INTEGRATED AND DIGITAL MARKETING COMMUNICATIONS - 2021/2

Module Overview

This module forms an integral part of the MSc Marketing Management programme and any students who have chosen from other programs who seek a career in marketing. The assessment strategy of this module reflects a practical approach that encourages students to actively contribute to the lectures and seminars. This module aims to provide a theoretical and practical understanding of marketing communications 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.

Module provider

Surrey Business School

Module Leader

SAJJAD Farhana (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Module Availability

Semester 2

Prerequisites / Co-requisites

To be allowed to take this module, 1. students must have completed EITHER Digital marketing and Social Media (MANM299) OR International Marketing (MANM011). So either module will be fine. 2. AND students must have completed Applied Marketing research (MANM019)

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

Alternative Assessment

Individual Marketing Project (1500 words) NOTE: This is for students who fail the group assignment and received an aggregate mark of less than 40%

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate knowledge, critical thinking, and application of theory, creativity and problem solving skills in marketing communications. This module has summative and formative assessment units.

The summative assessment for this module consists of:

• Individual assignment 1500 words (50%)


• Group Project (50%)

The marking criteria for each unit of assessment will be communicated to students in week 1 and is available to SurreyLearn.       

Alternative assessment for group project: The alternative assessment for the group project is an individual marketing communications plan. Only students who have extenuating circumstances can opt for the alternative assessment, if a student feels that this is applicable we advice the student to contact us first.

Formative assessment and feedback  

This module adopts an enquiry based, cognitivist and socio-constructive 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. The drop-in clinics also aid this process. These resources include:

• 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.


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

Module aims

• Provide an in-depth knowledge of the various strategies and tactics constituting integrated marketing communications
• Provide a theoretical and practical understanding of the planning, execution, and evaluation of various communication media
• Provide the opportunity to be creatively involved in the process of creating an ad commercial

Learning outcomes

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 by being actively involved in the lectures and seminars. This module adopts a student-centred interaction approach and encourages group work and knowledge spilling. 

The assessment components as explained below in more detail, emphasise 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 on a graduate program. The analysis of advertisments and the production of a commercial gives students insight into the operational and creative side of marketing, which is relevant for any marketing manager. Thus, the learning and teaching strategy of this module combines theory, creativity and application.  

The module will be taught as a 2 hour lectures and 1 hour seminar structure. Details will follow in the first week of the module.

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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM018

Programmes this module appears in

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 2021/2 academic year.