Module code: MAN2170

Module Overview

This module aims to provide a theoretical and practical understanding of marketing communication in general and to introduce theoretical concepts and well-known strategies, especially in relation to planning, execution, and evaluation. Aspects such as the role of marketing communication tools in influencing brand choices, the effective use of such tools to deliver a promotional message, maximise the target audience reached and increase consumption will be focus of this module. The use of up-to-date case studies and theory give students substantial understanding of the field and should help students to apply their knowledge when writing the report and producing a short ad.

Module provider

Surrey Business School

Module Leader

SIAMPOS Anastasios (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

JACs code: N500

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

 Introduction to integrated marketing communications (IMC) and evolving aspects of IMC

 The communication process

 Target Groups and Choice of Media Channels

 IMC planning

 Advertising & media strategy

 Advertising strategy & how advertising agencies work

 E-marketing communications & new media

 Brand culture and marketing communications

 Communicating brands internationally

 Research in marketing communications

 Ethics of marketing communications

Assessment pattern

Assessment type Unit of assessment Weighting
Project (Group/Individual/Dissertation) Group project (a 30-second commercial + 1,500-word report) 50
Coursework Individual 2000 word written assignment 50

Alternative Assessment

An individual assignment including a 20 second commercial and a written report (maximum 1000 words)

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

The assessment strategy for this module is based around the student-centred teaching approach and involves tutor-evaluation, and student-evaluation. Students are asked to submit a group project. The group project is split in two parts (the written report and a video), The written report and video will be assessed by the module convenor and a second marker. The videos will also be evaluated by the students. A participatory approach has been chosen to include students in the process of assessing the commercials as it has been found to aid their critical thinking in regards to marketing concepts and their application. The exam will be used to test the students’ knowledge and ability to link theory and practice. Thus, the assessment components test the outlined learning outcomes.

Thus, the summative assessment for this module consists of:
 Group Project
 Written assignment


Group project – this assessment is designed to give students the opportunity to learn how to create a creative commercial, to understand the complexity and key decisions involved in the creative proess, to apply innovative thinking, and to develop teamwork skills. This assessment also aims at getting students to apply relevant theories or concepts in the process. Hence, this assessment involves the creation of a 30-second long commercial for an identical product category. This is to provide a common ground for comparison or evaluation. Nevertheless, students are asked to develop a fictitious brand name for the product, and this will enable them to apply creative and original thinking.

In addition, students are asked to submit a 1500-word report, explainin and justifying the thinking and execution processes of their video, and also the relevant theory or concept used. More specifically, the report will address issues such as who the target audience is and why, the unique selling proposition of the brand name, the creative strategy used to convey the brand name propositions. Both commercial and written report are marked out of 100, and the average mark is used as the official mark for this assessment.

The 2000 word individual written assignment will be based on the student’s practical application of one or more of the concepts covered in the module, drawing on both the lecture/independent study material and their own workplace application of their learning.


Formative assessment and feedback

This module adopts an enquiry based approach to assessment and feedback where resources are provided to students to enable them to identify their own strengths and weaknesses prior to an assessment, and in turn decide their own learning strategies. These resources include:

 Webinars will be designed to address the preparation process, team management, and other key issues associated with the group project;
 Students can receive feedback to their assessment prior to the deadline in dedicated Q&A sessions (one for the group report, one session for the exam), which are held online.
 A detailed marking scheme will be supplied to students to explain the assessment criteria used and the weighting of each criterion; Criteria have been developed in line with the learning outcomes and reflect those.
 Overall or summative feedback, explaining what students did well and less well, will be presented in the lecture once the marking process is completed.
 The generic feedback, including a statistical breakdown, will also be posted on SurreyLearn so that students can gauge their own performance in relation to the whole cohort’s performance.
 Students will also play an important part in peer-assessing the produced 30 second commercials.

Marking will be done by all members contributing to this module. The module coordinator will be responsible for the second marking of other teaching members; a teaching member will be selected for the second marking of the module coordinator. Statistical moderation will be applied, if necessary, to ensure consistent and fair marking between all teaching members.

Marks will be returned to students within 3 weeks of submission.

Module aims

  • To provide students with an in-depth knowledge of the various strategies and tactics constituting integrated marketing communications
  • To provide students with a theoretical and practical understanding of the planning, execution, and evaluation of various communication media;
  • To give students the opportunity to create an ad commercial and apply theoretical and practical aspects discussed in the lecture and seminars.

Learning outcomes

Attributes Developed Ref
001 Critically examine the various core concepts underpinning integrated marketing communications as a marketing dicipline; C
002 Identify and critique the various strategies and tactics of integrated marketing communications; CKT
003 Identify and explain the various roles integrated marketing communications play in supporting a brand’s marketing objectives; KT
004 Identify and explain the social and ethical issues associated with intergated marketing communications; K
005 Engage in creative thinking as a group, and execute a creative via the production of a commercial video. PT
006 Develop team work skills and acquire competencies relevant for a career in marketing. PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Workshop Hours: 14

Independent Study Hours: 30

Lecture Hours: 10

Seminar Hours: 6

Methods of Teaching / Learning

The learning and teaching strategy is designed to:

The teaching and learning strategy is designed to give students the opportunity to gain knowledge and understanding of various, key concepts underpinning integrated marketing communications. This module adopts a student-centred interaction approach and encourages group work and knowledge spilling.

Additionally, students will be asked to develop a product and brand, write a marketing concept and produce a 30 second commercial. This emphasises the practical element of this module, which is relevant for students who are interested in pursuing a career in marketing or want to gain experience in marketing while on placement. The production of a commercial gives students insight into the operational and creative side of marketing, which is relevant for any business management student. Thus, the learning and teaching strategy of this module combines theory and application.

The learning and teaching methods include:

The teaching and learning methods comprise the delivery of lectures and seminars. More specifically, lectures are designed to illustrate and explain theoretical concepts and models of integrated marketing communications; seminars are designed to stimulate peer discussion on theoretical concepts and models with reference to specific cases or real-life examples. The lecture precedes the seminar. Prior to attending the seminar, students are required to undertake the essential reading of the theory and relevant case study assigned for a particular seminar. In between lectures and seminars students will have to do group work to meet the assignment requirements, thus a large amount of student workload wil be dedicated to group work.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list


Other information


Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2020/1 academic year.