowledge of the subject area. The small group teaching will assist in applying the learning to real life cases, exchanging ideas with fellow students and sharing personal experiences of how marketing communications is seen in different contexts. The online sessions and online materials as well as the undertaking of the required hours of guided independent study will support student learning and progress.
Reading Lists
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Essay | 1 | M | 50 | Individual assignment 2000 words |
| Portfolio | 2 | M | 50 | Group SOSTAC Project - writing a plan and 10 minute poster presentation |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Oral Presentation | 1 | M | Oral feedback in Seminars |
| Oral Presentation | 2 | M | Oral feedback in Seminars |
Assessment Rationale And Relationship
The proposed assessments will help develop a more in-depth understanding of the concepts learned which when underpinned with further reading will provide students’ with a holistic and contemporary view of Integrated and Digital Marketing Communications.
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT2010's Timetable
Past Exam Papers
- Exam Papers Online : www.ncl.ac.uk/exam.papers/
- MKT2010's past Exam Papers
General Notes
N/A
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The information contained within the Module Catalogue relates to the 2024 academic year.
In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described.
Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2025/26 entry will be published here in early-April 2025. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.