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MKT2010 : Integrated and Digital Marketing Communications

  • Offered for Year: 2020/21
  • Module Leader(s): Mrs Fiona Thompson
  • Demonstrator: Mrs Katharine Capocci, Mr Michael Knowles
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
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.

Outline Of Syllabus

•       Understanding the past and present of Marketing Communications(MC)
•       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 MC planning using the SOSTAC framework
•       Brand placement, Point of sale and supportive communications
•       Sponsorship and 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 ActivitiesLecture122:0024:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching121:0012:00N/A
Guided Independent StudyIndependent study1164:00164:00N/A
Teaching Rationale And Relationship

The lectures will provide students with the required knowledge of the subject matter, while small group teaching will assist them in applying the learned tools in real life cases, exchanging ideas with fellow students and sharing personal experiences of how marketing communications is seen in different contexts.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Report1M50Group project - writing a plan and 10 minute poster presentation
Essay2M50Individual assignment 2000 words
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 develop over time 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 Marketing Communications.

Reading Lists