Global Opportunities

MKT2010 : Integrated and Digital Marketing Communications

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


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

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture181:0018:00PIP Lectures (9 per Semester)
Guided Independent StudyAssessment preparation and completion160:0060:00Time for students to complete formative and summative coursework & assessments
Structured Guided LearningLecture materials61:006:00Pre-recorded lecture materials (approx. 3 hours per Semester)
Guided Independent StudyDirected research and reading166:0066:00Estimated based on 3 hours per teaching week (but not necessarily to be completed in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00PIP Seminars (3 per Semester)
Guided Independent StudyIndependent study135:0035:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time91:009:00Online learning and teaching sessions
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.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay1M50Individual assignment 2000 words
Portfolio2M50Group SOSTAC Project - writing a plan and 10 minute poster presentation
Formative Assessments
Description Semester When Set Comment
Oral Presentation1MOral feedback in Seminars
Oral Presentation2MOral 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.

Reading Lists